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February 15, 2022

Learn the benefits of Amazon Brand Registry, which helps sellers grow and protect their brand while improving the consumer experience.  

There’s no denying that, for some companies, Amazon is the wild west of digital retail, filled with counterfeiters, unlicensed third-party sellers, and shady business practices. While that may be an oversimplification, it is undeniable that Amazon continues to make strenuous attempts to make its marketplaces a secure haven for all types of businesses.

Brand Registry is at the heart of this since it gives you access to several tools, such as the Project Zero program and the Transparency By Amazon service, that may help you grow and protect your brand while improving the consumer experience.

To navigate the sections quickly, use the links below. 

What is the Amazon Brand Registry?

The Amazon Brand Registry is a service that allows Amazon to identify brand owners. It aids Amazon brand owners in securing their intellectual property and product content. Brand owners can contact Brand Registry’s dedicated team to report intellectual property infringement, policy breaches, listing issues, and technical concerns, as well as escalate previously reported complaints. Additional marketing services, such as A+ Content and Amazon Storefronts, are also available through Brand Registry.

Amazon launched a new and improved Brand Registry in May 2017 to assist brand owners in safeguarding or protecting their registered trademarks. The Brand Registry was also created to provide companies’ customers with an accurate and dependable experience by providing access to picture search and proprietary text and predictive automation and reporting capabilities. Sellers who join the program get more control over their Amazon brand.

The Benefits of Amazon Brand Registry

More than 130,000 brands throughout the world have an Amazon brand registration, according to Amazon, and they’re identifying and reporting 99 percent fewer potential infringements than they were before Brand Registry was launched.

According to Amazon’s website, Amazon Brand Registry delivers a range of benefits, including those listed below:

(i) Brand-building benefits
Use resources like Enhanced Brand Content, Stores, Sponsored Brands, and the Brand Dashboard to help you build and grow your Amazon business.

(ii) Accurate brand representation

Customers are more likely to see the correct information associated with your brand if you have more control over Amazon product pages that contain your brand name.

(iii) Powerful search and report tools

With unique features explicitly built for brands, Amazon makes it easier to detect incidents of potential infringement:

  • Global search: Search for material across many Amazon storefronts from the same interface without ever having to leave it. 
  • Image search: Use photos to identify Amazon product listings that match your product(s) or logo(s).
  • Bulk ASIN search: Quickly find and report possibly infringing content by searching for a list of ASINs or product URLs in bulk (plus enlarge image thumbnails in this tool for easier identification of infringers)
  • To evaluate popularity, sort the average customer ratings of ASINs.

(iv) Product listing content ownership
Amazon claims to “consider multiple authors” while creating product listing material. It’s tough for sellers who own the brand but don’t have a brand registration to claim ownership of the material on the product detail page. The A9 algorithm influences your ranks, who wins the buy box, and whose material appears on the detail page. This may be quite annoying for sellers since, even if your material is flawless, the algorithm will favor the content of other vendors, making your listing appear cheap and unprofessional. When you have a brand registry, everything changes. You have complete control over the content of your listing, including product titles, descriptions, bullet points, and photographs.

(v) Brand Store

The Amazon seller storefront is a miniature version of your website where you may organize and display all of the products in your catalog. Depending on the number of products in your catalog, stores can be one or more pages long. However, before you start building storefronts, make sure to optimize your product detail pages, as this is where all of your store traffic will go.

Maximize listings: How to Optimize Your Listing Without Spending Ad Dollars

(vi) Manage Your Customer Engagement
Sellers can use the Manage Your Customer Engagement tool to create email campaigns and offer engaging material to customers who choose to follow them on social media. The follow+ button can be found in places like Stores and Amazon Live. Manage Your Customer Engagement is identical to email campaigns, except that Amazon handles the marketing, and you are just responsible for content creation. Amazon has generated email templates. Templates for new product announcements and special offers are now available, but more templates will be added in the future.

(vii) Customer Reviews Page

Customers who have written a bad review (star rating 1-3) can be contacted with templated messages that firms can pick to offer a refund or replacement. Select Customer Reviews from the Brands menu. This is where you’ll discover all of the customer reviews for your product. Your ASIN will not appear here if it is not registered with the brand registry.

(viii) Amazon Live Creator

Have you ever fantasized about connecting with your customers? With Amazon Live Creator, you can now. Brands may use interactive Livestream videos to illustrate different uses for their product, show how it works, tell their brand story, and ultimately reach out to more customers. To get started, download the Amazon Live Creator mobile app, select the products you’d like to promote in your life, and then go live and connect with your viewers. Your live stream can be found on product detail pages, store sites, and other areas where customers are exploring.

