Brand Registry on Amazon: A Comprehensive Guide for 2025

Amazon Brand Registry gives sellers the power to protect their brand, control their listings, and unlock powerful marketing tools—all from one program.

Whether you want to defend your listings from copycats, improve your product pages with A+ Content, or run Sponsored Brand Ads that drive traffic to a custom storefront, Brand Registry makes it possible.

Tens of thousands of sellers have already enrolled—and for good reason. With access to tools like Brand Analytics and automated listing protection, Brand Registry is one of the most effective ways to scale your brand on Amazon while keeping it secure.

In this guide, you’ll learn what Amazon Brand Registry is, what you need to apply, and how to complete each step of the process.

Let’s get started.

What Is Amazon Brand Registry?

The Brand Registry on Amazon is a free program that gives brand owners more control over their listings and how their brand is presented across the platform. Once you’re enrolled, you get access to tools that help protect your products from knockoffs and unauthorized edits, along with features to help you scale your business and build a more polished, trustworthy brand experience.

If you’ve spent time building a brand, the last thing you want is someone hijacking your listing or misrepresenting your product. Brand Registry gives you a leg up with programs like Project Zero and Transparency, which help prevent counterfeit sales and flag suspicious activity before it impacts your business. These tools are built to catch problems early and remove bad listings quickly.

But Brand Registry isn’t only about protection. It also unlocks advanced brand-building tools like A+ Content, Sponsored Brand Ads, Brand Stores, and Subscribe & Save—features that help you attract more shoppers, increase conversions, and showcase your catalog the way you want it seen.

If you’re planning to grow a lasting, scalable brand on Amazon, enrolling in the Brand Registry is one of the best investments you can make.

Key Benefits of Amazon Brand Registry for Sellers

As a seller, you’re competing in a crowded, often chaotic marketplace. The Brand Registry program gives you tools that protect your listings, build trust with shoppers, and unlock features that unregistered sellers simply don’t have. From stopping copycats to running premium ads, these benefits directly impact your growth, visibility, and peace of mind.

Let’s break it down into two key categories: brand protection and brand growth.

Tools to Protect Your Brand

First up: protection. If you’ve ever had a hijacker alter your listing or watched a knockoff product undercut your price, you know how fast things can spiral out of control. Brand Registry gives you real tools to fight back. These aren’t just alerts or warnings, they’re proactive systems that help you detect abuse, remove fakes, and take action when someone crosses the line.

Project Zero

Amazon launched Project Zero to give brands direct power to remove counterfeit listings without needing Amazon’s approval. You don’t have to file a claim or wait days for support to act. Once you’ve established a history of accurate reporting, you gain access to self-service counterfeit removal.

Project Zero also uses automated protections powered by machine learning. Amazon scans over 8 billion listings daily, using the data you provide to catch and block suspected counterfeits before they’re even published.

Transparency

Transparency is Amazon’s product serialization program designed to stop counterfeits at the fulfillment level. Brands apply unique Transparency codes to every unit they manufacture. When a product is shipped, Amazon scans the code to verify its authenticity. If a seller tries to fulfill your product without a valid code, it gets flagged and stopped before it reaches a customer.

Transparency is especially useful for sellers who deal with gray market activity or who’ve struggled with unauthorized resellers sending in fake versions of their products.

Amazon Counterfeit Crimes Unit (CCU)

The Counterfeit Crimes Unit is Amazon’s global investigative team dedicated to holding counterfeiters legally accountable. This team works with law enforcement, brands, and investigators to pursue civil and criminal litigation against bad actors.

As a Brand Registry member, you can report repeat offenders or organized counterfeiting operations, and the CCU may escalate the case. Since its launch, the CCU has pursued thousands of cases worldwide, helping protect sellers from large-scale abuse.

Tools to Grow Your Brand on Amazon

Brand Registry doesn’t just protect your listings, it opens the door to tools built specifically to grow your brand. Once you’re enrolled, Amazon gives you access to features that help you drive traffic, increase conversions, and understand your customers better. From custom storefronts to product review programs and in-depth analytics, these tools give small brands a real shot at competing with bigger players.

A+ Content

One of the biggest perks of Brand Registry is access to A+ Content, a free tool that replaces your default product description with a more engaging, image-rich layout. Instead of a wall of text, you can add comparison charts, branded visuals, lifestyle photos, and even short videos to help shoppers better understand your product.

