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Selling on the US Amazon marketplace is incredibly profitable for new and existing business owners. However, with the platform's success and fierce competition, business owners need to protect their brands against fraudulent activity.
Thankfully, Amazon offers a free program that helps address trademark infringement and provides business owners with a range of brand-building tools. This program is called Amazon Brand Registry.
According to Amazon Brand Protection, over 700,000 brands are registered under the Amazon Brand Registry.
This program has expanded since its launch in 2015, providing essential tools to establish brand identity and deliver a memorable customer experience.
This ePlaybooks guide explores the following sub-topics:
Amazon Brand Registry is a special program that helps business owners protect their intellectual property and product content on Amazon.
Amazon Brand Registry provides tools that give registered brand owners a competitive edge over non-registered brand owners.
The Amazon Brand Registry was launched in 2015 to protect your brand from counterfeit products. Over the years, the program has expanded, giving brand owners access to tools and features for brand building.
The program gives you control over your listing, offers a team of dedicated individuals to address infringement claims and other issues, provides access to features that improve your product listings, and increases brand awareness.
Amazon Brand Registry offers numerous benefits. Let's take a look at five Amazon Brand Registry benefits:
With Amazon Brand Registry, you can be sure your product listings are protected. You can gain control of how your product listing appears on the Amazon platform. With the program, you won't have to worry about fraudulent activities from third-party sellers. It also prevents third-party sellers from using your brand name to sell their products.
You can also gain protection for your advertising data. This means Amazon will prioritize your brand over others selling similar products. Amazon will also prevent other stores running dubious ads from using your brand to drive traffic to their store.
Amazon Brand Registry gives registered brand owners access to Amazon A+ Content. This feature allows you to improve your product listing. With Amazon A+ Content, you can add high-quality images, add text to your product images, and showcase your product’s Unique Value Proposition (USP). With an improved product listing, customers have access to more information about your product. This will help them overcome any objections, ultimately improving your conversion rate and sales.
You can also test different product listing structures and choose which one produces the best results using Amazon A+ Content Manager.
Being a registered member of the Amazon Brand Registry gives you access to features that will set you apart from the competition and help you engage better with your customers. Features such as Amazon storefronts, product videos, Amazon Live creators, and Sponsored Brand Ads validate your brand and add value.
When building an effective Amazon marketing strategy, understanding your customers through data-driven analysis is essential. With Amazon Brand Registry, you can get access to data on the buying behavior of your customers, customer search terms, products that work best with your customers, and important demographics. With this insight, you can make deliberate adjustments to your Amazon marketing strategy, make adjustments to your store, and increase sales on Amazon.
Amazon has a dedicated team that handles all complaints, suspicious activity, or counterfeit products. The team will handle issues such as product review manipulation, blocked listings, technical issues, and infringement claims. If you notice any fraudulent activities around your brand or product, you can reach out to the team, who will address your complaints within a couple of hours.
Here are some requirements for joining the Amazon Brand Registry program:
Here are a few steps to getting a trademark for joining the Amazon Brand Registry:
The trademark approval process typically takes 12 to 18 months, though it can extend beyond this range due to various factors. The good news is that you do not have to wait that long to get your brand approved by Amazon. With Amazon’s IP Accelerator, you can connect with Intellectual Property attorneys who will help you with the trademark approval process.
Now that we've looked at what Amazon Brand Registry is and the benefits that come with enrolling in the program, let's look at how you can register your business for Amazon Brand Registry in three steps:
The first step in registering for Amazon Brand Registry is to ensure you meet all requirements.
For example, you must have a registered trademark or trademark serial number. If you don't have a registered trademark or serial number, you will need to apply to get one. Depending on your location, the processes and costs will vary.
You will also need to submit your brand's logo and product packaging.
Once all requirements are met, you can visit your Amazon Seller Central account or Vendor Central to register via the Brand Registry portal. After your brand registration account is verified, you can proceed to the next step.
Once the first two steps are completed, you will need to enroll your brand in the program. For enrollment, you will need to provide your brand identification, which includes uploading all your product images, packaging, logos, website links, and social media handles.
Next, you will need to provide your trademark type, name, registration number, and registration office. This information is vital to protecting your brand on Amazon.
You will also need to provide information on your Amazon Seller account details, manufacturing details, vendor account details, and countries where your products will be distributed. Once done, you can submit your account for approval.
Amazon typically takes about two weeks to validate your information and activate your account. You want to ensure you submit everything Amazon requires for your brand.
You can enroll in Amazon Brand Registry with a pending trademark, and this is actually quite common. But there are specific conditions and steps you must follow carefully.
