How Amazon Brand Registry Works: A Complete Guide (2022)

“I have enrolled in Amazon Brand Registry, but where can I remove unauthorized sellers?”

This is one of the most frequently asked questions in most forums and groups regarding selling on Amazon.

Sometimes, it’s even worse:

“I just signed a contract to help remove unauthorized sellers with a brand. They have Brand Registry. How do I do that?”

It is true.

Amazon Brand Registry is all about protecting your brand.

However, Amazon has made it clear that they do not want to be involved with distribution rights.

“Amazon respects a manufacturer’s right to enter into exclusive distribution agreements for its products. However, violations of such agreements do not constitute intellectual property rights infringement. As the enforcement of these agreements is a matter between the manufacturer and the retailers, it would not be appropriate for Amazon to assist in enforcement activities.”

So, contrary to what you may have heard, that means you cannot gate your products or your brand with the Brand Registry program.

Amazon gates products on occasion.

Generally speaking, this happens when:

  • There is a proven, consistent pattern of counterfeit issues.
  • There is a substantial potential product safety issue.

Additionally, Amazon will sometimes remove a seller if it can be shown that they have counterfeit products.

For the most part, brands do not get to decide if or how their products will be restricted for third-party sellers.

I realize this might go against everything you have heard about the Brand Registry program.

Misuse of the program was widespread as it first debuted.

There were entire businesses set up around knowingly filing false intellectual property claims against sellers.

This has resulted in everything from lawsuits to Amazon removing the ability for some brands to file claims on their site.

But before you write off Brand Registry as useless, keep reading.

The features of Brand Registry make it one of the most important programs for successfully launching and marketing products on Amazon.

Amazon has been slowly adding to the tools available to brand owners to help make the prospect of selling on Amazon Seller Central more and more enticing.

A complete guide on Brand Registry should, of course, give you an idea of all the aspects of the program.

Below I have highlighted just some of the special programs that are currently available once enrolled in Brand Registry.

I also have some specific information on trying to reduce or eliminate third-party sellers further along in this article.

Let’s go through exactly what the Brand Registry program is and some of the benefits it offers that you might not know about.

We use benefits from these programs every day to help the brands we work with quickly increase their sales and profitability, as well as make Amazon less maddening overall.

(Video) Amazon Brand Registry (2022 TUTORIAL) Step-by-Step Trademark Application Process & Benefits

Amazon Brand Registry Basics

Amazon Brand Registry is a program that helps brand owners protect their intellectual property through trademark, copyright, and patent protection.

With Brand Registry, you can:

  • Report misuse of your trademark.
  • Report copyright violations.
  • Report patent violations.
  • “Lock” the content on the product detail pages from changes for your brand.

Inside the Brand Registry portal, you can search for misuse of your trademarks quickly and use the forms to report any violations directly to Amazon.

How Amazon Brand Registry Works: A Complete Guide (1)

While being able to report intellectual property violations is critically important as you navigate Amazon, what makes Brand Registry so important is the additional programs you gain access to through it.

Brand Registry is the abracadabra of the Amazon world.

Struggling to get more reviews?

Want access to a fancy new ad placement?

Tired of pulling your hair out trying to get your listings changed?

Brand Registry will help you with all of that and a lot more.

What Else Do You Get Access to with Brand Registry?

Not to sound too much like a version of a late-night infomercial, but wait, there is more…

Gaining access to additional programs that many sellers don’t know anything about, use the tools you have access to from Brand Registry as your secret weapon to get ahead of your competition.

Listing Benefits

In addition to the ability to “lock” your content for product detail pages against changes, you also gain access to other modules in Seller Central that give your listings an advantage.

Note: Some of these programs are available in Vendor Central without Brand Registry.

A+ Content (Formerly Enhanced Brand Content)

You might have seen this on competitors’ listings. This is the additional area under “From The Manufacturer.”

Amazon tells us that A+ content has been shown to increase conversion on listings by 7–11%, and it allows you to really highlight your brand and all of your items’ unique selling features.

