Amazon Brand Registry is a programme that allows trademark-owning brands to register their brand on Amazon, unlocking a suite of tools for brand protection, content creation, and advertising. Enrolment is free but requires an active, registered (not pending) trademark in the country you sell in.
What Brand Registry Unlocks
- A+ Content: Rich product detail pages with images, modules, and comparison charts
- Amazon Stores: A free, multi-page brand storefront on Amazon.com
- Sponsored Brands: Headline ad format with brand logo, custom headline, and product carousel
- Brand Analytics: Search term reports, market basket analysis, demographic data
- Transparency programme: Anti-counterfeiting serialisation (separate enrolment)
- Project Zero: Automated listing removal for counterfeit ASINs
How to Enrol
- Ensure you have an active registered trademark (USPTO, EUIPO, or supported country registry) — pending trademarks do not qualify
- Go to brandregistry.amazon.com and sign in with your Seller Central or Vendor Central account
- Submit your trademark details, brand name, and product images for verification
- Amazon's team verifies and typically approves within 2–10 business days
Brand Protection Features
Once enrolled, you can:
- Report violations — flag counterfeit listings, IP infringement, or incorrect product images through the Report a Violation tool
- Use Project Zero — automatically remove confirmed counterfeit ASINs without waiting for Amazon's review
- Virtual Bundles — create bundle ASINs from existing individual ASINs without physical bundling or new inventory
Common Questions
Does Brand Registry stop hijackers? It makes it significantly easier to remove unauthorised sellers and counterfeit listings but does not prevent others from attempting to list on your ASIN. Combine Brand Registry with Transparency for the strongest protection.
Can I enrol with a seller account I don't own the brand for? No. Brand Registry requires that you are the trademark owner or an authorised agent.