A+ Content doesn’t just look better, it performs better too. According to Amazon listings with A+ Content tend to convert up to 8% higher than listings without because they answer questions faster, build trust visually, and help your product stand out from generic-looking competitors.

It also reduces returns and negative feedback by setting clearer expectations. A shopper who knows exactly what they’re getting is far less likely to be surprised (or disappointed) when the box arrives.

To get started with A+ Content and to learn more about how to create your own, please read our full guide, Amazon A+ Content: A Step-by-Step Guide for 2025.

Amazon Brand Stores

Brand Stores give you a customizable, multi-page storefront inside Amazon. Think of it as your brand’s own website, just within Amazon’s ecosystem. You can showcase your full product catalog, organize items by category, and tell your brand story through customizable modules for images, text, and video content.

For brands with a large social media following or email list, linking to your Brand Store can be a great way to improve AOV and gain outside traffic. And because they’re ad-free, they keep shoppers focused on your products with no risk of you losing potential sales to a competitor’s advertisement.

For a complete guide on creating your own Brand store, check out our step-by-step Amazon Storefront guide.

Sponsored Brand and Display Ads

Sponsored Brand Ads are a great way to highlight your brand and not just one product. They can show up in high-traffic spots across Amazon, including at the top of search results, on product detail pages, and even in shopping results.

You can use them to showcase multiple products at once, include your logo and a custom headline, or even run a video ad. Sponsored Brand campaigns are great for building awareness, driving traffic to your Store, and encouraging shoppers to explore your full catalog. If you haven’t run one yet, here’s my step-by-step guide to setting up Sponsored Brand Ads.

You’ll also unlock Sponsored Display Ads through Brand Registry. These work differently—they let you retarget shoppers who’ve viewed your product or similar ones, and they can reach people on and off Amazon. They’re perfect for staying top of mind and recapturing warm traffic. If you’re ready to try Display, here’s my guide to creating a Sponsored Display campaign.

Both ad types serve different goals, but together they give you more control over how and where shoppers see your brand.

Amazon Posts & Amazon Live

Think of Amazon Posts and Amazon Live as Amazon’s social media features for brands, designed to help you build trust and engagement beyond just your product listings.

Amazon Posts work like a lifestyle content feed, allowing you to share branded imagery, product use cases, and promotional content directly on your product detail pages, brand store, and Amazon’s category feeds. It’s free to use and a great way to get discovered when shoppers are still browsing.

Amazon Live, on the other hand, lets you create product demos, launch announcements, or limited-time promos, similar to Instagram Live or QVC. Your content can be displayed in your Brand Store and Amazon’s Live hub.

Amazon Vine

Getting your first reviews can be one of the toughest parts of launching a product on Amazon. That’s where the Amazon Vine program comes in.

Vine connects your new product with a group of trusted reviewers, real customers chosen by Amazon for consistently writing helpful, unbiased reviews. You supply the product, and they receive it for free in exchange for honest feedback.

Here’s how it works:

• Sellers can enroll up to 30 units per product (maximum of 30 reviews)
• Amazon approved reviewers receive your product
• According to Amazon, 99% of Vine reviews are posted within 35 days of the reviewer receiving the product.

Most sellers use Vine as a way to get early product reviews before launching ads for a new product. Why? Because reviews are one of the most important factors for shoppers deciding whether or not to buy your product, and having 15-30 high-quality reviews before you start advertising a new product can make a massive difference.

Subscribe & Save

Subscribe & Save allows brand-registered sellers to offer automatic, recurring deliveries at a discounted price, making it easier to drive repeat purchases on everyday essentials. Once you’re part of the Brand Registry, you can enroll eligible ASINs and gain access to this tool. It’s especially useful for brands selling consumables like vitamins, cleaning supplies, and pet food.

Sellers benefit by creating more consistent revenue streams and stronger customer retention. You’ll also get access to performance data that shows how often shoppers reorder, how long they stay subscribed, and which SKUs perform best. This gives you the ability to optimize your pricing, manage restocks more effectively, and identify new product opportunities based on real subscriber behavior.

Brand Analytics

Brand Analytics is Amazon’s data powerhouse for registered brands. It offers detailed reports on customer behavior, product performance, and competitor trends, all organized in an easy-to-use dashboard.

