How to Register Your Brand on Amazon Brand Registry

Selling on Amazon is an incredible way to build a business and earn income, but with those benefits come competition and the need to protect your Amazon business.

In fact, in our 2023 Jungle Scout study of over 2,600 Amazon sellers, 52% say they plan to expand their business this year. However, many expressed concerns about risks to their business, including:

  • Supplier competition: 20% are concerned about Chinese suppliers selling their/similar products at lower costs
  • Hijacking: 33% are concerned about hijackers/copycats on their listings
  • Account status: 23% of sellers are concerned about Amazon limiting or shutting down their account and/or listings seemingly abruptly or without reason

The best way sellers can defend themselves against these concerns? Register their brand trademark with Amazon’s Brand Registry.

This article takes a deep dive into Amazon Brand Registry’s features and benefits, how to get started, and how trademarking and other tactics can help you protect your Amazon business:

You can also check out our YouTube playlist for Amazon Brand Registry & All Its Perks for an in-depth look into taking full advantage of Amazon Brand Registry.

What is Amazon’s Brand Registry?

Amazon’s Brand Registry is an exclusive program offered by Amazon that legitimizes your brand. It also gives you advantages over non-registered brands. 

Amazon states:

“For brand owners, enrolling in the Brand Registry provides access to powerful tools to help protect your trademarks, including proprietary text and image search and predictive automation.”

Note: If you’re still in the beginning stages of setting up a seller account, you might want to read our comprehensive guide to Amazon Seller Central before digging into this.

What can (and can’t) Amazon Brand Registry do?

Amazon Brand Registry is a unique tool with many benefits for brands with a registered trademark, but some things need to be clarified about what it actually provides for sellers.

Here are some of the benefits of Amazon’s Brand Registry:

  • Control. Give you, the brand owner, greater control over your listing content.
  • Brand Monitoring. Provides a tool to monitor your brand on Amazon.
  • Dedicated Support. Offers a separate, more efficient, internal team to help with fixing and escalating incorrect listing contributions and variations, plus a dedicated internal team for submitting and escalating IP infringement claims.
  • A+ Content. Grants you access to Amazon A+ Content to improve the content displayed on product listings. 
  • Amazon Stores. Grants you access to Amazon Stores where you can promote your brand with your own multi-page Store.
  • Sponsored Ads. Increases visibility with advanced advertising strategies such as Sponsored Brands ads and Sponsored Display ads.
  • Amazon Live. Allows you to livestream and interact with potential customers through Amazon Live.
  • Amazon Vine. Allows you to enroll your brand in the Amazon Vine Program to receive verified product reviews.

On the other hand, Amazon’s Brand Registry will not:

  • Gate your brand or limit other sellers from selling it.
  • Allow you to whitelist/blacklist other sellers from selling your brand.
  • Allow someone other than you, the brand owner, to submit infringement claims against other sellers.

Do you need a trademark for Amazon’s Brand Registry?

The Brand Registry program requires you to have a registered trademark for your product in order to apply. In the US, that means you need to have registered your trademark with the United States Patent and Trademark Office (USPTO).

How do I get a trademark?

To get the ball rolling, you’ll need to take these steps: 

  1. Do your research. Once you have a name and/or logo, ensure it is unique and that no other registered trademarks exist with the same name. Check this on the USPTO website by doing a thorough search using their official database.
  2. File within a specific class for your trademark. This is similar to selecting a product category in Amazon, and it will define what type of items will be under your trademarked brand. The cost for the trademark will depend on its class.
  3. Have a licensed trademark attorney. They can file your trademark application. You can find lawyers offering this service in your local area or online.

Hint: You can apply and file for a trademark yourself without having to hire an attorney — it will save you some money.

How long does it take to get a trademark registered?

Typically, you can expect to wait at least one year before you get an answer from the USPTO. 

Fortunately, you don’t have to wait a year to get your brand approved by Amazon. 

Amazon offers a service called the IP Accelerator, which connects Amazon business owners to curated Intellectual Property (IP) attorneys who will help you with the trademark process.

If you’re working with an IP specialist handpicked by Amazon, Amazon will approve your product for the Brand Registry before your trademark application is accepted.

How long does it take for Amazon Brand Registry approval?

Assuming that you already have a trademark, or you’ve submitted a request through the IP Accelerator program, the entire approval process should take about two weeks. Just make sure you submit everything Amazon needs for your brand the first time around. 