How Amazon Brand Registry Works: A Complete Guide (2)A+ Listings can help increase conversion. Content for this portion of your Amazon listing is done by building out modules and submitting them for approval.


Brand registry allows you to add videos to your Amazon listing, right there under the images.

This can be a huge boost to your conversion rate, as it allows you to really show your product in action.

Amazon Vine

(Video) The Complete Guide to Amazon Brand Registry | 14 Amazon Tools EXPLAINED

With the rules about sending messages and emails to Amazon customers getting tighter and tighter, getting reviews for your products has become harder and harder.

Amazon Vine allows you to give products to Amazon-approved buyers in exchange for an honest review.

Just a little word of warning, however. This is a very honest review.

Make sure you have used programs like the Early Reviewer Program to ensure that customers are having positive experiences with your products.

Virtual Bundles

This program is very new to the Amazon platform. It allows you to kit together specific ASINs to create bundles.

For example, if you sell a water balloon launcher as well as water balloons, you can have an additional ASIN selling the two products together.

The real benefit of this program is that you do not have to designate inventory specifically for this bundle. Amazon pulls from your existing stock.

Search Term Optimizer

Maximizing the words you are indexed for is vital to organic optimization on Amazon.

The Search Term Optimizer is part of the Brand Dashboard, and it searches for backend keywords that are duplicated so that you can free up more characters to index for additional keywords.

Traffic & Advertising

Several components of Amazon Brand Registry allow you additional program access to specific marketing products on Amazon.

Sponsored Brands (Formerly Headline Search Ads)

Currently, on Seller Central, these ads appear in the form of banners at the top of search result pages.

As a result, they have larger screen real estate compared to sponsored products. This ad type allows for some control over the ad creative.

Sponsored Display

This ad type has even more flexibility over the creative. It is also the only ad type on Amazon that allows for the retargeting of customers.

Store Pages

Amazon allows you to create a store page to showcase all your products and/or your brand story.

Store pages help build a more authoritative presence on Amazon.

In addition, they can help drive traffic for your listings and be utilized with sponsored brand ads to increase your conversion rates.

Amazon Live

Amazon Live allows brands to create live streams to showcase the benefits of their products or to interact with their clients in real-time.

Analytic Benefits

Brand Registry also opens up specific analytic tools in Seller Central and Vendor Central.

Brand Dashboard

(Video) Amazon Brand Registry | W/O Waiting Months or Paying Thousands [Full Step by Step Walkthrough]

The Brand Dashboard is a fairly new component to Seller Central that allows you to see, at a glance:

  • Potential pricing competitiveness.
  • Prime eligibility.
  • In-stock rate.

From this dashboard, you can also conveniently access other tools, such as Manage My Experiments, as well as manage your customer reviews.

Brand Analytics

This is a treasure trove of data that was previously unavailable to Amazon sellers.

Brand Analytics gives sellers insights into search terms or specific products.

These include the search term rank, the most clicked-on product, conversion rates, and other useful information for making informed decisions.

Manage My Experiments

This Beta feature on Amazon will allow sellers to test the effect that A+ changes can have on their product performance.

Amazon Attribution

This program allows sellers to unify their advertising measurements and analytics to track sales that come from off Amazon advertising like Facebook.

Getting Access to Brand Registry

Any brand can become part of the Brand Registry program.

If you have a live trademark, registering is easy.

Be sure to use the same email login as the primary login for your selling account.

Never let a third-party seller or agency register on your behalf with their login.

Always use your own login, and once you have access to the program, you can add more sub-users to your brand registry account.

If you don’t have a live trademark, you can still access the Brand Registry program through the IP accelerator program.

This usually takes two to six weeks.

Be cautious of agencies or third party sellers offering to file infringement claims on your behalf.

If Amazon sees multiple false IP claims, they have restricted the ability for specific agents and companies from filing further complaints through the program.

If you enrolled in Brand Registry a long time ago but you don’t have access to most of these programs, you might be in an older version of Brand Registry.

