What is Amazon Brand Registry?
Brand Registry is Amazon's program for brand owners. Enrolling proves to Amazon that the brand is yours and gives you protection and marketing tools: automated mechanisms that identify offers with notable attributes and surface them for your review, plus brand features such as A+ Content, Stores, and Brand Analytics. Through the Report a Violation tool you can report individual offers that affect your trademark rights and push for their removal.
Enrollment itself is free. What you need is a trademark.
Amazon Brand Registry requirements: do you need a trademark?
Yes. Amazon requires a registered word mark or design mark (a logo) from an accepted trademark office, for example the USPTO, UKIPO, EUIPO, or DPMA. In many countries Amazon also accepts pending applications, including those filed through Amazon's IP Accelerator.
The trademark name has to match the brand name on your products or packaging. If you do not have a trademark yet, start there: filing is the only part of getting into the Registry that really costs time and money.
Amazon brand registration: step by step
Registration runs through the Brand Registry portal:
- Check your trademark: registered or pending with an accepted office
- Sign in to the Brand Registry portal with your Seller Central credentials
- Enter your trademark details: brand name, registration number, trademark office, and product categories
- Verification: Amazon sends a code to the contact on record in the trademark register, often the law firm that filed the mark
- Submit the code and wait for approval
How long does Brand Registry take?
Review usually takes anywhere from a few days to about two weeks. The most common snag is the verification code: an outdated contact in the trademark register, or details that do not exactly match it. Registering the trademark in the first place takes far longer, typically several months at most offices.
No trademark yet? Specialized partner law firms can help with the filing too, including an upfront clearance search to check for conflicts with existing marks.
What Brand Registry gives you
Once enrolled you get:
- The Report a Violation tool for counterfeits and trademark infringement
- Automated mechanisms that identify offers with notable attributes and surface them for your review
- A+ Content, Stores, and Brand Analytics for your listings
- Access to additional protection programs such as Transparency
Amazon Brand Registry UK
Brand Registry is one account across marketplaces, but protection follows your trademarks. Since Brexit, a newly filed EU trademark no longer covers the UK (EU marks registered before 2021 were automatically cloned into comparable UK rights). So for amazon.co.uk you need a UK mark from the UKIPO; an online application starts at £170 for one class. Enrollment runs through the same Brand Registry portal.
Can you sell on Amazon without Brand Registry?
Yes. Resellers of other people's brands do not need it at all. If you own a brand, though, selling without Brand Registry means no Report a Violation tool, no proactive protections, and no A+ Content or Store. When a counterfeit shows up, you are limited to Amazon's generic report forms.
Reporting counterfeits and infringement on Amazon 2
With Brand Registry, individual counterfeits and infringing offers often come down quickly through Report a Violation. Its limits show up with repeat offenders: listings reappear under new accounts, sellers operate beyond Amazon's reach, or the violation falls outside trademark law altogether, in areas like unfair competition or product safety. Those cases call for legal action against the seller in question, not just the individual listing.
How Refix helps
Refix monitors your listings and those of your competitors for notable attributes and shows you the potential impact. Complaints go through Amazon's reporting channels where that is enough; where legal action is required, specialized partner law firms can be engaged. You get one point of contact, and where possible you only pay on success.