If you sell branded products on
Amazon, enrolling in Amazon Brand Registry is one of the smartest moves you can
make. It unlocks powerful tools to protect your listings, fight counterfeits,
and grow your brand — but the process can feel a little confusing the first
time through.
This guide walks you through
every step, from checking your eligibility to getting your first approval
email. No jargon, no skipped steps.
What is Amazon Brand Registry?
Amazon Brand Registry is a free
program that gives brand owners more control over their product listings and
more tools to protect their brand from counterfeiters, unauthorized sellers,
and listing hijackers.
Once you’re enrolled, you get
access to:
•
A+ Content (richer product pages with images and
comparison tables)
•
Sponsored Brands advertising
•
Brand Analytics (real search and sales data)
•
Project Zero and Transparency (anti-counterfeit tools)
•
Report a Violation tool (fast takedown requests)
In short: it turns your Amazon
presence from a basic seller account into a proper brand presence. Over 700,000
brands are currently enrolled worldwide.
Step 1: Check your eligibility
Before you start the application, make sure you meet Amazon’s two main requirements.
Requirement 1: A registered trademark
This is the big one. Amazon Brand Registry requires a registered or pending trademark for your brand name or logo. The trademark must be registered with an approved trademark office.
Accepted trademark offices include:
• United States Patent and Trademark Office (USPTO)
• European Union Intellectual Property Office (EUIPO)
• UK Intellectual Property Office (UKIPO)
• IP Australia, CIPO (Canada), INPI (Brazil), and several others
Pro tip:
Amazon also accepts pending trademark applications in many regions, not just
fully registered ones. If yours is pending, you can still apply — you’ll just
need to provide the application number.
Requirement 2: Your brand name must appear on your products
The brand name in your trademark application must visibly appear on your products or packaging. Amazon may ask for photos as proof during the verification process
Step 2: Prepare your documents
Getting your paperwork ready
before you start the application saves a lot of back-and-forth. Here’s what
you’ll need:
|
What you need |
Details |
|
Trademark registration number |
Or pending application number from your trademark office |
|
Brand name |
Must exactly match what’s on your trademark application |
|
Product categories |
The Amazon categories where your products are listed |
|
Product images |
Photos showing your brand name on the product or packaging |
|
Selling account |
An active Amazon Seller Central or Vendor Central account |
Step 3: Start your application
Head to brandregistry.amazon.com and sign in with your Seller Central or Vendor Central credentials. If you have multiple marketplace accounts, sign in with the account for the primary marketplace you want to register under.
Click “Enroll now” and follow these steps:
1. Enter your brand name exactly as it appears on your trademark
2. Select the trademark office and enter your registration or application number
3. Choose the product categories your brand sells in
4. Upload photos of your products showing the brand name on the product or packaging
5. List the countries where your products are manufactured and distributed
6. Review everything and submit
Double-check
that your brand name matches your trademark exactly — letter for letter,
including capitalisation. A mismatch is the most common reason applications get
rejected or delayed.
Step 4: Complete the verification process
Step 5: Wait for approval
Once verification is complete, Amazon reviews your application. Approval typically takes anywhere from a few hours to a few business days for registered trademarks. Pending trademark applications can take longer — sometimes several weeks.
You’ll receive a confirmation email when your brand is approved and enrolled.
Check
your spam folder if you don’t see the verification or approval email within a
few days.
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