Amazon Brand Registry: A Practical Guide for Brand Owners

1. What Is Amazon Brand Registry?

Amazon Brand Registry is a free programme that gives verified trademark owners control over their product listings and access to brand protection and marketing tools on Amazon’s marketplace. Once enrolled, Amazon’s automated systems actively scan for potential infringements and block suspicious listings before they go live.

The programme is available across all Amazon marketplaces worldwide. Over one million brands have enrolled globally, and Amazon reports blocking 99% of suspected counterfeit listings proactively for enrolled brands.

2. Why Enrol?

Products can be listed on Amazon without a trademark. However, without Amazon Brand Registry, brand owners have no control over product listings, no access to enhanced marketing tools, and no effective mechanism to stop counterfeiters.

For any business that builds and sells branded products on Amazon, trademark registration in an accepted jurisdiction is the necessary foundation. It is the legal key that activates both the protection and the commercial tools that distinguish a professional brand from an unprotected listing.

2.1. Brand Protection on Amazon: Control, Enforcement, and IP Security

Amazon Brand Registry provides enrolled brand owners with a layered system of intellectual property protection that operates at every stage – from proactive automated monitoring to direct enforcement and criminal prosecution of counterfeiters.

The foundation of this system is automated IP protection. Amazon’s machine learning algorithms continuously scan product listings across all marketplaces, identifying and blocking suspected trademark infringements before they become visible to customers. According to Amazon’s 2024 Brand Protection Report, these automated controls blocked over 99% of suspected infringing listings proactively – before the rights holder had to take any action. This level of automated enforcement is only available to brands enrolled in Brand Registry, as the system relies on the trademark data provided during enrollment to identify potential violations.

When infringing listings do appear, the Report a Violation tool enables brand owners to file trademark infringement and counterfeit complaints directly with Amazon. Reports are typically reviewed within 24 to 48 hours. For brands that require faster action, Project Zero offers self-service counterfeit removal – the ability to identify and take down infringing listings immediately, without waiting for Amazon’s review. This programme, used by over 35,000 brands globally, places enforcement authority directly in the hands of the rights holder, subject to maintaining a 99% accuracy rate on removals.

Beyond digital enforcement, the Transparency programme addresses counterfeiting at the physical product level. Each product unit receives a unique serialised qr code applied during manufacturing. Amazon’s fulfilment centres scan these codes before shipping – any unit without a valid code is automatically blocked. With over 88,000 brands enrolled and more than 2.5 billion units verified, Transparency effectively prevents counterfeit goods from reaching consumers through Amazon’s logistics network.

Brand Catalog Lock, introduced in 2025, addresses a different but equally critical risk: unauthorised modification of product listings by third-party sellers. Once activated, this feature prevents other sellers from altering listing titles, images, bullet points, and product descriptions. This ensures that the brand’s product information remains accurate and consistent, protecting both consumer trust and the brand owner’s marketing investment.

At the enforcement level, Amazon’s Counterfeit Crimes Unit works with brands and law enforcement agencies worldwide to identify, investigate, and prosecute repeat counterfeiters. Since its launch in 2020, the ccu has pursued over 24,000 bad actors through civil litigation and criminal referrals.

2.2. Marketing and Sales Growth Tools Exclusive to Brand Registry

Brand Registry enrollment unlocks a set of marketing and analytics tools that are not available to standard Amazon sellers. These tools directly affect product visibility, conversion rates, and advertising efficiency.

A+ Content allows brand owners to replace standard text product descriptions with structured multimedia layouts – including high-resolution images, comparison charts, brand storytelling modules, and detailed product specifications. Premium A+ Content, available to qualifying brands, adds interactive elements and video integration. The practical effect is a more informative and visually compelling product page, which reduces customer uncertainty and return rates while increasing conversion.

Brand Storefront provides a dedicated multi-page brand experience within the Amazon marketplace. This functions as the brand’s own website on Amazon, allowing structured navigation by product category, brand story presentation, and curated product collections. Traffic can be directed to the Storefront from both internal Amazon advertising and external marketing channels.

Sponsored Brands advertising – available exclusively to Brand Registry participants – enables banner and video advertisements that feature the brand logo alongside multiple products in Amazon search results. This format drives brand awareness at the point of purchase intent, a capability not available to unregistered sellers.

Amazon Vine, another Brand Registry benefit, connects brands with Amazon’s network of trusted reviewers to generate high-quality product reviews. For new product launches, this provides the social proof that is critical for initial sales momentum on the platform.

Brand Analytics provides access to data that is otherwise unavailable: search term reports showing what customers search for before purchasing, demographic breakdowns, market basket analysis, and repeat purchase behaviour. This intelligence informs product development, pricing strategy, and advertising optimisation.

3. Eligibility Requirements

To enrol, you must meet two core requirements:

3.1. Trademark

You must own an active registered trademark or a pending trademark application. The trademark must be:

• A text-based mark (word mark) or an image-based mark containing words, letters, or numbers (design mark)
• Issued by an approved government trademark office (see Section 4 below)
• Active and not expired, abandoned, or cancelled

Important for Ukrainian brand owners: Amazon does not currently accept trademarks registered solely with the Ukrainian National Intellectual Property Office (UANIPIO). To access Brand Registry, Ukrainian businesses need a trademark registered with an accepted office – most commonly the European Union Intellectual Property Office (EUIPO). An EUIPO trademark provides protection across all 27 EU member states and is accepted by Amazon for all its marketplaces.

