If you’re serious about building a secure and successful brand on Amazon, then Amazon Brand Registry is a program you can’t afford to ignore. In a marketplace known for its scale—and unfortunately, its counterfeiters—Brand Registry puts Amazon brand ownership directly in your hands. Whether you’re facing unauthorized sellers, listing hijackers, or simply wanting more control over how your brand appears on the platform, this free program protects your intellectual property while helping you grow.
In this guide, we’ll break down everything you need to know about Amazon Brand Registry requirements, how much it costs, and most importantly, the crucial Amazon Brand Registry benefits that come with enrollment.
What is Amazon Brand Registry?
Amazon Brand Registry is a free service that helps you take control of your Amazon brand ownership. It protects your brand from listing hijacking and fake listings by giving you tools to report trademark violations and stop unauthorized sellers. This service helps make sure that only you control how your brand appears on Amazon.
Beyond just protection, Brand Registry also helps your business grow. It gives you powerful tools to improve how customers find your products, increase your sales, and build stronger trust with your buyers. You’ll also get access to valuable data and insights to help you make smart decisions for your brand.
Amazon Brand Registry Cost?
Signing up for Amazon Brand Registry is free, but to qualify, you need to have a registered trademark or at least a pending one. The cost to register a trademark in the U.S. usually ranges from $225 to $400, depending on your product category. Once your trademark is in place, you can take full advantage of Amazon brand ownership benefits through Brand Registry.
Amazon Brand Registry Requirements
To qualify for Amazon Brand Registry, you need to meet the following requirements:
- Registered Trademark: Your brand must have an active, registered trademark in each country where you want to sell. You can also qualify with a pending trademark application if it’s filed through Amazon’s IP Accelerator program.
- Trademark Type: Your trademark must be either a text-based mark (also called a word mark) or an image-based mark that includes words, letters, or numbers (also called a design mark). Each country may have specific rules on what types of trademarks are accepted.
- Country-Specific Requirements: Amazon Brand Registry accepts trademarks from official government trademark offices in several countries. This list may change over time.
Currently, the accepted countries include:
- The United States
- Brazil
- Canada
- Mexico
- Australia
- India
- Japan
- France
- Germany
- Italy
- Turkey
- Singapore
- Spain
- Saudi Arabia
- United Kingdom
- Egypt
- Sweden
- Poland
- Benelux
- European Union
- United Arab Emirates
How to Enroll Your Brand in Amazon Brand Registry
It’s important to know that only the legal owner of the trademark can apply for the Amazon Brand Registry. This could be an individual, a business, an organization, or any legal entity that holds the rights to the trademark.
Step 1: Create a Brand Registry account
To get started, you’ll need to create a Brand Registry account using the same login details you use for Seller Central or Vendor Central. Using the same email and password helps connect your selling account with your Brand Registry account, giving you access to brand tools in both places.
Once your account is set up, go to your Brand Registry homepage and click Enroll a brand to begin.
Step 2: Provide brand information
On the Enroll your brand page, you’ll need to enter key information about your brand. This includes your trademark details, brand name, logo, and the types of products you sell. You might also be asked to upload proof of your trademark, like a registration certificate.
Step 3: Submit photos of your product
You’ll then upload a clear image of your product or its packaging that shows your brand name. Make sure the brand name exactly matches what’s listed on your trademark application. Also, the name must be permanently printed on the product or packaging. When you’re done, click Next to continue.
Step 4: Provide selling information
In this section, tell Amazon whether you’re a seller, a vendor, or neither. Pick the product categories that match your items. If your products are already live on Amazon, share the ASINs of your top-selling products in each category. If you sell on your own website or through other marketplaces, you can add that info too.
Step 5: Manufacturer and distribution information
Click Next to fill in the last part of the form. Here, you’ll provide information about who makes your products and how they are distributed.
Step 6: Submit your application
Finally, double-check all the information you’ve entered to make sure it’s correct. When everything looks good, click Submit to send your application.
What happens after you apply to Brand Registry?
After submitting your application, Amazon sends a verification code to a public contact linked to your trademark registration. The person has to share the code with you, which you need to send back to Amazon to complete your registration.
Amazon Brand Registry Benefits: How Brand Registry Protects Your Brand
Many of the most valuable Amazon Brand Registry benefits are found right inside your Seller Central dashboard. After enrolling, just head to the “Brands” tab in the main navigation bar to access a wide range of tools designed to help build, protect, and grow your Amazon brand ownership.
Here are six major Amazon Brand Registry benefits that help you safeguard and grow your brand:
1. Enhanced Brand Protection
When you’ve taken the time and money to secure a registered trademark, the last thing you want is someone hijacking your listing or selling fake versions of your products. That’s where Amazon Brand Registry really shines.
Amazon offers robust brand protection tools to guard your Amazon brand ownership, including:
- Reporting violations like fake reviews or inaccurate product descriptions.
- Fixing listing issues like wrong product details or incorrect variations.
- Filing or retracting IP infringement claims.
- Reporting technical problems affecting your listings or Seller Central account.
