Your Ultimate Amazon Brand Registry Guide

If you’re an Amazon FBA business owner, you’ve put serious time and effort into building and growing your brand. But building a successful and profitable business can be challenging if someone is hijacking your product or using your intellectual property without your permission. To help true brand owners fight against trademark infringement and grow their business at the same time, Amazon created the Amazon Brand registry.

In this article, we share what you need to know about using Amazon Brand registry, including:

• What Amazon Brand Registry is and how you can use it to protect and build your brand
• The ins and outs of Amazon’s requirements for joining their brand registry
• What to do after your application is approved to maximize your use of Amazon Brand Registry 

What is Amazon Brand Registry? 

The Amazon Brand Registry is an Amazon program that gives brand owners more control over their brand on Amazon. When Amazon Brand Registry first launched in 2017, its main goal was to help brands protect their registered trademarks. It also worked to improve the Amazon customer experience by increasing trust and decreasing counterfeit items on the market. 

After the launch of Amazon Brand Registry, Amazon reported a 99% reduction in suspected infringements reported by enrolled brands. Today, there are more than 700,000 active brands enrolled worldwide in Brand Registry. 

“Amazon Brand Registry increases customer trust and decreases counterfeit items on the market”

But Amazon Brand Registry is more than just intellectual property protection. Over the years (and a few updates later), Amazon Brand Registry now includes a robust selection of marketing and reporting tools that you can use to protect and grow your brand on Amazon.

Once approved, the Amazon Brand Registry helps you protect your intellectual property, manage your listings, and grow your business. Best of all, Amazon Brand Registry is a totally free tool. 

Protecting your brand with Amazon Brand Registry

After your Amazon Brand registry enrollment, you become eligible for other brand programs to help you protect your products, customers, and eligible trademarks. Some of these programs include:

• Amazon Transparency
• Amazon Project Zero
• Counterfeit Crimes Unit

Amazon Transparency

Nothing can tank your brand credibility faster than a customer receiving a counterfeit product. You can use Amazon Transparency to help prevent counterfeit products from ever landing on your customer’s doorstep. 

To use Amazon Transparency, you’ll share product information with Amazon. They’ll use the information you share to create unique transparency codes, which must be added to each unit that is manufactured by your brand. Anyone who sells a product has to provide the valid transparency code before selling on Amazon.

Transparency isn’t only a brand protection service. It also protects your customer experience. Ensuring that only genuine products are delivered to customers builds up brand reliability and customer loyalty.

Amazon Project Zero

Amazon doesn’t allow for any counterfeit products to be sold on their site. That means that their goal is to get counterfeit sales down to zero. 

After you provide product data points, Amazon proactively removes products they suspect to be counterfeit. They daily monitor over 8 billion listings looking for potential counterfeits that could harm your brand credibility. 

Project Zero gives you access to immediately remove a counterfeit listing without having to contact Amazon first, before they impact customers. 

Counterfeit Crimes Unit 

Removing counterfeit items is one thing, but what about holding brand hijackers responsible for their actions? Amazon’s Counterfeit Crime Unit works with brand owners, law enforcement teams, and customers to bring intellectual property thieves to justice. 

What does the Counterfeit Crimes Unit look like in action? In 2021, Amazon announced a settlement with Kelly Fitzpatrick and Sabrina Kelly-Krejci who used social media to promote counterfeit fashion products and facilitate the sale of those products on Amazon. 

As part of the settlement, Fitzpatrick and Kelly-Krejci made settlement payments to Amazon, who donated the payments to charities. One of those charities included the International Trademark Association’s Unreal Campaign, which works to educate consumers about the importance of intellectual property rights. 

Growing your brand with Amazon Brand Registry 

When you enroll in Amazon Brand Registry, you also unlock a suite of tools to help you create enhanced brand content, including:

• A+ Content
• Sponsored Brands
• Amazon Stores

A+ Content

A+ content opens up new ways for you to engage with customers and share the story of your brand. It includes supplemental marketing content to help you create an informative and engaging detail page for your product. 

With Amazon A+ content, you’ll be able to include comparison charts, high-quality images, and HD videos to your listing. 

Sponsored Brands

Sponsored Brands are customizable ads that showcase your logo, a custom headline, and multiple products. Amazon shoppers see these ads when browsing search results and product detail pages. 

Sponsored Brands allows you to engage future customers while they’re shopping for products like yours. 

Amazon Stores

Regardless of the size of your brand, Amazon Stores helps you create an immersive experience to introduce customers to your brand’s mission and products. Using pre-designed templates and drag-and-drop tiles, you’ll be able to create an Amazon brand store that highlights your best selling products. 

