Amazon Brand Registry is a free program that protects your intellectual property and unlocks tools to grow your Amazon business. In 2024, Amazon blocked more than 99% of suspected infringing listings before brands reported them and seized over 15 million counterfeit products worldwide (Amazon 2024 Brand Protection Report). Registration requires an active or pending trademark. Once enrolled, you gain access to A+ Content (which increases conversion rates by 8-12%), custom storefronts, Sponsored Brands ads, and counterfeit detection tools like Transparency and Project Zero. In 2025, Amazon introduced the new Brand Catalog Lock feature that lets you prevent unauthorized changes to your listings. Enrollment takes 1-2 weeks and is free.
Selling on Amazon in 2025 means more than optimizing listings and managing logistics. Trust now drives buying decisions.
We have seen too many sellers lose sales to counterfeiters, listing hijackers, and unauthorized resellers who damage their reputation overnight. The good news: Amazon Brand Registry exists to fight back.
This guide covers everything about Amazon Brand Registry in 2025. You will learn what protections it offers, what requirements you need to meet, and how to enroll step by step. We also explain the new 2025 features that make Brand Registry more valuable than ever.
What is Amazon Brand Registry?
Amazon Brand Registry is a free program that gives brands control over how their products appear on Amazon. It protects your intellectual property, blocks counterfeits, and stops listing hijackers from changing your product details.
The program launched in 2017 and has grown into one of Amazon’s most important seller tools. You do not need to be a major retailer to enroll. Smaller brands, including those selling via Amazon Handmade, benefit from the same protection and marketing tools.
To join, you need a registered or pending trademark. Once approved, Brand Registry gives you access to tools that let you:
- Detect and report IP infringements
- Prevent unauthorized sellers from editing your listings
- Build enhanced content with A+ pages and Brand Stores
- Track brand performance and customer insights
- Run Sponsored Brands campaigns and Amazon Live streams
According to Amazon’s 2024 Brand Protection Report, the platform invested over $1 billion in brand protection last year and employed thousands of specialists dedicated to fighting counterfeits.
Why Amazon Brand Registry Matters More Than Ever in 2025
Counterfeits keep growing as eCommerce expands. Listing hijackers, copycats, and unauthorized resellers create real problems for legitimate sellers. Add in stricter global regulations and higher customer expectations, and brand control becomes essential.
Amazon recognizes this. In 2024, Amazon’s proactive controls blocked more than 99% of suspected infringing listings before brands ever reported them (Amazon 2024 Brand Protection Report). The company’s Counterfeit Crimes Unit has pursued over 24,000 bad actors through litigation and criminal referrals since 2020.
The Cost of Not Enrolling
Without Brand Registry, your listings face serious risks:
- Competitors or third-party sellers can undercut your pricing
- Anyone can edit your product descriptions and bullet points
- Hijackers can steal your Buy Box
- Counterfeits damage your customer reviews and reputation
With Brand Registry, you control your brand presentation. You get tools to take action against violations. You present products the way they should be seen.
What Changed in 2025?
Amazon introduced several 2025 enhancements to Brand Registry. The biggest update is the new Brand Catalog Lock feature. This lets brand owners lock key product detail fields including titles, images, bullet points, and descriptions. Once locked, unauthorized sellers cannot modify these elements.
Amazon also improved the Report a Violation tool with real-time status tracking for infringement claims. The Transparency program now operates in 10 countries and has enrolled 88,000 brands worldwide, verifying more than 2.5 billion product units as genuine (Amazon, 2025).
What Protections Does Amazon Brand Registry Offer?
Brand Registry delivers active protection through smart tools that evolve constantly. Here is what you get:
Control Over Your Listings
Once registered, Amazon gives you priority authority over listing content. You decide what appears in titles, bullet points, images, and descriptions. Not random third-party sellers.
This keeps your product details accurate. It prevents unwanted changes. It maintains consistent brand voice across all listings.
Advanced Counterfeit Detection
Brand Registry connects to Amazon’s machine learning systems that flag suspicious behavior across the marketplace. You also get access to the Report a Violation dashboard where you can quickly flag and remove listings that infringe on your intellectual property.
Two additional programs strengthen your protection:
Amazon Transparency uses unique product codes to verify every unit sent to customers. In 2024, Transparency verified over 2.5 billion product units and enrolled more than 88,000 brands including Fortune 500 companies, startups, and small businesses (Amazon, 2025).