Amazon will accept pending trademark applications, as long as:
Here’s a step-by-step guide to enrolling in Amazon Brand Registry with a pending trademark:
Before enrolling in Amazon Brand Registry, file your trademark first. Ensure you already have a trademark application number (serial number). Next, apply for a word mark or logo mark, and make sure your brand name matches exactly how you’ll use it on Amazon.
Amazon will ask for proof that your brand is real and in use. You will need to provide product images showing your brand name/logo, packaging with branding, product categories, and countries you plan to sell in.
Keep in mind that your brand name must match exactly across your trademark application, product packaging, and Amazon listings. Any mismatch will lead to a rejection or delay.
Sign in using your Seller Central account and click “Enroll a new brand.”
You’ll need to fill in your brand name, trademark application number (pending), trademark office (e.g., USPTO), product images (with branding), and selling categories. Amazon will review and cross-check your trademark details.
After submission, Amazon sends a verification code to your trademark contact.
This is usually your lawyer or the email used in filing. You will need to retrieve the code and enter it in Brand Registry.
If everything is correct, approval can take 5 to 10 business days. Once approved, you will get early access, but not full-strength protection. You can unlock A+ Content, the Amazon store, and listing control. You only get full access to features and tools after registration. Note that if your trademark gets rejected later, you may lose access to the Amazon Brand Registry.
Amazon provides programs that protect brands from counterfeits. Amazon Brand Registry integrates seamlessly with Amazon protection programs such as Amazon Transparency and Project, enhancing your brand's overall security.
The Amazon Transparency Program is an initiative directed at combating counterfeit products on Amazon's platform. The program assigns unique identifiers to products. These identifiers are then encoded on labels applied to the products' packaging. This system allows Amazon to track the authenticity of your products throughout their lifecycle on the platform, from listing to delivery. By verifying product authenticity at the point of sale, Amazon Transparency can significantly reduce the risk of counterfeit products reaching your customers.
Launched to improve brand protection, Amazon Project Zero integrates advanced technology and proactive measures to ensure that only genuine products reach customers. The program uses machine learning algorithms to scan Amazon's vast catalog of listings, identifying and removing suspected counterfeit products before they can be listed for sale.
Enrolling in the Amazon Brand Registry program offers a range of benefits. You get all-around brand protection and access to tools and features that improve customer experience, boost your conversion rates, and increase sales on Amazon.
If you need professional help enrolling under Amazon Brand Registry, we have experts at ePlaybooks who can guide you through the process from start to finish.
To enroll in Amazon Brand Registry as a US seller, you need three core things: an active Amazon Professional Seller account, a registered or pending trademark filed with the USPTO (US Patent and Trademark Office), and product images showing your brand name permanently affixed to the packaging or product itself — not via stickers or removable labels. Your brand name must appear exactly as it does on your trademark record, and your logo must match your trademark filing if it is an image-based mark. Once enrolled, Amazon grants you authoritative control over your listings, access to A+ Content, Brand Analytics, a custom Storefront, and IP violation reporting tools. US sellers using FBA should note that starting in spring 2026, Amazon will require Brand Registry enrollment to use manufacturer UPC barcodes for FBA shipments, making enrollment increasingly critical for operational efficiency. If you need hands-on support getting enrolled and building out your brand presence on Amazon, ePlaybooks' Amazon Account Management team can guide you through the entire process.
On average, Brand Registry approval takes around 10 business days, though some cases may take up to three weeks. After submitting your application, Amazon sends a verification code to the email address associated with your trademark's IP office record. You must submit that code back within 10 days via your Brand Applications dashboard — if the code is not provided in time, your case may be closed and require resubmission. Sellers without a registered trademark can use Amazon's IP Accelerator program to file a pending application and gain early access to Brand Registry benefits while the trademark is still being processed. Delays are most commonly caused by brand name inconsistencies across records or non-compliant product images — two issues ePlaybooks helps US sellers avoid before they ever submit their application.
Yes — and this is one of the most underappreciated benefits for US sellers. Brand Registry gives you direct control over your product listings, meaning unauthorized third-party sellers cannot alter your titles, images, bullet points, or descriptions without your consent. This directly protects your Amazon Account Health by reducing the risk of listing suppression, negative reviews caused by counterfeit products, and A-to-z Guarantee claims triggered by inaccurate product information. The registry helps prevent counterfeit product sales and unauthorized changes to listings, enabling you to take swift action against infringers and preserve your reputation. For US sellers focused on keeping their Order Defect Rate, Late Shipment Rate, and Performance Notifications within Amazon's required thresholds, Brand Registry acts as a first line of defence. For a full breakdown of how these metrics interact, see ePlaybooks' Amazon Account Health guide — and if your account health needs urgent attention, book a free strategy call with our team today.
You’ve probably already considered selling on Amazon but its way easier than you think.
Call Us Now