Are you worried about protecting your brand and products on Amazon’s vast marketplace? The Amazon Brand Registry offers powerful tools to help you safeguard your intellectual property, increase your brand’s visibility, and gain exclusive access to marketing features.
In this in-depth guide, we’ll walk you through everything you need to know—from eligibility requirements to the step-by-step registration process. By the end, you’ll have the knowledge and confidence to effectively protect and elevate your brand on Amazon.
Amazon Brand Registry – Key Overview:
🔷 To enroll, you need a registered trademark, which can be a time-consuming and expensive process, especially for smaller businesses or new brands.
🔷 If your trademark is registered in only one region (e.g., the U.S.), you must obtain additional trademarks to expand your protection to other Amazon marketplaces.
🔷 While the registry offers tools to protect against counterfeiters, it doesn’t guarantee complete brand protection. Sellers may still need to file complaints and take action themselves.
🔷 Even with Amazon Brand Registry, this channel ultimately controls the listing. If their automated system detects an issue, they can still change, suspend, or delete listings without consulting the brand owner.
What is Amazon Brand Registry?
Amazon Brand Registry is a program that helps online merchants protect their intellectual properties and completely control their listings. Developed and first introduced in 2015, this program makes Amazon stand out from its Amazon competitors. By enrolling in this program, Amazon sellers can easily search and report any violation, trademark, copyright, or patent infringement issues.
On top of that, Amazon Brand Registry is a great way to start building a brand for new sellers. Once you participate, you can access advanced tools offered by the house.
Why should you sell on Amazon? Check out this article: Is Selling on Amazon Worth It?
Five Amazon Brand Registry Benefits
Given the fierce competition and intellectual property infringement going on, the Amazon Brand Registry program may benefit you in numerous ways. In fact, we believe this Brand Registry will be a powerful tool throughout your selling experience on Amazon.
1. Protect your brand
One of the biggest concerns for brand owners on Amazon is the potential presence of counterfeit products. These fakes can damage your brand reputation, confuse customers, and ultimately hurt your sales. Amazon Brand Registry offers robust brand protection features to help you combat counterfeiting:
- Automated protections: This program proactively monitors the Amazon catalog for potential infringements of your trademark. This helps prevent counterfeit listings from going live in the first place.
- Project Zero: Gain access to Project Zero, an advanced tool that empowers you to directly remove suspected counterfeit listings without contacting Amazon. This gives you more control over your brand image and ensures a trusted shopping experience for your customers.
- Brand gating: Restrict unauthorized sellers from listing your products by requiring them to get your approval before offering your brand on Amazon. This ensures that only authorized sellers represent your brand.
- Report a violation tool: Easily search the Amazon catalog for potential infringements of your trademark, copyright, or other intellectual property. If you find violations, you can report them directly through brand registry on Amazon for swift action.
2. Access to Amazon A+ content
Amazon Brand Registry unlocks access to A+ Content, a powerful tool for creating rich and engaging product descriptions. A+ Content goes beyond basic bullet points to tell your brand story and product features in a visually appealing way. You can include high-resolution images, comparison charts, infographics, and even videos to showcase your products more compellingly.
Here’s how A+ Content benefits your brand:
- Increased conversion rates: Studies show that A+ Content can significantly boost conversion rates by providing customers with a more informative and engaging product experience.
- Improved brand differentiation: A+ Content allows you to tell your brand story and highlight what makes your products unique, setting you apart from competitors.
Enhanced search ranking: Richer product descriptions with relevant keywords can improve your product’s ranking in Amazon search results, increasing product visibility
3. Make use of powerful analytic & reporting tools
Amazon seller brand registry equips you with a comprehensive suite of analytics and reporting tools that provide valuable insights into your brand performance on Amazon. You can access data on:
- Brand metrics: Track key metrics such as brand page views, search traffic, and customer engagement to understand your brand awareness and customer behavior.
- Product performance: Analyze sales data, conversion rates, and customer reviews for each of your products to identify areas for improvement and optimize your listings.
- Search analytics: Gain insights into the keywords customers use to find your products, allowing you to refine your product descriptions and PPC (pay-per-click) advertising strategies.
4. Grow your audience with Amazon Live & Amazon Vine
Amazon Brand Registry helps you access a variety of Amazon marketing tools specifically designed to help you reach new customers and build brand loyalty:
Amazon Vine: Invite trusted reviewers to try your products and share their honest feedback with other potential customers. Positive reviews from Vine reviewers can significantly boost your brand credibility and sales.
Amazon Live: Connect with potential customers in real time through interactive live streams. Showcase your products, answer questions, and build brand engagement.
5. Utilize Amazon sponsored brand ads
ABR allows you to run Sponsored Brand Ads, a powerful advertising tool that helps you reach customers who are actively searching for products related to your brand or keywords. Sponsored Brand Ads appear at the top of Amazon search results pages and include your brand logo and a custom headline.
