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How to Register Your Brand on Amazon and Protect it in 2025?
Let’s get real about Amazon Brand Registry – it’s not just another bureaucratic checkbox, it’s your brand’s shield and megaphone in the wild west of e-commerce. If you’re selling on Amazon (or thinking about it), understanding Brand Registry isn’t just helpful – it’s critical. Picture this: your products are out there, potentially being misrepresented, counterfeited, or lost in the noise. Brand Registry is your secret weapon to fight back.
What Exactly is the Amazon Brand Registry?
Think of Brand Registry as your VIP pass in the Amazon marketplace. It’s more than just a program – it’s a comprehensive protection and marketing toolkit designed specifically for brand owners.
To report intellectual property infringement, policy breaches, listing issues, technical issues, and to escalate complaints that have already been submitted, brand owners can get in touch with Brand Registry’s specialised team.
Brand Registry also gives brand owners access to additional marketing programs, including A+ Content, and Amazon Storefronts.
Why Enroll in Amazon Brand Registry?
Amazon Brand Registry is a comprehensive solution designed to:
- Protect Your Brand’s Reputation: Stop unauthorized sellers from hijacking your listings
- Control Your Product Narrative: Ensure your products are represented exactly how you want
- Access Exclusive Marketing Tools: Create Amazon Storefronts and A+ Content that make your brand pop
Why did Amazon introduce Brand Registry?
Amazon has faced several lawsuits from brands alleging that not enough was being done to prevent counterfeit products from being sold, among other intellectual property (IP) violations.
Brand Registry appears to have been put in place to help stop the site’s counterfeiting and intellectual property infringement problems. Additionally, it shifts some of the responsibility to track infractions from Amazon to brand owners.
Brand Registry facilitates Amazon’s implementation of its Standards for Brands Selling in the Amazon Store by identifying brand owners and their authorised resellers. Amazon is informing brands that they are no longer permitted to sell directly to consumers via the Amazon Marketplace as a result of this new policy. Rather, their sole choice is to act as a merchant and sell goods straight to Amazon Retail.
What changed with Brand Registry 2.0?
Amazon Brand Registry 2.0 takes brand protection to the next level with tools like:
- Content Control: Ensure your product listings remain accurate and visually appealing.
- Dedicated Support Team: Quickly resolve IP infringement, listing errors, and technical issues.
- Enhanced Reporting Tools: Easily identify and report counterfeit listings or unauthorized sellers.
Can You Enroll Without a Trademark?
Yes, it’s possible! It’s a common misconception:many sellers think they can’t join without a registered trademark.While having a registered trademark is the easiest way to join, Amazon offers an alternative path for those without one. Amazon’s IP Accelerator program connects sellers with vetted legal professionals who can help fast-track the trademark registration process. This can enable early access to Brand Registry while your trademark is pending—giving you a head start on protecting your brand.
The Real Benefits Beyond Protection
Brand Registry isn’t just about stopping copycats. It’s a strategic platform that gives you:
- Dedicated Support: A specialized Amazon team that actually understands your brand’s unique challenges
- Advanced Reporting Tools: Quickly identify and report potential intellectual property violations
- Marketing Superpowers: Create rich, engaging product listings that convert browsers into buyers
What Most Sellers Don’t Know
Here’s an insider tip: Amazon uses the infringement reports you submit to train their algorithms. The more precise and frequent your reports, the smarter their system becomes at protecting your brand automatically.
Is It Worth the Effort?
Absolutely. But here’s the catch – you can’t just set it and forget it. Successful Brand Registry management requires:
- Regular monitoring
- Prompt reporting of violations
- Strategic use of marketing tools
- Understanding Amazon’s ever-changing policies
How do I sign up for Brand Registry?
To begin the Brand Registry enrolment procedure, go to Amazon.
You will be prompted to select which of the 12 countries you want to enrol in after hitting the enrolment button. After that, you’ll be taken to the country-specific Amazon page. The United States, Canada, Mexico, Brazil, the United Kingdom, Germany, France, Italy, Spain, Australia, India, or Japan are some examples of these. Neither China nor Turkey are options.
To enroll in Brand Registry you’ll need to have:
- A live registered trademark that matches the brand name printed on products and/or packaging.
You’ll also need to provide:
- Images of the brand’s logo.
- Images of products and packaging that carry the trademarked brand name. If the product itself is not branded, the packaging must be branded.
- A list of product categories (e.g., apparel, sporting goods, electronics) in which the brand should be listed.
- A list of countries where the brand’s products are manufactured and distributed.
If you were enrolled in the old Brand Registry 1.0, that program is now defunct, and you will not be automatically transferred to Brand Registry 2.0. You need to reapply, following the instructions above.
Warning: Common Pitfalls to Avoid
- Don’t Abuse the System: False claims can get your Brand Registry access revoked
- Stay Proactive: Don’t wait for issues to find you
- Keep Documentation: Maintain clear records of your intellectual property
Ready to take control of your Amazon presence? At Xelva Studio, we live and breathe Amazon strategies. Our team doesn’t just help you register – we provide end-to-end support to maximize your Brand Registry potential.
What We Offer:
- Brand Registry Application Assistance
- Comprehensive Brand Protection Strategies
- Marketing Optimization for Amazon Storefronts
- Ongoing Compliance and Monitoring
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Don’t let your brand get lost in the Amazon shuffle. Book your free consultation today and discover how we can turn your Amazon presence from surviving to thriving.
Disclaimer: Amazon policies change rapidly. Always consult with a professional (like us!) to get the most current guidance.
Can private label sellers enroll in Brand Registry?
Yes, provided that you fulfil the aforementioned requirements. A private label is a brand.
Can an agent enroll in Brand Registry on my behalf?
No, the rights owner must accept the terms and conditions and enrol in Brand Registry themselves.After that, they can grant agents access to the Brand Registry tools and designate them as brand representatives.
How long does it take to get approved for Brand Registry?
It depends, much like with most Amazon teams. Although it could take longer if the team is busy, the majority of our clients have received approval in less than a day.
How much does the Amazon Brand Registry application cost?
Joining the brand register is free. The only cost would be registering your trademark with the relevant country or countries.
Do I need to apply for Brand Registry separately for each Amazon marketplace?
Yes, each country has its own registry so you need to apply separately.
Olivia Hayes
Content Writer | Blog Specialist | Social Media Planner | Content ResearcherI create engaging content, plan effective social media strategies, and deliver insightful research to enhance brand visibility and impact.