Amazon Brand Registry is a free program for brand owners. It links your trademark to your products on Amazon. Once enrolled, you get more control over your detail pages and access to tools that unregistered sellers cannot use.
What you need before you apply
- A trademark. An active registered trademark, or a pending application, with an office Amazon accepts. These include the United States Patent and Trademark Office (USPTO), the European Union Intellectual Property Office (EUIPO), the UK Intellectual Property Office and many national offices.
- The right kind of mark. A word mark, or an image mark that contains words, letters or numbers. The text must match the brand name you use on Amazon.
- Your brand on the product. The brand name should appear on the product itself or on its packaging, and you will need photos that show it.
- An Amazon account. Your Seller Central or Vendor Central login, which you also use to sign in to Brand Registry.
If you do not have a trademark yet, Amazon IP Accelerator can shorten the wait. You file through one of the law firms Amazon has vetted, and you can apply to Brand Registry while the trademark application is still pending.
How enrolment works, step by step
- File the trademark in the countries where you plan to sell, or check that your existing one is listed correctly.
- Sign in at Brand Registry with your Amazon selling account and choose to enrol a new brand.
- Enter the brand details: the brand name exactly as it appears on the trademark, the trademark office and registration or serial number, and product and packaging photos.
- List your categories and marketplaces, and say whether you also manufacture or distribute the products.
- Pass the verification. Amazon sends a code to the contact listed on the trademark record, often your attorney. That person must send it back to you so you can enter it in Brand Registry.
- Approval. Once the code is confirmed, the brand is enrolled and the new tools appear in Seller Central.
What Brand Registry unlocks
| Tool | What it does for you |
|---|---|
| A+ Content and Brand Story | Rich images, comparison charts and brand sections below the listing, which help shoppers decide |
| Sponsored Brands and Sponsored Display | Ad formats with your logo, headline and several products, plus audience targeting |
| Brand Store | A free, multi-page storefront on Amazon with its own address |
| Brand Analytics | Search terms, query performance and market basket data that show how shoppers find and compare products |
| Report a Violation | A direct way to report counterfeits, copied images and trademark misuse |
| Protection programs | Access to programs such as Transparency and Project Zero, subject to their own eligibility rules |
| Vine and Manage Your Experiments | Early reviews for new products and A/B tests for titles, images and A+ Content |
Where applications get stuck
- The name does not match. "Acme Home" on the trademark and "ACME HOME Co." on Amazon can cause a rejection. Use one spelling everywhere.
- The brand is not visible on the product. A sticker added for the photo is not enough. The brand should be printed or permanently attached.
- The verification code never arrives. It goes to the trademark's correspondent. If that is a lawyer you no longer work with, contact them early.
- Wrong trademark class. A trademark registered for clothing does not cover kitchenware. Check that the classes match your products.
After approval: the first things to do
- Add A+ Content to your best-selling products first.
- Build a simple Brand Store with your main categories.
- Start a small Sponsored Brands campaign on your own brand name to protect it.
- Check Brand Analytics monthly to find the search terms that matter most.
Once A+ Content is live, the next step is making your listings work harder. Our listing optimization checklist covers titles, bullets, images and backend search terms.