Also, make sure you review all of the eligibility requirements, and please note that your brand must have an active registered trademark in each country where you would like to enroll. 

6 benefits of joining the Amazon Brand Registry

A lot of the registry’s perks and capabilities live right in your Amazon Seller Central dashboard.

Once enrolled in Brand Registry, you can go to the Brands tab on Seller Central’s main navigation bar, and access different views such as:

  • Brand Analytics
  • Manage Experiments 
  • Customer Reviews
  • Customer Engagement
  • Virtual Bundles
  • Brand Referral Bonus
  • Build Your Brand

In Brand Analytics, you can view different dashboards such as Search Catalog Performance, Search Query Performance, Repeat Purchase Behavior, Demographics, Top Search Terms, Market Basket Analysis.

The Search Query Performance dashboard is great because you are able to see top queries that led customers to your brand’s products.

Here are six other benefits of Amazon’s Brand Registry:

1. Brand protection

If you’ve taken the time to apply and pay for a registered trademark, the last thing you want is for someone to mess with your brand. Thankfully, the brand registry can help with that. It is your best bet for safeguarding your products. 

You’ll be able to protect your intellectual property and content on Amazon, with a dedicated internal team on standby to help you with:

  1. Reporting any marketplace violations, including product review manipulations and ‘not as described’ complaints from customers.
  2. Reporting any issues with your listing, including incorrect product details and product variation information, as well as blocked listings. 
  3. Submitting or retracting IP infringement claims.
  4. Reporting any technical issues pertaining to page loading for your product listing, or your Seller Central homepage operations.
  5. Escalating previously submitted claims.

You’ll be able to monitor all of your ongoing cases related to any of the above, and can escalate when necessary.

Want even more protection?

Transparency is an Amazon program that offers additional security for your brand (and customers) from counterfeiters.

These are the steps involved when using Transparency:

  1. First, enroll your products in Transparency.
  2. Next, apply Transparency codes to your products.
  3. Then Amazon scans your products to ensure only authentic units are shipped to customers.
  4. Finally, customers can use your Transparency code to verify the authenticity of your products no matter where they are.

Project Zero is a feature within Brand Registry that helps drive counterfeits to zero. 

It works by implementing automated protections that stop counterfeit listings from being published. Amazon uses the information you provide about your brand, products, and intellectual property and implements protections using advanced machine learning.

Brands will also be able to remove counterfeit listings instantly without having to contact Amazon.

2. A+ content access

One of the best features of Amazon’s Brand Registry is its “A+ Content Manager” (formerly called Enhanced Brand Content). You can access the A+ Content Manager by going to the Advertising navigation tab in Seller Central.

Enhancing your brand content allows you to add further text, images, infographics, and unique modules to your product listings, over and above the standard plain-text product description.

Ultimately, it gives your listing a MUCH more professional look.

How to use A+ content

As soon as you select the ASIN for which you plan to use A+ content, it’s easy to create your enhanced listing. Amazon’s simple template setup allows you to select different module layouts, and media to upload.

Just make sure you’re focusing on the quality of content and not the quantity. Less is more!

Lastly, you’ll have to submit all enhanced content for review before it can go live

Once submitted, you can easily check the status of your A+ content submission in the A+ Content Manager, enabling you to stay on top of any requested revisions.


3. Engaged customers

Being brand-registered also means gaining access to features that will set you apart from the crowd.

Storefronts will instantly add value to your brand and legitimize your business; stores will resemble a regular ecommerce website and are often composed of one or more pages, with each page made up of a header and footer surrounded by a number of content tiles.

A big benefit to an Amazon Store is that there won’t be any distractions from competitor products. And when you choose to create a store, the step-by-step process is straightforward. You won’t need any special skills to get it done!

Amazon makes creating content like storefronts easy. You can just select one of the templates provided, or you can start from scratch!

If you choose to use a template, simply fill in the appropriate information and media to begin building your store.

And remember, as you build, preview both the desktop AND mobile view to ensure everything is aligned for optimal customer viewing. Don’t hesitate to move the tile blocks around. Add, edit, and delete until you’re satisfied.

Finally, similar to the A+ Content Manager process, you will submit your store for publishing. So, make sure you double check your spelling, punctuation, images, video, and mobile view before submitting, and be prepared to wait a few days for the approval (or their request for revisions).