Amazon Stores also helps you measure your success as an Amazon seller. You’ll be able to track brand analytics like sales, visits, page views, and traffic sources on the Amazon platform to help you get to know your customers better. 

“Regardless of the size of your brand, Amazon Stores helps you create an immersive experience to introduce customers to your brand’s mission and products.”

Are you eligible for Amazon Brand Registry? 

Amazon Brand Registry is for Amazon sellers, or brands, who have active registered trademarks. If you answer yes to the following questions, you can apply:

• Are you the trademark owner?
• Do you have an Amazon account (either Seller Central or Vendor Central)?
• Does your brand have an active registered trademark in each country where you wish to enroll (or have a pending trademark application filed through Amazon IP Accelerator)?
• Does your trademark appear on your products or packaging?
• Do you have a pending or registered and active text-based or image-based trademark?

Amazon currently only accepts trademarks that have been issued by government trademark offices in the following countries:

• The United States
• Canada
• Mexico
• Australia
• India
• Japan
• France
• Germany
• Italy
• Turkey
• Singapore
• Spain
• Netherlands
• Saudi Arabia
• Sweden
• Poland
• Egypt
• Belgium
• The United Kingdom
• The European Union
• The United Arab Emirates

If you’re curious about your specific country requirements and international Amazon sales, you can explore those requirements here. It’s important to note that Brand Registry isn’t affiliated with these different international trademark offices, so if you have questions, contact Amazon. 

What to expect during the application process

When you’re ready to apply for the Amazon Brand Registry program, there are just three steps to follow:

• Review your eligibility requirements
• Sign into Amazon Brand Registry
• Enroll your brand

If you’ve met all of the eligibility requirements, you can sign into Amazon Brand Registry using your existing Seller or Vendor Central login information. Using those credentials enables you to access the Brand Registry benefits that are linked to Vendor and Seller services. 

The final step after logging in is enrolling your brand (or brands). You’ll enter your brand name, your trademark registration number provided by the Intellectual Property office, and a product category that you list your brand under. After you submit your application, Amazon will verify that you’re the Rights Owner of the trademark.

If you’re approved, they’ll send you a verification code. To complete the enrollment process, you just need to send that code back to Amazon. Once they verify your account, you unlock access to the full benefits and features that Amazon Brand Registry provides to help protect and grow your brand. 

To check on the status of your application, you can log into your Amazon Brand Registry account and click on the case log.

Although the time you’ll wait for approval varies from Amazon seller to seller, you can expect Amazon to validate the information you provided within ten days. Then, once you receive the verification code from Amazon, you should have access to Amazon Brand Registry within one to two business days.

Amazon will never send you a bill for being a part of their brand registry. It’s a free suite of tools that Amazon offers to brand owners. 

What are the benefits of joining Amazon Brand Registry?

Although there are many benefits you’ll experience as an Amazon seller after acceptance into the Amazon Brand Registry, the benefits every Amazon seller should know about include: 

• Protection of your brand from other Amazon sellers 
• Increased product sales 
• Expansion of your marketing options 
• Better understanding of your customers
• Top of the line support from Amazon 

Protect your brand

Have you ever woken up in the middle of the night worried that some third-party Amazon seller is going to change your product listing information and undermine all the hard work you’ve put into building your business? With Amazon Brand Registry, you can be confident that your product listing is protected—which means you can get a good night’s sleep! 

Amazon places a higher priority on the information that you shared with them when you registered your brand. Brand Registry also protects your advertising data. The platform knows that you are the registered brand owner and shuts down attempted suspicious ads that use your brand to drive traffic to other products. 

Another aspect of brand protection that helps you rest easy is that Brand Registry blocks other Amazon sellers from using your brand name to sell low-quality or counterfeit products. 

Increase your sales

All of this increased protection and prioritized brand data impacts your conversion rates and sales numbers. Whenever someone searches Amazon for your brand, they find your products and click on your products and into your Amazon store. 

“Amazon Brand Registry helps you boost customer confidence because they know that when they order your product, they’re getting the real deal.”

Then, because you’ve used Amazon Brand Registry tools like A+ Content, you can make a stellar first impression with high quality photos and videos. According to Amazon’s internal data, adding A+ content to detail pages can help increase your sales by an average of 5.6%. And because your brand is protected with Brand Registry, you’ll boost customer confidence because they know when they order your product, they’re getting the real deal.

Diversify your marketing and increasing your conversion rates

When you have an ad through Sponsored Brands, your product appears at the top of search results. So when Amazon customers run a product search, they’re seeing your product first, even before they see the sponsored products section. This increases brand awareness around your products and store. 

