Amazon Brand Registry

Manage your brand on Amazon on the right foundation.

Brand Registry is an Amazon program that connects eligible trademark rights with Amazon's brand-management and protection tools. We plan the process with you, from eligibility to enrollment and the brand setup that follows.

Plan Your Brand Registry Check My Eligibility

01What is Brand Registry?

An Amazon program, not a trademark office.

Amazon Brand Registry gives brand owners access to tools that help them manage and protect their brand on Amazon. According to Amazon, enrollment is free; some tools can carry their own costs.

Brand Registry requires an eligible trademark right but doesn't create one. You don't have to sell on Amazon to use its protection tools, while tools such as A+ Content and Stores generally require an eligible selling account.

Brand Registry is not

A trademark office
A trademark registration
A seller account
A guarantee of listing control
A guarantee against infringement

02Trademark → Brand Registry

First the trademark right, then the Amazon enrollment.

The route to Brand Registry runs through the brand itself and its application or registration at the relevant office. Amazon separately reviews the brand information and rights ownership at enrollment.

Not every brand or application is automatically eligible; eligibility is assessed under Amazon's current rules.

Starting point

Brand

Word mark or logo containing text

01Application / registrationAt the office of a country with an Amazon store.
02Amazon eligibilityMark status, office and mark type are reviewed.
03Brand Registry enrollmentCompleted by the trademark owner.
04VerificationA code goes to the contact on the trademark record.
05Brand toolsVary by marketplace and account.

BrandSteps to enrollment

03Eligibility

What does Amazon look at during enrollment?

Requirements can vary by country and are updated by Amazon. We confirm the current rules together before applying.

The current list of accepted offices is shown inside the Amazon account.

01Trademark statusA registered mark, or a pending application at certain offices or filed through IP Accelerator.
02Trademark officeThe office of a country with an Amazon store; the EUIPO included.
03Mark typeA word mark, or a design mark containing letters, numbers or words.
04Brand nameThe name entered must match the trademark text exactly; capitalization differences are accepted.
05Product and packagingThe brand name must be permanently affixed to products or packaging; labels and stickers don't count as permanent.
06OwnershipThe trademark owner enrolls; agents are added later as users.
07VerificationAmazon sends a verification code to the contact on the trademark record.

Brand Registry ≠ seller verification

Brand Registry doesn't approve your seller account.

Brand Registry concerns the trademark right; it is separate from the identity and business verification of a seller account. Being enrolled doesn't guarantee any outcome in account processes.

What Brand Registry doesn't guarantee

Seller account approval
Account reinstatement
Category approval
Product compliance approval

Account and category processes are assessed separately under Amazon's own rules.

Amazon Consulting Amazon A-to-Z

Brand name consistency

Consistent brand information strengthens enrollment preparation.

Keeping the name and image on the trademark record, the product and packaging, your listings and the enrollment details consistent helps reduce follow-up requests and delays. Not every small difference leads to rejection; we check this consistency as part of preparation.

What we check

Trademark record
Product & packaging
Listings
Brand name
Application details

Consistent brand information

A guarantee of enrollment approval

Enrollment depends on Amazon's eligibility and verification review.

Brand protection

It provides tools, not guaranteed outcomes.

Brand Registry offers a guided tool for reporting intellectual property and policy violations, and automated protections that use your brand information. Reports are assessed under Amazon's own systems and rules; it's not guaranteed that every report succeeds or that every counterfeit is blocked.

Key tools

Report a Violation
Automated protections
Impact dashboard

Existing sellers

Not only for new launches.

A brand already sold on Amazon can also enroll if it meets the eligibility requirements. After enrollment, brand details on existing ASINs, content infrastructure and brand tools can be re-planned — though this doesn't mean full control over every contribution to a listing.

What we address

Existing ASINs
Brand enrollment
Content infrastructure
Brand tools

04Brand tools

The brand infrastructure you can build after enrollment.

Brand Registry opens access to content, store, advertising and analytics tools. Which tools are available depends on the marketplace, the account type and Amazon's current terms.

Not every tool is offered in every marketplace, to every account or immediately after enrollment under the same terms.

A+ Content
Enhanced images and text on product detail pages.
Stores
A multi-page Amazon store for the brand.
Sponsored Brands
Ad formats that feature the brand.
Brand Analytics
Data on search and purchase behaviour.
Protection tools
Violation reporting and automated protections.
Other programs
Such as Vine or Brand Referral Bonus, where eligible.

