Amazon Brand Registry: Benefits, Requirements, and How to Enroll

What is Amazon Brand Registry?

Amazon Brand Registry is a program that gives brand owners additional tools to protect and grow their presence on Amazon. Once enrolled, you get access to features that are not available to standard seller accounts: A+ Content, Brand Analytics, Sponsored Brands ads, Brand Stores, and the Transparency anti-counterfeiting program.

The program was launched to address a persistent problem for brand owners: anyone can create a listing using your brand name, and without registry access, your options for removing or correcting those listings are limited. Brand Registry shifts that balance. Enrolled brands can submit faster takedown requests, flag intellectual property violations through a dedicated portal, and control how their brand appears across Amazon search results and product pages.

This catalog protection is also why resellers and new sellers run into error codes 5461 and 5665 when they try to create a new ASIN under a brand that is not theirs. Once a brand enrolls in Registry, Amazon locks ASIN creation under that name to accounts it recognizes as authorized.

Who qualifies for Brand Registry?

The core requirement is a registered trademark. Amazon accepts trademarks registered with government trademark offices in the United States, European Union, United Kingdom, Canada, Japan, Australia, Brazil, India, Mexico, and several other markets. A pending trademark application is not sufficient. The trademark must be granted and active.

The trademark must be a text-based or image-based mark that includes words, letters, or numbers. It must appear on your products or packaging. The brand name on your Amazon listings must match the name on the trademark registration exactly.

You need a Seller Central or Vendor Central account to enroll. Brand Registry is available to both sellers (third-party) and vendors (first-party) and to brand owners whether or not they sell directly on Amazon.

If you are still in the trademark application process, Amazon's IP Accelerator program connects brands with approved law firms that can help file applications. Brands with pending applications filed through IP Accelerator can receive provisional Brand Registry access while the trademark is processed.

A+ Content

A+ Content (previously called Enhanced Brand Content) lets you replace the standard product description with rich media modules: image and text combinations, comparison tables, feature highlights with icons, and multi-column layouts. The result is a longer, more visual product page below the fold.

Studies by Amazon have shown A+ Content increases conversion rates on average by 3 to 10 percent. The actual lift depends heavily on product category and how well the content is executed. The biggest gains come when A+ Content addresses specific objections or questions that customers have before purchasing.

Standard A+ Content is free for enrolled brands. Premium A+ Content (larger modules, video, interactive hotspot images) is available to brands that meet additional criteria and have published a sufficient number of standard A+ modules. Premium A+ is also free once unlocked.

Brand Analytics

Brand Analytics is a reporting suite inside Seller Central that is only available to Brand Registry members. The most used report is the Amazon Search Terms report, which shows the top search terms customers used to find products in your category, ranked by search frequency. You can see which ASINs appeared most often in the top three results for each search term, and what percentage of customers who clicked those results went on to purchase.

The Market Basket Analysis report shows which products customers buy together with yours. The Item Comparison report shows which products customers viewed when they also viewed your listings. Both are useful for identifying cross-sell opportunities and understanding competitive dynamics at the product level.

Brand Analytics data is available weekly, monthly, and quarterly. It does not require any third-party integration and pulls directly from Amazon's own search and purchase data. See how it stacks up against a paid alternative in Amazon Brand Analytics vs Helium 10.

Sponsored Brands ads

Sponsored Brands (formerly Headline Search Ads) appear at the top of search results pages, above all other listings. They display your brand logo, a custom headline, and up to three products. Clicking the ad can take customers to a custom landing page, your Brand Store, or a product listing page.

Sponsored Brands ads are only available to Brand Registry enrollees. They give you placement real estate that is not accessible to non-enrolled sellers. For competitive keywords where Sponsored Products ads are expensive, a Sponsored Brands placement at the top of the page can be an efficient way to capture category-level traffic.

Sponsored Brands video is a separate format that shows an auto-playing video in a prominent position within search results. Video ads tend to have higher click-through rates than standard Sponsored Brands but require production of a 15 to 30 second product video that meets Amazon's specifications.

Brand Stores

A Brand Store is a multi-page storefront on Amazon with a custom URL (amazon.com/stores/YourBrandName). You can organize your catalog into categories, feature collections, embed videos, and present your products in a layout that reflects your brand.

Brand Stores are free to create and host. They serve two practical purposes. First, they give you a destination to link Sponsored Brands ads to, which typically performs better than linking to a single product page. Second, customers who follow your brand get notified about new products and store updates, which creates a direct-to-audience channel within Amazon's ecosystem.

Brand Store analytics show page views, visitor sessions, sales attributed to Store visits, and which page tiles drove the most engagement. You can use this data to refine which products to feature and how to organize navigation.

The Transparency program

Transparency is a separate anti-counterfeiting program that works at the unit level. You apply unique Transparency codes (similar to QR codes) to each individual product unit during manufacturing. Amazon scans these codes during FBA receiving and customers can scan them using the Amazon app to verify authenticity before opening the package.

If a counterfeit unit enters the FBA network without a valid Transparency code, Amazon intercepts it before it reaches a customer. This is a meaningful protection for brands that sell in categories with high counterfeiting rates: electronics accessories, supplements, cosmetics, and premium household goods.

Transparency has a per-unit cost that varies by enrollment tier. It is not included in standard Brand Registry. Whether the cost is justified depends on your margins and the real-world counterfeiting risk for your category. For brands that have had counterfeit complaints or received negative reviews citing fake products, it is usually worth the cost.

How to enroll in Brand Registry

Go to brandservices.amazon.com and select "Enroll Now." You will need your trademark registration number, the trademark office where the mark is registered, a list of product categories your brand sells in, and images of your products and packaging showing the trademarked brand name.

Amazon reviews applications within a few days. If your application is approved, you receive a verification code sent to the email address associated with the trademark registration. Enter that code to complete enrollment. Once enrolled, the features activate within 24 to 48 hours.

If your trademark was registered by a law firm or agency and the email address on file belongs to them rather than you, arrange to receive the verification code before starting the enrollment process. The code expires, and re-requesting it requires contacting Amazon support.

Brand Registry membership requires annual renewal tied to your trademark's active status. If your trademark lapses or is cancelled, Amazon will remove Brand Registry access. Keep your trademark renewal dates in your calendar.

Once enrolled, the most impactful first step is usually building out A+ Content on your top 10 selling ASINs. The conversion lift from A+ Content alone often covers the cost of the trademark registration that made enrollment possible. Brand Analytics and Sponsored Brands are the next priorities for brands that have not yet used them.