If you’re selling on Amazon, you’ve probably heard about the Brand Registry. It’s one of the most powerful tools Amazon offers to protect your brand and build customer trust. But here’s the catch, you need a registered trademark to get in.
So how does it all work? Let’s break it down step by step.
What is Amazon Brand Registry?
Amazon Brand Registry is a program designed to help brand owners protect their intellectual property, manage listings, and create a stronger brand presence on Amazon.
Once enrolled, you gain access to tools like:
- Control over product listings (so hijackers can’t change your content).
- Powerful reporting tools to detect and remove counterfeit listings.
- Brand analytics that give insight into shopper behavior.
- Enhanced creative options like A+ Content and Stores.
Step 1: You Need a Trademark
To qualify for Amazon Brand Registry, you must hold an active registered trademark. This trademark must appear on your product or packaging, and it has to be issued by one of the government offices Amazon accepts.
Countries where Amazon accepts trademarks:
- United States
- Canada
- Mexico
- Brazil
- United Kingdom
- European Union
- France
- Germany
- Italy
- Spain
- Poland
- Sweden
- Benelux (Netherlands, Belgium, Luxembourg)
- Turkey
- Egypt
- Saudi Arabia
- United Arab Emirates
- India
- Singapore
- Japan
- Australia
If your country isn’t on the list, you can still apply using a trademark from one of the accepted jurisdictions.
Step 2: Apply for Your Trademark
If you don’t already have one, you’ll need to apply through your country’s intellectual property office (for example, USPTO in the U.S.). Trademarks can take months to process, but here’s some good news: Amazon’s IP Accelerator program partners with law firms that help you apply for a trademark and gain provisional access to Brand Registry benefits even before final approval.
Step 3: Enroll in Amazon Brand Registry
Once your trademark is active (or pending through IP Accelerator), you can go to the Amazon Brand Registry portal and start the enrollment process.
You’ll need:
- Your trademark registration number
- The brand name exactly as it appears on the trademark
- Images of your product and packaging with the brand name clearly visible
- A list of product categories where your brand should be listed
Amazon will verify your information, and you may need to confirm via a code sent to the trademark owner.
Step 4: Put Your Brand Tools to Work
After approval, you’ll unlock tools to strengthen your presence:
- A+ Content → richer product pages with enhanced visuals.
- Amazon Stores → a branded storefront on Amazon.
- Sponsored Brands ads → ad campaigns showcasing multiple products.
- Protection → reporting tools to take down counterfeit listings.
Why It Matters
Without Brand Registry, you’re vulnerable to listing hijackers, counterfeit products, and loss of control over how your brand is presented. With it, you gain authority, customer trust, and better ways to showcase your products.
Start with your trademark, it’s the key to unlocking Amazon Brand Registry. From there, you’ll not only protect your brand but also give it room to grow with powerful marketing and creative tools.
Call us for a consultation on Brand Registry and gain a better understanding.