Are you selling on Amazon in 2025? Yes? Then you already know it’s not just about listings and logistics anymore.
The truth is: Trust is a huge factor too.
If you want your brand to grow, protect your IP, and outpace the competition, Amazon Brand Registry is one of the most powerful tools on the platform for you.
But what is Amazon Brand Registry? What protections does it offer? And how do you enroll?
This guide breaks down everything you need to know about Amazon Brand Registry in 2025, including what’s new, what’s required, and what you’ll gain by joining.
With that said, let’s start at the beginning. What exactly is Brand Registry, and why does it matter for your business?
What is Amazon Brand Registry?
In a sentence: Amazon Brand Registry is a free program that gives brands greater control over how their products are represented on Amazon.
But as well as control, it’s about protection. And in 2025, that need has only intensified.
It’s designed to protect your intellectual property, block counterfeits, stop listing hijackers. It also gives you access to tools that help boost visibility, credibility, and conversions.
And no, you don’t need to be a top seller or major retailer to enroll. Smaller brands (for instance, those selling via Amazon Handmade) can also benefit from the extra protection and marketing tools it offers.
That said, you do need a registered or pending trademark. Once approved, you’ll gain access to a suite of tools that empower you to do things such as:
- Detect and report IP infringements
- Prevent unauthorized sellers from editing your listings
- Unlock enhanced content like A+ pages and Brand Stores
- Track brand performance and customer insights
- Access powerful marketing tools, including Sponsored Brands and Amazon Live
And in 2025, Amazon has doubled down on brand protection, making Amazon Brand Registry even more valuable for small and growing sellers.
So what’s changed, and why is it so important right now?
Why Amazon Brand Registry matters more than ever in 2025
You probably already noticed how counterfeits aren’t slowing down. As eCommerce expands, so do the risks of copycats, listing hijackers, and unauthorized resellers. Throw changing global regulations and tightening customer expectations into the mix, and the need for brand control is clearer than ever.
Amazon knows this. That’s why it’s been expanding Brand Registry capabilities across its marketplaces, including tighter automated protections, new AI-driven infringement detection, and better integration with tools like Amazon Marketing Cloud.
If you’re not enrolled, your listings are vulnerable. Competitors or third-party sellers can undercut your pricing, steal your Buy Box, or change your product descriptions entirely. That means poor customer experiences, and lost sales.
With Brand Registry, you get eyes on your brand, the tools to take action, and the power to present your products the way they’re meant to be seen. That’s a pretty compelling offer.
What protections does Amazon Brand Registry offer?
Amazon Brand Registry actively protects your brand with a suite of smart tools built to combat counterfeits, hijackers, and misrepresentation – and the tools are evolving all the time, too.
Here’s what you get:
1. Control over your listings
Once you’re registered, Amazon gives you priority when it comes to listing content. That means you’re the authority on titles, bullet points, images, and descriptions. Yes, you. Not a random third-party seller.
This helps you keep your product details accurate, avoid unwanted listing changes, and maintain a consistent brand voice across all your listings.
2. Advanced counterfeit detection
Brand Registry taps into Amazon’s machine learning models to spot and flag suspicious behaviour across the marketplace. You also get access to Report a Violation, which is a dashboard where you can quickly flag and remove listings that infringe on your intellectual property (IP).
Amazon Transparency is another optional tool that we rate. It uses unique product codes to verify every unit sent to customers, making it almost impossible for counterfeit versions to be shipped under your name. There’s also Project Zero, which gives you the power to remove counterfeit listings yourself without waiting for Amazon’s approval.
These tools work together to catch more issues, faster. And they keep you firmly in control.
3. Enhanced brand protection at scale
Are you selling across multiple regions? Good news: Brand Registry helps you safeguard your assets globally. If a bad listing appears in one region, Amazon can stop it from going live elsewhere too.
You’ll also benefit from automated brand protections that learn from your reports and adapt to stop similar violations in future. And with infringement alerts based on your actual trademarked assets, you’ll know instantly if anything looks off.
All of this amounts to always-on Amazon brand protection that keeps working while you sleep.
So, you see why we say that if you’re not enrolled, your brand is exposed.
But Brand Registry offers far more than protection. It unlocks powerful tools to help your business grow.
How Brand Registry boosts your Amazon SEO and marketing
Once you’re into the Brand Registry club, you get access to some serious brand-building firepower. We’re talking features that don’t just protect your listings but help them rank higher, convert better, and leave a lasting impression. Sweet!
Here’s what that looks like.
A+ Content that converts
With Brand Registry, you can unlock Amazon’s A+ Content Manager. This lets you swap out the standard product description for something far more engaging, be it high-res images, comparison charts, brand stories, enhanced visuals…maybe all of the above!
Aesthetics are important of course, but it’s about more than that. Listings with A+ Content typically see a 5 to 10 percent increase in sales. And when shoppers understand your product better, they’re less likely to bounce or return it later.
Custom Amazon storefronts
Want to show off your full range in one place? Of course you do! Brand Registry lets you build your own Amazon storefront. It’s a mini website within Amazon where you can showcase collections, highlight bestsellers, and craft a branded shopping experience that feels cohesive and credible.
It’s especially useful for sellers with multiple SKUs or evolving product lines. Even better, you can update your storefront as often as needed, making sure it reflects what your business is doing right now.
Sponsored Brands ads
As a registered brand, you’ll also unlock new advertising options.
Sponsored Brands ads let you promote multiple products together in a banner-style format, often at the top of search results. These ads feature your brand name, logo, and a custom headline. The result: top-of-page visibility that’s hard to ignore.
Pair this with your branded storefront, and you’ve got a seamless journey from search to sale.