Some of the many features included are:

• Search Query Performance: Track how customers interact with your brand across the entire funnel, from impressions to conversions. This is especially useful for optimizing your SEO and advertising campaigns.
• Demographics and Repeat Purchase Behavior: Learn about your audience based on anonymized data like age range, household income, and buying habits.
• Market Basket Analysis – Discover which other products customers often buy alongside yours. This is a great tool for brainstorming product bundles or new product ideas.
• Search Catalog Performance: Understand how each product in your catalog performs in search results, broken down by metrics like glance views, add-to-cart rate, and purchases.

Requirements for Joining the Amazon Brand Registry

Before you can enroll in the Amazon Brand Registry, you’ll need to meet three specific requirements. This section details each one so you can get approved without any delays or unnecessary back-and-forth.

Professional Seller Account

You must have a Professional Seller Plan to join Amazon Brand Registry. If you’re currently using the Individual Seller Plan, you’ll need to upgrade first. And if you’re new to selling on Amazon, make sure to choose the Professional Plan during account setup.

A Professional Seller account doesn’t just make you eligible for Brand Registry, it also unlocks key features like Buy Box eligibility, access to Amazon ads, FBA, and several other powerful tools. If you’re serious about selling on Amazon, we highly recommend choosing the Professional Seller Account option.

Branded Product Images

Amazon requires at least one clear image showing your brand name permanently affixed to your product or its packaging. Stickers or temporary tags won’t work, and definitely don’t Photoshop your logo onto the product. We recommend uploading 2–3 photos to help speed up the review process and reduce the chances of rejection.

You’ll also need to upload:

• A standalone image of your brand’s logo, exactly as it appears on your trademark record
• The brand name text, matching your trademark application exactly
• A list of product categories you want your brand to be associated with

Active or Pending Trademark

To join the Brand Registry, Amazon requires that your brand has either an active trademark or a pending application filed with an approved intellectual property office. This is the most important part of your application; without it, you won’t be able to move forward.

Amazon accepts two types of trademarks:

• Word marks (text-only trademarks, such as your brand name)
• Design marks (logos that include readable letters, numbers, or words)

If you’re applying with a pending trademark, Amazon asks for a few specific details during enrollment. Be ready to provide:

• The application or serial number
• The filing date
• The class of goods or services your trademark covers
• The country or region where the trademark was filed

U.S. Sellers must file through the USPTO (United States Patent and Trademark Office), and the trademark must appear as “live” on the Principal Register. Trademarks listed only on the Supplemental Register do not qualify.

Non-U.S. Sellers can apply using trademarks registered in a variety of supported regions, including:
Canada, the European Union, the United Kingdom, Australia, Japan, India, Brazil, Mexico, China, New Zealand, South Korea, and Saudi Arabia. Just make sure you’re applying through the correct Amazon marketplace for your region.

How to Enroll in Amazon Brand Registry

Enrolling in Amazon Brand Registry is a relatively simple process, but small errors, like a mismatched brand name or the wrong trademark file, can lead to long delays or outright rejections. This walkthrough will help you avoid those common mistakes and get your brand verified as quickly as possible.

Step 1: Visit the Brand Registry Site

To get started, head over to the Brand Registry website and click “Enroll Your Brand.” Make sure you’re logged into the same Amazon account tied to your Professional Seller or Vendor Central profile. Amazon will use this login to link your Brand Registry enrollment to your existing selling account.

If you haven’t already registered for a Professional Seller plan, please check out our guide on creating an Amazon Seller Account before continuing.

Step 2: Start Your Application

Once you’ve clicked “Enroll Your Brand,” Amazon will direct you to the application form. The first section is all about your brand’s name and logo.

Enter your brand name exactly as it appears in your trademark registration. It must match character for character, including capitalization, spacing, and punctuation. A mismatch here is one of the top reasons applications get delayed or rejected.

Next, upload your brand logo. If your trademark filing included a logo, use the same version here. If it didn’t, upload the version of your logo you plan to use on Amazon.

Step 3: Provide Your Trademark Information

In this section, Amazon will ask for the legal details behind your trademark. This is where having your trademark filing info handy will save time.

• Select your trademark office: Choose the authority where your trademark was filed. U.S. sellers will typically select USPTO. Other supported regions include Canada, EUIPO, UKIPO, IP Australia, and more.
• Enter your application or registration number: This should be the official number issued by your trademark office. If you have a pending application, Amazon will still allow you to proceed, but you’ll need to include a few extra details (like your submission date and filing location).
• Confirm trademark ownership: You’ll be asked whether you personally own the trademark or are representing the owner (e.g., a company officer or authorized agent). Most private label sellers will select “I am the trademark owner.”
• Upload proof of ownership: Amazon may request documentation that links your business to the trademark. This can be a registration certificate or, for pending trademarks, a filing receipt.

