Amazon Brand Registry is a free program that links your registered trademark to your brand on Amazon. It grants you access to powerful brand protection tools (to fight counterfeits) and exclusive marketing benefits, including A+ Content, Brand Stores, Sponsored Brands, and Brand Analytics.
To enroll: You need an active registered or eligible pending trademark. You apply at `brandregistry.amazon.com`, provide your trademark number, upload photos of your branded product/packaging, and complete a verification step with your trademark attorney. Approval typically takes 2–4 weeks.
Amazon Brand Registry: The Ultimate 2025 Guide
This definitive guide explains Amazon Brand Registry from start to finish. Learn the 2025 requirements (USA & Global), unlock the powerful benefits, and follow our step-by-step enrollment guide to protect your brand and grow your sales.
Amazon Brand Registration: Quick Facts
- Primary Benefit: Brand protection and access to A+ Content.
- Core Requirement: A registered or pending trademark.
- Cost: The program is free; trademark filing costs money.
- Approval Time: Typically 2–4 weeks after verification.
- How to Apply: Via `brandregistry.amazon.com` with Seller Central login.
- US Requirements: USPTO registered or pending trademark.
- UK Requirements: UKIPO or EUIPO registered or pending trademark.
- Documents Needed: Trademark number + real-world photos.
- Key Tools: A+ Content, Brand Store, Brand Analytics, Report a Violation.
- Login: Use your existing Seller Central credentials.
Why is Amazon Brand Registration a Game-Changer for Sellers?
Enrolling in Brand Registry Amazon is the single most important step to build a defensible and scalable brand. It elevates you from “just another seller” to the recognized brand owner in Amazon’s ecosystem.
- Listing & Catalog Authority: Correct titles, bullets, and images as the brand owner.
- Powerful Marketing Tools: A+ Content, Brand Stores, Sponsored Brands/Video.
- Actionable Data: Brand Analytics search terms and insights.
- Brand Protection: RAV, automated protections, Project Zero, Transparency.
Amazon Brand Registry Requirements (2025, USA & Global)
To be eligible, you must meet several key criteria centered around a valid trademark. These requirements apply globally, whether you're enrolling in the US, UK, AU, Canada, or elsewhere.
- Active Trademark: You need a registered trademark or an eligible pending application from a government trademark office (e.g., USPTO, UKIPO, EUIPO, CIPO).
- Matching Brand Name: The trademark text must exactly match the brand name on your products, packaging, and Amazon listings.
- Mark Type: Word marks (text only) or design marks (logos containing text) are accepted.
- Proof of Branding: You must provide real-world photos showing your branding permanently affixed to your product or packaging (stickers and digital mockups are not accepted).
Documents & Evidence Checklist (US)
- USPTO registration or serial number (word or design mark).
- Clear, real-world photos of your product and packaging.
- Access to the attorney/correspondent email listed on the USPTO record (for verification).
- Active Seller Central account credentials.
Need a USPTO filing? Try our fixed-fee trademark registration.
How to Enroll in Brand Registry Amazon: Step-by-Step
- Gather Your Information: Have your trademark number and high-quality photos ready.
- Navigate to Brand Registry: Go to `brandregistry.amazon.com` and log in with your Seller Central credentials.
- Enter Brand Details: Click "Enroll a new brand" and enter the exact trademarked brand name, the correct trademark office, and the registration/serial number.
- Upload Evidence: Upload your real-world photos (no mockups) showing permanent branding.
- Submit Application: Review all information for accuracy and submit. A case will be created in your Brand Registry account.
Amazon Brand Registry Verification (Attorney Code & Timeline)
After you submit, Amazon's team reviews your application. If it passes the initial check, Amazon will email a verification code to the official attorney or correspondent listed on your trademark filing.
- You must contact your attorney to retrieve this unique code.
- Enter the code into your Brand Registry application case to prove you are the rightful owner.
- Approval time: Once the code is submitted, final approval typically happens within days, but the whole process from application to approval usually takes 2–4 weeks.