Project Zero gives you the power to remove counterfeit listings yourself without waiting for Amazon’s approval. Since launch, Project Zero has empowered more than 35,000 brands to directly remove suspected counterfeits (Amazon 2024 Brand Protection Report).
Global Brand Protection
Selling across multiple regions? Brand Registry helps you safeguard assets globally. If a bad listing appears in one region, Amazon can stop it from going live elsewhere.
Automated brand protections learn from your reports and adapt to stop similar violations in future. Infringement alerts based on your trademarked assets notify you instantly when something looks wrong.
In 2024, Amazon identified, seized, and disposed of more than 15 million counterfeit products worldwide before they reached customers (Amazon, 2025).
How Brand Registry Boosts Your Amazon SEO and Marketing
Brand Registry does more than protect. It unlocks marketing tools that help your listings rank higher, convert better, and build lasting customer relationships.
A+ Content That Converts
Brand Registry unlocks Amazon’s A+ Content Manager. You can replace standard product descriptions with high-resolution images, comparison charts, brand stories, and enhanced visuals.
According to 2025 benchmark data, the A+ Content Comparison Chart Module improves conversion rates by 8-12% on average (Ecom Brainly, 2025). When shoppers understand your product better, they buy more confidently and return items less often.
Custom Amazon Storefronts
Brand Registry lets you build your own Amazon storefront. This multi-page mini-website showcases your full product range in one branded location.
Amazon’s internal data from August 2024 shows that shoppers who visit Brand Stores purchase 53.9% more frequently and have a 71.3% higher average order value compared to those who do not visit stores (Threecolts, 2025). Stores updated within the last 90 days see a 35% increase in attributed sales per visitor, and stores with three or more pages show an 83% increase in shopper dwell time (Ad Badger, 2025).
Sponsored Brands Ads
As a registered brand, you unlock Sponsored Brands advertising. These banner-style ads promote multiple products together, often appearing at the top of search results. They feature your brand name, logo, and custom headline.
Top-of-page visibility drives awareness. Pair Sponsored Brands with your storefront for a seamless journey from search to sale.
Real Amazon SEO Impact
Brand Registry improves listing accuracy and richness. Better titles, stronger content, and consistent keywords give Amazon’s algorithm more signals to work with.
The average Amazon conversion rate ranges from 10% to 15% for well-optimized listings (Ad Badger, 2025). Products enrolled in FBA with Prime badges see conversion rates between 15-25% on average, with top performers exceeding 30%. Prime members convert at approximately 74% for Prime-eligible products.
Strong listings also improve your chances of earning the Amazon’s Choice badge, which increases clicks and conversions further.
What Do You Need to Enroll in Amazon Brand Registry?
Here are the requirements for enrollment in 2025:
A Registered or Pending Trademark
You need an officially registered trademark or at least a pending application filed with a recognized intellectual property office. Amazon accepts trademarks from the USPTO, UK IPO, EUIPO, and many other countries.
If your trademark is still in progress, Amazon will ask for your application number, the country where you filed, and supporting details. You can also use Amazon’s IP Accelerator program if you need help getting a trademark faster.
Your Brand Name and Logo
Prepare a high-quality image of your trademarked logo. Amazon uses this to verify your brand and display it correctly across listings and storefronts. The trademark must appear as text or an image containing words, letters, or numbers.
Product Category List
Specify the categories your products fall under. This helps Amazon understand where your brand fits in the catalog and ensures correct product grouping.
Countries of Manufacture and Distribution
Amazon asks where your products are made and sold. This information supports global brand protection and helps Amazon monitor and enforce your rights in the right regions.
How Do You Register for Amazon Brand Registry Step by Step?
Follow these steps to enroll and protect your brand:
Step 1: Gather Your Documents
Collect your trademark registration or application number, a high-quality brand logo image, and details about manufacturing and distribution locations. Having everything ready speeds up the process.
Step 2: Go to the Amazon Brand Registry Portal
Visit brandservices.amazon.com and log in using your Amazon seller credentials. The portal takes you to the Brand Registry application page.
Step 3: Fill in Your Brand Details
Enter your trademark number, country of registration, and upload your logo file. List your product categories and countries of distribution.
Step 4: Verify Ownership
Amazon contacts the trademark owner listed in the official registration to confirm your authority. If you are the listed owner, you receive a verification code via email. If the trademark is registered under a legal firm, make sure you can access or forward the code.
Step 5: Wait for Approval
Amazon typically completes verification within 1 to 2 weeks. Once approved, you can access all Brand Registry tools.
How Do You Get the Most Out of Amazon Brand Registry Tools?
