How to Enroll in Amazon Brand Registry in 2025 (Step-by-Step Legal Guide)

How to Enroll in Amazon Brand Registry in 2025: A Complete Guide

Last Updated: May 6, 2025

If you're serious about building and protecting your brand on Amazon in 2025, enrolling in the Amazon Brand Registry is not just an option—it's a foundational step. This free program empowers brand owners with tools to safeguard intellectual property (IP), gain unprecedented control over product listings, and unlock powerful features to accelerate growth.

However, the journey through trademark registration and Brand Registry enrollment can seem complex. That's where this guide comes in. At AMZ Sellers Attorney®, we've guided countless sellers through this exact process, and we're here to provide a clear, step-by-step roadmap. [cite: 15, 16, 18, 23]

What Exactly is Amazon Brand Registry?

Amazon Brand Registry is a dedicated program designed to help brand owners protect their trademarks on Amazon and create an accurate and trusted experience for customers. It provides access to enhanced marketing tools, robust brand protection features, and greater influence over your product detail pages. Think of it as your command center for brand integrity on the world's largest marketplace.

Essentially, Brand Registry helps you ensure that customers see accurate information associated with your brand and gives you the tools to combat infringement and counterfeit products effectively.

Are You Eligible for Amazon Brand Registry in 2025?

To enroll your brand, you generally need to meet these key requirements:

• An Active Registered Trademark: You must have a fully registered and active text-based (word mark) or image-based (design mark that includes text, letters, or numbers) trademark in each country where you wish to enroll. Amazon provides a list of accepted trademark offices globally.
• Pending Trademark (via IP Accelerator): If your trademark is still pending with a government trademark office, you may be eligible if you've filed it through Amazon's IP Accelerator program. This program connects sellers with curated IP law firms and can grant early access to Brand Registry's protection features.
• Brand Name/Logo on Products/Packaging: Your brand name or logo (matching the trademark) must be clearly and permanently affixed to your products or their packaging.
• Amazon Seller or Vendor Account: You need an active Amazon account in good standing.

The Powerful Benefits of Amazon Brand Registry Enrollment

Enrolling in Brand Registry isn't just about protection; it's about unlocking a suite of tools to elevate your brand:

• Accurate Brand Representation: Gain greater control over your product listings (titles, descriptions, images) to ensure accuracy and consistency.
• Robust Brand Protection:
  • Proactive Protection: Amazon uses information about your brand to proactively remove suspected infringing or inaccurate content.
  • Powerful Search & Report Tools: Access proprietary tools to search for and report potential IP violations, including counterfeit products, using image search, keyword search, and bulk ASIN lookup.
  • Dedicated Support: A specialized team is available to help address IP infringement claims and policy violations.
• Free Brand Building & Growth Tools:
  • A+ Content (Enhanced Brand Content): Create rich, engaging product descriptions with enhanced images, text placements, and brand story modules.
  • Amazon Stores: Build a custom multi-page storefront on Amazon to showcase your brand and product catalog.
  • Sponsored Brands: Run ad campaigns featuring your brand logo, a custom headline, and multiple products, driving traffic to your Store or product listings.
  • Brand Dashboard & Analytics: Access valuable insights into customer search behavior, brand health, and the impact of your marketing efforts.
  • Amazon Vine: Invite trusted reviewers to receive and review your products, helping generate early, credible reviews for new items.
  • Amazon Posts & Amazon Live (where available): Engage customers through social media-style posts and live-stream product demonstrations.

How to Enroll in Amazon Brand Registry: Your 2025 Step-by-Step Process

Follow these steps carefully for a smooth enrollment:

Step 0: Secure Your Trademark – The Essential Foundation

This is the most critical prerequisite. Without a qualifying trademark, you cannot enroll.

• Obtain a Registered Trademark: For U.S. sellers, this means registering with the United States Patent and Trademark Office (USPTO). Requirements vary by country.
• Word Mark vs. Design Mark: Both can be eligible, but text-based (word marks) are often recommended for broader protection. Ensure your chosen mark matches how your brand appears on products/packaging.
• Amazon IP Accelerator: If you're just starting the trademark process, consider using Amazon's IP Accelerator. This program connects you with vetted IP law firms and may allow you to access Brand Registry benefits while your trademark application is pending.

Getting your trademark strategy right from the start can save significant time and potential headaches. This is an area where expert legal advice is highly beneficial. [cite: 23]

Step 1: Gather All Necessary Information & Documents

Before starting the online application, collect the following:

• Your active registered trademark registration number (or pending application number if using IP Accelerator).
• The name of the government trademark office that issued the registration or is processing the application (e.g., USPTO, EUIPO).
• Your exact brand name as it appears on your trademark registration.
• High-quality images clearly showing your brand name and/or logo permanently affixed to your products.
• High-quality images of your product packaging clearly displaying the brand name and/or logo.
• A list of product categories (e.g., apparel, electronics) in which your brand should be listed.
• A list of countries where your brand’s products are manufactured and distributed.
• Your Amazon Seller or Vendor Central account credentials.