4. Sponsored Brand Ads

Sponsored Brands are another way to engage with customers, and are the headline ads that appear at the top of the page in your Amazon search results.

You can utilize these ads to help drive discovery of your brand, using custom messaging to help shoppers see your brand the way you want it to be seen. Customers are already searching for your product, so what better way to draw attention to your brand!

When they click on your brand name or logo, they will be taken to your storefront immediately. Or, if they click on your product, they will be taken directly to your product page.

Like normal ads, you pay per each click that Amazon shoppers make on your ads.

5. Amazon Live Creator

If you’ve ever wanted to engage with your customers directly, you can now add interactive, livestream video to your brand strategy using Amazon Live.

This feature of Amazon’s Brand Registry allows sellers to share their brand story. This helps them reach more shoppers.

You can use the livestream video to demonstrate how your product works, or you can use it to live chat with potential customers to answer any questions.

How to set up Amazon Live Creator

  1. First, download the Amazon Live Creator iOS mobile app
  2. Then, select the products you want to feature in your livestream.
  3. When you’re ready, go live. You can use your iPhone camera or connect to an external camera by using a video encoder.

If you want to get an idea of the content out there, you can go to to sample other sellers’ livestreams.

Shoppers will also be able to discover your livestreams across and the Amazon app — from your product listings, to your Amazon Store, to various placements where shoppers are browsing.

6. Customer insights

In order to effectively reach your customers using all of the Brand Registry benefits, you need to know who you’re dealing with.

Understanding the metrics of your customer base will ultimately guide your decisions regarding if and how you’ll use each of the tools and services available to you.

Brand Analytics

Brand Analytics aggregates customer search and purchase behavior data to help you improve your business operations.

You can find this feature by going back to Brand Benefits on the Brand Dashboard. Or, you can find it under Brands on the main navigation bar.

There is a wealth of information here, including:

  • Search Query Performance. SQP provides visibility into your brands search term’s performance based on customers’ search behaviors. You’ll be able to view metrics such as search query volume, brand share, click-through rate, cart add rate, and purchase rate.

  • Market Basket Analysis. This invaluable insight shows which of your products customers are purchasing together. With the tool, you can discover cross-selling and bundling opportunities, or even new products to sell!
  • Repeat Purchase Behavior. Use this information to better strategize and assess your marketing campaigns to drive repeat purchases and acquire new customers.
  • Search Catalog Performance. See how customers interact with your brand throughout the shopping journey on Amazon. Better understand your sales funnel by accessing imporant metrics such as impressions, clicks, cart adds, and purchases.
  • Demographics. In this section, charts will display customer attributes such as age, household income, level of education, gender, and marital status. You’ll also be able to select reporting range dates and export to CSV.

Are your products already registered with Amazon? Have the registry’s features boosted your sales? We’d love to hear about your experiences in the comments.


79 comments on “How to Register Your Brand on Amazon Brand Registry

  1. Ive applied for trademark via my local authority (.GOV UK), can I still apple for brand registry and ? or A+ content utilisation?

  2. I have a trademarked for my brand a UPS from GSI for my products. When enrolling in Brand Registry the section on “Manufacturing and Distribution information

    Thanks sir for this nice article

  3. Hello, as a new seller on amazon, I don’t know exactly what type of product I will sell. I’m in the process of product research and will sell a product that I find suitable. My long term goal is to have my brand registered however for someone who is new to selling and doesn’t know what items to sell, is it okay to just get brand approved? And does brand approval still allow u to make that 100% ROI?

    1. If you already have a trademark, then yes, you can start the brand registry process. But it is not necessary to start selling. Not sure what you mean by the ROI question.

  4. I have a trademarked for my brand a UPS from GSI for my products. When enrolling in Brand Registry the section on “Manufacturing and Distribution information”, asks which of the two statements best describes my manufacturing set-up .

    Option 1 >> I have my own manufacturing set-up which manufactures majority or all of the products under my brand.
    Option 2 >> I have an agreement, contract or relationship with a third-party manufacturer which manufactures majority or all of the products under my brand.
    Either way they ask for the following documentation.
    Upload a copy of any recent sourcing/manufacturing/supply invoice (1 or more) published in the last 6 months which includes one or more of the brand’s product names. Please ensure to hide any sensitive data (Example: pricing details).

    Does anyone have any guidance on how to proceed?