3.2. Brand Identity

Your brand name or logo must be permanently affixed to your products or packaging. Stickers and removable tags are generally not accepted. The brand name on your products must exactly match the name in your trademark registration – including capitalisation, spaces, and punctuation.

3.3. Account

You need an Amazon Seller Central or Vendor Central account in good standing. A Professional Seller account is recommended. If you do not have a selling account, you can still enrol for access to protection tools, though marketing tools (A+ Content, Stores) require a selling account.

4. Accepted Trademark Offices

Amazon accepts trademarks from the following offices:

Trademark Office	Jurisdiction
USPTO	United States
EUIPO	European Union (all 27 member states)
Ukipo	United Kingdom
Cipo	Canada
IP Australia	Australia
Inpi (Brazil)	Brazil
Impi	Mexico
Jpo	Japan
Cgpdtm	India
Turkish Patent Institute	Turkey
Ipos	Singapore
Saip	Saudi Arabia
Ministry of Economy (Uae)	United Arab Emirates
Dpma	Germany
Inpi (France)	France
Uibm	Italy
Oepm	Spain
Boip	Benelux
Prv	Sweden
Ppo	Poland
Itda	Egypt

WIPO International Registration: If your trademark is registered through WIPO (Madrid System), Amazon requires you to submit the national trademark number assigned by the designated national office (not the WIPO number). The designation must be in a country whose trademark office is on the accepted list above.

5. Enrolment Process: Step by Step

1. Create a Brand Registry account at brandregistry.amazon.com using your Seller Central or Vendor Central credentials.
2. Click “Enroll a new brand” on the Brand Registry home page.
3. Enter brand information: brand name (exact trademark text), trademark office, registration or application number, trademark type (word mark or design mark).
4. Upload logo image (if your trademark is an image-based mark – must match the trademark record exactly).
5. Upload product images showing your brand name permanently affixed to products or packaging.
6. Provide additional information: product categories, countries of sale, manufacturing and distribution details.
7. Submit the application. Amazon will send a verification code to the trademark correspondent email listed with the IP office.
8. Forward the verification code. The trademark correspondent (usually your attorney) will receive the code and must share it with you.
9. Enter the code in the Brand Registry portal within 10 days to complete verification.

The review process typically takes 7–10 business days after successful verification. You will receive email updates on your application status.

Common rejection reasons: brand name mismatch between trademark and application; trademark not yet active or from a non-accepted office; product images do not clearly show brand name; verification code not submitted within 10 days.

6. Amazon IP Accelerator

If you do not yet have a registered trademark, Amazon’s IP Accelerator programme connects you with vetted IP law firms that offer trademark registration services. Brands that file through an IP Accelerator partner receive early access to Brand Registry benefits while their trademark application is still pending.

This programme is optional. Filing directly with the relevant trademark office is equally valid, though the Brand Registry access will only be granted after the trademark is fully registered (or, in some jurisdictions, once a pending application is accepted by Amazon).

7. After Enrolment: Making the Most of Brand Registry

Once enrolled, take the following steps to maximise the value of the programme:

1. Set up Automated Protections – provide detailed information about your brand to improve Amazon’s automated detection of infringing listings.
2. Monitor with Report a Violation – regularly search for counterfeit or unauthorised listings using the built-in search tool.
3. Create A+ Content – replace basic product descriptions with rich media to improve conversion rates.
4. Build an Amazon Store – create a branded storefront to showcase your product range.
5. Add additional trademarks – if you hold trademarks in multiple jurisdictions, connect them to your single global Brand Registry account.
6. Assign user roles – add authorised team members with appropriate access levels.

8. Frequently Asked Questions

Question	Answer
Is Brand Registry free?	Yes. Amazon does not charge for enrolment. The main cost is obtaining a trademark.
Can I enrol with a pending trademark?	In most jurisdictions, Amazon accepts pending applications. Filing through IP Accelerator guarantees early access.
Can I use a Ukrainian trademark?	Not directly. UANIPIO is not on Amazon’s accepted list. Use an EUIPO, WIPO (with accepted designation), or other accepted office registration.
Can one trademark cover multiple Amazon marketplaces?	Yes. An EUIPO mark covers all EU marketplaces. A single Brand Registry account is global – add trademarks from additional countries as needed.
How long does approval take?	Typically 7–10 business days after verification code submission. Delays occur if information is inconsistent.
What if my application is rejected?	Review the rejection reason, correct the issue (usually a name mismatch or missing documentation), and resubmit.

9. How Advance Partners Can Help

As a Ukrainian ір law firm with experience in international trademark protection and e-commerce enforcement, we assist brand owners with:

• Trademark registration with EUIPO, national offices, and WIPO for Amazon Brand Registry eligibility
• Trademark clearance searches before filing to avoid conflicts and rejections
• Brand Registry enrolment guidance and application support
• Monitoring and enforcement of trademark rights on Amazon and other marketplaces
• Takedown procedures against counterfeit and unauthorised listings
• IP strategy for cross-border e-commerce

For further information or to discuss your specific situation, please contact us.