Step 2: Access the Brand Registry Portal & Create an Account

Go to the official Amazon Brand Registry website: brandregistry.amazon.com.

• Sign in using your existing Seller Central or Vendor Central account credentials. If you don't have one, you'll need to set one up first.
• You may need to provide some initial corporate or legal details to create your Brand Registry account.

Step 3: Enroll Your Brand(s)

Once logged into your Brand Registry account, you'll proceed to enroll your specific brand:

• Click on "Enroll a new brand."
• Provide your brand name (exactly as trademarked).
• Submit your trademark information: select the trademark type (word mark or design mark), enter the registration/application number, and select the registering trademark office.
• Upload your brand logo file (if applicable).
• Upload the images of your products and packaging showing the branding.
• Provide details about your product categories, and manufacturing and distribution countries.

Step 4: The Verification Process

After you submit your enrollment application:

• Amazon will verify your trademark information.
• Amazon will then contact the individual listed as the trademark correspondent (often your attorney or the person who filed the trademark) with a verification code.
• You (or they) must provide this code back to Amazon through the case log in your Brand Registry account to confirm your authority to manage the brand.
• Once the code is submitted and accepted, the final review typically takes from a few days up to two weeks. You'll receive an email notification upon approval.

You’re Approved! Now What? Leveraging Brand Registry Tools

Congratulations! Once your brand is enrolled, dive into the Brand Registry portal to explore and utilize the tools now available to you. Prioritize:

• Setting up proactive brand protection measures if offered.
• Familiarizing yourself with the "Report a Violation" tool.
• Exploring A+ Content to enhance your key product listings.
• Planning and building your Amazon Store.
• Checking your Brand Dashboard for initial insights.
• Ensure your existing ASINs are correctly mapped to your registered brand. You can check this via Reports > Business Reports > Brand Performance (or similar path in Seller Central). If ASINs are not mapped, you may need to update them or contact Seller Support with proof of your brand ownership.

Common Brand Registry Enrollment Challenges & Tips

• Trademark Mismatches: Ensure the brand name submitted to Brand Registry *exactly* matches your trademark registration. Even minor variations can cause rejection.
• Insufficient Branding on Products/Packaging: Images must clearly show permanent branding. Stickers or easily removable tags may not suffice.
• Incorrect Trademark Correspondent: Double-check that the contact information for your trademark correspondent is up-to-date, as they will receive the verification code.
• Patience During Verification: The process can take time. Avoid submitting duplicate applications.

What's the Cost for Amazon Brand Registry?

Enrolling in the Amazon Brand Registry program itself is free. There are no fees charged by Amazon to access its features and tools.

However, the primary prerequisite—obtaining a registered trademark—does involve costs. These include government filing fees paid to the respective trademark office (e.g., USPTO) and, typically, legal fees if you use an attorney to handle the trademark application process. For example, a USPTO trademark application can cost around $250-$350 per class of goods/services in government fees, plus attorney fees, which can range from a few hundred to several thousand dollars.

Can I Sell on Amazon Without Brand Registry?

Yes, you can technically sell products on Amazon without being enrolled in Brand Registry. Many businesses do, especially resellers or those selling generic items.

However, if you are a brand owner, selling without Brand Registry puts you at a significant disadvantage. You'll lack robust tools to protect your brand from counterfeiters and unauthorized listing changes, and you won't have access to the enhanced marketing and brand-building features like A+ Content and Amazon Stores. For any serious brand owner on Amazon, Brand Registry is highly recommended.

Need Expert Help with Trademarks or Amazon Brand Registry?

The process of securing a trademark and successfully enrolling in Amazon Brand Registry can be intricate and time-consuming. Errors can lead to delays or rejections, impacting your ability to protect and grow your brand.

That’s where AMZ Sellers Attorney® comes in. Our team is comprised of licensed attorneys and former e-commerce sellers who understand both the legal complexities and the practicalities of selling on Amazon. [cite: 18, 23]

We assist sellers with:

• Comprehensive trademark strategy and registration (U.S. and international).
• Navigating Amazon’s IP Accelerator program.
• Preparing and submitting meticulous Brand Registry applications.
• Troubleshooting enrollment issues or previous rejections.
• Advising on how to leverage Brand Registry tools post-enrollment.

If you're feeling overwhelmed, unsure where to start, or simply want to ensure the process is handled correctly and efficiently, we're here to support you.

Get Your Free Brand Registry Consultation

Protecting your brand on Amazon is an ongoing commitment. Enrollment in Brand Registry is a powerful first step. For continued success, stay informed about Amazon's policies and proactively manage your brand presence.

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AMZ Sellers Attorney® is an independent law firm and is not affiliated with Amazon.com, Inc.