Amazon Brand Registry Guide 2024: Protect & Scale Your Brand on Amazon

Seller Strategy

“The world’s most customer-centric company” – that’s Amazon’s goal and promise to their customers.

Part of that goal is protecting customers from counterfeit products or bad sellers who are infringing on intellectual property rights. Amazon brand protection is how they safeguard legitimate brands and protect against these bad actors. 

What is the Amazon Brand Registry Program?

Amazon Brand Registry is designed to verify and safeguard the intellectual property of brands that list their products on Amazon. This service equips brand owners with the necessary tools to better represent, report, and protect their brand on Amazon.

The program offers powerful tools for any Amazon seller, providing everything from support for registering your intellectual property (IP) to counterfeit detection and training. 

Safeguard Your Brand: How Effective is Brand Protection on Amazon?

Brand Registry plays a pivotal role in protecting your intellectual property on Amazon. It provides tools that efficiently find and report counterfeit or infringing products. The service employs automated and predictive protections, using your reports of suspected infringement to reduce the risk of counterfeit listings.

Here are some impressive stats from Amazon on the effectiveness of their safeguarding measures:

  • Amazon’s automated technology scans over 8 billion daily attempted changes to product detail pages, looking for potential abuse.
  • There’s been a reduction of more than 35% in valid notices of infringement submitted by brands in Brand Registry.
  • Amazon has teams all over the world ready to respond to IP infringement reports 24/7.
Amazon protect your brand with the power of amazon
Source: Amazon Brand Services

These measures help to ensure that every legitimate brand is protected on Amazon, allowing sellers like you to focus on growing your business.

How to Enroll in Brand Registry: Step-by-Step Guide

Registering your brand on Amazon can be a straightforward process if you know what to prepare and the steps to follow.

Here’s a step-by-step guide to help you enroll your brand in Brand Registry:

Step 1: Check Your Eligibility

Before you can enroll in Amazon Brand Registry, you need to ensure that you meet all the requirements. For more details, jump to our section below on Amazon Brand Registry requirements.

Step 2: Gather Your Required Documentation

You’ll need to gather your government-registered trademark number and an image of your registered trademark symbol. This documentation is crucial for the verification process.

Step 3: Create a Brand Registry Account

If you already have an Amazon Seller of Vendor account, visit Amazon Brand Services and sign in using the same credentials. If not, create an account. The trademark owner must be the one to enroll the brand, not an authorized agent – they can be added as an additional user later.

Step 4: Provide All the Required Information

Once you sign in, you’ll be able to provide all the required information to register your brand.

Here are the three key things Amazon lists that you need to provide:

  • Your brand name with an active registered or pending trademark. The trademark must appear on your products or packaging and you must provide photographic evidence
  • The trademark registration number provided by the issuing IP office or an application number if you’re enrolling with a trademark pending
  • A list of product categories your brand should be listed in

Once you’ve completed these steps, you’re on your way to enjoying the benefits of the Amazon Brand Registry program. Amazon will review the application and reach out to the Rights Owner to verify the registration. Once done, your brand can start reaping the benefits of Brand Registry.

Boxes in an Amazon warehouse

Amazon Brand Registry Requirements

Before you go through the enrollment process, you need to check that your brand meets certain requirements. Here’s what you need to have in place:

  • Registered and active trademark in at least one country: The trademark registration must be issued by a government trademark office in the US, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Turkey, Singapore, Spain, Saudi Arabia, UK, Egypt, Sweden, Poland, Benelux, EU, or UAE
  • Unique logo: Your brand log must distinguish it from other brands
  • Unique brand name: Your brand name cannot be used by any other seller on Amazon
  • Brand ownership: You should be the owner of the brand or be authorized by the owner to apply for the brand registry program

If you’re pending trademark application, you will need the following:

  • Application number of the pending trademark: Provided by the trademark office when you filed your application
  • Class of goods or service the trademark applies to: The specific category of goods or services that your trademark covers
  • Country or region in which the trademark was applied for: where you filed your trademark application
  • Your brand logo: You should provide a clear image of your brand logo

Meeting these requirements is the first step to protecting your brand on Amazon. Once you have these in place, you can proceed to enroll in the Amazon Brand Registry program.

Amazon seller application on mobile device

Amazon Brand Registry Benefits

Enrolling in the Amazon Brand Registry program comes with a plethora of benefits that can help you grow and protect your brand on Amazon. Here are some of the key benefits:

Brand Storefront

As a brand-registered seller, you can create an Amazon store to increase brand awareness, build your brand, and enhance the perceived value of your products, making you a more reputable seller.

Amazon brand storefront example
Source: Amazon.com

Additional Brand Analytics

Brand-registered sellers can access advanced tools for brand analytics right in the Amazon Seller Central dashboard. These tools provide insights into customer search behavior, product performance, and competitor analysis to ultimately help sellers improve their performance on Amazon. 

These tools include detailed search performance, repeat purchase behavior, demographics, customer loyalty analytics, and more. 

Amazon has a great introduction to Brand Analytics for more info. 

Project Zero: Protect Your Brand Against Counterfeiters

While all brand-registered sellers can access tools like image search to find potential counterfeit products and brands and report them to the Amazon brand protection team, Amazon’s Project Zero is next-level support.

