Amazon Brand Registry: Benefits, Requirements, and Enrollment Guide
Everything sellers need to know about Amazon Brand Registry — what it is, how to enroll, and which tools become available after enrollment.
Amazon Brand Registry is a program that gives brand owners tools to protect their intellectual property and manage their brand presence on Amazon. Enrollment is free and provides access to tools unavailable to non-registered sellers.
Enrollment requirements: you must have an active registered trademark (not pending — fully registered) in a country where Amazon operates. The trademark must be a word mark or design mark that appears on your physical products or packaging. You need a Seller Central or Vendor Central account in good standing.
Benefits of Brand Registry: A+ Content (enhanced product descriptions with images and tables), Sponsored Brand advertising (headline ads and video ads), Amazon Stores (custom brand storefronts), Manage Your Experiments (A/B testing for listing content), Brand Analytics (search term click and conversion data), and the Report a Violation tool for IP enforcement.
The Report a Violation tool lets you search for potential infringements on Amazon and report them directly, leading to much faster removal than Seller Support cases. Amazon processes Brand Registry IP reports with priority.
Project Zero: an enhanced anti-counterfeiting program available to qualifying Brand Registry members. It allows brand owners to directly remove suspected counterfeit listings without Amazon review, and includes product serialization through Amazon Transparency.
Enrollment process: go to brandservices.amazon.com, sign in with your seller account, and follow the brand enrollment wizard. You will need to enter your trademark registration number, trademark office, and the Amazon product categories you sell in. Amazon verifies your trademark with the trademark office and sends a verification code to the trademark contact on record.
After enrollment, Brand Registry protections extend to all marketplaces where you are enrolled, not just your home marketplace.