(ix) Brand Catalog Manager

The brand catalog manager tool makes it simple to see who is selling your items, what type of experience customers are having, and the expected sales possibility for products that aren’t offered directly by the brand. Brand owners can use this information to review all merchants offering their products and guarantee that their customers have a consistent, pleasant purchasing experience. The Brand Catalog Manager may be found in the top menu under the “Brands” tab.

Limitations of Brand Registry

It takes time, money, and perseverance to register your brand on Amazon.

Register your brand with trademark registration, which varies by country. If you already hold a trademark, the registration process can take weeks. Read through the eligibility conditions and submit everything Amazon needs to complete the process.

Amazon Brand Registry Costs

There are currently no expenses associated with the Amazon Brand Registry. To be eligible for a Brand Registry application, you must first have a registered trademark.

Registering a trademark usually ranges from $225 to $400. These costs, however, can vary based on the type of protection you choose to get.

Market wisely: How to Market Amazon Products Effectively for Success

Amazon Brand Registry: Eligibility & Application

Visit to check if you fulfill the Amazon brand registry application’s eligibility conditions. 

Step 1: Review eligibility requirements

Your brand must have an active registered trademark in each country you want to participate to be eligible for an Amazon Brand Registry application.

Your brand’s trademark must be a text-based or image-based mark that includes words, characters, or numerals. Eligible trademarks can be classified in various ways depending on the issuing trademark office where they were registered.

The following are some of the trademarks that Amazon is currently accepting for registration:

Step 2: Sign into Amazon Brand Registry

The next step is to sign up for Amazon Seller Brand Registry if you meet the qualifying conditions. If you’re an Amazon Vendor or Seller, sign in with your Vendor or Seller Central credentials.

You can access the features and benefits of Amazon Brand Registry tied to Vendor and Seller services by using the same account and password.

Step 3: Enroll your brand

You must supply the following information to be eligible for an Amazon Brand registration:

  • Your brand name, which is protected by a registered trademark.
  • The trademark number is assigned by the government.
  • A list of product categories in which your brand should be listed (for example, garments, sporting goods, and electronics).
  • A list of the nations where your company’s products are made and distributed.

How Does the Brand Registry Process Work?

The first need is that you have a Seller Central account. You can get one at if you don’t already have one.

The next step is to sign up for an Amazon Brand Registry account. Amazon will want your trademark number as well as one type of social media.

The number assigned to a pending or registered trademark is known as a trademark number. The United States Patent and Trademark Office issues this number (USPTO). Serial numbers are assigned to pending trademarks, and registration numbers are assigned to registered trademarks.

By going to and filling out a TEAS form, you can file for a trademark online. It can take up to 9 months to complete the process. The cost of an application varies depending on the filing type chosen and the sort of products or services being registered. On the official website, you can learn more about the fees.

Amazon will send an email to the person or address associated with the Trademark account once you’ve filed the Brand Registry application. A case number code will be included in this email.

When you obtain this case number code, copy it and enter it into the required field in your Seller Central application. Please note that for this Trademark to work, it must be a live trademark [confirm not pending?].

Pay your $248 application money and continue with the application once all of the components are in place, and all of the information is filled in. The Brand Registry will be completed in a reasonable amount of time. Some people have claimed overnight turnaround times; however, this varies from person to person.

To summarize, you must complete the following procedures in order to register for the Brand Registry:

  • Go to your Amazon Seller Central account and sign in.
  • Create an Amazon Brand Registry account.
  • Amazon is requesting a trademark number.
  • You should receive an email from Amazon inviting you to register for a Trademark account. After that, you should receive your case number code (in the email)
  • Copies of the code should be pasted into Seller Central (Trademark needs to be live)
  • Payment of a fee

Powerfully integrative: Running A Successful Amazon Business

Is Brand Registry worth it?

Yes. The process of obtaining your trademark is time-consuming, but the benefits are well worth the effort. You must have a brand register if you sell on Amazon. Brands may use multiple tools and analytical analytics to not only safeguard how their brand and products are perceived on Amazon but also to make their presence felt among a slew of competitors. The procedure of registering a brand can be complicated, but you can always engage one of our Amazon specialists to help you.


Amazon Brand Registry is Amazon’s registered brand program for trademarked brands selling on Amazon through Amazon Seller Central or Amazon Vendor Central, giving Amazon Registered Brands more control and protection over their brands. The intellectual property of an Amazon registered trademark is protected by brand registration. Amazon Brand Registry provides Amazon Registered Brands with enhanced protection and identification of counterfeit sellers, as well as access to powerful selling competitive advantages such as Enhanced Brand Content, Storefronts, placing videos on product listings, the Amazon Early Reviewer Program, and much more.

To learn more about protecting your brand and maximizing consumer experience, book a call with us today.

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Amazon Managed Services

With over $1B in revenue driven and 60+ employees with specialized knowledge of the Amazon ecosystem, we are the experts in this space.

Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche


An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner


Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​


As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.


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