Amazon Brand Registry
Amazon Brand Registry is a critical part of every brands success on the Amazon platform. In this article we’ll walk you through the steps of How to Apply for Amazon Brand Registry, understand brand benefits, assign user roles and more.
Brand Registry – Table of Contents
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What is Amazon Brand Registry?
Amazon Brand Registry is a program that allows trademark owners to enroll their brand with Amazon to protect and enforce their trademark, control their product detail pages and gain access to a host of other brand-exclusive benefits. Access to these benefits has become so crucial to success on Amazon that it isn’t recommended that you attempt to sell on Amazon without it.
Amazon Brand Registry Requirements
The primary requirement for enrolling in Amazon Brand Registry is a Trademark. Amazon allows you to enroll any global trademark into any marketplace for Brand Registry but you don’t always have jurisdiction. Previously Amazon required a brand owner to have a fully registered trademark in the country where they were enrolling. However, due to the length that a trademark can take (upwards of 12-18 months+ in some cases), Amazon has begun allowing some brands to enroll with a pending Trademark Serial Number as well.
Amazon IP Accelerator
To assist brands with the arduous process of registering a new trademark, as well as expediting the timeframe where Amazon would allow a brand to gain access to benefits that can increase their sales (of which Amazon gets 15%+) Amazon introduced the Amazon IP Accelerator program. This program selected a handful of trusted IP Attorneys with pre-negotiated rates for a Trademark Search and Trademark Registration for Amazon Sellers. The benefit of registering a trademark with an IP Accelerator Firm is early access to brand registry gained once the trademark has been filed (typically within 30 days).
This allows brands to accelerate sales while their trademark is still pending by giving them full access to the suite of Brand Registry benefits. Keep in mind that to retain brand registry benefits, the trademark must ultimately be accepted by the US Patent & Trademark Office (USPTO). If, for some reason, your trademark is later denied or fails to become registered, you will ultimately lose your brand registry benefits.
Amazon Brand Registry Process
There are three phases to fully utilizing Amazon Brand Registry. The first is creating an Amazon Brand Registry account. The second is enrolling your brand or brands into brand registry, which requires submitting a verification code forwarded from your trademark attorney, and the third is activating any existing products to connect them with your Brand Registry account.
The last step is only necessary for listings created before Brand Registry was acquired, as any listings created after Brand Registry is acquired should automatically be enrolled. If you have received brand registry after uploading inventory, you may be required to perform a full or partial update using an Excel flat file to activate brand registry for your products.
If you want to check if a product in your inventory has brand registry applied, you can go to Reports, Business Reports, and Brand Performance, where you will see a list of all the products currently enrolled in your brand registry. You can also confirm if individual listings are enrolled in Brand Registry by seeing which ASIN’s you can add A+ content to, as only enrolled ASIN’s will be eligible. Amazon will often require a valid GS1 UPC and a manufacturer part number to activate brand registry. If you don’t have part numbers, you can simply add your product SKU to the manufacturer part number field to activate.
How to Apply for Brand Registry
Let’s walk through how to apply for Brand Registry on Amazon. To get started, you’ll need to log into your Amazon Seller central account using your primary login email. This critical step ensures that your Seller Central and Brand Registry accounts are properly “linked.” (The only exception is for brand owners looking to enroll in brand registry and assign their rights to a distributor or authorized reseller, but do not plan on selling themselves directly.)
From there, click the link below and follow the steps as outlined. There are two components to brand registry to point out. The first is creating and validating your seller information, and the second is enrolling your brand(s). Amazon has stated that the more data brands provide, the more they can use that information to automate protections on the brands behalf to remove potential counterfeit listing updates before they are live.
NEVER allow someone else to register or enroll your brand on your behalf, whether an agency, consultant, attorney, or distributor. Even if you don’t plan to sell on Amazon as a brand directly, it’s imperative that you enroll the brand yourself and then assign brand registry benefits to the necessary users. This allows you to retain control of your brand and brand registry and revoke access to additional users if necessary.