Here’s how Sponsored Brand Ads benefit your brand:
- Increased brand awareness: Promote your brand logo and messaging to a targeted audience, increasing brand visibility and recognition.
- Drive traffic to your products: Direct shoppers to your product listings with relevant Sponsored Brand Ads, leading to potential sales conversions.
- Improved conversion rates: Targeted advertising reaches customers who are already interested in products like yours
Amazon Brand Registry Requirements
So, who can enroll Amazon Brand Registry? And what are the requirements to register for your brand?
There are two main types of sellers eligible for the Amazon Brand Registry:
- Amazon vendor: These businesses sell in bulk directly to Amazon, and Amazon becomes the Seller of Record for the products.
- Amazon seller: These businesses sell directly to customers on the Amazon Marketplace and are the Seller of Record for their products.
Both Amazon vendors and sellers can use the same credentials to sign up for the Brand Registry, ensuring they get all the benefits available.
However, to be eligible for the Amazon Brand Registry program, you must also meet several requirements by the house. The requirements are now listed and explained as follows:
- Trademark: The most crucial requirement is an active registered trademark from a government-approved office in an approved country. This trademark must be present on your products or packaging. While Amazon accepts pending trademarks in some cases, specific country-based regulations apply. The list of approved countries includes the United States, major European nations, and several others. Be sure to confirm your eligibility based on your location. However, if you use the Accelerator Program, you can enroll brand registry requirement before your trademark is active.
- Active professional seller account: For Brand Registry enrollment, you’ll need a Professional Seller account on Amazon in good standing. This paid plan allows you to sell more than 40 units monthly and provides access to advanced selling tools for managing your business.
- Genuine product listings: Your product listings on Amazon must be registered, authentic, and compliant with Amazon’s policies. Any listings deemed counterfeit or infringing will disqualify you from the program. Additionally, some categories may require Amazon’s approval before you can sell.
How to Enroll for Amazon Brand Registry?
Step 1: Check your eligibility
Before starting, verify that your brand meets the following criteria:
- Trademark registration: Your brand must have a registered trademark or a pending trademark application. This trademark should be issued by a recognized government intellectual property office (e.g., USPTO in the U.S. or EUIPO in Europe).
- Proof of ownership: You need to provide documentation proving ownership of the trademark, such as a registration certificate.
- Amazon account: An active Amazon seller account is required. If you do not have one, you must create it before enrolling in the Brand Registry.
Step 2: Prepare all the information
Collect the following information and documents before beginning the enrollment process:
- Brand name: The exact name as it appears on your trademark registration.
- Logo: If applicable, the logo must match your trademark registration.
- Trademark number: Your trademark registration or pending application number.
- Product categories: The categories that your brand’s products fall into.
- Product images: Clear images of your products or packaging that display your brand name permanently affixed.
- Website and distribution info: If available, include your brand’s website and distribution details.
Step 3: Enroll your brand on Amazon
Enroll in Amazon brand registry with trademark
The Amazon Brand Registry program allows brands to register their trademarks with Amazon, providing protection and exclusive benefits. This method is ideal for businesses with existing trademarks or those planning to obtain one.
You need to:
Step 1: Access your Amazon Seller Central account.
Step 2: Go to the Brand Registry section and click Enroll a new brand.
Step 3: Provide necessary information about your brand, including images of your brand logo and a list of product categories where your brand is sold. You will not need a trademark registration number at this stage.
Step 4: Once you submit your application, Amazon will typically review it within two business days. Upon successful verification, your brand will be enrolled in the Amazon seller brand registry, granting you access to all its benefits.
On the flip side, enrolling in the Amazon brand registry with a trademark does come with some downsides, such as:
- Time-consuming: Obtaining a trademark can be a lengthy process, often taking several months to complete.
- Costly: Amazon brand registry cost with a trademark can be high, especially if you hire a lawyer to assist with the process.
- Complex process: The trademark registration process can be complex and requires careful attention to detail.
Enroll in Amazon Brand Registry using Amazon IP Accelerator
Actually, to get a registered trademark, you may need 3 to 6 months. In this case, you can still enroll Amazon Brand Registry without a trademark immediately. Amazon does offer a program called the Amazon IP Accelerator that can help you enroll in the Brand Registry while your trademark application is still pending.
This method particularly benefits new businesses or those looking to expedite their brand registration process.
We will introduce a step-by-step guide to getting an Amazon Brand Registry with Accelerator:
Phase 1: Join Accelerator program:
- Step 1: Visit the Amazon IP Accelerator page
- Step 2: Choose a participating law firm from the list provided by Amazon. These firms are experienced in intellectual property law and can guide you through the trademark registration process. You should review their profiles, expertise, and fees before choosing.
- Step 3: Reach out to the chosen law firm to discuss your needs. They will guide you through the process of filing a trademark application. Be prepared to provide:
- Your brand name.
- A description of your products.
- Your logo or other branding materials.
