With millions of sellers on Amazon, protecting your brand has never been more important. Counterfeit products, unauthorized sellers, and listing hijacks pose real threats to legitimate businesses. Enter Amazon Brand Registry: a powerful, free program that helps protect intellectual property and gives brand owners enhanced control over their listings.
In this guide, we’ll walk you through everything you need to know to register your brand on Amazon and leverage the full potential of your seller account. Additionally, if you need help along the way, CedCommerce’s dedicated support has your back.
What is Amazon Brand Registry?
Amazon Brand Registry is a free program designed to help brand owners safeguard their intellectual property, improve product representation, and build a trusted brand on Amazon. Launched in 2017, it has now enrolled over 500,000 brands globally.
When you register your brand, you gain access to powerful tools like:
- A+ Content (formerly Enhanced Brand Content)
- Amazon Brand Store
- Sponsored Brand Ads
- Protection tools like Project Zero and Transparency
Also, this becomes a strong foundation for building a protected, and scalable brand presence on Amazon.
Eligibility and Requirements
Your eligibility for Amazon Brand Registry now depends on your trademark’s filing method and country of registration.
Here’s a simplified breakdown:
1. Trademark Status
- Pending via IP Accelerator: Eligible immediately. Amazon prioritizes these filings due to their trusted legal network.
- Pending (Filed Independently): Now accepted globally (U.S., UK, EU, India, etc.) as of 2024–25.
- Registered Trademark: Always accepted, regardless of origin.
Note: Formerly ineligible cases like pending trademarks in India are now fully accepted.
2. Trademark Format
- Must be a word mark or logo with clearly readable text
- Valid registration or serial number required
3. Brand & Product Information
- Legal brand owner name must match or be verifiably linked to your Amazon account
- List product categories and countries of manufacture/distribution
- Provide unaltered images showing the trademark permanently affixed to the product or packaging
4. Optional (But Helpful)
- A live, branded website
- Social media presence that aligns with your brand identity
Here’s a visual breakdown for you to crosscheck with:
| Trademark Type | Eligible for Brand Registry? |
| Pending via IP Accelerator | Yes |
| Pending, filed independently (US, UK, India, etc.) | Yes |
| Fully Registered Trademark | Yes |
| Pending filed in India (self-filed) | Yes (since 2024–25) |
Step-by-Step Enrollment Guide
Follow these steps to register your brand on Amazon:
1: Log in to Amazon Brand Registry
- Visit: https://sell.amazon.com/brand-registry
- Use your existing Seller Central or Vendor Central credentials
- If you don’t have an account, scroll to the bottom of the homepage and click ‘Enroll now’
2: Start a New Brand Application
- Choose USPTO as your trademark office
- Select your ownership status:
–> Yes, I own the trademark
–> I have an authorization letter from the trademark owner
–>I have a license agreement allowing the use of the trademark
- If applicable, prepare supporting documentation (authorization letter or license contract)
- Enter your registration or serial number
3: Submit Brand Assets
- Upload high-quality, unaltered images clearly showing the brand name on your products and packaging
–> Do not use mockups or photoshopped brand names
–> Brand name must be permanently affixed: printed, sewn, etched, or engraved. stickers or tags are not accepted
–> Images must be clear and match your trademark registration exactly
- Add product categories and define your role (manufacturer, distributor, etc)
4: Verification
- Amazon sends a verification code to the public contact (usually the trademark correspondent) listed on the trademark record
- Contact your attorney or trademark representative to obtain the code
- You must submit the code in your application case log within 10 days, or the code expires and the application is closed
- Enter the code into the Brand Registry portal to complete verification
5: Approval
- Approval typically takes 7–10 business days if all details match
- The Brand Registry process timeline remains consistent across all categories and countries.
- Typically, once the required documents and trademark details are in place, the process takes anywhere from 2–3 days to a maximum of 1 week, regardless of the brand’s category or the country of registration.
- Moreover, once approved, you’ll receive confirmation and access to your Brand Registry dashboard
Key Benefits and Features
Brand Protection
Here’s how Amazon Brand Registry helps keep your brand secure:
- Automated Listing Scans: Amazon’s machine learning scans over 6 billion listings daily to detect and remove potential intellectual property violations automatically.
- Project Zero: This program empowers brands to instantly remove counterfeit listings while also feeding Amazon’s algorithm with data to improve future detections.
- Transparency: A serialization tool where each product gets a unique Transparency code. Amazon uses this to verify the product’s authenticity before it reaches the buyer.
- Manual Reporting Tools: Gain access to advanced tools to report listings that infringe on your trademarks or copyrights.
Brand-Building Opportunities
- A+ Content: Enhance your product listings with visually rich modules, comparison tables, and engaging narratives that improve conversion rates and customer trust.
- Amazon Brand Store: Launch a fully branded storefront on Amazon, where you can curate collections, promote launches, and share your brand story in a way that feels uniquely yours.
- Sponsored Brand Ads: Gain top-of-search visibility with customizable banner ads that direct shoppers to your most relevant listings or brand store, ideal for both brand awareness and product discovery.
Brand Analytics
Gain valuable insights into customer behavior and search performance with:
- Top Search Terms: Identify which keywords shoppers are using to find products like yours.
- Competitor Comparisons: See what products customers are comparing with yours to optimize your positioning.
- Repeat Purchase Reports: Understand customer loyalty trends and use the data to improve retargeting and upselling strategies.
Post-Enrollment Tips for Brands
Here’s what you should focus on next:
- Add Internal & External Users: Grant access to trusted team members, agencies, or service partners so they can manage content, monitor violations, or run advertising campaigns on your behalf.
- Set Up A+ Content and Brand Store Immediately: These are among the highest-converting features for registered brands. Launching them early helps establish trust, drive traffic, and elevate your product listings.
- Monitor the Brand Protection Report Weekly: Amazon provides a dedicated protection report in your dashboard. Use it to track unauthorized listings, report infringements, and understand how your brand is being used across the platform.
- Enroll in Project Zero or Transparency: If you’re facing high risk from counterfeiting, activate these advanced tools early. They work best when set up proactively.
- Plan for Global Growth: With Brand Registry, it’s easier to enroll your brand in other Amazon marketplaces. Begin identifying priority countries for expansion and localize your brand assets accordingly.
- Review Brand Analytics Regularly: Don’t just stop at setup. Use the search, purchase, and customer behavior insights to optimize your listings, campaigns, and remarketing strategies.
How CedCommerce Supports U.S. Sellers
CedCommerce provides hands-on support to streamline your Brand Registry journey and eliminate the guesswork for you.
Hence, whether you’re a first-time brand owner or an experienced seller, CedCommerce makes the process easy and hassle-free. Our experts are already familiar with every detail Amazon expects, from documentation and visual assets to product categorization and trademark info, which means no unnecessary delays or back-and-forths.
This proactive support saves you valuable time, ensures compliance, and provides the peace of mind of partnering with experts with an in-depth knowledge of effective strategies.
- Documentation & Enrollment Assistance: Step-by-step help with trademark info, asset prep, and application
- Brand Store Setup: From layout to SEO-friendly content, our team helps you launch a stunning store
- Multi-Region Expansion: We guide you in enrolling your brand on global Amazon marketplaces
Therefore, Amazon Brand Registry is more than just brand protection; it’s your gateway to long-term credibility, better visibility, and higher conversions. Have a trademark and wondering how to proceed? CedCommerce has already helped sellers like you build protected and profitable Amazon brands. Now is the perfect time to take action.
Let CedCommerce help you simplify the process.
Contact us to get started.