Creating a Brand Registry Account
If you plan to create a Brand Registry account that is separate from a Seller Central Account (for brands who want to perform brand protection but are not currently selling on the Amazon platform), you will need to perform the following:
- Enter Corporate/legal information
- Verify identity via SMS/Text
- Accept the Brand Registry Terms & Conditions
- Click “Save”
If you already have an Amazon Seller Central account, all you will need to do is to first Login to your Seller Central Account and then click on the link to Apply for an Amazon Brand Registry Account. Just Click “Review terms and continue”.
Next you will need to accept the terms and continue.
Once your Amazon Brand Registry Account has been created, you must enroll each brand separately by following these steps.
How to Enroll your Brand in Brand Registry
There are three steps you must complete to enroll each new brand into Brand Registry:
1) Brand Information
In this section you will need to provide the brand name exactly as it appears on your Trademark. The one exception is in regards to capitalization. By default, the USPTO will register all brands in ALL CAPS. However, if you have a specific preference in terms of brand name capitalization or already have your products listed on Amazon you will want to match the capitalization of your brand name exactly as you want it to be listed. Amazon will approve it as long as the letters match your trademarked brand name.
Trademark Number
Next select the Trademark Office (USPTO for US Trademark Registrations) and enter either the Serial Number (Pending Trademarks) or Registration number (Fully Registered Trademarks). If you don’t have access to your Trademark number, you can look it up on the USPTO Trademark Electronic Search System (TESS).
Product Images
Next you will need to upload at least one photo of your product or packaging showing your brand name, logo or distinguishing mark permanently affixed to the product. It is import to use actual photos of your product and not renderings as those will not be accepted. It is recommended that you take pictures with your phone, product in hand, as opposed to uploading perfect product images on a white background which are easier to manipulate.
2) Selling Account Information
In this section you will need to select whether you are selling on Seller Central / 3P, Vender Central / 1P or neither. Once you select your platform you will be asked to select the merchant ID associated with your account.
Product Category
Next you will need to add the primary categories where your products will be sold on Amazon which you can select from the drop down menu. If your products are currently being sold on Amazon (even if listed by a reseller) you can enter the best selling ASIN’s for each product category in the section below.
eCommerce Sites
Lastly, enter your brands eCommerce website (i.e. Shopify) which Amazon will use to validate your brand as well as detail page control for products listed on Amazon. In addition, you can enter any additional marketplaces where you sell your products online at your own discretion.
2) Manufacturing and Distribution Information
In this section you will need to select whether or not you currently sell your products to distributors and which countries your products are currently being distributed in (which helps Amazon monitor your brand globally).
Licensee Information
Lastly, you must select whether or not you currently license your trademarks to other companies or individuals who manufacture products with your intellectual property. Once you have completed the enrollment form, select Submit.
Trademark Verification
Once you submit the application, Amazon will send a verification code to the contact for the registered trademark as designated by the USPTO (or selected trademark office). You should reach out to the registered contact (typically the filing attorney or company) and let them know they should be expecting the following email and ask them to forward it to you as soon as it is received. You will receive the following email from Amazon Brand Registry Support:
Amazon Brand Registry Support will then send the following email to the Trademark Contact on file:
Once you have received the verification code, login to Brand Registry, View your Case Log and enter the Case ID from the first email and select Go. Select the View or Respond next to the case, then select Reply and paste the Verification Code from the email into the case and select Send. Brand Registry will typically be completed within 1-2 business days after the verification code has been received by Amazon Brand Registry Support.
Enrolling Multiple Brands in Brand Registry
If you have multiple brands you can simply repeat the above process enrolling each new brand you want to associate with your account.
If you’re in need of assistance with Brand Registry and would like to learn more about how Avenue7Media can assist you with this as part of our Fully Managed Amazon Service, fill out the form below to book a discovery call today.
Amazon Brand Registry Benefits
There are numerous Amazon Brand Registry benefits available to brands that have a pending or registered trademark and Amazon is constantly adding to these. The primary benefits of Brand Registry are designed to Protect Your Brand, Connect To Customers, Grow Your Audience and Inform Your Strategy. Below is a summary of some of the most important current benefits of Amazon brand registry.
