What is Amazon Brand Registry?

What is Amazon Brand Registry?


Selling on Amazon may be a great way to start your own business and make a lot of money from it. You may reap the benefits of running a legitimate and profitable business if you start the process of Amazon brand registry right after launching your business.

Of course, you’ll need to make legal, administrative, and financial judgments in this situation. But with, those benefits bring competition and unscrupulous thefts who try to rip off your brand by selling cheap, low-quality knockoffs of your brand’s products. Protecting your brand reputation can be a full-time job for you.

Since its start, Amazon has often had to deal with court cases because many brands do not protect their intellectual property, and imitation of brands is not prevented. Bored with these lawsuits, Amazon officials applied to the Amazon Brand Registry application to fight counterfeit sellers in their markets and protect brands’ rights. It also attempts to prevent fake IPs on the web using this program.

Amazon covers the protection of trademarks with the approved sellers it provides in its market network through Brand Registry while also maximizing the credibility of sellers by more effectively enforcing standard policy infractions. Amazon has announced that companies will no longer sell items directly to customers through the Amazon Marketplace because of this new policy. Instead, selling items directly to Amazon Retail as a vendor is the only option. 

In this article, if you are ready, we’ll look at Amazon Brand Registry since it’s one of the most crucial decisions you must make to protect your products and brand. So, let’s begin with what is Amazon Brand Registry is.

What Is Amazon Brand Registry?

Amazon Brand Registry is an exclusive tool that allows you as a vendor to identify and legitimize your brand. In addition, it aids Amazon brand owners in securing their intellectual property and product content.

Brand owners can contact Brand Registry’s dedicated employees to complete intellectual property infringement, policy infractions, listing difficulties, technical concerns, and escalate previously reported complaints.

According to Amazon, “The Amazon Brand Registry is available to sellers who manufacture or sell their own branded products. In addition, manufacturers can enroll their brand in the Amazon Brand Registry and register themselves as the brand owner. The goal of Amazon Brand Registry is to make it easier for sellers to manage their brands and list their products on Amazon.”

Some Benefits of Brand Registry

Many vendors were suspicious about this in the past. But, at Amazon, things move quickly, and Brand Registry is rapidly becoming a must for Amazon sellers who are serious about their businesses.

More than 100,000 people have signed up for Amazon Brand Registry across the world, and it’s simple to understand why with so many benefits. By registering your brand, you avoid not just the possible loss of revenue due to unscrupulous actors leeching off your market share but also the loss of customer trust.

There are numerous benefits to going through the trouble of registering your brand. Let’s go over these advantages again!

  • Having a Brand Registry is the only way to obtain Amazon’s assistance while also protecting your brand from hackers/thieves, fraudulent products, and people who use your logo/brand.
  • Brand registration provides sellers with lots of options for dealing with intellectual property rights and infringement.
  • It’s also the primary option for private label sellers to acquire Enhanced Brand Content. You can design a dynamic and visually appealing product list with a high conversion rate with Enhanced Brand Content.
  • The Amazon Brand Registry service is likely to be improved and additional capabilities added. The sooner you get the Brand Registry, the sooner you’ll be able to use the new features, and you’ll be able to stay ahead of your competition for a while.

If we get the idea, let’s move on to the differences between Amazon Brand Registry version 1.0 and 2.0.

See Also: 4 Steps to a Successful Private Label FBA Business

What Has Changed with Amazon Brand Registry Version 2.0?

Although Amazon Brand Registry has been around for a while, it was recently renovated in May 2017. Vendors simply had to confirm ownership of the brand’s domain name and submit pictures of the goods and their packaging that displayed the brand name in Brand Registry 1.0. This version, on the other hand, failed to protect brand owners, and reporting any infringements was a time-consuming procedure.

To cover the void in the previous version 1.0, the new and updated Brand Registry 2.0 was created. It was first launched in 2017. They have changed a lot so far. 

The Amazon Brand Registry has its own user interface. Now, it’s a lot easier to see the companies you’ve registered, thanks to the dashboard.

Several reporting mechanisms are available in the interface to assist brands in dealing with counterfeits.

The Requirements for Amazon Brand Registry

Many of Amazon’s services have a long list of requirements. The requirements for registering a trademark may differ from country to country. However, you can see each country’s popular terms below. 

Firstly, you’ll need an Amazon Seller Central account before signing up for the Brand Registry. Because, as you know, it is a tool just for manufacturers and brand owners. We recommend you create a Brand Registry by using the same name and the same email address.

After that, you must have an active and registered trademark in your country that appears on items or packaging that you make available with a valid government office.

Then, verification requests sent through the common communication channels provided during trademark registration must be fulfilled. But your trademark must be a sign with text or a text-only symbol. Pictorial symbols are the only ones that aren’t accepted.

Signing up for the Amazon Brand Registry in

You must select one of the 12 nations listed on the application form to apply for the trademark registration program. After you’ve chosen a nation, you’ll be sent to the website for that country where Amazon sells locally. The United States of America, Canada, Mexico, Brazil, England, Germany, France, Italy, Spain, Australia, India, and Japan are among these countries. Turkey and China are not included in this program.

You must have the following rules to register with the Amazon Brand Registry:

  1. A validly registered trademark that matches the brand name on the products and/or packaging.
  2. The logo of the company is depicted in pictures.
  3. Photographs of the trademarked brand’s items and packaging. The packaging must be branded if the product itself is not.
  4. The following is a list of product categories for which the brand should be included.
  5. A list of the countries where the brand’s products are made and sold.

If you own a 1.0 registration in the trademark registration program, you will not be automatically updated to 2.0; however, you can convert to the 2.0 program by completing the appropriate additional processes.

Private label brands can apply for trademark registration if they meet the criteria outlined above.

Sadly, we know that registering a brand isn’t as straightforward as it seems. Gathering the paperwork, submitting the documentation, contacting support, following up, and then submitting the document again is a huge task. Also, your time is so precious that you would not want to spend it registering your brand. Yet, you have two options. One is to do the procedure yourself or employ Amazon marketing specialists from Eva Guru. This is where we can assist you. We’ll submit your application on your behalf and manage everything from documents to interactions with the support personnel, so you won’t have to.

How long does it take to get a Brand Registry?

The complete registration procedure should take around two weeks if you already hold a trademark or have made a request through the IP Accelerator program. Simply ensure that you provide all Amazon requirements for your brand the first time.

See Also: Amazon Brand Gating, Protect Your Brand


If you’re a brand owner selling on Amazon who qualifies for Brand Registry, we, the Eva Guru team, strongly advise you to register and use its advantages right now.

Thanks to Amazon Brand Registry, you can now manage your product listings, defend your intellectual property rights, and access extra marketing tools.