What is Amazon Brand Registry?
Amazon Brand Registry is a program that authenticates brand owners on Amazon and provides them with enhanced tools to protect their intellectual property, control their product listings, and access premium advertising and content features. To enroll, brands must have a registered trademark in the country where they are selling.
Why It Matters
Brand Registry is foundational to serious Amazon selling. Without it, competitors or unauthorized sellers can edit your product listings, create counterfeit versions of your products, or undercut your pricing. With it, you gain access to A+ Content, Sponsored Brand ads, Amazon Stores, Brand Analytics, Manage Your Experiments A/B testing, and powerful IP protection tools including ‘Report a Violation’ and ‘Brand Gating.
How It Works
To enroll in Brand Registry, you need an active registered trademark with the US Patent and Trademark Office (USPTO) or equivalent international trademark offices for other Amazon marketplaces. Apply through the Brand Registry enrollment page with your trademark registration number. After approval, you have a verified brand identity on Amazon, with the ability to report infringing listings directly to Amazon for rapid removal.
Real-World Example
A poultry farm registers their trademark and enrolls in Amazon Brand Registry for their direct-to-consumer products. Immediately after enrollment, they unlock A+ Content creation, build an Amazon Storefront, run Sponsored Brand video ads, and use Brand Analytics to discover that 34% of their customers also searched for competitor products before purchasing — insight that shapes their PPC strategy.