Amazon brand infrastructure

Brand Registry is the brand side of your Amazon work.

We handle A+ Content, Stores, listings and advertising within our Amazon services. Brand Registry enrollment is the brand-side foundation of that work.

Amazon: Amazon Consulting Amazon A-to-Z Product Launch
Trademark: Trademark Registration

To get started

What information do we need for the review?

The information requested can vary with the brand's status and the scope of the service.

Brand name and logo
Application / registration number
Trademark office and country
Contact on the trademark record
Product and packaging images
Amazon marketplaces
Seller / vendor account
Current Brand Registry status

Process

From trademark status to brand infrastructure.

01Trademark status
02Eligibility check
03Amazon / brand information
04Enrollment
05Verification
06Brand connection
07Post-enrollment infrastructure

Service scope

From eligibility to brand infrastructure.

Scope is defined around your needs; not every module is needed for every brand.

Define the Scope Together

Eligibility & enrollment

Brand Registry eligibility review
Brand / information consistency review
Enrollment support
Verification-process support
Brand connection support — For existing ASINs

Brand infrastructure

A+ / Store coordination — Depending on scope
Amazon brand infrastructure — With our Amazon services
Troubleshooting — Depending on scope
Trademark coordination — If there's no trademark yet

Transparency

We prepare and manage the process. We don't guarantee Amazon's decisions.

Sobbe is not part of Amazon or its representative. Brand Registry enrollment, verification, violation reports and access to tools are subject to Amazon's own rules and review; approval, listing control or report outcomes cannot be guaranteed.

Frequently Asked Questions

About Amazon Brand Registry

See all questions

What is Amazon Brand Registry?

It's an Amazon program for brand owners that connects eligible trademark rights with Amazon's brand-management and protection tools. It isn't a trademark office, it doesn't register trademarks and it isn't a seller account.

Do I need a trademark for Brand Registry?

Yes. Amazon requires a trademark registered — or, under certain conditions, pending — at the relevant office of a country with an Amazon store. Word marks and design marks containing letters, numbers or words are accepted.

Does the trademark have to be registered, or is a pending application enough?

Registered trademarks are accepted. Pending applications can qualify only at certain trademark offices or when filed through Amazon IP Accelerator; which pending applications are accepted varies by country and can change. We review your application against Amazon's current rules.

How does Brand Registry verification work?

After you apply, Amazon sends a verification code to the contact shown on the trademark record, and enrollment is completed once the code is provided to Amazon. That's why access to the contact on the trademark record matters.

Does Brand Registry open or approve my seller account?

No. Brand Registry is separate from seller account verification; it doesn't provide account approval, reinstatement, category approval or product compliance approval. Those processes are assessed separately under Amazon's own rules.

Does Brand Registry protect me from all counterfeiters?

No, it doesn't offer a guarantee. Amazon provides tools such as violation reporting and automated protections; reports are assessed through Amazon's own processes, and outcomes vary from case to case.

Can I use A+ Content after Brand Registry?

Eligible selling accounts of brands enrolled in Brand Registry can create A+ Content for their branded products. Availability and features can vary by marketplace and account.

Can I create an Amazon Store?

Stores is one of the tools available to brands enrolled in Brand Registry. Creating a Store generally requires an eligible account selling on Amazon, and availability can vary by marketplace.

Can I enroll a brand that's already on Amazon?

Yes, Brand Registry isn't only for new launches. Brands with existing products can enroll if they meet the eligibility requirements, though enrollment doesn't mean full control over every contribution to existing listings.

Does the trademark owner have to own the seller account?

Brand Registry enrollment is made by the trademark owner. An authorised agent or agency can be added as an additional user once the owner has enrolled. The structure of the accounts selling the brand should be planned separately.

Can Brand Registry be transferred?

Brand Registry enrollment is tied to the trademark owner. A transfer of the trademark or changes to the account structure can require the trademark record and Brand Registry details to be updated through Amazon's current processes; we review the situation with you.

Can Sobbe handle trademark and Brand Registry together?

Yes. We can handle both in one plan: first preparing and coordinating the trademark process, then Brand Registry enrollment and brand setup once eligible. We don't guarantee trademark office or Amazon decisions.