Amazon Brand Registry Explained: Eligibility and Trademark Requirements, How to Enroll Step by Step, the Tools It Unlocks, and How to Protect Your Brand

Last verified September 2026. Amazon Brand Registry is Amazon's free programme for brand owners. It gives you control over how your brand appears on Amazon, including authority over your own listing content, and access to brand tools such as A+ Content, a Brand Store, Sponsored Brands advertising, Brand Analytics and brand protection. You need a trademark, either registered or, in some cases, pending. Enrolment costs nothing, but the trademark does. This guide covers the requirements, how to enrol, what the programme unlocks, and how to protect your brand.

Requirements: trademark, eligibility and cost

The main requirement is a trademark. Amazon accepts trademarks from many national and regional offices, including the USPTO, the UK IPO and the EUIPO. The trademark must match your brand name exactly, must be a text mark or an image mark containing words, letters or numbers, and must be active.

Pending applications are accepted in some cases: Amazon asks for the application number, the filing country and supporting details. If you have no trademark yet, Amazon's IP Accelerator connects brands with approved law firms for a faster filing.

You will also need a clear image of your logo or brand mark as it appears on the products, the categories your products fall under, and the countries where you make and sell them. The person enrolling needs the right role on the seller account; a user without administrator-level permissions will hit access errors.

Cost. Brand Registry itself is free. The trademark is not: filing fees depend on the country and the number of classes, and legal help adds to that. Budget for the trademark, not the enrolment.

How to enrol in Amazon Brand Registry, step by step

1. Gather what you need: the trademark number or application number, a logo image, your product categories, and where you make and sell.

2. Go to the Brand Registry portal (brandservices.amazon.com) and sign in with your Amazon seller credentials.

3. Fill in the application: trademark details, country, logo, categories and distribution countries.

4. Verify ownership. Amazon sends a verification code to the trademark contact listed in the official record. If a law firm filed the mark, make sure you can get the code from them.

5. Wait for approval, typically one to two weeks, then add the users and roles who will use the tools.

Common reasons for delay or refusal: an inactive trademark, a brand name that does not match the mark exactly, brand spelling or styling that differs across packaging, listings and documents, and account permissions that do not allow enrolment. Brand Registry has its own support channel for application and verification problems.

What Brand Registry unlocks

Brand protection: reporting, Transparency, Project Zero and the Counterfeit Crimes Unit

Brand Registry gives you a way to report infringement. The Report a Violation tool lets you flag listings that infringe your trademark or other rights, now with status tracking for each claim, and your reports feed Amazon's automated detection, which learns from them and blocks similar listings, including in other regions. Infringement alerts based on your trademarked assets notify you when something looks wrong.

Transparency puts a unique code on each unit you sell so Amazon can verify authenticity before shipping, and shoppers can scan the code in the Amazon app. Brands pay per code; the programme runs in ten countries. Project Zero lets eligible brands remove suspected counterfeit listings themselves, without waiting for Amazon to review each one.

Amazon's Counterfeit Crimes Unit pursues bad actors through litigation and referrals to law enforcement. Amazon's 2024 Brand Protection Report says its systems blocked more than 99% of suspected infringing listings before any brand reported them, that it seized and disposed of over 15 million counterfeit products, that it invested over $1 billion in brand protection in the year, and that the Counterfeit Crimes Unit has pursued more than 24,000 bad actors since 2020. It also reports 88,000 brands enrolled in Transparency, with more than 2.5 billion units verified, and 35,000 brands using Project Zero.

Gating your own brand, and what it means for other sellers

A brand owner can limit who is allowed to sell its products. Brand Registry includes tools for controlling listings and, where the brand requests it and Amazon agrees, restricting sellers to those the brand authorises. For a reseller, that shows up as a gated brand, and the Amazon ungating post explains how sellers apply for approval when a brand is gated.

Brand protection software: what the tools add

Software in this category adds monitoring, so you find infringing or hijacked listings faster than by manual searching, plus help with test buys and takedown requests, across Amazon and other marketplaces at once. It matters most for brands with many products, several marketplaces or a history of copycats. Pricing typically depends on catalogue size and the number of marketplaces monitored.

Keeping the brand consistent after registry

Once enrolled, keep the listing content, A+ pages, Brand Store and the way you write to buyers telling the same story, and spell and style the brand name the same way everywhere. A shopper who sees a polished store and then gets a generic reply notices the gap.

Brand-registered support: the messages and reviews side

A registered brand gets more attention from shoppers, and more messages and reviews come with it. Replying in a consistent brand voice, from one inbox with the order already attached, keeps those replies quick and on brand. See Amazon helpdesk software for how eDesk connects to Amazon, and Amazon review management for the review side.

FAQ

What is Amazon Brand Registry?

A free Amazon programme for brand owners that gives control over how the brand appears and access to tools such as A+ Content, Brand Stores, Sponsored Brands, Brand Analytics and brand protection.

Do I need a trademark for Amazon Brand Registry?

Yes. You need an active trademark, and in some cases a pending application is accepted. Check the current rules for your country.

How much does Amazon Brand Registry cost?

Enrolment is free. The trademark has its own filing costs, and some related programmes such as Transparency charge per code.

How long does Brand Registry approval take?

Typically one to two weeks after you apply and verify ownership. Timing varies, so check the current guidance.

What are the benefits of Amazon Brand Registry?

Control over listing content, reporting and protection tools, and access to A+ Content, a Brand Store, Sponsored Brands and Brand Analytics.

Can I gate my products on Amazon?

Registered brands have tools to control their listings and can ask Amazon to restrict who sells their products. Confirm the current option and steps on Amazon's Brand Registry pages.

Once your brand is registered, keep every buyer message on brand

See Amazon helpdesk software for how eDesk connects to Amazon.