Gain control over your brand on Amazon with Brand Registry. Discover how to register your trademark and the benefits it offers your business.
Jens Vittrup
Do you have a brand you want to protect on Amazon? Or are you considering selling branded products on the world’s largest online marketplace? Then you should be aware of Amazon Brand Registry. This powerful tool enables brand owners to take control over how their products are presented and protected on Amazon.
In this article, we cover everything you need to know about Amazon Brand Registry – from what it actually is, to how to register your brand, the advantages you gain, and how you can use it to protect your intellectual property rights. Whether you are new to Amazon or already selling your products there, Brand Registry can be a crucial step in your brand’s success.
Amazon Brand Registry is a programme designed to give brand owners greater control over their product experience and representation on Amazon. The programme was launched to combat trademark infringements and counterfeit products on the platform, while also providing brand owners access to powerful marketing tools.
When you sign up for Amazon Brand Registry, you officially register your trademark with Amazon. This allows the platform to identify you as the rightful owner of the brand and gives you access to a range of tools and features not available to standard sellers on Amazon Seller Central.
Amazon Brand Registry is a free service offered by Amazon to qualified trademark owners. It acts as a protection system that helps prevent unauthorised use of your brand, while also providing you with exclusive access to advanced advertising features and content opportunities.
Registering your brand on Amazon gives you access to a range of benefits that can significantly strengthen your presence on the platform. Here are some of the key advantages of using Amazon Brand Registry:
Amazon Brand Registry protection is one of the main reasons many choose to join the programme. With Brand Registry, you gain access to effective tools for reporting potential infringements of your trademark. Amazon’s proprietary algorithms also proactively identify and remove listings that may infringe your trademark.
As a registered brand owner, you have more control over your product pages and A+ Content (previously known as Enhanced Brand Content). This allows you to present your products with more detailed descriptions, high-quality images and even videos, which can lead to higher conversion rates and fewer product returns.
Registered brands have access to exclusive Amazon marketing tools such as Sponsored Brands (formerly Headline Search Ads), Amazon Stores and Brand Analytics. These tools can help you increase your product visibility and enhance your brand’s narrative on the platform.
Amazon has implemented Transparency and Project Zero as part of their efforts against counterfeit products. These programmes are only available to brand owners registered through Amazon Brand Registry and enable you to proactively protect your products from counterfeiting.
To sign up for Amazon Brand Registry, you must meet certain specific Amazon Brand Registry requirements. It is important to understand these requirements before starting your registration process:
Your brand must have an active registered trademark in the country where you wish to enrol. Amazon accepts trademarks registered in a wide range of countries, including the USA, EU member states, the UK, Canada, Australia, Japan and more.
For Amazon Brand Registry USA, your trademark must be registered with the United States Patent and Trademark Office (USPTO). For European countries, your brand can be registered with the EUIPO (EU Intellectual Property Office) or the relevant national trademark office.
Amazon accepts the following types of trademarks:
You must be able to prove that you are the rightful owner of the trademark or an authorised agent. This typically involves providing Amazon with your trademark registration number and other relevant information.
Knowing exactly how to register a brand on Amazon can save you time and frustration. The registration process for Amazon Brand Registry involves several steps:
Before you start the Amazon brand registration process, gather the following information:
It is also advisable to ensure your Seller Central account is in good standing, as issues with your account may delay or prevent your brand’s approval.
To register your brand on Amazon, follow these steps:
After submission, Amazon will send a verification code to the officially registered trademark owner or applicant. This is a security measure to ensure you are authorised to register the brand.
When you receive the verification code, you must:
Amazon will then review your application, which typically takes 2-10 business days. You will receive a confirmation email once your brand has been approved for Amazon Brand Registry.
It is worth noting that the Amazon brand registration process can seem complicated, especially if it is your first time. That is why many Amazon agencies offer assistance with this process as part of their Amazon Brand Registry services.
A frequently asked question is: “How much does it cost to register a brand on Amazon?” Amazon does not charge a direct fee to join the Brand Registry programme. It is actually free to use once your trademark is registered with the relevant authority.
However, there are some costs to be aware of:
The main cost associated with Amazon Brand Registry is the fee for registering your trademark with the relevant authority. This varies depending on the country:
So when people ask “how much does it cost to register a brand on Amazon”, it is important to factor in these costs.
Many businesses choose to use a trademark lawyer to assist with the registration process. This can increase costs but ensures that the application is completed correctly and has a higher chance of approval.
Trademarks must be renewed periodically – typically every 10 years. There are fees associated with these renewals, which should also be considered as part of the long-term costs of maintaining your brand’s protection on Amazon.
Once you are enrolled in Brand Registry, you have access to specialised Amazon Brand Registry customer service. This team can assist with a range of issues related to your brand on Amazon:
One of the most valuable forms of support you receive through Brand Registry is the ability to report potential trademark infringements. Amazon has streamlined this process for registered brands, so you can quickly have listings that infringe your trademark removed.
If you encounter technical issues with Brand Registry tools or features, you can contact Amazon’s support team for assistance. They can guide you through using advanced features such as A+ Content, Brand Analytics and Stores.
Amazon Brand Registry customer service can be contacted through various channels:
It is worth noting that response times can vary, but Brand Registry members often experience faster responses compared to standard Seller Central support.
Once your brand is approved in Brand Registry, you gain access to a range of powerful tools. These features can help you both protect your brand and improve your marketing efforts on Amazon:
Brand Registry gives you access to an advanced search and reporting tool, making it easy to find potential infringements of your trademark. You can search by text, images or a combination of both to identify listings that may infringe your rights.