Step 4: Submit Your Product Information

Now Amazon wants to know what you actually sell under your brand name. You’ll start by selecting your product categories. Choose all that apply, don’t just pick one and move on. If your products span multiple categories (e.g., beauty and personal care), include each one to give Amazon full context.

Next, add your product ASINs if you already have listings on Amazon. You can find ASINs in Seller Central or directly on your product detail pages under “Product Information.” If your brand hasn’t launched yet, that’s okay, just leave this blank for now.

You’ll also have the option to add:

• Your brand website URL: This isn’t required, but it can help speed up the approval process if your branding and trademark match what’s on your site.
• Links to your other online stores: If you sell on Etsy, Walmart, or another marketplace, paste those URLs here. It’s another way to validate your brand’s public presence.

Finally, you’ll be asked to upload product images. These must clearly show your brand name on the product or its packaging. Amazon is very specific about this, your photos must not be digitally edited or mockups. I highly recommend uploading at least two high-quality photos. One should show your product in its packaging, and one should show your logo clearly printed on the product itself.

Step 5: Submit Your Business Information

This section confirms that your brand is tied to a legitimate business and that it’s connected to the right Amazon account.

You’ll start by selecting your account type: Seller or Vendor. Most private label brands will choose Seller. Once selected, you’ll need to choose the exact Amazon account you want this brand enrolled under. Make sure it’s the same account you used to log in at the start of your application.

Next, enter your business location details:

• State or region
• City
• ZIP or postal code

Then you’ll need to verify your business identity. Amazon will ask for a business identifier, which depends on your country. For U.S.-based sellers, this is typically your EIN (Employer Identification Number). If you’re based outside the U.S., Amazon may prompt you for a VAT number or another type of government-issued business ID.

Step 6: Enter Your Manufacturer Information

This step helps Amazon understand how your products are made and that your brand has legitimate control over the manufacturing process.

You’ll begin by answering a few questions about your manufacturing situation. For most private label sellers, the correct option will be:
“I manufacture my own products or work with a third-party manufacturer to produce products under my brand.”

Next, you may be asked to provide manufacturer verification. If you selected that you manufacture your own products, you’ll need to upload at least one of the following:

• An authentic invoice from your manufacturer (dated within the last 6 months)
• A business document that clearly ties your brand to the production of your products

It’s important to point out that the document you upload should be an actual invoice and not a pro-forma invoice, packing slip, or purchase order. None of these options will be accepted. Also, make sure that the invoice you upload meets Amazon’s requirements. This includes clearly showing your brand name, details, and manufacturer information.

If you’re using a third-party manufacturer and not directly involved in the manufacturing process, you can usually skip the document upload section.

Step 7: Enter Your Distribution Information

This section helps Amazon understand how your brand distributes its products. While it’s quick, it’s important to answer carefully to avoid complications later on.

You’ll be asked two key questions:

1. Do you sell your products to distributors?
   If you sell only on Amazon or your own site, select “No.”
   If you work with authorized distributors, select “Yes” and be ready to list them.
2. Licensee Information:
   Select “Yes” if you license your trademarked brand to other manufacturers. Otherwise, choose “No.”
   For most private label sellers, the correct answer is usually “No.”

Step 8: Submit Your Brand Registry Application

Once you’ve reviewed all sections and filled in your brand, trademark, product, business, manufacturing, and distribution details, it’s time to submit your application.

Before clicking Submit, take a moment to double-check for common issues:

• Brand name matches your trademark exactly (including capitalization)
• All documents are clear and valid (e.g. recent invoices, trademark file)
• Images meet Amazon’s photo requirements (branding visible on product or packaging)

After you submit, Amazon will send a verification code to the registered trademark owner (or their attorney of record). If you filed the trademark yourself, the code will come directly to your email from Amazon.

Once you enter the verification code, your application moves into review. Most approvals happen within 4 to 7 business days, but delays can happen if documents are missing or mismatched.

If you don’t hear back within two weeks, reach out to Brand Registry support through the help portal at brandregistry.amazon.com.

How Much Does Amazon Brand Registry Cost?