  5. After reading the info about about a brand I had a question. Can I purchase items from a store, obviously someone else’s brand, and sell them on Amazon?

  6. hi is it enough to register my trademark in my own country or it has to be registered in us if I will be selling on amazon us? thank you but there is something that I still don’t understand, If I still did not register a brand in the ministry of economics, can I register it only with amazon? since I will have to wait for their approval.. I need to know because if I can do that, this will save me time and money. what are the costs for both brand registry and accelerator? and this procedure will take place before I customize my product with the Alibaba seller? But what I know is that I will open my professional account only after I find the product I test and I customize right? so can amazon register for me a brand even without being a professional seller with them? I am confused with the steps to start even after watching your videos and the episodes…

    1. Hi Christopher,

      You do not need a trademark or to enroll in Brand Registry to sell on Amazon. You can start selling your product without both and if the brand does well, then you can get a trademark and enroll in Brand Registry. Look at Amazon’s FAQ where you can have your trademark registered:

      Brand Registry is free. Accelerator is a few hundred dollars or more.

      Start looking for a product and a supplier before anything else. You DO NOT need a trademark or brand registry before you even have a product to sell. Start to Amazon seller account registration asap as it takes a couple of weeks to get approved.

  7. Hi, as a brand owner can you have a seller account, and manage A+ content, without selling directly – so only through 3rd party sellers instead. So as a brand we are not competing with our distributors?

    Also what happen to existing listings created before we became brand owner? can we claim those and update without losing info/comments/reviews?


    1. Hi Vince,

      Yes, you can do that. As long as the existing listings match your brand registry name exactly, you should be able to claim them and won’t lose the reviews or other listing info.

  8. Hi Dave, If I register with Brand Registry on Amazon, can I still sell my same product in the same packaging on other online retailers like eBay or my own website without having to change the name?

    1. Hi Ruth,

      Yes, you can! You still own the brand. Brand Registry just gives you more features/protections on Amazon.

  9. One does not need IP accelerator. In the USA you just need to start the registration process. Then it is easy to enroll once the registration number is showing and amazon can find it. It takes a week at most once the TM registration process is started.

  10. So, what’s to stop someone from selling their own product as a third party seller while they are waiting a year for their tradmark to be registered? There’s got to be a way around this.

    1. Hi Candace,

      You are allowed to sell your own private label product on Amazon without being enrolled in Brand Registry. Brand Registry just offers some additional protection and selling features.

  11. Hey, Dave
    Thank you for this quite detailed article.
    I am having problems registering my brand. I just received an automated answer stating my brand does not comply with the minimum requirements, but I am pretty sure it does. I unfortunately have no way to contact a real human to ask more about this (my application was rejected and my case closed) All what I get are automated responses.
    I have an idea about where the problem could be. I just would like to find a way to contact a real person to explain. Do you know anyone that could potentially help?
    Thank you

    1. Hi David,

      Did they tell you what you are missing in your application? You need to be sure you include everything they’re asking for.

      My only suggestion would be to try and contact seller support to see if they can help let you know what you are missing.

  12. Hi! Thank you for this article! It was very informative for me.

    I am in the beginning of brand registry process.

    Did I understand you correctly: if I do trademark registration myself through USPTO, it will take me almost 1 year and after that I can apply for Brand registry on Amazon.
    But If I do trademark registration through Amazon IP Accelerator it will take less.
    Are these statements correct?

    Thank you!

  13. Hello,

    We are about to use FBA program for our products (just two), with already registered Trademark. At a later stage, we have plans to create additional listings in the same category, but with different registered trademarks or no trademarks at all.

    In case we join the Amazon Brand Registry now and potentially start using it’s benefits, what would happen when we try to list products in our Seller Central account with different brand or without registered brand? Are we going to be prohibited to do that or we will be able to list products but without access to the benefits of BR for these listings?

    Thank you very much in advance for your feedback.

    Kind regards,
    Ivan B.

    1. Hi Ivan,

      That is not prohibited. You can list as many different brands as you would like within your Seller Central account, regardless if they’re enrolled in Brand Registry or not.

  14. I am a representative for a brand and we are registered on Brand Registry. My question is regarding retracting an infringement report.
    The Brand Registry has a percentage rating, and based on that percentage is how the AI handles reports. The lower the percentage, the more difficulties arise*.

    Meanwhile, genuine sellers will plead for us to retract complaints. This would be fine, so long as the listing is removed, but Amazon’s policy is that the brand owner must “admit error.”