A+ Content allows you to enhance your product descriptions with advanced text, images and even videos. This can help communicate your brand’s value and product benefits more effectively, leading to higher conversion rates and fewer returns.
Some studies show that implementing A+ Content can increase sales by up to 10%. This is one reason many sellers seek Amazon SEO expertise to optimise this content.
Brand Registry allows you to create a free multi-page Amazon Store, which serves as your brand’s own mini-website within Amazon. Here you can share your brand’s story, showcase your entire product range and create a more engaging shopping experience for your customers.
This powerful tool gives you access to valuable market data, including:
This data can be invaluable for optimising your Amazon advertising strategies and product listings.
These programmes help combat counterfeit products:
Although Amazon Brand Registry offers many benefits, there can be challenges along the way. Here are some common problems and how you can deal with them:
Sometimes, approval of your brand may take longer than expected. This can be due to:
Solution: Ensure all information is accurate and matches your official trademark registration. If the process takes more than two weeks, you can contact Amazon Brand Registry support to follow up.
Some brand owners find that Amazon does not act quickly enough on reported infringements, or that infringements reappear shortly after being removed.
Solution: Use Amazon’s Report a Violation tool correctly by providing detailed information on how the listing in question infringes your trademark. For persistent issues, consider enrolling in Project Zero if you are eligible.
Sometimes, A+ Content, Amazon Stores or other Brand Registry features may encounter technical problems.
Solution: Document the problem with screenshots and contact Amazon Brand Registry help. They have specialised teams to handle technical issues with these tools.
Amazon Brand Registry operates across Amazon’s global marketplaces, but there may be some variations and specific considerations to be aware of:
Depending on your global market strategy, you may need to register your trademark in several countries. For example:
It can be beneficial to consult with Amazon consultants specialising in international marketplaces if you plan to sell on multiple Amazon markets.
Once your brand is registered in Brand Registry, you can generally use this registration across various Amazon marketplaces where your trademark is protected. This means that if you have an EU trademark registration, you can use it to protect your brand on Amazon.de, Amazon.fr, Amazon.it, etc.
Be aware that although Brand Registry operates across markets, there may be language requirements for your content and other local considerations. For example:
To maximise the benefits of Amazon Brand Registry in international markets, it can be wise to work with experts who understand the specific local requirements and expectations.
To get the most out of your Amazon Brand Registry, here are some practical tips and strategies:
Set aside time each week to use Brand Registry’s search tools to identify potential infringements. Look for:
The sooner you identify and report infringements, the better you protect your brand and sales opportunities. Many sellers combine this with other Amazon Brand Registry services to maximise protection.
To get the best out of A+ Content:
This can improve conversion rates and reduce returns. Some sellers choose to seek help from professional Amazon experts to optimise their A+ Content.
Use the data available through Brand Analytics to:
This data can help you fine-tune both your organic and paid marketing strategy on Amazon.
To maximise the value of Brand Registry, consider combining it with other Amazon programmes:
This integrated approach can help you build a stronger brand on Amazon and potentially increase your sales.
Although many sellers handle the Brand Registry process themselves, there are situations where professional help can be valuable:
If your trademark scenario is complicated — for example, if you have multiple trademarks, international registrations, or issues with your trademark registration — it may be wise to seek expert assistance.
Amazon Brand Registry processes can be challenging to navigate in such cases, and professional consultants can help streamline the process.
If you experience persistent infringement problems despite your reports, specialized services can assist with:
In these cases, Amazon Brand Registry protection experts can be a valuable investment.
To get the most out of A+ Content, Stores, and other advanced features, professional help can ensure that your content is:
Services like Amazon courses can also help you understand how to better leverage these tools on your own.
Once you have obtained Amazon Brand Registry, it is important to keep your information current:
Ensure your trademark information remains up to date in Brand Registry:
Failure to renew your trademark could result in loss of your Brand Registry benefits.
When expanding your product range:
This ensures all your products are protected under your Brand Registry.
Amazon regularly updates Brand Registry with new features and tools:
Staying up to date ensures you make the most of all available opportunities to protect and grow your brand on Amazon.
Amazon continues to develop and improve the Brand Registry programme to meet the changing needs of brand owners. Here are some trends and expectations for the future:
Amazon is investing in advanced technology such as artificial intelligence and machine learning to improve their ability to automatically identify and remove infringing products. This will likely result in faster and more effective protection for registered brands.
We can expect more tools that allow brands to create rich, engaging customer experiences on Amazon. This could include more interactive content, enhanced video features and new ways to showcase products.
Amazon is likely to continue integrating Brand Registry with other services and programmes to create a more cohesive ecosystem for brand owners. This may include better integration with Amazon advertising, Amazon Attribution and other analytics tools.
To remain competitive on Amazon, it is important to stay updated on these developments and be ready to adapt your strategy accordingly.
Experiences with Amazon Brand Registry vary among sellers, but there are some common themes in user feedback:
Many sellers report significant benefits from joining what is Amazon Brand Registry:
However, some sellers have also encountered challenges:
Many of these challenges can be overcome with patience, consistent follow-up and, if necessary, professional help from Amazon experts.
Deciding whether Amazon’s Brand Registry is right for your business involves considering several factors:
If you run a smaller business, you should consider:
For many small businesses, the benefits of Amazon brand registration clearly outweigh the costs, especially when planning long-term Amazon strategies.
For larger, established brands, Amazon Brand Registry is almost always a valuable investment:
For most established brands, the question is not whether to register, but how to utilise the programme most effectively.
In terms of timing, it is generally best to register your brand as early as possible:
The sooner you register, the faster you can start taking advantage of all the benefits of Amazon Brand Registry and protect your position on the marketplace.
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