To gain access to these features, you may need to re-register your brand.

Controlling Third-Party Sellers

All that being said, many people turn to Brand Registry because they are trying to get control of their products on Amazon.

The reason this is much more difficult compared to other platforms is that every listing is community property; no seller or brand ever truly owns a listing.

When used strategically, utilizing third-party sellers can actually be a way for you to reduce the capital needed to optimize your presence on Amazon.

Too many sellers can cause big problems.

(Video) Introduction to Amazon Brand Registry

In general, the more sellers on a particular SKU, the less stable the pricing for that product can become.

There are some common-sense tactics that you can use to help control the distribution of your products on Amazon.

Clear Reseller Agreements

Having clear reseller agreements and posting about those agreements clearly on your line sheets is a great way to start controlling the number of sellers.

While Amazon will not get involved in these specific agreements, you can use your own legal team to enforce these contracts.

Controlling Distribution

Your distribution chain will have a large part to play in how easy this is to accomplish.

If you are using distributors or selling to national big box stores, occasionally selling to Amazon on Vendor Central is your best option to discourage third-party sellers.

If your distribution is slightly narrower, carefully monitoring and tracking third-party sellers could be a solution.

Amazon has also announced that in just over a month, all legal business names and the addresses of all third-party sellers will be available on the site.

This will allow you to quickly identify any holes in your distribution.

Test Buys

If you have products you feel could potentially be counterfeit, completing a test buy is the best way to test this theory.

Make sure to take photos of the item as it arrives and the product you received, and include these in your report to Amazon.

Often when we do test buys, we are quickly able to identify the third-party seller if they are dropshipping.

Then, we have the brand we are working with cut off the supply to that seller in the future.


If you are experiencing consistent counterfeit issues, then you may want to look into the transparency program.

This will help you to prevent any further counterfeit issues.

In doing so, however, you will have to take into account that you will need to attach a unique bar code to every item you produce of that SKU, regardless of the sales channel.

Overall the use of Brand Registry along with the special programs connected with it can allow you to better market your product and better control how your brand is presented on Amazon.

The topic of how to use Brand Registry could be a full-day workshop by itself.

There is no way to completely summarize everything you can and cannot do in a few thousand words.

As Amazon continues to work in new programs to court products to sell directly on Seller Central, you will likely see even more opportunities to help you maximize your sales volume and control your brand presence on Amazon.

More Resources:

  • Amazon Brand Analytics: Getting the Most Out of Your Sales on Amazon
  • An Advanced SEO Guide to Top Rankings on Amazon
  • What’s Up With the Rise of Retailer Media Networks?

Image Credits

(Video) How To Get Brand Registered in 2022 - Step-by-Step Tutorial

Screenshot taken by author, July 2020


How long does it take for Amazon brand registry approval? ›

It usually takes from 2 to 10 days for Amazon to validate all the information and activate your brand registry account. Amazon sends a special code to the registered trademark office, which is then forwarded to the online seller.

Does Amazon brand registry increase sales? ›

Increase your product sales

When you sign up for Brand Registry, you're likely to find yourself enjoying several benefits. One of the most immediate perks you may notice, however, is an increase in sales as Amazon removes fraudulent listings and prioritizes information from your business.

Why do I need brand registry on Amazon? ›

Amazon Brand Registry helps you protect your intellectual property (IP), manage your listings, and grow your business, regardless of whether you sell in our store – for free.

What do you do after Amazon brand registry? ›

After creating your Amazon Brand Registry account and enrolling your first brand, you can enrol another brand at any time by clicking on 'Enrol a new brand' from the home page of your account.

Do you need brand approval to sell on Amazon? ›

For certain products, brands categories, and sub-categories, Amazon requires sellers to obtain approval before listing products for sale. The approval process may include document requests, performance checks, and other qualifications”.