There are numerous Amazon Brand Registry benefits available to brands that have a pending or registered trademark and Amazon is constantly adding to these. The primary benefits of Brand Registry are designed to Protect Your Brand, Connect To Customers, Grow Your Audience and Inform Your Strategy. Below is a summary of some of the most important current benefits of Amazon brand registry.
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Product Detail Page Control
The primary benefit of brand registry is detail page control for every product on Amazon that is accurately listed and tied to your brand. While there are some exceptions that can create challenges such as retail contributions from Amazon Vendor, brand registry still allows you to submit cases in order to request that those retail contributions be removed allowing your content to display correctly.
A+ Content
A+ Content (formerly Enhanced Brand Content) is available for Brand registered owners, providing a more robust overlay of the traditional text description. Content layouts allow you to add photos, text, product specs and comparison charts in a much more elegant layout, adding more content to your product descriptions and enhancing the customer experience, increasing conversion rate and sales when done correctly. Learn more about Amazon +A Content.
Amazon Storefronts
Amazon Storefronts, also referred to as Amazon Brand Stores allows brand owners to create a mini-website on Amazon to feature and showcase all of their products in a way that fits their brand’s style, tone, and messaging. With Amazon Store Fronts you can create multiple brand pages featuring product lines with product links, photos, text modules, and video all designed to increase a customer’s purchase intent. Storefronts are the only place on Amazon that is free of competitor ads and allows brand owners to create custom links to accurately track external traffic and sales, leading to a page on the storefront.
Amazon Brand Ads
Brand Ads (formerly “headline search ads”) were previously only available to Vendor Central sellers but are now available for 3P brands with Brand Registry. Brand Ads allow you to create multiple ad types not available to other sellers including the primary Brand Ads that feature top placement in search results, as well as Storefront Ads, Video Ads and more. Brand Ads are unique in that they allow you to create custom ad copy and even use custom images, increasing click thru rates to your Storefront or Product Detail Page.
Amazon Sponsored Display Ads
Sponsored Display Advertising provides brand owners with audience targeting allows you to engage customers based on detail page views, past purchases or Amazon’s preset audience segments. In addition to audience and contextual targeting, Sponsored Display allows brands to continue retargeting customers even after they leave the Amazon platform.
Report a Violation
The Report a Violation tool allows brand owners to search by brand, trademark or product name and find all results within the Amazon system, including those that have been previously archived and no longer have active seller listings. In addition, sellers can also upload product images to search for other listings that are using the same or similar images and might be violating their Copyright. Sellers can quickly file copyright, trademark and patent infringement‘s against multiple listings using the tool..
Amazon Product Videos
Amazon Product Videos allows brand-registered sellers to upload product videos to the top of their product detail pages, typically displaying beneath the initial block of product images. These videos may also display under the Product Videos section further down on the detail page. Videos can increase conversion rate and customer satisfaction by demonstrating the features and benefits and showing customers the correct usage of the product.
Amazon Vine
Amazon Vine allows a group of Amazon’s trusted reviewers known as “Vine Voices” to leave honest feedback about products enrolled in the vine program. Sellers can enroll FBA products with fewer than 30 reviews for a fee of $200 per parent ASIN. The greatest challenge with Amazon Vine is that brands must provide free products, but Vine Reviewers are not required to leave a review. In addition, Vine reviewers may not match a brands target customer and provide mixed reviews based on their initial impression of the product.
Amazon Customer Reviews
The Amazon Customer Reviews section allow brands to review any new product reviews and offer customers a solution if they leave a rating of less than 4. Amazon allows brands to offer customers a refund or customer support based on the review, though Amazon does not provide the customer’s information. Brands can also mark reviews as “done” once they have reviewed or responded to the product review allowing users to better track their product review status.
