If you’re an entrepreneur selling on Amazon, protecting your brand should be a top priority. One of the most effective ways to safeguard your products and intellectual property is through Brand Registry Amazon.
Introduction to Amazon’s Brand Registry
- Amazon Brand Registry is a program designed to help brand owners protect and grow their brand on Amazon.
- It provides a range of benefits, including brand protection, sponsored brand ads, and customer insights.
- By enrolling in the program, brand owners can increase their brand presence and sales on Amazon.
- The program is free to join and requires a registered or pending trademark.
- Amazon Brand Registry is a powerful tool for brand owners to manage their brand and products on Amazon.
What is Brand Registry Amazon?
Brand Registry Amazon is a program designed to help brand owners protect their trademarks and gain more control over their product listings. By enrolling in this program, you can prevent unauthorized sellers from misrepresenting your products and ensure that customers receive authentic items.
Benefits of Brand Registry Amazon
- Enhanced Brand Protection
With Brand Registry, Amazon monitors your listings for potential infringements. This means fewer counterfeit products and reduced risk of competitors hijacking your listings. - Access to Advanced Tools
Registered brands get access to tools like the Amazon Transparency Program, A+ Content, and Sponsored Brand Ads. These features allow you to enhance your product listings, improve customer trust, and increase sales. - Improved Control Over Listings
Brand owners can edit titles, product descriptions, and images on their listings, ensuring consistency across the platform. This helps maintain your brand identity and improves customer experience. - Reporting and Enforcement
Brand Registry Amazon provides a straightforward reporting system to flag infringement or counterfeit activity. This empowers brands to take swift action against unauthorized sellers.
Benefits of Brand Registry
- Brand Registry provides comprehensive brand protection, including protection against counterfeit listings and intellectual property infringement.
- It offers sponsored brand ads, which can help increase brand visibility and sales.
- The program provides customer insights, including data on customer search and purchase behavior.
- Brand owners can use the program to create a brand store and offer enhanced brand content.
- The program also provides a brand dashboard, where brand owners can track their performance and manage their brand.
Brand Protection
- Brand protection is a key benefit of the Amazon Brand Registry program.
- It helps protect brand owners against counterfeit listings and intellectual property infringement.
- The program provides a range of tools, including a brand registry portal, to help brand owners manage their brand and protect their intellectual property.
- Brand owners can use the program to report counterfeit listings and incorrect product details.
- The program also provides access to the IP Accelerator, which connects brands with trusted law firms to help with trademark registration.
Brand Registered Requirements
- To enroll in the Amazon Brand Registry program, brand owners must have a registered or pending trademark.
- The trademark must be issued by a government trademark office, such as the USPTO.
- Brand owners must also have an Amazon seller account and a brand name and logo.
- The program requires a unique brand name and trademark category.
- Brand owners must also agree to the program’s terms and conditions.
Trademark Registration
- Trademark registration is a key requirement for the Amazon Brand Registry program.
- Brand owners can use the IP Accelerator to connect with trusted law firms and register their trademark.
- The program provides a range of trademark registration services, including a comprehensive brand review.
- Brand owners can also use the program to conduct a trademark search and ensure their brand name is available.
- The program requires a registered trademark number, which must be issued by a government trademark office.
Enrolling in the Program
- To enroll in the Amazon Brand Registry program, brand owners must meet the program’s requirements.
- They must have a registered or pending trademark and an Amazon seller account.
- Brand owners must also provide a brand name and logo, as well as a unique trademark category.
- The program requires a comprehensive brand review, which must be conducted by a trusted law firm.
- Brand owners can enroll in the program through the Amazon Brand Registry portal.
Brand Dashboard
- The brand dashboard is a key tool for brand owners in the Amazon Brand Registry program.
- It provides a range of data and insights, including customer search and purchase behavior.
- Brand owners can use the dashboard to track their performance and manage their brand.
- The dashboard also provides access to sponsored brand ads and other marketing tools.
- Brand owners can use the dashboard to optimize their product listings and increase sales.
Brand Ads and Sponsored Content
- Sponsored brand ads are a key benefit of the Amazon Brand Registry program.
- They can help increase brand visibility and sales, and provide a range of targeting options.
- Brand owners can use the program to create sponsored brand ads and sponsored products.
- The program also provides access to sponsored display ads and other marketing tools.
- Brand owners can use the program to optimize their ad campaigns and increase ROI.
How to Enroll in Brand Registry Amazon
Enrolling in Brand Registry Amazon is relatively simple:
- Have a Registered Trademark – Your brand must have an active registered trademark in the country where you want to enroll.
- Create an Amazon Brand Registry Account – Go to Amazon’s Brand Registry portal and sign in with your seller account.
- Provide Brand Information – Submit your trademark details, images of your products, and the logo for verification.
- Verification – Amazon will verify your information, usually via email or phone. Once approved, your brand is officially registered.
Tips for Maximizing Brand Registry Benefits
- Use A+ Content to showcase your products with detailed descriptions and high-quality images.
- Enroll in the Transparency Program to prevent counterfeit products from reaching customers.
- Regularly monitor your listings for unauthorized sellers and take action immediately.
What Is the Brand Referral Bonus?
The Brand Referral Bonus is a program Amazon offers to brand‑registered sellers to reward them for driving external traffic (traffic from outside Amazon) to their product listings. When someone clicks a tracked link you share on your website, social media, email, or ads and then makes a purchase on Amazon, you can earn a bonus credit—typically around 10% of the qualifying sales. This credit is applied against your future Amazon referral fees, which helps reduce your costs as a seller.