Real Amazon SEO impact
Because Brand Registry improves the accuracy and richness of your listings, it gives Amazon’s algorithm more to work with. Better titles, better content, and consistent keywords all help with Amazon SEO and therefore with visibility.
It also improves your chances of earning an Amazon badge, like the Amazon’s Choice badge, which can increase clicks and conversions.
We think you’ll agree that this is some pretty powerful stuff. But how do you get access to all this? Well, it all starts with eligibility.
What do you need to enroll in Amazon Brand Registry (and what’s new in 2025)
A registered or pending trademark
To join Amazon Brand Registry, you’ll need to have an officially registered trademark or at least a pending application. If your trademark’s still in progress, Amazon will ask for your application number, the country it was filed in, and a few other key details.
Your brand name and logo
Make sure you have a high-quality image of your trademarked logo ready. Amazon will use this to help verify your brand and display it correctly across your listings and storefronts.
Product category list
You’ll need to specify the categories your products fall under. This helps Amazon understand where your brand sits in the broader catalog and ensures your products are grouped correctly.
Countries of manufacture and distribution
Amazon will ask where your products are made and where they’re sold. This step helps with global brand protection, as it allows Amazon to monitor and enforce your rights in the right regions.
Once you’ve gathered your documents and ticked off the requirements, it’s time to take the plunge. Next we’ll walk you through enrollment process, step by step.
Step-by-step: How to register with Amazon Brand Registry
Here’s exactly what you need to do to get your brand enrolled and protected:
Step 1: Gather your documents
You’ll need your trademark registration (or application) number, a high-quality image of your brand logo, and details about where your products are made and sold. Having all this ready will make the process quicker.
Step 2: Go to the Amazon Brand Registry portal
Visit brandservices.amazon.com and log in using your Amazon seller login. You’ll be taken to the Brand Registry application page.
Step 3: Fill in your brand details
This is where you provide your trademark number, country of registration, and logo file. You’ll also be asked to list your product categories and countries of distribution.
Step 4: Verify ownership
Amazon will contact the trademark owner for confirmation. If you’re the listed owner, you’ll receive a verification code via email. If it’s registered under a legal firm, make sure you’re able to access or forward the code.
Step 5: Wait for approval
Amazon usually completes the verification process within 1 to 2 weeks. Once you’re approved, you’ll be able to access all the tools available through Brand Registry.
So, as you can see, it’s a fairly straightforward process, but enrolling is only half the battle. To truly benefit, you need to know how to use the tools at your disposal.
How to get the most out of Amazon Brand Registry tools
Signing up is just the beginning. Here’s how to actually use Amazon Brand Registry to protect your products and boost your brand presence.
Use A+ Content to increase conversions
With A+ Content, you can upgrade your listings with richer visuals, comparison charts, and brand storytelling.
As well as making your pages look better, this helps customers make more confident purchase decisions. Brands using A+ Content often see a measurable uplift in conversions.
Build a custom storefront to showcase your range
Brand Registry lets you create your own multi-page store within Amazon.
This gives customers a more curated shopping experience, with all your products in one place. It’s ideal for brand storytelling, upselling, and cross-selling.
Use Brand Analytics to make smarter decisions
Once registered, you’ll get access to powerful data.
Use Search Term Reports to find out how customers are discovering your products. Explore Market Basket Analysis to understand what people buy alongside your items. These insights help you refine your listings and campaigns.
Enrol in Amazon’s Transparency Program
Transparency adds a unique code to every unit you sell, making it easy to verify authenticity. This helps stop counterfeiters in their tracks and gives customers peace of mind.
Automate protection with Project Zero
If you’re eligible, Project Zero gives you the power to remove infringing listings instantly without waiting for Amazon’s team to step in. This gives you a serious boost in autonomy for established brands fighting copycats.
So, these tools offer a serious edge, but what happens if something goes wrong? Next let’s look at how to avoid the common pitfalls.
Troubleshooting and tips for a smooth enrolment
Amazon Brand Registry is designed to be straightforward, but that doesn’t mean it’s always smooth sailing. So, we’re spilling our top tips on how to avoid common snags and get the most out of the process.
Make sure your trademark is eligible
Your trademark needs to be registered with a recognized intellectual property office in one of Amazon’s accepted countries. If it’s still pending, you may be able to enroll via Amazon’s IP Accelerator. But if the trademark isn’t active or doesn’t match your brand exactly, your application will likely be rejected.
Use the same brand name across all assets
Inconsistencies between your trademark, product packaging, and Amazon listings can lead to delays. Make sure your brand name is spelled and styled the same way everywhere. That includes logos, images, and any brand documentation.
Check your role in Amazon Seller Central
Only account administrators or users with specific rights can enrol in Brand Registry. If you’re getting access errors, it may be because your permissions need updating. You can check and adjust these settings by navigating Amazon Seller Central’s user permissions section to make sure everything’s in place.
Contact Brand Registry support
Still stuck? Amazon Brand Registry has its own support channel. Use it! The team can help with application errors, documentation issues, or problems verifying your brand details.
Pro tip: Bookmark the enrolment portal
It’s easy to forget where everything lives. Keep the Brand Registry enrolment page bookmarked for quick access when you’re managing updates or adding new products.
A few simple checks now can save you a major headache later.
And once you’re in, the real work of scaling begins…
What comes after Brand Registry? Smarter selling!
Brand protection starts with visibility. And tools like Amazon Brand Registry give you control over listings and help you defend your reputation in an array of powerful ways we’re explored here.
But that’s just one part of the much bigger picture.
If you’re serious about scaling 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. We help you track team metrics, automate repetitive queries, and improve resolution time without burning out your agents. It’s the kind of support your customers expect, and it’s the kind your competitors wish they had. Book a demo today and see how eDesk helps Amazon sellers build a serious, solid, stand-out brand.