Amazon Posts
Amazon Posts are Amazon’s foray into the world of social media. Using posts, brand-registered owners can create social posts made up of images and captions that show up on their Storefront, their product pages (primarily on mobile), and even on competitor listings. Posts allow users to tag products making it easy for customers to click on your product and go straight to the product detail page.
Amazon Live
Amazon Live is Amazon’s live streaming platform as a way for influencers, brand owners, and affiliates to engage with Amazon customers directly via live video stream. Live stream options include the ability to add products to your carousel, and even have the live stream show up on your product detail pages while streaming. Previous streams are viewable via a brand’s Amazon profile.
Manage Your Customer Engagement
Amazon’s Manage Your Customer Engagement (occasionally referred to as “MYCE”) is a way for brand owners to re-engage past customers via email campaigns through the Amazon platform. Brands can retarget past customers, repeat customers, high-spend customers, and even followers showcasing new products and upcoming discounts and deals. Amazon allows users to include an image and featured products in their preset templates with limited customization features and options.
Amazon Subscribe & Save
For consumable or repeat purchase products Amazon will automatically enroll eligible FBA products in Subscribe and Save, allowing customers to add products to a recurring purchase from Amazon at set intervals from 1 to 6 months. Amazon will then discount the products by 5%, 10% or 15% based on the number of products the customer has subscribed to receive on a recurring basis.
Amazon Brand Analytics
Amazon Brand Analytics provides crucial insight into your brand’s performance on the Amazon platform. After years of keeping most of this data internal, Amazon began offering brands more data including organic search data, search query performance, repeat purchase behavior, demographic data, products frequently purchased together, and frequency of the highest searched Amazon terms.
Amazon Brand Metrics
Amazon Brand Metrics is available through the Amazon Advertising Console and provides customer data and insight at different stages of the sales funnel. This allows brands to quantify the value of customer engagement at each step of the sales process, including brand awareness, brand engagement, new to brand, and comparison to competitors.
Amazon Attribution
Amazon Attribution is a free tool that allows brands to unify their Amazon Advertising reporting and measurement across social media, search, display ads, video advertising, and email marketing. With the ability to measure and analyze the impact of all digital media channels providing insight into detail page views, add to carts, orders, and sales revenue. This allows brands to measure what’s driving ROI and optimize their marketing strategies accordingly.
Amazon Brand Referral Bonus
Amazon’s Brand Referral Bonus program is designed to incentivize brands to drive external traffic to Amazon, whether from email, social or paid advertising. Amazon tracks purchases made via the Attribution link tags and offers brands a referral bonus for each sale which is 10% on average, depending on the category. Brand owners can receive also receive bonuses for additional purchases made within 14 days of clicking the link. Bonus Referrals have a 2-month waiting period before the bonus is credited to the seller’s account to allow for returns and refunds.
Amazon Manage Your Experiments
Amazon’s Manage Your Experiments allows brand owners to A/B test product images, product titles, product bullet points, product descriptions, and A+ Content. Both versions are shown at the same time but to different groups of customers and allow brand owners to see which performs better and publish the winning version. ASINs must have a threshold of traffic to be eligible for experiments based on the likelihood that they will gain statistically significant data.
Amazon Project Zero
Amazon Project Zero is a self-service counterfeit removal program allowing brand owners to identify and remove counterfeit listings from Amazon quickly and efficiently without having to wait for Amazon to review infringement reports. Brand owners become eligible if they have submitted multiple infringements using the Report a Violation Tool with a 90% or greater acceptance rate within the prior 6 months. Once granted, brands must retain a 99% accuracy rate in order to maintain ongoing access to the Project Zero program.
Amazon Transparency
Amazon Transparency is a program that allows brands to reduce counterfeit products being listed on Amazon by applying a unique scannable code to every product that is shipped (including off-Amazon sales channels). Once a product is enrolled in Transparency, that product cannot be listed or sold on Amazon by any seller without the proper code affixed to each product. While Transparency can be used to reduce counterfeits, it cannot be used as a means of channel control.
