Brand Amazon Registry 2023: Newbie’s Complete Guide

Brand Amazon Registry is a great way to build customer trust, cultivate your brand image, and increase sales.

We discuss what sellers need to know about Amazon Brand Registry, how to get started, its benefits, and more in this guide!

What is Amazon Brand Registry?

Amazon Brand Registry is a free service that Amazon provides businesses. 

Brand Registry helps business to protect their intellectual property (IP), improve the quality of their listings, and grow their storefronts.    

Sellers who enroll in the program can access a range of tools and services to manage their brand identity, such as:

  • Search and report tools to find and report potential infringements of their brand rights by other sellers.
  • Brand building features to customize their brand store, product detail pages, and sponsored ads with their own logo, images, and videos.
  • Brand analytics to monitor their brand performance, customer behavior, and market trends.

Benefits of Amazon Brand Registry

Access to advanced analytics and advertising options

When you register your brand with Amazon, you’re given access to advanced analytics and advertising options like A+ content, Amazon brand sponsors, storefronts, product videos, Subscribe and Save, and more.

Accurate representation of your brand

Amazon Brand Registry allows you to protect and represent your brand for what it is, without allowing others to infringe upon your brand representation with fake logos and bad listings.

Tools to find and report violations

Amazon helps you find IP violations and provides tools to help you spot, report, and remove violations before they reach customers.

Preventing infringement and protecting intellectual property

Amazon searches thousands of listings to protect your intellectual property from infringements or inaccurate information.

Creating a trusted customer experience on Amazon

When your products are branded, you create a customer base that trusts the quality of your products and service.

Sole ownership of the “Amazon Buy Box”

One of the benefits of the Amazon brand registry is the opportunity to win the “Amazon Buy Box”, which is the featured offer that appears on the product detail page. 

Only one seller can be featured in the Buy Box at a time, and Amazon uses a complex algorithm to determine who gets it. Some of the factors that influence the Buy Box are price, availability, shipping speed, customer feedback, and seller performance.

Brand Amazon Registry: Key Features and Tools

Brand Analytics for search terms and ASIN performance

Brands can see analytics for search terms related to their products, demographic reports about your audience, and item comparison reports to see which ASINs are being compared before a customer buys a product, the most-clicked ASINs, and the second most-clicked ASINs.

Market Basket Analysis for cross-selling opportunities

Amazon gathers data on which products are often bought together by customers. This information lets sellers recognize opportunities for bundles and advertising opportunities for their stores.

Item Comparison and Alternate Purchase Behavior insights

Get the top 5 products customers click on after clicking on your products to see what they’re buying (and why they’re not buying from you).

Amazon Attribution for tracking advertising performance

See which ads are performing the best and which are flopping.

A+ Listing Creation for enhanced product descriptions

A+ content lets brands enhance their listings with comparison charts, high-def images and videos, text, and other design elements.

Eligibility for Brand Registry

brand amazon

Requirement for a pending or registered active text-based or image-based trademark

According to Amazon, “Brands must have a pending or registered and active text-based or image-based trademark” to be eligible for brand registry on the platform.

Eligibility for brands with registered trademarks or pending applications through Amazon IP Accelerator

Businesses enrolled in the Amazon IP Accelerator get faster access to Amazon Brand Registry benefits and IP law firm services.

Country-Specific Requirements

Amazon currently only accepts trademarks from governments in the following countries:

  • United States
  • Canada
  • Brazil
  • Australia
  • Mexico
  • Japan
  • India
  • Germany
  • France
  • Turkey
  • Italy
  • Spain
  • Singapore
  • United Kingdom
  • Saudi Arabia
  • Sweden
  • Egypt
  • Benelux
  • Poland
  • United Arab Emirates
  • European Union

Visit this page to view country-specific requirements.

Brand Registry Enrollment

Steps to enroll a brand:

  1. Provide brand name with active registered or pending trademark.
  2. Submit images depicting the trademark on products or packaging.
  3. Include trademark registration number (pending application if applicable).
  4. Select product categories for brand listing.

Activation and Verification

Once you submit your application, wait for Amazon to review it. This may take up to 10 business days. Once your application is approved, you will receive an email with a verification code. 

Enter the code in the Brand Registry section of your Seller Central account to complete the activation process. After that, you can enjoy the benefits of having a registered brand on Amazon.

Protecting Your Brand

Amazon Brand Registry helps you protect your brand and prevent product hijacking. Product hijacking on Amazon is a malicious practice where unauthorized sellers list counterfeit or low-quality products under a legitimate product’s ASIN (Amazon Standard Identification Number).

This way, they can take advantage of the product’s existing reviews, ratings, and sales rank, and deceive customers into buying their inferior products. 

Product hijacking can damage the reputation and revenue of the original seller, as well as harm the customer experience and trust in Amazon.


Is Amazon a brand or company?

Amazon is a tech company that specializes in e-commerce, streaming, and tech solutions. Though, Amazon does sell its own branded products.

What are Amazon products examples?

Amazon products include books, apparel, electronics, beauty and personal care products, kitchen and home products, food, lawn and garden products, and more.

How important is a brand on Amazon?

A brand isn’t necessary to drive sales on Amazon, but having a recognized and trusted brand can help gain the trust of customers and increase profits.


Registering your brand with Amazon helps to protect your intellectual property, grow your customer base, and increase profits. 

Getting started is free and worth the plunge for established sellers!

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