    My questions is this: If I retract a report, will it reflect negatively on my Brand Registry account? In other words, will the percentage go down?

    *As a side note, I actually have more luck now reporting via the regular reporting vs the Brand Registry, and the support for Brand Registry is nonexistent. The perk of the Brand Registry is having a trail and record of all reports, but it’s becoming unusable at the rate they reject complaints.

    1. Hi Betty,

      I am not sure about this. Have you tried contacting support to see if they can answer these questions accurately for you?

  15. Hey Dave, Brian and colleagues.

    One of the advantages of the Brand Registry is to protect your listings, but how can you protect them when:

    “Amazon’s Brand Registry will not:

    – Gate your brand or limit other sellers from selling it.
    – Allow you to whitelist/blacklist other sellers from selling your brand.
    – Allow someone other than you, the brand owner, to submit infringement claims against other sellers.”

    How can I prevent an unauthorized seller sell my product, on my listing on a lower price for example?

    thanks for your help!

    1. Hi Juan,

      If you did not authorize any other company to sell your products, then any seller on your listing will be selling counterfeit products. You will be able to easily report that seller for any infringement. And, Amazon will prioritize the data that you entered on the listing and won’t let another seller override that.

  16. Hello,

    Is it still possible to process a brand registry by submitting the trademark registration or serial number before the trademark application approved?
    Thank you for your kind guidance.

    1. Amazon states it must be an active trademark in order to enroll. Or, you may have a pending trademark application filed through Amazon IP Accelerator​.

  17. Hi, I have started the brand registry on USTPO’s website. I want to enroll in Amazon’s Brand Registry, but they’re asking for actual product and packaging photos, I wanted to create the listing in order to print the FNSKU on the packaging at the time of production. Can I create a listing with a “generic” brand or my actual brand without enrolling in Brand Registry, and after I get the pictures, can I link that listing to my brand? Thanks

    1. Hi,

      You do not need to be enrolled in brand registry to create a new product listing on Amazon. Though, Amazon will still require images of either your product or package with your brand name on it. You can create a listing under generic but may be hard to change it to your brand name down the line.

  18. Hi. Currently, I am not registered as a Brand on Amazon. I have a specific question. I sell by FBM and FBA . I own multiple business but only one is on Amazon. Does my Amazon Seller Central Account need to upgrade to a Brand Registry account before I can start selling my other companies products? OR Am I suppose to get my other companies trademarked in order to sell them on Amazon?

    Again, I have 1 Seller Central Account but multiple companies. I want to sell their products on Amazon.. How do I do this and what do I need to do?

    Thank you.

    1. Hi Shancy,

      You can sell multiple brands under one Amazon account, brand registered or not. You don’t need to be Brand Registered to sell on Amazon.

    1. Hi Dil,

      You will need to go through the Trademark offices in each country or use Amazon’s IP Accelerator to do it faster.

  19. I dipped my toe into FBA with a winter item in Fall 2020. I have an LLC and would like opinions on smartest route… trademark LLC (brand), then apply for brand registry or do I need products listed prior to applying?

    1. Hi Whitney,

      You can start selling without an LLC or trademark. Once you have your trademark approved is when you can apply for Brand Registry. You don’t need products listed before applying.

  20. Hi Dave,
    We are brand registered on a pending CIPO application on in Canada. Many of our ASINs are now buy-box dominated by an overseas seller who produces poor quality versions of the posters we sell. We have successfully issued over 50 IP trademark infringements using both the “infringements” tool as well as the “violations“ tool.
    However, we have not found a way to do so without completely erasing the ASIN. Is there a way of removing the other offer from the listing without destroying the entire listing?
    We have worked long and hard and paid Amazon plenty in advertising in order to reach the current level of product reviews and the high page positions on a search, some thing we hope not to have to give up. Any advice at all would obviously be highly appreciated.

    1. Hi Dan,

      Well, once you are brand registered, that should help you more. What you can do is place a test order with the other seller and provide proof to Amazon that that seller is selling counterfeit goods. Amazon won’t always take your word for it that they’re selling counterfeits.

  21. Hi
    I am a Canadian citizen and if I sell in the USA market, do I need to get trademark from the USA or I can register from Canada for use in the USA?

    1. Hi Shahid,

      You do not need a trademark to sell in the US from Canada. You can create a unified account that allows you to sell in the US, Canada, and Mexico.

