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Amazon Brand Registry in 2021

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 2021 Jungle Scout study of nearly 5,000 Amazon sellers, 96% say they they plan to expand their business this year. However, many expressed concerns about risks to their business, including:

  • 48% are concerned about Chinese suppliers selling their/similar products at lower costs
  • 48% are concerned about hijackers/copycats on their listings
  • 39% of sellers are concerned about being squeezed out as the “middle man” between suppliers (most of which are in China) and consumers

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.


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 special 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.

Update: On March 25, 2021,  Amazon announced the Brand Self Service Identification process in Seller Central. This allows brand-registered sellers to self-identify as the Brand Owner for a brand enrolled in the Brand Registry program. 

With this comes with exclusive benefits only available to Brand Owners.


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

Before diving into the rest of this article, here’s a quick TL;DR of what the Amazon Brand Registry can and can’t do for you.

Amazon’s Brand Registry will:

  • Give you, the brand owner, greater control over your listing content.
  • Offer a separate, more efficient, internal team to help with fixing and escalating incorrect listing contributions and variations.
  • Offer a dedicated internal team for submitting and escalating IP infringement claims.
  • Provide a tool to monitor your brand on Amazon.
  • Grant you access to Amazon A+ Content to improve the content display on product listings. (More on this below.)
  • Increase visibility through alternative advertising routes and interactive media.

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 to protect yourself from brand fraud

While Amazon’s Brand Registry comes with a number of huge benefits to elevate your brand on Amazon, it’s not without risks.

In an interview with Amazon suspensions expert Cynthia Stine, she clued us in to a few methods that unethical (‘black hat’) sellers were using the Brand Registry to harm other sellers’ reputations.

She reported that black hat sellers have claimed that they have patents and trademarks they don’t own and register brands under said name.

And because Chinese sellers aren’t accountable for American IP laws, false claims made against reputable sellers do not impact them negatively. That makes it difficult for Amazon to deter them from using these bad-actor strategies.

Meanwhile, sellers who try to reach the businesses that submitted the false claims can’t do so because these black hat sellers also give Amazon false emails and contact information.

To prevent these issues and to protect yourself, register your brand as soon as possible. Once the brand is under your name, black hat sellers can’t register the brand and make false claims against you.


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

Yes. As of May 2017, the 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. 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. You can also hire an intellectual property (IP) search specialist on Jungle Scout’s Jungle Market to perform this search for you.
  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. Hire a licensed trademark attorney to file your trademark application. You can find lawyers offering this service in your local area, online, or through the Jungle Scout Market. 

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

Amazon now 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.

By choosing 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 on your Amazon Seller Central dashboard.

As a member of the Brand Registry, you can go to the Performance tab on Seller Central’s main navigation bar, and select Brand Dashboard to gain access.

This screen will give you a holistic view of your brand performance, with additional information and metrics to dig into.

Amazon's Brand Registry benefits page

And if you go into the new Brand Benefits section, you should see the information in the screenshot above.

Note: Not all Seller Central views are the same. Any differences may be due to your permissions setting or type of account, so you might need to search around a bit to find the above view. 

1. Protect your brand

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. But, 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.

2. Access A+ content

One of the best features of Amazon’s Brand Registry is its “A+ Content Manager” (formerly called Enhanced Brand Content). You should be able to find the tool under Brand Benefits, but you can also locate it under the Advertising navigation tab.

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

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

A+ Content might improve your sales

In early 2020, we split-tested two of our own product listings with and without Enhanced Brand Content. Here is what we learned: our listing using A+ content had nearly double the conversion rate as the listing lacking A+ content.

In other words, people clicked on our A+ listing and purchased twice as often as those who didn’t see the A+ content.

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 goes live, it needs Amazon’s approval.)

Once submitted, you can easily check the status of your EBC submission on your Brand Dashboard, enabling you to stay on top of any requested revisions.

3. Engage customers with your brand

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

Storefronts and videos will instantly add value to your brand and legitimize your business:

  • Product Video: Unlike sellers whose products aren’t registered, brand-registered sellers can add product videos to their listings. This can be a huge boost to your conversions, as buyers don’t have to guess what your product is or how it works. The video, if done well, could be the difference between a shopper walking away, or pressing the ‘Add to Cart’ button.
  • Amazon Storefronts: Stores 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. 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's Brand Registry storefront builder

Again, 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 (and/or video) 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.

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 amazon.com/live to sample other sellers’ livestreams.

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

6. Understand your customers

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 may find it under Reports on the main navigation bar.

There is a wealth of information here, including:

Amazon Search Terms. Need help with PPC (pay-per-click)? With the registry, you can discover what products are winning the most clicks and conversions on strategic search terms. You’ll see what kind of impact your marketing strategies are having on sales, and you’ll be able to adjust accordingly.

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!

Amazon's Brand Registry analytics

Item Comparison and Alternate Purchase Behavior. Improve your competitive intelligence by learning which other product is most frequently compared with yours. You can also see the customer’s final choice, after they view your product.

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.


52 comments on “Amazon Brand Registry in 2021

  1. 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.

  2. 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​.

  3. 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.

  4. 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.

  5. 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.

  6. Hi Dave,
    We are brand registered on a pending CIPO application on amazon.ca 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.

  7. 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.

  8. 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.


  9. 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.)

  10. 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.

  11. 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)?

  12. 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.

  13. 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.

  14. 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.

  15. 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?

  16. 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.


  17. 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.

  18. 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?

  19. 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.

  20. 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

  21. 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.

  22. 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???

  23. 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.

  24. 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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