Amazon Brand Registry is designed for brands that want to protect the time and resources they have invested into building their product line, especially on a platform as big as Amazon.
This program is excellent for protecting your brand’s identity and standing out in the marketplace. In this article, we’ll break down the enrollment process into easy steps, using Amazon’s documents as a guide.
Why Brand Registry is Worth it
Amazon Brand Registry is worth it for most brand owners because it offers powerful tools to protect your intellectual property, boost brand visibility, and improve conversion across your product listings. Here’s a breakdown of why:
Brand Protection You Can’t Get Otherwise
Without Brand Registry, anyone can list a product under your brand name. With it, you gain:
- Amazon uses machine learning to detect and block suspected infringements.
- Access to the “Report a Violation” tool: Makes it easier to search for and remove listings that infringe your trademark.
- More control over your product detail pages.
Access to Premium Marketing Features
Once enrolled, you unlock tools only available to registered brands:
- A+ Content
- Amazon Stores
- Sponsored Brands Ads
- Brand Analytics
Improved Brand Trust and Customer Experience
Brand Registry ensures your branding stays consistent across all your listings. Plus, your content is prioritized when there are listing conflicts.
This means that when customers search your brand, they’re more likely to see your content and not a random seller’s.
Estimated time and Document Checklist
If you have all the necessary documents, you’ll complete the registration in about 30 to 60 minutes. You’ll Need:
- A registered or pending trademark
- Your brand logo (transparent or white background)
- Real product image with branding
- Proof of ownership or authorization (if applicable)
- Recent invoices or manufacturing documents
Here’s the guide on how to enroll in the Amazon Brand Program
1. Log In to Your Brand Registry Account
To kick things off, head over to the Brand Registry website and sign in with your Seller Central or Vendor Central info. If you haven’t registered for Brand Registry before, don’t worry, just use your existing Amazon seller login to create your account.
Once inside, hover over the “Manage” menu and click “Enroll a brand.” Then, select “I have a pending or registered trademark” to start the application.
Pro tip: No trademark yet? Amazon offers an IP Accelerator program that connects you with vetted law firms, making the process significantly quicker than going it alone.
2. Enter Brand Details Exactly as Registered
This part confuses up more people than you’d expect. To avoid delays—or outright rejection—make sure your brand name matches the one on your trademark certificate to the letter. That includes every capital letter, space, and special character. If there’s even a minor mistake, you will be rejected.
You’ll also need to upload your brand logo. It should be a clean image of your brand name or logo set against a white or transparent background. Amazon won’t accept product photos here, so keep it strictly logo-focused.
Then, pick your trademark office (like USPTO, EUIPO, etc.) and enter your registration or serial number. Some offices let Amazon verify your info automatically through the useful “Verify” button. If that’s not available for your region, no worries. You can still move forward without it.
3. Clarify Your Relationship to the Trademark
Amazon will ask whether you are:
- The trademark owner
- An authorized user with an authorization letter
- A licensee with a formal agreement
If you are not the brand owner, you’ll be asked to submit documentation (such as a signed letter or licensing agreement) that proves your right to use and register the brand. When possible, Amazon recommends that brand owners complete the enrollment directly.
Additionally, your trademark must be either a word mark (text-based) or a design mark (image-based with text).
4. Add Business and Product Information
In this step, you’ll describe your brand’s presence and activity. You’ll be asked to:
Choose product categories that match your catalog:
Optionally list ASINs if your branded products are already sold on Amazon:
Provide a link to your brand’s website and add links to your other e-commerce stores or Amazon storefronts if applicable:
This information helps Amazon determine the legitimacy and reach of your brand. Be sure to include only relevant links and categories to avoid any issues.
5. Upload Product Images that Meet Amazon’s Guidelines
To validate your brand’s presence in the marketplace, Amazon requires at least one image of your product or its packaging. However, the image must follow strict rules:
- It must be a genuine image, not a mockup or digitally altered version with the logo photoshopped on the packaging.
- Your brand name must be clearly visible on the product or its packaging.
- The branding must be permanently affixed — printed, sewn, etched, or engraved.
- The brand name must match exactly what you wrote in the application. If not, you will be rejected.
Here’s an Amazon Basics countertop image that would not be approved because the brand name isn’t visible:
In contrast, look at an Amazon Basics image that would be approved:
For clothing, the branding must appear on sewn-in labels or laser-printed interiors. External tags are not enough. Example:
Accepted formats are JPG, PNG, or GIF, with a file size limit of 5MB.
6. Specify Your Relationship with Amazon
Next, you’ll identify how you work with Amazon:
- As a Seller on Seller Central. It includes you whether you fulfill orders on your own or through the FBA Program.
