2026-06-09 · 7 min
Amazon Brand Registry: What It Is, What It Unlocks, and How to Apply
Amazon Brand Registry protects your trademark and unlocks powerful seller tools. Here is everything you need to know about enrolling and what you get.
What Is Amazon Brand Registry?
Amazon Brand Registry is a program that lets brand owners enroll their registered trademark with Amazon. Once enrolled, you get access to tools to protect your brand from counterfeiters and unauthorized sellers, and you unlock a suite of enhanced selling features unavailable to standard sellers.
Requirements to Enroll
The primary requirement is a registered trademark, not a pending application. Your trademark must be registered in the country where you want Brand Registry protection. In the US, this means a registration with the USPTO. In the EU, a EUIPO registration covers all EU member states.
The trademark must be a text-based or image-based mark (wordmarks or design marks are both accepted). It must include the brand name that appears on your products and in your ASIN title.
Note: Amazon accepts trademarks in the "Principal Register" at USPTO. Trademarks on the "Supplemental Register" are not accepted.
What You Get with Brand Registry
A+ Content: Replaces your text description with rich media modules: comparison charts, enhanced images with text overlays, and multi-column layouts. A+ Content typically improves conversion rate by 3-10%.
Sponsored Brand Ads: The top-of-search banner ads with your logo, a headline, and multiple products. Only available to Brand Registry sellers.
Amazon Stores: A free multi-page microsite within Amazon for your brand. No Amazon branding, just your products organized how you choose.
Manage Your Experiments: A/B testing for titles, main images, bullet points, and A+ Content. Essential for data-driven listing optimization.
Brand Analytics: Search query reports, demographic data, and competitive benchmarking data unavailable elsewhere.
IP Accelerator Program: If you do not yet have a trademark, Amazon's IP Accelerator program connects you with pre-vetted law firms who can file and register trademarks faster than the standard process.
How to Apply
Go to brandservices.amazon.com and sign in with your Seller Central account. Submit your trademark registration number, the countries where you sell, and images of your products and packaging showing the trademark. Amazon typically approves applications within 1-2 weeks of the trademark verification step.
Common Issues with Applications
The most common rejection reason is a mismatch between the trademark name and the brand name used in your listings. Ensure the trademark on your application exactly matches the brand name in your ASIN titles. A trademark for "XYZ Inc." will not match listings branded as "XYZ" if the exact-match requirement is not met.