Amazon Counterfeit Crimes Unit
Amazon’s Counterfeit Crimes Unit helps to stop bad actors by not only removing counterfeit products from the platform but also by following up with legal action including filing civil litigation as well as disrupting the supply chain at every stage in order to prevent counterfeit products from being sold elsewhere. In addition, they provide evidence to law enforcement agencies to combine efforts and put a stop to counterfeits both on and off the Amazon platform.
Amazon Brand Registry Roles
Amazon allows brand registered users to assign specific brand registry roles to other users either inside or outside of their organization. This could include assigning rights to another employee who will be handling a specific aspect of Amazon, an Agency or Consultant who will be assisting with your Amazon account or a third-party IP enforcement company or law firm who will be assisting with tracking and reporting IP infringement.
It is important to only assign Brand Registry to trusted users and organizations, only provide them with the access they need, and remove access once they are no longer working with the brand. NEVER share your primary brand registry login with anyone. Instead, follow the process below to successfully invite additional users and assign brand registry roles.
Administrator: the user who has permission to assign roles to user accounts.
Rights Owner: this is the trademark owner or employee who is authorized to report violations. Users with this role have access to the Report a Violation tool and listing benefits.
Registered Agent: an Amazon Brand Registry Agent is a third party who is authorized by the Rights Owner to report violations using Brand Registry tools.
Amazon Brand Registry – Add User
In order to add a user to your Brand Registry there are two steps they will need to follow. The first step is for them to create a Brand Registry user account, and the second step is to assign user rights to them for your brand.
To begin the process go to Settings, select User Permissions and select Invite a User to your Brand.
Once you have sent the invitation, the user will receive an email to join your brand. Each user must create a Brand Registry account and accept the Brand Registry terms. Users who have an existing seller central, vendor central account with Amazon can create a Brand Registry account using the same credentials.
Assigning a New Brand Registry Role
To assign new brand registry role, you must provide the following information:
• Email address login of the Brand Registry user account
• Brand name
• Role or roles you would like to assign to the user account
Manage Existing Brand Registry User Roles
In order to Manage existing user roles for your brand registry simply:
• Select Settings and then User Permissions
• Find the user account you want to update and click Manage
• Add or remove their roles by selecting or deselecting the boxes in the row for the brand.
Users may also request the ability to join the brand. To review, accept, or reject any requests, simply go to User permissions and click Requests.
You can add as many user accounts to manage your brand(s) as you want.
Brand Registry Requirements by Country
Amazon Brand Registry requirements vary by country. Below you can find specific requirements for the most prominent Amazon marketplaces by country:
Amazon Brand Registry USA
- Trademark organization: United States Patent and Trademark Office (USPTO)
- Statuses: Live registration issued and active in the principal register or live application in the principal register. Brand Registry is also accepting brands that have a trademark pending registration.
- Text-based marks: 1 – Typeset Word(s)/ Letter(s)/ Number(s); 4 – Standard Character Mark
- Image-based marks: 3 – An Illustration Drawing that includes Word(s)/Letter(s)/ Number(s); 5 – Words, Letters, or Numbers in a Stylized Form
Amazon Brand Registry Canada
- Trademark organization: Canadian Intellectual Property Office (CIPO)
- Statuses: Trademark must be registered or pending.
- Text-based marks: Word Mark
- Image-based marks: Design Mark
Amazon Brand Registry Mexico
- Trademark organization: Marcas Instituto Mexicano de Propiedad Industrial (IMPI)
- Statuses: Trademark must be registered or pending.
- Text-based marks: Nominativa
- Image-based marks: Mixta; Nominativa + Innominada o Diseño; Innominada o Diseño
Amazon Brand Registry Brazil
- Trademark organization: Instituto Nacional da Propriedade Industrial (INPI)
- Statuses: Trademark must be registered or pending.
- Text-based marks: Nominativa
- Image-based marks: Mista contendo elementos nominativos
Amazon Brand Registry Europe
- Trademark organization: European Union Intellectual Property Office (EUIPO)
- Statutes: Registered, registration pending, application published or application under examination.