- As a Vendor on Vendor Central (requires the vendor code associated to your account)
- Or you may select Neither, if you don’t currently sell on Amazon
Please note that access to certain benefits, such as A+ Content, Brand Analytics, and Amazon Stores, is only available to active sellers.
7. Provide Manufacturing and Distribution Info
Amazon collects this information to enable proactive brand protection. You will see this message:
- If you select the first option, you’ll be able to upload an optional document that qualifies you as a manufacturer.
- If you choose the second option, you’ll have to upload a mandatory proof of arrangement between your brand and the manufacturer.
For either option, you’ll have to submit recent supply or manufacturing invoices (from the last 6 months) with at least one branded product listed. Hide sensitive data like pricing details.
This step helps Amazon assess the legitimacy of your brand and confirm that your products are being sourced and sold through authorized channels.
Then, you’ll be asked a few final questions:
- Does your brand sell to distributors? Do your distributors sell on amazon?
- Does your brand license trademarks to others who manufacture products asociated with your intellectual property? Does this license sell on Amazon?
Knowing this information will help Amazon implement the appropriate protections to your brand.
8. Submit the Application and Follow Up
Once submitted, your application will be reviewed.
In many cases, Amazon will send a verification code to the public contact listed with your trademark office. This could be your attorney or another official correspondent.
You’ll have 10 days to enter that code into your Brand Registry case log. If you miss the deadline, the application will be closed, and you’ll have to start over.
To track your application, go to your Brand Applications dashboard, locate your case ID, and click “Reply” to submit the verification code.
What Happens After Approval?
Once verified, your brand becomes eligible for a range of powerful tools:
- Report a Violation tool for IP protection
- A+ Content, Amazon Stores, and Brand Analytics
- Enhanced customer trust through consistent branding
You can begin using these tools immediately from your Brand Registry dashboard.
Frequently Asked Questions (FAQs)
Do I need a trademark to enroll in Amazon Brand Registry?
Yes. You must have a registered or pending trademark from an accepted trademark office. If you don’t have one, Amazon’s IP Accelerator can connect you with a vetted law firm to fast-track the process.
What qualifies as “permanently affixed” branding?
Branding must be integrated into the product or packaging, such as printed, engraved, etched, laser-marked, or sewn in. Stickers, removable tags, or labels are not considered permanent and will lead to rejection.
What happens if I’m not the trademark owner?
If you don’t own the trademark, you’ll need to submit either:
- An authorization letter from the trademark owner, or
- A license agreement proving you have legal rights to use the brand.
Amazon recommends having the trademark owner apply and later adding users with permissions.
Do I need a Seller Central or Vendor Central account to apply?
No, but it helps. You can apply without either. However, without a Seller or Vendor account, you won’t be able to access tools like A+ Content, Brand Analytics, or Amazon Stores.
How long do I have to verify my application with the code?
Once Amazon sends the verification code to the contact listed in your trademark record, you have 10 days to submit it through your Brand Registry account. If you miss the deadline, your application will be closed and you’ll need to reapply.
Can I include multiple product categories in one application?
Yes. You can select multiple categories during the application process. Just make sure they all apply to your brand’s current or planned product range.
Will I be notified if my application is rejected?
Yes. If your application is rejected, Amazon will notify you through your case log, usually with a reason. You can address the issue and reapply.
Is there a way to track my application status?
Yes. Go to the Brand Applications dashboard in your Brand Registry account. There you’ll see your case ID and can submit or view responses related to your application.
Final Thoughts
Enrolling in Amazon Brand Registry requires attention to detail, especially when it comes to trademarks and image requirements. But for brand owners serious about protecting and scaling their products on Amazon, the effort is definitely worth it.
See more about Walmart Brand Registry here
Ready to Secure and Scale Your Brand on Amazon?
Getting into Amazon’s Brand Registry is more than a checkbox—it’s your first line of defense against copycats, hijackers, and lost revenue. Once you’re registered, you’ll have the tools to protect your trademark, take control of your listings, and unlock premium features like A+ Content, Brand Analytics, and Amazon Stores that can skyrocket your conversions.
The truth is, many sellers delay this step until it’s too late—after their brand is already compromised. But with the right guidance, you can get enrolled quickly, avoid costly mistakes, and start using Brand Registry to drive real growth.
By filling out the form below, you’ll get connected with an Amazon expert who will walk you through the process, make sure your application is airtight, and show you how to maximize the benefits once you’re approved. No guesswork—just a clear path to protecting and scaling your brand.
Tell us a little about your business, and we’ll help you get Brand Registry working for you.
Fill out the form below and let’s lock down your brand on Amazon before competitors get the chance.