Sponsored Brands takes the guesswork out of running a full scale ad campaign with a combination of ad strategies. Amazon Sellers who used Sponsored Brand custom images and Amazon Store spotlight ads saw a 57.8% increase in conversion rates compared to sellers who only used one type of ad format. 

Get to know your customers better

Who buys your product? Who are your most loyal customers? What are some of the problems they’re experiencing that you could solve with your products? Amazon Brand Registry helps you get to know the people behind the orders so you can better serve them.

You can use Amazon Brand Registry’s advanced metrics to understand what your customers are searching for and what items they’re purchasing. With just a few clicks, you’ll be able to see what products are a hit and what search terms are landing people in your Amazon store. You’ll also be able to explore other customer demographics.

This has major implications for you as an FBA business owner. If you want to grow your business by expanding your product offerings, you’ll be able to make informed business decisions instead of guessing what your customers think and how they interact with your brand. 

Get high quality Amazon support when you need it

Say you log into your Amazon seller account one morning and have an alert about fraudulent activity on your brand dashboard. With Amazon Brand Registry, you get access to high quality Amazon support whenever you need it. 

There’s an entire Amazon team dedicated to brand registry support.When you’re a registered Amazon brand, you can expect resolved complaints within hours. 

Three things to do after you’re approved for Amazon Brand Registry 

You’ve applied for Amazon Brand Registry and you just got news that you’re approved! Congratulations! You have access to some incredible tools to help protect and build your Amazon FBA business. 

But what do you do now that you’re approved? Here are next steps you can take to unlock the full potential of Amazon Brand Registry:

• Set up your Amazon store
• Consider Subscribe and Save 
• Bundle items together

Set up your Amazon store

One of the first steps you can take to maximize your Amazon Brand enrollment is to build a store that provides customers with a multi-page, interactive experience that introduces your brand and allows customers to browse your full product catalog. With the Amazon Stores tool, you can use text, images, and video to tell your brand story.

“Amazon Stores is more than just a storefront.”

When you set up an Amazon storefront, you also unlock your own Amazon web address that you can use in marketing campaigns: amazon.com/yourbrand. When customers click through an ad, they’ll land in your virtual store, where you can showcase your most popular products. You can also give personalized recommendations for customers who land on your store page. 

But the Amazon Stores tool is more than just a storefront. You can access metrics about how customers found your store, what their visit looked like, and what products they purchased. You can use that information to improve the customer experience. 

Setting up an online store can be intimidating, but you don’t need to know anything about coding or web design to use Amazon Stores. You can use the Store Builder tool in Seller Central, pick from pre-designed templates, and customize them with drag-and-drop tiles. After setup, your digital storefront is automatically set up for customers regardless of whether they browse on phones, desktops, and tablets. 

Is Subscribe & Save a good fit for your brand?

If you sell a product that you hope customers will order again and again, setting up Subscribe & Save could be a great next move within Amazon Brand Registry. This feature allows customers to subscribe for automatic shipments of things like their favorite skincare product or snack that they always want stocked in the pantry. 

“Subscribe and Save helps you create loyal and repeat customers on Amazon.”

When a customer is browsing Amazon for a product they need regularly, they’ll notice your lower price and the convenience of getting regular deliveries. They add your product to their cart, and now you have a new loyal (and repeat!) customer. Because they trust you to deliver a product regularly to their home, they are more likely to buy other products from your brand. 

Create virtual bundles 

Do you sell products that pair well together? For instance, maybe you specialize in baby products. Diapers and wipes can make for a perfect combination. With Amazon Brand Registry, you can now create virtual bundles.

Virtual bundles allows you to offer bundles without packaging them together or changing your FBA inbound inventory. When a customer purchases your bundle, the items are sent together to their front door by Amazon. 

Virtual product bundles can be a great strategy to employ if you’re launching a new product, or one of your products isn’t quite where you want it to be numbers-wise. Consider bundling a new product with a complimentary best selling product. When purchased together, customers can learn about a new product you offer while ordering the product they already know and love from your brand. 

Growing your Amazon brand with Amazon Brand Registry

Enrolling in Amazon Brand Registry is a great growth strategy for Amazon FBA business owners. By protecting your intellectual property, growing your brand, and using Amazon Brand Registry to its full potential, you can set yourself up for business success. 

If you utilize all of the tools that you have available through Amazon Brand Registry, you can build a valuable business asset that can provide income for years. And if you ever decide to sell your business down the road, you’ll be positioned for a successful exit.