Amazon Brand Registry Benefits & Tools
Marketing & Growth
- A+ Content (EBC)
- Brand Store
- Sponsored Brands & Video
- Amazon Vine
- Brand Tailored Promotions
Protection & Data
- Brand Analytics
- Report a Violation (RAV)
- Project Zero (Invite-only)
- Transparency (Per-unit fee)
- Automated Protections
Catalog Control & Brand Governance
- Listing Content Authority: You gain priority control to update and "lock" titles, bullets, images, and descriptions for your branded ASINs.
- Variation Management: Correctly create and manage product variations.
- Global Enrollment: You must enroll your brand in each country-specific marketplace (e.g., Amazon.ca, Amazon.co.uk) where you hold a corresponding trademark.
Protect Your Brand on Amazon (RAV, Project Zero, Transparency)
Report a Violation (RAV)
This is your primary tool. It allows you to search for and report listings that infringe on your trademark (counterfeits) or copyright (stolen photos/text).
Project Zero & Transparency
- Project Zero: An advanced, invite-only program that gives eligible brands self-service counterfeit removal power and proactive automated protections.
- Transparency: A per-unit serialization service. You put a unique Transparency QR code on every item, and Amazon scans it before shipping to ensure only authentic products reach customers.
Common Brand Registry Mistakes (and Fixes)
- Mistake: Trademark/Brand Mismatch. Applying with "MyBrand" when your trademark is "MyBrand Inc." Fix: The brand name must match *exactly*.
- Mistake: Submitting Mockups. Using a photoshopped image or a sticker on a box. Fix: You *must* use real photos of the final product/packaging with permanent branding.
- Mistake: Verification Code Delays. Not telling your attorney to expect the code. Fix: Alert your attorney *before* you apply so they can find the email from Amazon quickly.
Troubleshooting Common Issues (Denied, etc.)
- Enrollment Denied/Declined: Amazon will provide a reason. Fix the issue (e.g., get new photos, wait for your trademark to update) and re-apply.
- Verification Email Missing: Confirm attorney email on the TM record; request resend.
- Content Not Sticking: Open Brand Registry support case with proof of ownership.
- Brand Claimed by Others: Provide TM proof to reclaim in a support case.
Frequently Asked Questions About Amazon Brand Registration
What is Amazon Brand Registry?
Amazon Brand Registry is a free program that helps brands protect their intellectual property (IP), manage their listings with accuracy, and unlock powerful marketing tools. It links a brand's registered trademark to their Amazon account, giving them increased authority and control.
How does Amazon Brand Registry work?
You enroll by providing Amazon with a valid registered or pending trademark. Amazon verifies you as the trademark owner (usually by sending a code to your trademark attorney). Once approved, you gain access to a suite of tools to report IP violations, correct listings, and enhance your marketing.
What does Amazon Brand Registry do?
It provides two main functions: 1) Brand Protection: Tools to find and report IP infringement, plus automated protections. 2) Marketing & Growth: Access to A+ Content, Brand Stores, Sponsored Brands, Amazon Vine, and Brand Analytics.
Why Amazon Brand Registry? (What are the benefits?)
The main benefits are: A+ Content, Brand Stores, Sponsored Brands ads, Brand Analytics data, Amazon Vine, and powerful protection tools (like Report a Violation, Project Zero, and Transparency) to fight counterfeits and listing hijackers.
How much does Amazon Brand Registry cost?
The Amazon Brand Registry program itself is free. The only costs are for the prerequisite: obtaining a registered or pending trademark. This involves government filing fees (e.g., $250-$350 per class at the USPTO) and optional, but recommended, attorney fees.
How long does Amazon Brand Registry take?
After submitting your application, the approval process typically takes 2 to 4 weeks. The most common delay is waiting to retrieve the verification code from your trademark attorney.
How to get Amazon Brand Registry?
First, secure a registered or eligible pending trademark. Then, log in to Seller Central, go to 'Brands' > 'Enroll a new brand,' fill out the application with your trademark information, upload photos of your branded product/packaging, and complete the attorney verification step.
How to do brand registry on Amazon (How to register)?