Does Amazon brand registry requires a trademark? ›

What information is required to enroll a brand in Amazon Brand Registry? Currently, to enroll a brand in Brand Registry, you must provide the following information: Your brand name that has an active registered trademark; the active registered trademark for your brand must appear on your products or packaging.

Does Amazon tell you who bought what registry? ›

Does Amazon tell you who bought off your registry? Yes, Amazon keeps a list of who bought what gift when, so when it's time to write thank-you notes, you know who to thank (and who to skip). You can see the details in Your Thank You List on your registry.

Can a brand stop you from selling on Amazon? ›

Amazon Restricted and Gated Brands

If sellers want to list products from gated brands such as Adidas, Levi's, or MAC, they have to go through an approval process. Gated brands on Amazon usually see a large volume of counterfeit versions of their product.

How much does it cost for Amazon brand registry? ›

What is the Amazon Brand Registry Cost? Nowadays, there are no additional costs for Amazon Brand Registry. However, at the same time, you will need to register your trademark to meet the requirements for application on the Brand Registry on Amazon. Usually, fees to register a trademark vary from $225 to $400.

Does brand name matter on Amazon? ›

The brand attribute on a listing should match the name of the brand that produced the product (that is, an AmazonBasics product should always show "by AmazonBasics" on the detail page). Amazon considers a brand to be a name that represents a product or set of products.

What does brand registry do? ›

Brand Registry has a dedicated team which brand owners can contact to report intellectual property infringement, policy violations, listing issues and technical issues, and also escalate previously submitted cases.

Can I register someone else's brand on Amazon? ›

Amazon Brand Registry Trademark Guidelines

Only the brand owner can enroll a trademark. An authorized agent must have the owner enroll the brand first and then add the authorized user as an additional user.

Can I name my product after a brand? ›

In most cases, you cannot name your products after celebrities. Names are part of a celebrity's brand, and using their name on your products may mean consumers associate your goods with the celebrity.

Can I have two brands on Amazon? ›

If you're running them through the same legal entity (i.e. one company or as a sole trader) but want two separate brands, then they should usually fall under the same account, but if the product ranges don't overlap then Amazon may approve you having two accounts. Contact Seller Support for approval.

How long does a registry stay on Amazon? ›

Amazon totally understands and gives you a full 90 days to make free returns of the items on your registry. Plus, you don't have to drive to a store and return it; you simply have to ship the box back.

What are you not allowed to sell Amazon? ›

What products are restricted on Amazon?
  • Alcohol.
  • Animals & Animal-Related Products.
  • Art – Fine Art.
  • Art – Home Decor.
  • Automotive and Powersports.
  • Composite Wood Products.
  • Cosmetics & Skin/Hair Care.
  • Currency, Coins, Cash Equivalents, and Gift Cards.
2 Dec 2020

How do I sell my own brand on Amazon? ›

How to sell your products on Amazon?
  1. Become an Amazon seller. To start selling on Amazon, all you need is your GST/PAN information and an active bank account. ...
  2. List your products. Provide your product information, brand name and other specifications. ...
  3. Delivering your product. ...
  4. Get paid for your sales.

How do I get permission to sell a brand on Amazon? ›

How to Get Amazon Categories Approval
  1. Go to your Seller Central account and click on inventory.
  2. Select 'Add a Product'
  3. Search for the product you want to sell.
  4. If it returns as restricted, click 'Listing Limitations Apply'
  5. Click the 'Request Approval' button.
3 Feb 2022

How do you know if a product is brand registered on Amazon? ›

How do I know if a brand is registered on Amazon? As a buyer, the easiest way to know if a brand is registered on Amazon is to check if they have an Amazon store or Enhanced Brand Content (also called A+ Content) on the product listings page.

Can you see if someone viewed your registry? ›

You can see who has visited your registry and signed your Guestbook when you login to your account and hover over Settings located at the top of the page.

Can people see if you return an Amazon registry gift? ›

Oh, and ... the sender won't know you returned your gift. Since you can get your refund on an Amazon gift card, the person whose gift you're returning will never be notified or alerted.