- Step 4: The law firm will then prepare and file the trademark application on your behalf. The firm will handle all legal formalities and ensure that the application meets the necessary criteria.
Phase 2: Enroll Amazon Brand Registry
- Step 1: Log into Seller Central
- Step 2: Go to the Brand Registry section and click Get Start with IP Accelerator
- Step 3: Like the above method, you need to provide vital information about your brand and wait for Amazon to verify your submission
- Step 4: Once your trademark is approved, you need to update your Brand Registry information with your registered trademark number.
However, it’s important to weigh the potential risks and limitations of this method, including:
- Potential for revoked benefits: If your trademark application is ultimately rejected, your Brand Registry benefits may be revoked.
- Additional costs: IP Accelerator may involve additional costs for legal services compared to registering a trademark independently.
- Potential for delays: While IP Accelerator can expedite the process, trademark registration can still take time, and there’s no guarantee of a specific timeline.
- Not all features available: Some Amazon Brand Registry features may be limited until your trademark is fully registered.
How Long Does Amazon Brand Registry Take?
The time it takes to get approved for Amazon Brand Registry can vary significantly depending on several factors:
- If you enroll with a registered trademark: Amazon states that it typically takes 10 business days to review Brand Registry applications. However, this is just an average, and the actual time can be shorter or longer. After the initial review, Amazon may request additional information or documentation to verify your brand. This can add a few more days to the process. Thus, if you have a registered trademark and all your application materials are in order, you can expect to be approved for the Amazon Brand Registry within 2 weeks.
- If you join Amazon Brand Registry with IP Accelerator (for pending trademark): Amazon’s verification for the Accelerator program is generally quicker than for trademark-based applications, often taking 2 to 7 business days.
While waiting for Amazon to approve your brand, let’s start creating an Amazon storefront in 6 steps.
Total Amazon Brand Registry Cost
The direct cost to enroll in Amazon Brand Registry is free. However, you need to invest anywhere from $300 to a few thousand dollars upfront there are several associated costs you should consider:
- Trademark registration: One of the main requirements for enrolling in the Brand Registry is having an active registered trademark for your brand.
- The cost of trademark registration varies depending on the country. For example, in the United States, the filing fee with the U.S. Patent and Trademark Office ranges from $225 to $400 per class of goods or services. The process can be complex, so many businesses choose to hire an attorney, which can add to the cost.
- If you choose to use Amazon IP Accelerator, you’ll be connected with a law firm, and the legal fees associated with trademark registration will vary.
- Amazon Seller Account: A Professional Seller Account is required to enroll in the Amazon Brand Registry. You pay $39.99 monthly for one, and this subscription fee is ongoing and necessary for maintaining your seller status on Amazon.
Additionally, there may be fees for using third-party tools and software to manage your Amazon account, as well as fees for professional photography or graphic design services to create high-quality product images and brand content. However, these costs are not necessarily related to the Brand Registry itself and are optional
Check out more fees you need to pay with our in-depth breakdown of Amazon seller fees.
Amazon Brand Registry – FAQs
Amazon Brand Registry is a program developed and introduced by Amazon in 2015 with an aim to protect its sellers from hijackings, infringement issues, and counterfeit products. Apart from that, Amazon Brand Registry lets sellers access a variety of premium selling features to build their brands and generate greater sales potential, including Amazon A+ Content, Amazon Stores, and Amazon Brand Analytics. Amazon Brand Registry will first require you to submit several pieces of information, including brand details (name, logos), trademark registration, product or product packing images, and other intellectual property-related documents. As soon as you are eligible for Amazon Brand Registry, the protection immediately takes effort. Also, you will then get access to numerous brand-building and business-leveraging tools. You can start selling on Amazon without an LLC or govern-registered trademark. However, to get approved for Amazon Brand Registry, you must have an active registered trademark issued by one of the national offices. These offices are clearly indicated in the Amazon requirements for the Registry program. To check if a brand is registered on Amazon, go to the Amazon Brand Registry page and search for the brand name. You will then see details about its name, owner, and contact information. To change your country on Amazon, follow these steps: There are two primary methods for Amazon’s brand registry: with a trademark and through the Amazon Accelerator program. Here is a quick view of two methods:
The Bottom Line
To conclude, Amazon Brand Registry will be one of your primary assistants in the fight against counterfeits, infringement issues, and hijackers. Adding to that, what we researched and informed you have strengthened our belief that enrolling in this program is now becoming more urgent than ever.
Therefore, no matter if you have some selling experience in the field or just starting out, it is high time that you take the Amazon Registry into serious consideration. For us, it would always be a solid Yes when it comes to the question of whether to join or not.
In your journey of spreading brand awareness and leveraging sales volume, participating Amazon Brand Registry is a great way, but it may not be enough. Have you ever considered going multichannel selling?
Should it sound compelling to you, don’t hesitate to check out LitCommerce Amazon integration. We are now supporting over 20 selling channels. Needing further consultancy? Reach us anytime through our 24/7 live chat and get help from real people!
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