Brand Registry (Amazon Brand Registry) - Amazon Glossary

Amazon Brand Registry is a free program that lets trademark owners verify their brand with Amazon. Enrollment costs nothing — the only expense is registering the trademark itself with a government IP office. Once verified, the brand owner gains greater control over how the brand appears on Amazon and access to a set of tools closed to standard sellers.

Key Requirements

- An active registered trademark or, in most marketplaces, a pending trademark application filed with a participating trademark office (such as the USPTO, EUIPO, or UKIPO — the accepted list varies by country).

- A text-based or image-based mark containing words, letters, or numbers. Sound marks and other non-traditional trademark types are not accepted.

- The trademark text must exactly match the brand name used on your Amazon listings, and the brand name or logo must be permanently visible on the product or its packaging.

- Enrollment is done by the trademark owner at brandregistry.amazon.com using a Seller Central or Vendor Central login; additional users can be added after the owner is approved.

What It Unlocks

- Brand Analytics — first-party dashboards with search, conversion, demographic, and loyalty data.

- A+ Content — enhanced product descriptions with rich images, comparison charts, and brand story modules.

- Brand Stores — a free multi-page storefront for your brand with its own amazon.com URL.

- Sponsored Brands and Sponsored Display — ad formats available only to enrolled brands.

- Manage Your Experiments — A/B testing for titles, images, and A+ Content.

- Brand Tailored Promotions — targeted discounts for customer segments such as repeat buyers or cart abandoners.

- Virtual Product Bundles — selling multiple ASINs together without repackaging inventory.

Protection Tools

Enrollment activates Amazon's automated protections, which use your brand data and machine learning to proactively remove suspected infringing or inaccurate listings. Brand owners also get the Report a Violation tool for searching and reporting potential IP infringement. Additional programs — Transparency (unit-level serialization), Project Zero (self-service counterfeit removal), and IP Accelerator (a network of vetted IP law firms) — become available to enrolled brands separately.

Why It Matters

Brand Registry is not required simply to sell on Amazon, but it is the gateway to nearly every brand-building feature on the platform. Without it, a seller cannot access Brand Analytics data, publish A+ Content, run Sponsored Brands campaigns, or use Amazon's proactive brand protection systems.