Do Amazon registries show your address? ›

It will show only the buyer's name, the billing address, the products included in the shipment, and the gift note (if applicable).

What brands does Amazon refuse selling? ›

  • Birkenstock. Facebook/Birkenstock. While Birkenstock used to sell on Amazon, the brand stopped at the end of 2016. ...
  • LVMH brands. Wikimedia Commons. ...
  • Rolex. Getty/Astrid Stawiarz. ...
  • Vans. Pablo Cuadra/Getty Images. ...
  • Barbour. Barbour. ...
  • Patagonia. Patagonia. ...
  • Asics. Asics. ...
  • The North Face. The North Face Facebook.
15 Dec 2017

Can sellers get scammed on Amazon? ›

With thousands of sellers created every day on Amazon and a few obstacles to entry, it is no surprise that there is a big risk for seller frauds. A recent study from Marketplace Pulse reported that there are 100 new counterfeit accounts created every day.

How much does it cost for Amazon to sponsor your product? ›

Although the minimum daily budget is $1, Amazon recommends a minimum of $10 to ensure your ads do not stop showing in the middle of the day. The company notes that you will typically see performance results — such as impressions, clicks, and sales — with a beginner budget of just $10 a day.

Should I use my name as my brand? ›

Using your own name maximizes the value of your personal credibility as a respected and reputable supplier in your market. Builds trust and credibility: Customers like to know there are real people behind a business who will be accountable for their products and services.

Why is my brand not showing on Amazon? ›

Check via Inventory > Manage Inventory if you have any stock available for the product. If none, Amazon will mark your listing as inactive until you restock your inventory. If your account is inactive, then all of your listings will go inactive as well. This also happens when you turn on the holiday settings.

What is considered a brand on Amazon? ›

Amazon considers a brand to be a name that represents a product or set of products. Products from the same brand share a common name, logo, or other identifying mark that appears on the product or its packaging, and are distinguished from similar products that do not belong to that brand.

What is the process of brand registration? ›

A few simple steps, as explained below and you would have the much-needed legal protection of your brand name registration in India.
  1. Step 1: Trademark Search. ...
  2. Step 2: Filing Trademark Application. ...
  3. Step 3: Examination. ...
  4. Step 4: Publication. ...
  5. Step 5: Registration Certificate. ...
  6. Step 6: Renewal.
10 Aug 2016

Can I use brand name without registration? ›

Your third question: yes, you can sell under any name without having the need to register it. Registration protects your brand name from possible thefts and misuse of your creatives, contents and other intellectual property associated with it.

Can I use a brand name without registering it? ›

Unlike other legislation of various different countries, registration of a trademark is not mandatory in India. An unregistered trademark is also protected and has certain benefits. However, an unregistered trademark does not possess the statutory right of infringement.

How many brands can I register with Amazon? ›

As far as I know, you can sell as many brands as you like on your own Seller account, provided you have permission from each of the brand owners.

Can I sell someone else's product as my own? ›

To do this legally, you should be getting permission to rebrand another's product as your own and this is typically done through the use of a “White Label Agreement.” A white label product is a product or service produced by one company (the producer) that other companies (the marketers) rebrand to make it appear as if ...

How long does it take to get a brand approved? ›

Usually, the process takes 12 to 18 months. Registering your trademark is a complex procedure that involves your application moving through various stages. Learning about each stage in the process will help you understand why getting a trademark takes as long as it does.

How long does it take to get approved to sell on Amazon? ›

How long does it take to get approved to sell on Amazon? If you submit all the necessary information and documentation, you will typically be approved within 24 hours.

How long does it take for Amazon merch to accept you? ›

How long until I get approved for Merch By Amazon? In the beginning, approval times were much faster but as of writing, the approval times can be as quick as 1 week and as long as 2 months.

How do I know if my Amazon brand is registered? ›

How do I know if a brand is registered on Amazon? As a buyer, the easiest way to know if a brand is registered on Amazon is to check if they have an Amazon store or Enhanced Brand Content (also called A+ Content) on the product listings page.