  22. Hi,

    Im new at selling on Amazon and I have many years of experience in media production, which I plan on using to create engaging videos of my products on Amazon. That being said, is there a way to advertise or create video campaings within Amazon (or any other platform) using the videos I am creating without being approved for Brand Registry?

    As a side note; I already started the trademark process for my brand via USPTO about 4 months ago, and currently the status of my trademark is showing as “The trademark application has been accepted by the Office (has met the minimum filing requirements)”. On Amazon;s brand registry requirements it states that: Brand Registry is also accepting brands that have a trademark pending registration in a subset of trademark offices”. – Any idea if this would be enought to get the green light from Amazon to Register my brand?


    Steve –

    1. Hi Steve,

      You may only create video ads if you are brand registered. You should be able to add a video to your listing though, even if you are not.

      If Amazon is accepting pending registration trademarks, I would definitely try to apply and see they approve it.


  23. I have a product with a logo and brand-like name on the packaging (my own design). I’d like to sell the product WITHOUT brand registry initially. If it sells well, I’ll go through the brand registry process later. Will Amazon allow me to sell this product or will they force me to go through the brand registry process? How can I sell a product without going through the brand registry process? (I’m having an issue with stranded inventory right now and I’m trying to figure out if the problem is that I need brand registry.)

  24. Dear
    I have registered brand. But amazon declined my brand. Because it say you are involved in abusive conduct in our website.

    Please suggest me. How I enroll registered brand in amazon.

  25. If I have a trademark registered in India, can I apply for brand registry in Amazon US?
    Also, if I have a trademark in India and selling Globally, can I list my product as branded on other marketplaces (with or without brand registry)?

  26. Can a book publisher (that is also an FBA Seller) sign up for Brand Registry to gain content control of their book titles? Each title has an ISBN # and Copyright but I’m not sure how a Trademark would apply. Thanks for your input.

  27. Hey guys. Wanted to ask you: If I register a trademark for one product in a certain category and they give me brand registry, will I be able to use the same benefits if I decide to launch another product in another category under the same brand name? Or will I have to go through the process again? Cheers.

  28. My Question will be same regarding brand registry . now we know we need to register for trademark before applying for brand registry . i want to know when my application will be processing for trademark . am i still able to create / do listing my product and using my company logo or do i need to wait till my trademark application will be improved and register for brand . by the way i am doing amazon FBA in australia

    1. Hi Khalid,

      You need to wait for your trademark to be registered in order to apply for Brand Registry.

      You can create your product listing using your brand name but you will not be able to create A+ content until brand registered.

  29. IP Accelerator seems to be a much broader service for manufactures at an ongoing 7% fee above and beyond. Unless I’m in the wrong area the only option for sellers to accelerate the branding registration is the “Pending Trademark” wait list and invitation. Am I thinking about this right?

  30. Hello;
    Lately, i have had many Chinese sellers stealing my photos and plagiarizing my descriptions (and titles). It’s pissing me off. These guys have no decency and no respect for IP. Now, I am in the process of obtaining my trademark with USPTO. In a matter of couple more months, I will have my registered # assigned.

    Question: Once I submit my brand registry with Amazon, will Amazon remove these bad actors who have been plagiarizing my titles and descriptions, as well as my stealing photos that I posted on amazon?

    1. Hi Henry,

      Once you have Brand Registry, you will have more protection and control over your listings.

      You can submit a complaint to seller performance and state your situation. Sometimes they will take them down and other times they won’t. Start there and show them proof that the images are yours, etc.


  31. We are a manufacturer. We sell through distribution. A number of our distributors sell our products on Amazon. As the manufacturer, can we edit or report incorrect listing information about our products even though we are not selling them directly ourselves through Amazon? Also, as a rights owner, can we remove an additional representative if we choose to do so?

    1. Hi Libby,

      The only way you can enforce incorrect listing information or make changes is to sign up for brand registry on Amazon yourselves or have a trusted distributor apply for brand registry on your companies behalf.

      Once you have brand registry, you will have more control over the listing.

  32. If you have a Trademark accepted and registered with the USPTO do you need to have more than 1 product for sale on Amazon to have the products/brand in Brand Registry?
    It seems like I remember reading that you need 3 products for sale under that brand to get Brand Registry on Amazon. Is this true or can you get brand registry for only one product that is for sale on Amazon under that brand name?