Enrolling is the start. Here is how to maximize the tools at your disposal:
Use A+ Content to Increase Conversions
Upgrade your listings with richer visuals, comparison charts, and brand storytelling. Help customers make confident purchase decisions. Test different A+ modules to find what resonates with your audience.
Build a Custom Storefront to Showcase Your Range
Create a multi-page store within Amazon that gives customers a curated shopping experience. Use it for brand storytelling, upselling, and cross-selling. Update your storefront every 90 days to maintain the 35% attributed sales boost.
Use Brand Analytics to Make Smarter Decisions
Access detailed data on keyword performance, repeat customers, and customer demographics. Use Search Term Reports to learn how customers discover your products. Explore Market Basket Analysis to understand what people buy alongside your items.
Enroll in Amazon’s Transparency Program
Transparency adds a unique code to every unit you sell. Amazon verifies these codes before shipping. Customers can scan codes with the Amazon Shopping app to confirm authenticity. This stops counterfeiters and gives buyers peace of mind.
Automate Protection with Project Zero
If eligible, Project Zero gives you the power to remove infringing listings instantly. You do not wait for Amazon’s review. This benefits established brands fighting persistent copycat issues.
Common Troubleshooting Tips for a Smooth Enrollment
Brand Registry enrollment is straightforward, but some issues come up. Here is how to avoid common problems:
Make Sure Your Trademark is Eligible
Your trademark must be registered with a recognized intellectual property office in a country Amazon accepts. If your application is still pending, you may qualify through Amazon’s IP Accelerator. Trademarks that are inactive or do not match your brand name exactly get rejected.
Use the Same Brand Name Across All Assets
Inconsistencies between your trademark, product packaging, and Amazon listings cause delays. Spell and style your brand name the same way everywhere. This includes logos, images, and documentation.
Check Your Role in Amazon Seller Central
Only account administrators or users with specific permissions can enroll in Brand Registry. If you get access errors, check your user permissions in Amazon Seller Central settings.
Contact Brand Registry Support
Stuck on an issue? Use Amazon Brand Registry’s dedicated support channel. The team helps with application errors, documentation problems, and verification issues.
Bookmark the Enrollment Portal
Keep the Brand Registry enrollment page bookmarked at brandservices.amazon.com. This makes it easy to manage updates, add new products, and access your tools quickly.
What Comes After Brand Registry? Smarter Selling
Brand protection starts with visibility. Amazon Brand Registry gives you control over listings and powerful tools to defend your reputation.
But that is one part of the bigger picture.
If you want to scale on Amazon in 2025, you need smarter customer service, faster response times, and better insight into your team’s performance.
eDesk brings all your customer conversations into one place. It helps you track team metrics, automate repetitive queries, and improve resolution time without burning out your agents. This is the support your customers expect, and the kind your competitors wish they had.
Book a demo today and see how eDesk helps Amazon sellers build a serious, solid, standout brand.
FAQs
What is Amazon Brand Registry and who is it for?
Amazon Brand Registry is a free program for trademark owners that protects intellectual property and provides tools to control product listings on Amazon. Any seller with a registered or pending trademark can enroll, from small businesses to large retailers.
How long does it take to get approved for Amazon Brand Registry?
Amazon typically completes the verification process within 1 to 2 weeks after you submit your application and verify trademark ownership.
What are the requirements to enroll in Amazon Brand Registry in 2025?
You need an active or pending trademark from a recognized intellectual property office, a high-quality logo image, a list of product categories, and information about where your products are manufactured and sold.
What is the difference between Amazon Transparency and Project Zero?
Transparency uses unique product codes applied to each unit to verify authenticity before shipping. Project Zero lets brand owners directly remove counterfeit listings without waiting for Amazon review. Many brands use both programs together.
Does Amazon Brand Registry help with Amazon SEO?
Yes. Brand Registry unlocks A+ Content and custom storefronts that improve listing quality. Better content gives Amazon’s algorithm more signals, which helps your products rank higher in search results. A+ Content can improve conversion rates by 8-12% on average.
Is Amazon Brand Registry free?
Yes. Amazon Brand Registry itself is free. Some related programs like Transparency charge per code, but there are no enrollment fees for Brand Registry.
What new features did Amazon add to Brand Registry in 2025?
Amazon introduced Brand Catalog Lock in 2025, which lets brand owners lock titles, images, bullet points, and descriptions from unauthorized changes. Amazon also improved the Report a Violation tool with real-time status tracking and expanded Transparency to 10 countries with 88,000 enrolled brands.
