Amazon Brand Registry

Amazon Brand Registry is a free program that helps brand owners protect their IP, control listings, and access tools to grow on Amazon.

What is the Amazon Brand Registry?

Amazon Brand Registry lets you officially register your brand with Amazon so that Amazon recognizes you as the legitimate owner of that brand in its stores. This gives you priority over other sellers when it comes to managing how your brand and products appear on Amazon.
It enables:

• IP protection

• Listing ownership

• Enhanced content and analytics

Why Amazon Brand Registry Exists?

Amazon created Brand Registry to address common marketplace risks such as counterfeiting and unauthorized listing edits. By verifying brand ownership, Amazon ensures accurate product information, protects customers, and maintains marketplace trust.

What are the benefits of Amazon Brand Registry?

Brand Registry provides multiple advantages for registered brands, including:

• Stronger brand protection tools

• Control over product listings

• Access to A+ Content and Brand Stores

• Sponsored Brands eligibility

• Customer and search analytics

Is Amazon Brand Registry worth it?

Yes, it is valuable despite the enrollment effort. It protects against counterfeiters, supports new and established brands, enhances credibility, provides advanced marketing tools and analytics, and strengthens long-term defensibility, making it a strategic investment for sustainable growth on Amazon.

Brand Registry is the foundation of listing control and IP defense on Amazon. Tools like ave7LIFT help sellers monitor Brand Registry risks, detect violations early, and respond before revenue is impacted.

How does Amazon Brand Registry work?

Amazon verifies trademark ownership and links it to a brand account. Once approved, the brand gains enhanced listing control, access to protection tools, and eligibility for exclusive marketing and analytics features.

Who is eligible for Brand Registry?

Eligibility for Brand Registry depends on trademark ownership. For it, you must have:

• A registered or pending trademark

• Brand name matching listings and packaging

• Authorization if applying as an agent

How to do an Amazon Brand Registry?

Registering a brand on Amazon involves a simple, step-by-step verification process.

• Ensure products and packaging clearly display your brand

• Sign in to Amazon Brand Registry using Seller Central

• Select “Enroll a Brand” and enter brand and trademark details

• Upload logo and branded product or packaging images

• Choose seller type, product categories, and submit the application

• Complete enrollment using the verification code sent by Amazon

How do I register my own brand on Amazon?

Registering a brand is different from simply opening a seller account. It requires securing a valid trademark first, then enrolling in Amazon Brand Registry, which verifies brand ownership and provides access to specialized tools designed to protect and grow the brand.

How much does Brand Registry cost?

Amazon Brand Registry itself is free. However, indirect costs may include:

• Trademark filing fees

• Legal assistance

• Brand documentation preparation

These are usually one-time investments.

How much time does Brand Registry take?

The approval usually takes about 10 business days to 2–4 weeks after submission if you already have a registered trademark; with IP Accelerator, it can be quicker. Delays often come from missing info, verification codes, or Amazon’s review workload. After approval, you get access to tools like A+ Content, Brand Analytics, and brand protection features.

What is A+ Content in Amazon Brand Registry?

A+ Content is enhanced product listing content on Amazon that uses rich media to showcase a brand and its products.
It includes:

• Custom images

• Comparison charts

• Videos and brand storytelling

This improves engagement and conversion rates.

Can you sell on Amazon without a Brand Registry?

Yes, you can sell without Brand Registry, but with limited control. Without Brand Registry, listings are more vulnerable to edits, counterfeits, and reduced access to advanced content, analytics, and brand-focused advertising tools.

What are Brand Stores, Sponsored Brands & Brand-Building Tools?

Brand Registry unlocks Brand Stores, Sponsored Brands ads, Amazon Live, and Vine. These tools help brands showcase catalogs, increase visibility, drive engagement, and build recognition beyond individual product listings.

What Advanced Brand Protection Tools Are Available to Registered Brands?

Registered brands can access:

• Report a Violation

• Project Zero

• Transparency

These tools help identify infringements, remove counterfeit listings, and authenticate genuine products more efficiently.

How Does Brand Analytics Help Brands Gain Performance Insights?

Brand Analytics helps brands understand how customers search, shop, and convert on Amazon. It reveals keyword performance, purchasing behavior, conversion trends, and listing experiment results, enabling data-driven decisions to improve visibility, optimize listings, and increase overall sales performance.

What Trademark and IP Strategy Considerations Should Brands Plan for Brand Registry?

Brands should ensure trademarks match their listings and packaging exactly. Selecting the right trademark status, leveraging Amazon IP Accelerator, and planning multi-country trademark protection help streamline Brand Registry enrollment and support scalable, compliant global brand expansion.

What Are Common Brand Registry Enrollment Errors?

Some common enrollment mistakes include:

• Mismatched trademarks and brand names

• Selecting incorrect product categories

• Submitting incomplete or inaccurate documentation

• Maintaining consistency across listings, trademarks, and product details greatly improves approval success and smooth registration.

Why Brand Registry Is Important for Long-Term Growth

Brand Registry helps brands secure ownership of their intellectual property, protect product listings from counterfeiters, and access advanced marketing tools. It establishes a strong foundation for scalable operations, builds customer trust, enhances brand credibility, and supports long-term growth on Amazon.

How Does Amazon Brand Registry Support Scalable Brand Growth?

For growing brands, Brand Registry serves as critical infrastructure, enabling automation, access to detailed analytics, and more efficient advertising. It also helps build long-term brand equity, making it an essential tool for sellers looking to scale their business professionally.