Amazon Brand Registry: How Does It Work, and Is It Worth It?

As an Amazon Seller, you may experience counterfeit issues or situations where your product content is changed by a third party seller.

Luckily, the Amazon Brand Registry provides a necessary set of tools (including the new Transparency Program) that may help sellers avoid these issues.


What is the Amazon Brand Registry?


For brand owners, enrolling in the Brand Registry provides access to powerful tools to help protect trademarks, including proprietary text and image search and predictive automation.

In May 2017, Amazon Launched a new and improved Brand Registry.

Today, the goal of the Amazon Brand Registry is to help manufacturers and brand owners protect registered trademarks (on Amazon) and create an accurate and trusted experience for customers.




Why Use the Amazon Brand Registry:


According to Amazon, more than 60,000 brands around the world are registered in Brand Registry, and on average, they’re finding and reporting 99% fewer suspected infringements than before the launch of Brand Registry.

The Brand Registry provides a variety of benefits according to Amazon’s website, including those listed below:

1. Accurate brand representation

Brand Registry gives you more control over Amazon product pages that use your brand name, so customers are more likely to see the correct information associated with your brand.

2. Powerful search and report tools

Amazon simplifies the process of finding cases of potential infringement with custom features designed specifically for brands:

  • Global search: search for content in different Amazon stores from the same screen without ever having to navigate away
  • Image search: find product listings on Amazon that match your product(s) or logo(s) using images
  • Bulk ASIN search: search for a list of ASINs or product URLs in bulk to explore and report potentially infringing content fast (plus enlarge image thumbnails in this tool for easier identification of infringers)
  • Sort view of average customer ratings of ASINs to gauge popularity


After you complete your search, the Brand Registry provides you with simple and guided workflows to submit a report of potential infringement that Amazon can review and take appropriate action on.

3. Additional proactive brand protections

In addition to Amazon’s standard proactive measures to protect customers, the Brand Registry uses information that you provide about your brand to implement additional predictive protections that attempt to identify and remove potentially bad listings.

The more you tell Amazon’s Brand Registry team about your brand and its intellectual property, the more Amazon can help you protect your brand, for example:

  • Product listings that aren’t for your brand and incorrectly use your trademarked terms in their titles.
  • Images that contain your logo, but are for products that don’t carry your brand name.
  • Sellers shipping products from countries in which you do not manufacture or distribute your brand.
  • Product listings being created with your brand name when you have already listed your full product catalog on Amazon


Amazon Brand Registry: Eligibility & Application


To see if you meet the eligibility requirements to enroll your brand(s) in Amazon Brand Registry, visit

Step 1: Review eligibility requirements

To be eligible for Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enroll.

The trademark for your brand must be in the form of a text-based mark or an image-based mark with words, letters, or numbers. Depending on where your trademark is registered, eligible trademarks can have different classifications based on their issuing trademark office.

Below are examples of trademarks that Amazon is currently accepting for enrollment:

amazon brand registry


Pro-Tip: Amazon is currently only accept trademarks that have been issued by government trademark offices in the United StatesBrazilCanadaMexicoAustraliaIndiaJapanFranceGermanyItalySpain, the United Kingdom, and the European Union

Here are all of Amazon’s requirements to enroll:



Step 2: Sign into Amazon Brand Registry

If you meet the eligibility requirements, the next step is to sign into Brand Registry. If you are a Vendor or Seller on Amazon, use your Vendor or Seller Central credentials to sign in.

Using the same username and password will enable you to access Brand Registry features and benefits that are linked to Vendor and Seller services. If you don’t yet have an Amazon account, you can create one for free here.

Step 3: Enroll your brand

To enroll a brand, you will need to provide the following information:

  • Your brand name that has an active registered trademark.
  • The associated government-registered trademark number.
  • A list of product categories (e.g., apparel, sporting goods, electronics) in which your brand should be listed.
  • A list of countries where your brand’s products are manufactured and distributed.


What is the Amazon Transparency Program?


Amazon also publicly launched Transparency in the US, an item-level tracing service that helps brands proactively identify and prevent counterfeits from reaching customers.

According to Amazon:

Transparency enables brands to assign a secure, unique, alphanumeric code to every product unit that a brand manufactures. The information is then used to authenticate the products. Amazon looks for and scans these codes within its fulfillment centers to ensure that only authentic products are shipped out to customers.

amazon transparency

How to enroll in the Transparency Program

To enroll in Transparency, you will need:

  • The ability to verify yourself as the brand owner for your products.
  • A Global Trade Item Number (GTIN), such as UPC barcode on your products.
  • The ability to apply unique Transparency codes on every unit you manufacture.

Ready to apply? Visit Amazon’s Transparency Program for more info.


Already enrolled in the Brand Registry?

IMPORTANT: Brand owners enrolled (in the Brand Registry) prior to April 30, 2017 will need to re-enroll to enjoy the updated program’s benefits.

It is highly encouraged that manufacturers (especially new brands), apply to the Amazon Brand Registry program.

Today, Amazon has global team of investigators that is available 24 hours a day, 7 days a week to respond to and take action on notices of potential infringement.

Amazon investigates and takes action on more than 95% of all notices of potential infringement received from brands in Brand Registry within eight hours.


Editor’s Note: This post was originally published in July 2018 and has been updated for freshness, accuracy, and comprehensiveness.

About the AuthorTara graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California. She is a leading voice behind CPC Strategy’s Blog. See all posts by this author here.