It’s yet another tool at the disposal of brand-registered sellers to detect and remove counterfeiters and enrolling requires two components:

  • A Brand Registry account with a registered trademark and a Rights Owner role
  • You must have submitted reports of potential infringements through the Report a Violation tool with an acceptance rate of at least 90% over the last six months.

If this is you, then your brand can join the thousands receiving brand protection through Project Zero.

Amazon Protect Your Brand Against Counterfeiters
Source: Amazon Brand Services

Better Control Over Listing

Amazon Brand Registry helps to prevent unauthorized changes to your product listings by third-party sellers. Although Amazon doesn’t guarantee that unauthorized changes won’t happen, Brand Registry does give you more control over your brand’s representation.

Enhanced Listings with A+ Content

With access to the A+ content manager, you can add additional text, images, infographics, and videos to your listing descriptions. This gives registered brands a huge edge over non-brand-registered sellers by unlocking more professional, engaging, and appealing listing designs. 

Amazon’s data even suggests that A+ content has the potential to increase sales by up to 20%!

Amazon A+ content listing example
Source: Amazon.com

Sponsored Brands Ads

With Amazon Brand Registry, you can take advantage of sponsored brand ads to grab the top spot on Amazon search results. 

This allows users to click on your brand name or logo to see your storefront or go to your products page, giving you more exposure in the search results than standard PPC campaigns available to other sellers. 

Amazon sponsored brands example
Source: Amazon Ads

Sponsored Display Ads

You can also take advantage of display ads to reach relevant audiences on and off Amazon. Placements can be found on the Amazon homepage, product detail pages, Amazon-owned and operated sites like Twitch or IMDb, and other third-party websites as well.

Extract from Amazon ads sponsored display
source: Amazon Ads

Scaling as an Amazon seller can mean risky business

While you’re leveling up your brand, make sure you’ve got the right product liability protection with pay-as-you-sell coverage from Assureful – the eCommerce insurance specialist.

Premiums as low as $26/month

Amazon Live Creator

Live Creator is all about reaching more customers by allowing brands to interact with their customers directly and share their brand stories. 

With brand Registry, you’ll be able to live stream to your audience to demonstrate product functionality, highlight best practices, or chat and answer customer questions.

Amazon Vine Program

Amazon’s Vine program is a huge opportunity when you’re launching a new product under your brand and want to secure your first reviews. As long as a product listing has fewer than 30 reviews, you can submit up to 30 products to Amazon for the Vine program. They’ll send them out to ‘Vine Reviewers’ and you only pay once your first Vine review comes in.

Number of units per parent ASINEnrollment Fee
Up to 2$0

Check Amazon’s Vine Program page for the most up-to-date details and to check your eligibility to join. 

What if I Don’t have a Trademark Yet? Leveraging The Amazon IP Accelerator Program

If your brand doesn’t have a registered trademark yet, you can still protect your brand on Amazon by leveraging the Amazon IP Accelerator Program. This program assists sellers in navigating the trademark registration process and securing their intellectual property rights.

The Amazon IP Accelerator connects sellers with trusted law firms specializing in intellectual property. These firms can guide you through the process of obtaining a trademark and help you understand the nuances of intellectual property rights.

One of the significant benefits of enrolling in the IP Accelerator program is that it provides early access to some of the features of the Amazon Brand Registry. This means you can start protecting your brand on Amazon even before your trademark is officially registered.

By the end of 2022, over 16,000 brands had taken advantage of this to secure their intellectual property.

In a nutshell, even without a registered trademark, Amazon provides opportunities for sellers who are serious about safeguarding their brand and building a strong presence on the platform. Whether you’re an established brand or just starting out, Amazon’s brand protection services can play a crucial role in building a successful brand. 

For more insights on the other programs Amazon offers to protect your brand, check out our guide on the Amazon A-to-Z Guarantee.

Amazon Brand Registry Frequently Asked Questions

Do I need Brand Registry to sell on Amazon?

No, you don’t need to be registered with Amazon Brand Registry to sell on Amazon. However, having Brand Registry offers numerous benefits, including better control over your product listings and enhanced protection against counterfeiters.

How much does Amazon Brand Registry cost?

The Amazon brand registry program itself is free and designed to help brands protect their intellectual property. However, considerations of the cost of getting a trademark have to be taken into account as this is a requirement for enrollment.

What is the point of Amazon brand registry?

The Amazon Brand Registry program is designed to protect brands on Amazon. It provides tools to find and report counterfeit or infringing products efficiently and gives brands more control over their product listings.

How do I know if an Amazon seller is brand-registered?

You can check if a seller is brand registered by looking for the “Our Brands” label on their product detail page. This label indicates that the seller is enrolled in the Amazon Brand Registry.

How long does it take to get Brand Registry approval from Amazon?

It should take around 7 days but it could take up to 2 weeks to get approval for the Brand Registry program.

What is the difference between Brand Registry and a trademark?

A trademark is a symbol, word, or phrase legally registered or established by use as representing a company or product. On the other hand, Brand Registry is Amazon’s program to protect sellers and customers against counterfeit goods for which a registered trademark is an enrollment requirement.

Can I join Amazon Brand Registry without a trademark?

In some cases, yes. If you have a pending trademark, you can also apply. You’ll need your application number, the class of goods or services the trademark applies to, the country or region in which the trademark was applied for, and your brand logo.

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