As an Amazon seller, standing out from the competition and protecting your intellectual property is key to building a successful brand. This article focuses on Amazon's Brand Registry, which is designed to help brand owners safeguard their rights and maximize their potential on the platform. One of the most powerful tools Amazon offers to support brand owners is the Amazon Brand Registry. In addition, Amazon's Brand Registry program serves as a comprehensive solution for brand protection and growth, offering a suite of features to help you succeed. Whether you’re a private label seller, a startup brand, or an established manufacturer, Brand Registry can give you the edge you need to grow your brand presence, enhance customer trust, and protect your brand from counterfeiters and copycats, while maintaining your brand's integrity on Amazon.
In this post, we’ll explore what the Amazon Brand Registry is, how it empowers sellers, and walk you through how to get started with enrolling your brand.
Amazon's Brand Registry is a free program designed to help brand owners protect their registered trademarks and access a suite of powerful tools to manage their presence on Amazon.
Brand Registry benefits include early access to brand protection, enhanced visibility, and marketing tools, even while trademark applications are pending. Brand Registry offers sellers advantages such as increased brand protection, growth opportunities, and a competitive edge in the marketplace.
Over 700,000 brands worldwide are registered in Brand Registry. These exclusive sellers gain access to tools that improve product listing accuracy, monitor for intellectual property violations, and elevate brand presentation through enhanced content, marketing opportunities, and brand building features.
Amazon reports that enrolled brands see an average of 99% fewer suspected infringements compared to non-enrolled brands, a testament to how effective the registry can be.
Once your brand is registered, Amazon offers sophisticated protection tools that help you detect and report potential IP violations or listing hijackers. These include:
Additionally, Amazon's Counterfeit Crimes Unit, a dedicated team of data analysts, investigators, and prosecutors launched in 2020, focuses on combating and preventing counterfeit products on the platform.
You can access tools such as 'Report a Violation' through the Brand Registry portal, even if you do not have a selling account. Amazon also provides search tools as part of its brand protection suite, allowing you to monitor your listings, detect infringements, and ensure product authenticity.
Formerly known as Enhanced Brand Content (EBC), A+ Content lets brand owners create more engaging product listings using:
In addition to A+ Content, brand owners can access brand ads, such as Sponsored Brand Ads, and other brand building tools through Amazon Brand Registry to further increase visibility and engagement.
This feature helps communicate your product’s unique value and boost conversion rates by up to 8%, according to Amazon. Even better, Premium A+ Content can increase sales by up to 20%.
With Brand Registry, you can create your own custom multi-page store within Amazon. This is essentially your own branded website on Amazon’s platform. These stores allow you to:
Once enrolled, you unlock advanced advertising tools including:
These advertising options help you drive visibility, grow sales, and control your brand messaging.
Brands registered with Amazon gain access to Brand Analytics, a powerful reporting tool offering insights into:
This data allows sellers to make smarter decisions about inventory, pricing, and marketing.
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The Transparency program is a product serialization service that allows you to assign unique QR-like codes to each unit you manufacture. When customers receive your product, they can scan the code via the Amazon app to confirm its authenticity.
Benefits include:
Project Zero is Amazon’s initiative to completely eliminate counterfeit products. It combines three key features:
Project Zero requires that you have a registered trademark and a history of submitted IP complaints that have been accepted by Amazon.
To enroll your brand in Amazon Brand Registry, you must:
Accepted trademarks must be a text based mark (word mark) or an image based mark (image-based mark with text), registered with one of the following authorities:
Amazon and its partners also offer trademark registration services to help brands meet these requirements.
Submitting a brand registry application is a key part of the brand registry enrollment and registration process on Amazon. Enrolling in Brand Registry is a straightforward process, but it’s important to have all your documentation ready. Here’s how:
This process not only grants you access to brand protection tools but also helps prevent patent disputes and protects your brand from false claims of ownership.
Before anything else, your brand must have an active registered trademark or a pending application filed. Trademark registration services are available to assist with this process. This is a minimum requirement.