Amazon doesn’t charge anything to enroll in Brand Registry; signing up is completely free. However, you do need a registered or pending trademark to qualify, and obtaining that trademark is where the real cost comes in.

If you file your trademark yourself through the USPTO, expect to pay around $250–$350 per class of goods. Keep in mind that it only covers the government filing fee. If you hire a trademark lawyer or use a third-party trademark service, you’ll likely spend an additional $400–$800, depending on the complexity of your brand and how much support you need.

Another option is Amazon’s IP Accelerator program, which connects sellers with a network of trademark law firms vetted by Amazon. While this route provides faster access to Brand Registry, often within days of filing, it’s typically more expensive. The cost of using IP Accelerator often exceeds $1,000, making it pricier than hiring your own local attorney or using an independent trademark service.

Common Reasons Why Brand Registry Applications Get Rejected

Getting into the Brand Registry isn’t just about filling out a form and hitting submit. Amazon’s approval process is strict, and for good reason. The program is designed to protect real brand owners by filtering out scammers and fraudsters. If any part of your application doesn’t line up with what Amazon expects, you’re likely to get a rejection notice instead of an approval.

Before you apply (or reapply), make sure you’re not making any of the common mistakes listed below. Fixing these issues ahead of time can save you weeks of delays and a lot of frustration.

• Trademark Mismatch: Your brand name and logo must match your trademark registration exactly, down to capitalization, spacing, and design. Even small inconsistencies can lead to automatic rejection.
• Blurry or Non-Compliant Product Images: Amazon requires clear images showing your branding physically attached to the product or its packaging. Don’t Photoshop it or add stickers after the fact. Use high-quality, well-lit photos that follow Amazon’s image guidelines.
• Poor Account Health: If your seller account has low performance metrics, like high order defect rates or policy violations, your Brand Registry application may be denied. Fix account health issues first before applying.
• Trademark Attorney Red Flags: If you hired a trademark attorney or service to file for you, make sure they’re properly licensed and in good standing with the USPTO. Amazon may reject your application if the attorney isn’t verified.
• Fake or Altered Documents: This one should go without saying, but you should never use forged or Photoshopped documents in your application. Not only can it lead to your application being rejected, but depending on the situation it is possible to lose your selling privileges altogether.

Can You Sell on Amazon Without Joining the Brand Registry?

Yes, you can sell on Amazon without enrolling in the Brand Registry. If you’re doing online arbitrage or wholesale, this is a non-issue, as you don’t need your own brand to get started. You can list products under existing ASINs and start selling right away, provided you’re following Amazon’s requirements and are eligible to sell in that category/brand.

But for private label sellers or anyone launching their own brand, selling without Brand Registry comes with real drawbacks:

• Fewer Branding Options: Without Brand Registry, your listings may be forced to use “Generic” as the brand name unless you request manual approval (Error Code 5665). You’ll also miss out on powerful marketing tools like A+ Content, Brand Stores, and brand-sponsored ads.
• Weaker Copyright and Listing Protections: Brand Registry gives you access to tools that help protect your intellectual property. Without it, you’re more vulnerable to unauthorized edits, listing hijackers, or counterfeit activity. You won’t have access to Project Zero, Transparency, or the Amazon Counterfeit Crimes Unit.
• Limited Advertising Options: Without Brand Registry, you can only run Sponsored Products campaigns. You won’t be able to use Sponsored Brands or Sponsored Display ads, which are great tools for building brand awareness.

If you don’t have the budget for a trademark or aren’t planning on building a long-term brand, it is perfectly fine to start selling on Amazon without joining the Registry. But if you plan to grow a brand on Amazon, enrolling in Brand Registry is an important step that unlocks key tools, protections, and long-term marketing options.

Frequently Asked Questions (FAQ’s)

Maximize Your Success with the Brand Registry on Amazon

If you’re building a long-term brand on Amazon, enrolling in the Brand Registry is an important step toward protecting your business and unlocking powerful marketing and advertising tools to help you scale. While getting a trademark and completing the application process takes a bit of effort, the benefits, like A+ Content, Sponsored Brand Ads, counterfeit protection, and Brand analytics, can make a real difference in how your brand performs on Amazon.

Whether you already have a registered trademark or are just starting the process, now is the right time to invest in your brand’s future. Use this guide to avoid common mistakes, understand the steps required, and move through the Brand Registry process with confidence.

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