What makes a brand easily recognized? ›

It is considered successful when people are able to recognize a brand through visual or auditory cues such as logos, slogans, packaging, colors, or jingles rather than being explicitly exposed to a company's name.

How much does it cost to get brand registered on Amazon? ›

Is there any additional price? There is no extra price for using Amazon Brand Registry, however, your brand should be registered as a trademark in the US. This costs US$499 for 10 years.

What should I not sell on Amazon? ›

Here's our list of products that any sellers should try to avoid selling on Amazon:
  • Saturated products. ...
  • Cell Phones & Accessories. ...
  • Trademarked/Patented Products and Counterfeits. ...
  • Items for less than $10. ...
  • Fad & Seasonal products. ...
  • Makeup Products. ...
  • Fragile Products. ...
  • Products that Have Too Many Variations.
9 Jun 2020

What are you not allowed to sell Amazon? ›

What products are restricted on Amazon?
  • Alcohol.
  • Animals & Animal-Related Products.
  • Art – Fine Art.
  • Art – Home Decor.
  • Automotive and Powersports.
  • Composite Wood Products.
  • Cosmetics & Skin/Hair Care.
  • Currency, Coins, Cash Equivalents, and Gift Cards.
2 Dec 2020

How much does the average person make selling on Amazon? ›

What are the average monthly sales for Amazon sellers? Most Amazon sellers make at least $1,000 per month in sales, and some super-sellers make more than $100,000 each month in sales. 50% of Amazon sellers make $1,000 to $25,000/month, which could mean $12,000 to $300,000 in annual sales.

Is it hard to get accepted to Amazon Merch? ›

Getting into Merch by Amazon can be a difficult process for those who are new to the world of POD. Getting into Merch by Amazon requires approval and not everyone gets accepted.

How do you get selected in Merch by Amazon? ›

How to get accepted to Merch by Amazon FAST - YouTube

How many times can I apply to Merch by Amazon? ›

The number of products you create and sell is limited by Amazon Merch. If you're starting out, you're allowed only 10 submissions. As your sales and quality of designs and products grow, Amazon increases your tier (how many designs you can submit).

Do I need a trademark for brand registry? ›

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).

Does brand name matter on Amazon? ›

The brand attribute on a listing should match the name of the brand that produced the product (that is, an AmazonBasics product should always show "by AmazonBasics" on the detail page). Amazon considers a brand to be a name that represents a product or set of products.

Can you have the same brand name as someone else on Amazon? ›

If your trademark registration is for a different class of goods than the other trademark holder, you are fine. Amazon goes by registered trademarks, so your mark will have to register (it's now taking a good year+ for it to go through when there are no problems) before you pass muster with Amazon.


1. How to Register Your Brand in Amazon's Brand Registry
(Travis Marziani)
2. How To Enrol Your Brand Into Amazon's Brand Registry Program | Under 10 Minutes
(Luca Davenport)
3. How to Register Your Brand in Amazon's Brand Registry
(Camron James)
4. How I Registered My Brand in Amazon’s Brand Registry
(Travis Marziani)
5. Do You Need a Trademark to Sell on Amazon? [Brand Registry & Error 5665]
(Camron James)
(Selling on Amazon FBA)

Top Articles

You might also like

Latest Posts

Article information

Author: Edwin Metz

Last Updated: 08/13/2022

Views: 6061

Rating: 4.8 / 5 (58 voted)

Reviews: 81% of readers found this page helpful

Author information

Name: Edwin Metz

Birthday: 1997-04-16

Address: 51593 Leanne Light, Kuphalmouth, DE 50012-5183

Phone: +639107620957

Job: Corporate Banking Technician

Hobby: Reading, scrapbook, role-playing games, Fishing, Fishing, Scuba diving, Beekeeping

Introduction: My name is Edwin Metz, I am a fair, energetic, helpful, brave, outstanding, nice, helpful person who loves writing and wants to share my knowledge and understanding with you.