The process is: 1) Get a trademark. 2) Go to `brandregistry.amazon.com` and sign in with your Seller Central credentials. 3) Click 'Enroll a new brand.' 4) Enter your brand name (exactly as trademarked), trademark office, and registration/serial number. 5) Upload photos. 6) Complete the verification code step.
How to use Amazon Brand Registry?
Once enrolled, you use it by: 1) Accessing 'Brand Benefits' in Seller Central (like A+ Content, Stores, Vine). 2) Using the 'Report a Violation' (RAV) tool to report infringement. 3) Reviewing the 'Brand Analytics' dashboard for customer search and behavior data.
How to check Amazon Brand Registry status?
You can check the status of your application by logging into your Amazon Brand Registry account. The application will be listed on your main dashboard, and you can also check your Case Log (within Brand Registry or Seller Central) for updates.
How to contact Amazon Brand Registry support?
Inside your Brand Registry account, navigate to the 'Help' section or 'Contact Us' page. You can submit a case detailing your issue. You can also open a case through your Seller Central account, making sure to specify that it is a Brand Registry-related issue. There is generally no direct phone number.
When did Amazon Brand Registry start?
The original Amazon Brand Registry program launched in 2015. However, the modern version of the program (Brand Registry 2.0), which made a registered trademark a firm requirement, was rolled out in May 2017.
How do I log in to Amazon Brand Registry (USA, UK, AU, etc.)?
You can log in at brandregistry.amazon.com using your primary Seller Central or Vendor Central credentials for that region (e.g., `brandregistry.amazon.co.uk` for the UK, `brandregistry.amazon.com.au` for Australia). Access is unified through your seller account.
What are the Amazon Brand Registry requirements (US)?
For the US, you need an active USPTO registered trademark (word or design mark) or a pending trademark application filed through the Amazon IP Accelerator program. You must also provide real-world photos of your product or packaging with the brand name permanently affixed.
Can I get Amazon Brand Registry without a trademark?
No. A registered or eligible pending trademark is a mandatory requirement for enrollment. This is the only way Amazon can verify you are the legitimate brand owner. "Pending" trademarks are only accepted in certain regions (like the US) and often must be filed via the IP Accelerator program.
What documents are required for Amazon Brand Registry?
You do not need to upload legal documents. You need: 1) Your trademark registration or serial number. 2) Real-world photos of your product/packaging showing the permanent branding. 3) Access to the trademark attorney to get the verification code.
What do I do if my Amazon Brand Registry application is denied or declined?
If your application is denied, Amazon will provide a reason. Common reasons include: trademark/brand name mismatch, non-permanent branding on photos (e.g., a sticker), or issues with the trademark filing. You must fix the stated issue (e.g., take new photos, correct your brand name) and then re-apply.
Is Amazon Brand Registry global?
Yes and no. Your enrollment is tied to the trademark office where it's registered. To get Brand Registry benefits in the UK, you need a UKIPO trademark. To get them in Canada, you need a CIPO trademark. You must enroll your brand in each marketplace where you hold a valid trademark.
What are the Amazon Brand Registry photo or image requirements?
You must provide real-world photos of your product and/or packaging. Digital mockups, computer-generated images, or stickers are not accepted. The photos must clearly and permanently show your brand name and/or logo exactly as it appears on your trademark.
What is the difference between Project Zero and Transparency?
Project Zero is an invite-only program giving brands the power to remove counterfeit listings themselves, plus automated protections. Transparency is a product serialization service where you apply unique codes to each unit, which Amazon scans to verify authenticity before shipping, physically preventing counterfeits from reaching customers.
How does Amazon Brand Registry work for distributors or resellers?
A brand owner (who holds the trademark) must enroll in Brand Registry first. The owner can then grant specific roles and permissions (like 'Authorized Reseller' or 'Agent') to other seller accounts (distributors). This allows distributors to use Brand Registry benefits, but the owner retains ultimate control and can revoke access.
Does Brand Registry stop other people from selling my product?
No. Brand Registry does not grant you exclusivity to sell your product (this is not a "gated" brand). It provides powerful tools to report and remove sellers who are infringing on your intellectual property (e.g., selling counterfeits) or violating Amazon's policies, but it does not block legitimate resellers.
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