  33. Amazon has been requiring that new listings that are being created with a new brand have to either: 1) be brand registered already (with trademark process) or 2) have photographs of the product and packaging with branding permanently affixed and use this to apply for an exemption.

    This is a serious barrier to entry as it takes quite some time to get brands trademarked and added to brand registry, and it also is rather impractical to get samples printed with your branding prior to placing an order. You can’t print your packaging until you have an ASIN, you can’t get an ASIN until you create your listing, and you can’t create a listing without printing packaging. What insanity is this?

    Have you guys at JS had this on your radar?

    1. Hi Andrew,

      If you are trying to sell samples of a product you are testing out, you may be eligible for a GTIN exemption under the brand “Generic”.

      We will have a post out about this soon, actually. When applying for the GTIN exemption, type in Generic as the brand name and choose the correct category.

      If they ask for photos, provide them photos of the blank product without branding. That should do the trick.

  34. Hey Dave, thanks for the article!
    If we are applying for a trademark, can we use it only for one product that we are selling or is the trademark for the company itself and could be used for multiple products?

    1. Hi Vilius,

      Thanks for this great question! The trademark will apply to your brand, not one specific product. Once that brand is registered, you can use it on multiple products under that brand.

      – Brian

  35. Just a quick point of interest – even though a Seller may only choose to trademark in one class, within USPTO – Amazon still allows the Seller to register within the Brand-Registry Program, within multiple categories.

    For example – the Seller trademarks with the USPTO – for Class 28 Sports & Toys.

    Now the Seller will choose the categories she/he wishes to sell in – under the Brand-Registry Program – & guess what ? – the Seller can choose beyond the obvious choice of Sports & Outdoors (OR) Toys & Games…….

    …….the Seller can now, also choose, say, the Home & Kitchen category – and the Brand-Registry team will allow this – the Seller will also have full protection in this category as well.

    It appears that Amazon is more focused on protecting the Sellers brand name, regardless of category association.

  36. you mentioned above:
    Coming up next
    Now that you know the registry’s general guidelines, it’s important to mention that you CAN start selling on Amazon without Amazon Brand Registry.
    Or without a trademark, for that matter!
    In fact, many sellers prefer to test products in the market first, to make sure they have a profitable product. Once they feel secure, then they often consider investing in a trademark.
    And because trademark approval takes time, while you’re waiting you can tackle the selling-on-Amazon learning curve.
    But how do you list it if the brand name don’t exests in the amazon database???

  37. Had a client just get approved for the Brand Registry and Brand Registry support is telling them that in order to have the Brand Registry name show on their listing, they need to delete their current listings and re-list from scratch.

    That can’t be possibly true. Have you heard the same?? They’ve been told this twice now, each time they open a case.

    1. Hey Shannon,

      No, that’s the first time I’ve heard that. That sounds pretty strange. I’ll put this comment in our experts channel and see if anyone else has heard about it. Thanks for the information!

      1. Hey Dave, I was told the exact same thing, see below

        Please understand, to enroll your SKU to the brand you have in brand registry, you will have to perform full update.

        Kindly know that, we at Brand Support team will not be able to update the information on the brand registered listings in the catalog.

        Please follow the below steps and we assure you that you will be able to upload the feed without any problem.

        1.Download the category specific template in which the items should be listed from the link:

        2. Enter the details of the SKU and add other related details like the title, brand, item type, product type, department, manufacturer, images, corresponding bullet points, product description, etc.

        Please provide your brand name, ITK, UPC values.

        Kindly select “Update” for Update-Delete column. A+

        In order to upload a feed:

        -Go to Inventory> Add product via upload.

        -Click on Upload your inventory file tab.

        -Kindly select the File type as ” Inventory files for non-media categories” in the Upload file section.

        -Now browse the file and upload

        Please be assured, once you perform full update, the listings will be enrolled in the brand you have in brand registry.

  38. Yes! Trademark is the first thing we do before launching. Since we stopped with retail arbitrage/white label and we created our own products under our brand it’s important to have the product protected in China where it’s manufactured and the US where we are based. Have to be honest, Amazon brand registry support is not as great as their regular FBA customer support.

    1. Thanks for the feedback, Jae! Good to know that sellers outside the BR are getting quality support. But it’s not great news if sellers in BR are experiencing subpar service.

      We’ll keep an eye on it!

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