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What Is Amazon Brand Registry And Why You Should Do It

Amazon Brand Registry has been around for many years in various forms, but many sellers are still unaware of this feature. The program was created in order to help brands protect their listings and improve those listings for more selling success.

Requirements for Registration

In order to enroll in Amazon’s Brand Registry program, you first must have a registered trademark on your brand (if you don’t, refer to our previous blog post, “The Trademark Registration Process and Timeline”). From there, the process begins with reviewing all eligibility requirements. The main requirement is having a registered trademark in each country you wish to enroll. The name of the registered mark must match the brand name on the application, so make sure to double-check that all the information matches before submitting your application.

Sign in with your Vendor/Seller credentials. Then, you will need the trademark registration number, an image of your brand’s logo, a list of product categories in which your brand should be listed, and a list of countries where your brand’s products are manufactured and distributed. Once everything is verified, full access of Amazon’s Brand Registry will be granted to you.

Why a Seller Should Register His/Her Brand on Amazon

Brand Registry is designed to improve the overall Amazon experience by providing the tools necessary to protect, advertise, and increase sales for your brand and listings.  According to Amazon, these benefits include:

Counterfeit Takedown: Amazon assumes registered brands are originals. If an owner of a registered brand files a claim that certain sellers are selling knockoffs on Amazon (infringing the owner's rights), Amazon immediately removes the alleged infringers' goods from search results. Previously, owners of the originals had to purchase potentially infringing goods on their own and make their case to Amazon to take down counterfeits. This process generally takes months, which is too slow to deter counterfeits. With the renewed Brand Registry, takedowns can happen within days.  

Priority on Search Result Pages:  Amazon favors registered brands, meaning that registered brands are always shown above non-registered brands. This provides greater influence and controls over your brand’s product listings on Amazon.

Powerful Search Tools: find content in different Amazon stores using keywords, images, or a list of Amazon Standard Identification Numbers (ASINs) in bulk.

Brand Registry Support: 24/7 customer support to help with any questions/comments/concerns.