How It Works
- Brand Registry Required – Your brand must be enrolled in the Amazon Brand Registry, and you need an active seller account.
- Use Amazon Attribution – Create Amazon Attribution tags to track the traffic you send from outside Amazon. Only sales tracked with these tags count for the bonus.
- Drive External Traffic – Share your tagged links via social media, email campaigns, Google ads, influencers, blog content, etc.
- Earn Credits – When someone buys your product on Amazon after clicking one of these links, Amazon credits your account with a bonus (about 10% of the sales). These credits are used to reduce future referral fees you owe to Amazon.
Important Details
- Bonus applies to additional purchases: If the same customer buys other items from your brand within ~14 days of the tracked click, those sales may also earn a bonus.
- Credit timing: Amazon usually credits the bonus about two months later to allow for order cancellations or returns before calculating fees.
- Only external traffic counts: Sales via Amazon’s internal ads (like Sponsored Products) don’t qualify for this bonus.
- Availability: Currently, the Brand Referral Bonus program is primarily available for sellers in the United States marketplace.
Why It Matters
This program helps brands boost profitability by effectively lowering referral costs when they successfully drive their own traffic to Amazon. It also encourages sellers to build multi‑channel marketing strategies that complement their Amazon presence.
Understanding Brand Ownership
Brand ownership refers to the legal right to use and control a brand’s identity, products, and intellectual property. Owning a brand gives you exclusive control over how your products are marketed, sold, and represented in the marketplace.
Why Brand Ownership Matters
- Legal Protection
Owning a registered trademark protects your brand from counterfeiters and unauthorized sellers. Without brand ownership, others could sell similar products under your brand name, potentially harming your reputation. - Control Over Listings
On platforms like Amazon, brand ownership allows you to manage your product listings, edit content, and create enhanced brand experiences like A+ Content or Storefronts. - Access to Programs
Brand owners can enroll in programs such as:- Amazon Brand Registry – Protects your intellectual property and gives control over listings.
- Brand Referral Bonus – Rewards you for driving external traffic to your Amazon products.
- Transparency and Project Zero – Helps prevent counterfeiting.
- Market Credibility
Owning a brand establishes trust with customers and can differentiate your products from competitors, giving you a competitive edge.
How to Establish Brand Ownership
- Create a Unique Brand Name and Logo – Make sure your brand is distinct and not already used by others.
- Register a Trademark – Apply for a trademark in your target market. This is often a legal requirement to enroll in brand protection programs like Amazon Brand Registry.
- Document Brand Usage – Keep records of product designs, packaging, marketing materials, and sales to prove that you are the rightful owner.
- Enforce Your Rights – Monitor marketplaces and take action against unauthorized sellers or counterfeit products.
What the Transparency Program Is
Amazon Transparency is a product serialization and verification system where each individual unit of a brand’s product is given a unique, scannable code (a 2D barcode). Amazon scans these codes throughout the supply chain — and customers can scan them too — to confirm that a product is authentic before it’s shipped or received.
How It Works
- Enroll Your Brand & Products
- The brand must already be in Amazon Brand Registry.
- Products need to be enrolled in the Transparency program via the Amazon Brand Registry portal.
- Assign Unique Codes
- Amazon issues or accepts unique Transparency codes for every individual product unit.
- These can be Amazon‑issued codes printed on labels/packaging, or brands’ existing serial codes connected to Amazon’s system (interoperability).
- Verification in the Supply Chain
- Each unit is scanned at Amazon fulfillment centers. If the code is missing or doesn’t match, the unit can be blocked or flagged as counterfeit.
- Customer Verification
- Buyers can use the Amazon Shopping app or the standalone Transparency app to scan the code and confirm authenticity. If the code is valid, they see a green checkmark; if not, a warning appears.
Key Benefits
✅ Stronger Protection Against Counterfeits
Only products with valid Transparency codes can be listed and shipped to customers — fake or unauthorized units without codes are blocked.
✅ Enhanced Customer Trust
Customers can independently verify that they received a genuine item, boosting confidence and reducing returns/complaints.
✅ Greater Supply Chain Visibility
Brands get insights into product movement, including batch and lot tracking, which helps identify manufacturing or distribution issues.
✅ Global Protection
Once enrolled, products are protected across all Amazon stores where Transparency is available (e.g., US, Canada, Europe, Australia, Japan, India).
✅ Customer Engagement Opportunities
Brands can provide additional information (like product stories, usage tips, videos or promotions) that customers can see after scanning.
Conclusion
For any business serious about selling on Amazon, enrolling in Brand Registry Amazon is a smart move. Not only does it protect your intellectual property, but it also provides tools that can help your brand stand out and grow. If you haven’t already, consider taking the steps to secure your brand today.
FAQs
- What is Amazon Brand Registry?
Amazon Brand Registry is a program that helps brand owners protect their trademarks, control product listings, and prevent unauthorized sellers from misrepresenting their products. - Who is eligible for Amazon Brand Registry?
To enroll, you must have a registered trademark in the country where you want to register your brand. You also need an active Amazon seller or vendor account. - What are the main benefits of enrolling in Brand Registry Amazon?
Benefits include enhanced brand protection, control over product listings, access to advanced marketing tools like A+ Content and Sponsored Brand Ads, and a system to report counterfeit products. - How long does it take to get approved for Amazon Brand Registry?
The verification process usually takes a few days to a couple of weeks, depending on how quickly Amazon can confirm your trademark and brand information. - Can I update my brand information after enrollment?
Yes! After your brand is registered, you can update product details, images, logos, and other brand information through the Brand Registry portal to ensure consistency and maintain your brand identity.