- Text-based marks: Word Mark
- Image-based marks: Figurative Mark; Figurative Mark with Word Elements
Amazon Brand Registry UK
- Trademark organization: UK Intellectual Property Office (UK IPO)
- Statutes: Registered, examination, pre-publication or application published. Brand Registry is also accepting brands that have a trademark pending registration.
- Text-based marks: Figurative Mark
- Image-based marks: Design Mark
Amazon Brand Registry Germany
- Trademark organization: Deutsches Patent und Markenamt (DPMA)
- Statutes: Trademark is registered or application received. Brand Registry is also accepting brands that have a trademark pending registration.
- Text-based marks: Wortmarke
- Image-based marks: Wort-Bildmarke
Amazon Brand Registry France
- Trademark organization: Institut national de la propriété industrielle (INPI)
- Statutes: Trademark must be registered. Brand Registry is also accepting brands that have a trademark pending registration.
- Text-based marks: Marque verbale
- Image-based marks: Marque figurative
Amazon Brand Registry Italy
- Trademark organization: Ufficio Italiano Brevetti e Marchi (UIBM)
- Statutes: Trademark must be registered. Brand Registry is also accepting brands that have a trademark pending registration.
- Text-based marks: Marchio verbali
- Image-based marks: Marchio figurativi; Marchio figurativi a colori
Amazon Brand Registry Spain
- Trademark organization: Oficina Española de Patentes y Marcas (OEPM)
- Statutes: Trademark must be registered. Brand Registry is also accepting brands that have a trademark pending registration.
- Text-based marks: Marca denominative
- Image-based marks: Mixta – Denominativo con gráfico
Amazon Brand Registry Belgium
- Trademark organization: BOIP – Benelux Office for Intellectual Property
- Statuses: Trademark must be registered or pending.
- Text-based marks: Word Mark
- Image-based marks: Figurative Mark
Amazon Brand Registry United Arab Emirates
- Trademark organization: United Arab Emirates Ministry of Economy Trademark Department
- Statuses: Trademark must be registered or pending.
- Text-based marks: Word Mark
- Image-based marks: Design Mark; Design Mark with Word Elements; Stylised Word Marks
Please note that Amazon is currently only accepting UAE trademarks where the text in the trademark is represented in standard English characters.
Amazon Brand Registry Japan
- Trademark organization: Japan Patent Office
- Statuses: Trademark must be registered or pending.
- Text-based marks: Word Mark
- Image-based marks: Figurative Mark with Word Elements; Stylized Characters / Combined
Amazon Brand Registry FAQs
The current login for Brand Registry is: https://brandregistry.amazon.com/home
No. You must have either a pending or fully registered trademark to enroll in Amazon Brand Registry.
Sometimes. Amazon will determine eligibility on a case-by-case basis. You can apply for a brand registry with a Serial Number of a pending trademark.
Unfortunately, Amazon Brand Registry does not provide phone support. All inquiries must be submitted through a Brand Registry Support Case.
If you’re looking for an attorney to help you register your trademark, you can find an IP Accelerator Attorney through Amazon’s Service Provider Network: https://brandservices.amazon.com/ipaccelerator
Absolutely. The benefits of Amazon Brand Registry utilized and leveraged to their full capacity have the ability to increase traffic, conversion rates, and sales as well as provide insight into your target demographic, and relevant keywords and provide enhanced brand protection.
You can, but it’s not recommended. Amazon is now restricting sellers from adding new products to the catalog that are branded. In order to list branded products, sellers must either apply for brand registry or brand exemption.
It depends on Amazon’s current backlog of applications. However, typical brand registry applications can be processed in a week or in some cases even less. Note that Amazon will send a confirmation code to the attorney of record on file.
If you do not yet have Brand Registry but have questions you can contact Amazon Brand Registry at: https://www.amazon-brand-registry.com/contact_us
Requirements for Amazon Brand Registry 2.0 (the existing iteration of Brand Registry) are a pending or fully registered trademark.
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