The trademark must be in the form of a word mark or a design mark (logo) with words. It also needs to match the brand name displayed on your product and packaging.
Tip: Use Amazon's IP Accelerator to get expedited access to Brand Registry while your trademark is still pending.
Visit sell.amazon.com/brand-registry and log in with your Amazon Seller Central or Vendor Central account.
Click “Enroll Now” and select the appropriate country marketplace.
You’ll be prompted to enter:
Amazon will contact the trademark correspondent (the person listed on your trademark application) and provide a verification code.
You’ll need to get that code from them and enter it in your Brand Registry portal to complete verification.
Once verified, you’ll get immediate access to all the Brand Registry tools:
The Brand Dashboard is the command center for brand owners participating in Amazon’s Brand Registry. This centralized hub empowers you to manage your brand’s intellectual property, monitor your brand’s performance, and proactively identify potential threats such as counterfeit listings. By consolidating essential data and management tools in one place, the Brand Dashboard helps brand owners maintain the integrity of their brand and products across Amazon’s vast marketplace. With real-time insights and alerts, you can swiftly address any issues that may impact your brand’s reputation or the authenticity of your offerings, ensuring your brand registry account remains secure and your intellectual property is protected.
Navigating the Brand Dashboard is designed to be intuitive, even for first-time users. Upon logging in, brand owners are greeted with a clear overview of their brand’s key metrics, including sales performance, customer feedback, and any recent alerts related to product listings or potential infringements. The dashboard’s organized menus make it easy to access various management tools, such as those for updating enhanced brand content, monitoring product listings, and diving into Amazon Brand Analytics. With just a few clicks, you can move between sections to review your brand’s health, respond to customer reviews, and address any notifications that require immediate attention.
The Brand Dashboard offers a robust suite of management tools and features designed to help brand owners build, protect, and grow their Amazon brand:
These features, accessible directly from the brand dashboard, give brand owners the resources they need to tell their brand story, optimize product listings, and protect their brand’s intellectual property in a competitive marketplace.
Staying on top of your brand’s health and performance is essential for maintaining a competitive edge on Amazon. The Brand Dashboard equips brand owners with real-time metrics on sales trends, customer satisfaction, and potential infringement issues. By regularly reviewing these insights and utilizing Amazon Brand Analytics, you can identify opportunities for growth, optimize your product listings, and fine-tune your marketing efforts. The dashboard’s alert system ensures you’re immediately notified of any counterfeit listings or policy violations, allowing you to take swift action to protect your brand’s integrity. With these tools at your fingertips, you can confidently manage your Amazon brand, respond proactively to challenges, and ensure your brand remains strong and resilient in the ever-evolving ecommerce landscape.
In today’s competitive ecommerce environment, building a defensible, customer-loved brand is more important than ever. Amazon Brand Registry gives you the tools to do just that.
From powerful advertising options to intellectual property protection and enhanced content, Brand Registry helps you build a more trusted and visible brand on Amazon.
If you’re serious about scaling your business and protecting your products, enrolling in Brand Registry should be one of your first moves as a brand owner.
Start the process at sell.amazon.com/brand-registry. Make sure your trademark is in order and gather your documentation so you can hit the ground running.
If you're unsure about trademarks or how to start the Brand Registry process, consider working with Amazon’s IP Accelerator—a network of vetted law firms that can help you file your trademark quickly and get fast-tracked access to Brand Registry.
Yes, but you must be authorized by the trademark owner, and they must approve your enrollment. You'll need a license agreement and official permission.
Amazon Brand Registry is available in over 20 countries, including the U.S., Canada, UK, Germany, France, Japan, and India. Enrolling in one does not automatically enroll you in others—you must apply separately for each region.
Absolutely. Brand Registry works seamlessly for FBA sellers (Fulfilled by Amazon) and FBM sellers (Fulfilled by Merchant).
Optimize your brand's performance, increase sales, boost profits, and optimize ad spend by comparing key performance indicators.
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