Amazon Brand Registry
Brand Registry is the gate to almost everything worth having as a brand owner on Amazon: A+ Content, Sponsored Brands, Stores, the search query performance report, and a real mechanism for removing hijackers from your listings.
Enrolment itself is a paperwork exercise. Using it properly afterwards is the part most brands never get to.
What you need before you can enrol
The eligibility requirements are strict and they are where most applications fail.
A qualifying trade mark
A registered mark with a national office — the USPTO, the UKIPO, the EUIPO and others — or a pending application filed through Amazon's IP Accelerator.
The mark must match the brand name exactly as it appears on your products and packaging. A near-match is a rejection.
Brand evidence
Images of the product and packaging showing the mark permanently applied — not a digital mock-up, not a label photoshopped onto a render. Amazon checks this, and reviewers are unforgiving about it.
Where products are not yet manufactured, this is the constraint that decides your timeline.
What enrolment unlocks
- A+ Content and Brand Story modules
- Sponsored Brands and Sponsored Display
- Amazon Stores
- Search query performance data
- Brand-controlled listing content
- Report a Violation for hijackers
- Transparency and Project Zero eligibility
- Virtual Bundles and Brand Tailored Promotions
The search query performance report alone is worth the process. It shows the actual search terms driving impressions, clicks and purchases on your ASINs — data no third-party tool can replicate.
How we run it
Eligibility check
We confirm the mark, its status, its classes and whether it matches your packaging before anything is submitted. Most rejections we are asked to fix were avoidable at this stage.
Application and verification
Enrolment, then Amazon's verification code process with the trade mark office contact on record. This step stalls when the office contact details are out of date, so we check them first.
Set the brand up properly
Roles and permissions, brand attributes, and the content tools switched on and configured rather than left at defaults.
Protection in place
Automated protections configured, hijacker monitoring, and a documented process for filing violations with the evidence Amazon accepts.
Brand protection after enrolment
Registry does not stop counterfeiters by itself — it gives you tools that work if someone uses them. Hijackers arrive on profitable listings within days, and the accounts that lose least are the ones checking daily and filing quickly with clean evidence.
For brands with a persistent counterfeit problem, Transparency is the stronger option: unique codes applied at manufacture that Amazon scans before shipping, so unauthorised units never reach a customer. It adds cost and operational complexity, and is worth it once the counterfeit losses exceed that cost.
If you do not own the brand
Brand Registry is for brand owners. If you are a wholesale seller of other people's brands, you cannot enrol their marks and should be wary of anyone offering to arrange it. What you need instead is authorisation from the brand, which is a different process entirely — see ungating and brand approval.
Common questions
Can I enrol without a registered trade mark?
Only through Amazon's IP Accelerator, which allows enrolment on a pending application filed via one of their approved law firms. Otherwise you need a registered mark, and registration timelines are set by the trade mark office, not by Amazon.
How long does enrolment take?
Once you have a qualifying mark and correct packaging evidence, enrolment is usually a matter of days to a couple of weeks, depending on Amazon's verification step. Getting a trade mark registered in the first place takes months and is outside anyone's control.
Will Brand Registry stop hijackers completely?
No. It gives you a faster and more effective route to remove them, and automated protections that catch some listings automatically. Persistent counterfeiting usually needs Transparency on top.
I have a UK mark — does it cover the US store?
No. Brand Registry recognises the mark in the jurisdictions where it is registered, and the benefits follow accordingly. Selling in both the US and UK generally means marks in both.
Can you manage the brand tools once we are enrolled?
Yes — A+ Content, Stores, Sponsored Brands and violation handling all sit inside our account management service, or can run individually.
Check whether your brand is eligible
Send us your brand name and trade mark details. We will tell you whether enrolment will clear as things stand, and what needs fixing if it will not.