If you’re serious about building and protecting your brand on Amazon, Amazon Brand Registry is a must. It gives brand owners more control over their product listings, stronger protection against counterfeiters, and access to powerful marketing tools.
In this guide, we’ll walk through what Amazon Brand Registry is, what you need to qualify, and exactly how to sign up.
What Is Amazon Brand Registry?
Amazon Brand Registry is a free program designed to help brand owners protect their intellectual property and improve the accuracy of their product listings. Once enrolled, Amazon uses advanced technology and brand-provided information to proactively prevent misuse of your brand.
Benefits of Amazon Brand Registry
When you’re enrolled, you gain access to:
- Increased brand protection against counterfeit or hijacked listings
- Greater control over product detail pages
- Brand Analytics for deeper customer and search insights
- A+ Content to enhance product descriptions with images and charts
- Sponsored Brands advertising
- Amazon Stores to create a branded shopping experience
For growing brands, these tools can significantly impact visibility and conversion rates.
What You Need Before You Sign Up
Before starting the application, make sure you have the following ready:
- A Registered Trademark
Your brand must have an active registered trademark in the country where you want to enroll.
Amazon accepts:
- Word marks (brand name text only)
- Design marks (logo)
The trademark must be registered with an official trademark office such as the USPTO (United States), not just pending.
- A Seller Central or Vendor Central Account
You must have an active:
- Amazon Seller Central account, or
- Amazon Vendor Central account
The account should be associated with the brand owner.
- Product Branding Evidence
Your products or packaging must clearly display:
- The brand name, or
- The brand logo
Amazon may request images to verify this during the enrollment process.
Step-by-Step: How to Sign Up for Amazon Brand Registry
Step 1: Log Into Amazon Brand Registry
Go to brandregistry.amazon.com and sign in using your Seller Central or Vendor Central credentials.
Step 2: Start a New Brand Enrollment
Click “Enroll a new brand” and choose whether you are:
- The brand owner, or
- An authorized agent
Step 3: Enter Your Brand Information
You’ll be asked to provide:
- Brand name (exactly as it appears on your trademark)
- Trademark registration number
- Trademark office where it’s registered
- Product categories your brand sells in
Accuracy here is critical, any mismatch can delay approval.
Step 4: Submit Product & Packaging Images
Upload clear images showing:
- Your brand name or logo on the product
- Branding on the packaging
These images help Amazon verify that your brand is legitimately in use.
Step 5: Verify Trademark Ownership
Amazon will send a verification code to the email address associated with your trademark registration.
Once you receive the code, return to Brand Registry and enter it to complete verification.
Step 6: Wait for Approval
Approval typically takes a few days to a couple of weeks, depending on how quickly verification is completed.
Once approved, your brand will appear in your Brand Registry dashboard.
Common Reasons Brand Registry Applications Get Rejected
- Trademark is pending, not registered
- Brand name in Seller Central doesn’t match the trademark exactly
- Product images do not clearly show branding
- Verification email was missed or not completed
Double-checking details before submitting can save time and frustration.
Tips for a Smooth Enrollment
- Ensure your trademark status is Active
- Use consistent brand naming across Amazon and your trademark
- Upload high-quality, clear product photos
- Monitor the email tied to your trademark for verification requests
Amazon Brand Registry is one of the most important steps you can take to protect your brand and unlock advanced selling tools on Amazon. While the process is straightforward, accuracy and preparation make all the difference.
Once enrolled, you’ll have more control, better data, and stronger defenses, giving your brand room to grow confidently on Amazon.
If you need help understanding the Brand Registry process, contact us!