- Escalating unresolved support tickets and keeping track of all claims in one place.
Also Read: Understanding IP Violations on Amazon: An Ultimate Guide
2. Access to A+ content
A+ Content is one of the best ways to boost engagement and elevate your listings. It lets you upgrade your product pages with richer visuals and storytelling tools, but it’s only available after your brand is registered with Amazon Brand Registry.
A+ Content benefits include:
- Choice to select from a range of custom modules that highlight your product’s unique features in a visually appealing manner.
- The ability to tell your brand story to increase customer loyalty and brand awareness for repeat purchases.
- Product comparison charts to guide customer decision-making and help them discover your other products.
- The option to upload videos that improve customer engagement and increase conversions.
Also Read: What is A+ Content? Understanding Its Impact on Your Amazon Listings
3. Engaged Customers With Storefront
Once you’re brand is registered, you can build a branded storefront, which is like your own mini website on Amazon. These stores are distraction-free, meaning no competitor ads show up, helping you fully own your customers’ experience. Amazon provides simple templates to help you build your storefront without needing design skills.
You can customize the layout, preview your store in desktop and mobile view, and submit for approval once it’s ready. This feature greatly strengthens your Amazon brand ownership by creating a more immersive and trustworthy shopping experience.
4. Sponsored Brand Ads
Another big benefit of Amazon Brand Registry is access to Sponsored Brand Ads. These headline ads appear at the top of Amazon search results and feature your logo, brand name, and custom message.
Clicking your brand name sends shoppers to your storefront, while clicking a product takes them directly to your listing. This ad type is a powerful way to increase visibility and drive high-intent traffic to your products. Like other Amazon ads, you only pay when someone clicks.
Also Read: Amazon Ad Types and Their Benefits: A Complete Guide
5. Customer insights
To get the most out of your Amazon brand ownership, you need to understand who your customers are and how they shop. That’s where Brand Analytics becomes incredibly valuable.
Key tools inside Brand Analytics:
- Search Query Performance: See how specific search terms are driving visibility, clicks, and purchases.
- Market Basket Analysis: Find out which products are commonly bought together—great for bundling or cross-selling strategies.
- Repeat Purchase Behavior: Analyze returning customers to improve retention strategies.
- Search Catalog Performance: Track impressions, clicks, add-to-cart actions, and sales to improve your sales funnel.
- Demographics: Learn about your customers’ age, income, education level, gender, and more, with data export options for further analysis.
6. Amazon’s Project Zero and Transparency Program
For sellers enrolled in the Amazon Brand Registry, maintaining brand integrity and preventing counterfeit products is a top priority. Amazon offers two powerful tools to help with this: Project Zero and the Transparency Program. These programs enhance brand protection, prevent unauthorized sales, and provide customers with confidence in product authenticity.
How Amazon’s Transparency Program Works
The Transparency Program is designed to stop counterfeit products before they ever reach customers. To enroll, you must have an Amazon Brand Registry account, be the rights owner of a registered trademark, and have a Global Trade Item Number (GTIN) for your products.
Once enrolled, each unit of your product is assigned a unique Transparency code, allowing both Amazon and customers to verify authenticity.
Benefits of the Transparency Program:
- Increased Customer Trust: Shoppers are more likely to buy from your brand when they know your products are verified and authentic.
- Better Brand Control: Prevents counterfeits from entering your supply chain, ensuring customers receive only genuine products.
Currently, the Transparency Program is available in multiple countries, including the United States, Canada, Germany, France, Italy, Spain, the UK, Australia, India, and Japan.
Amazon’s Project Zero
Another major benefit of Amazon Brand Registry is Project Zero, a self-service program that allows you to remove counterfeit individual offers or an entire product listing.
To qualify for Project Zero, you must have an Amazon Brand Registry account and be the rights owner of a registered trademark.
Benefits of Amazon’s Project Zero
- Instant Counterfeit Removal: With self-service counterfeit removal, sellers can immediately take down fake listings without waiting for Amazon to investigate.
- Enhanced Automated Protections: Each time you remove a counterfeit, Amazon’s AI system learns and proactively blocks similar future listings.
- Serialization with Transparency: Project Zero works alongside the Transparency Program, adding a scannable code to every product, stopping counterfeiters from ever listing fake versions.
Enrolling in Amazon’s Project Zero can give you more control over your intellectual property, ensuring that customers only receive genuine, high-quality products. If you’re looking to safeguard your business, Project Zero and the Transparency Program provide unmatched protection against counterfeit threats.
Wrapping Up
For any business looking to scale and safeguard its brand on Amazon, enrolling in Amazon Brand Registry isn’t just a good idea; it’s a necessity. From stopping counterfeiters in their tracks to unlocking advanced tools that improve visibility, sales, and customer trust, the benefits are hard to ignore. The Amazon brand registry cost is minimal compared to the long-term value it delivers, especially considering the damage that listing hijackers or fake products can cause to your brand reputation.
By meeting the Amazon brand registry requirements, you can take full control of your Amazon brand ownership, unlock data-driven insights, improve your product listings, and create a customer experience that reflects your brand’s value.
