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Amazon Brand Registry – Are You Fully Utilizing Your Account?
May 09, 2024

In this article, we’re diving into the world of Amazon Brand Registry. While it may seem straightforward – get a trademark, submit it – the reality is more nuanced. We’re here to unravel these complexities and guide you through the process.

Brand registry grants sellers valuable tools and protections to enhance their presence on the platform. However, obtaining it involves navigating through a maze of requirements and regulations. Despite the challenges, the Brand Registry offers unparalleled benefits, including greater control over brand representation and enhanced customer credibility. Whether you’re a newcomer or a seasoned seller, understanding and obtaining Brand Registry status is essential for success on Amazon.

What is Amazon Brand Registry & How To Get It

Amazon Brand Registry is a vital tool for controlling counterfeits and providing added brand benefits. Established a few years back, it operates through a separate portal and requires a valid trademark for enrollment. 

Obtaining a trademark may seem straightforward, but the process involves various steps. One key step is filing with the United States Patent and Trademark Office (USPTO). To simplify this, Amazon offers the IP Accelerator program. This program connects sellers with preferred attorneys. These attorneys help navigate the trademark application process efficiently. Through IP Accelerator, sellers can expedite their Brand Registry status. They gain access to benefits even during the application’s pending status. This usually happens within two weeks. Although legal fees may range from $3.000 to $5,000, utilizing IP Accelerator often proves cost-effective compared to traditional legal routes. The streamlined process and positive feedback from sellers regarding referred attorneys make IP Accelerator an attractive option for businesses of all sizes.

What is Needed to Get Trademarked?

The process of securing a trademark for your business entails several steps and considerations. While it used to be more prolonged, recent improvements, like Amazon’s IP Accelerator program, have streamlined it significantly.

Traditionally, you would file with the USPTO. Now, through IP Accelerator, you’re connected with preferred attorneys. These attorneys guide you through the process efficiently. Once you receive your filing from the attorney, you’ll need to provide specific details. These include your wordmark, brand imagery, product category, and proof of purchase or manufacturing. Additionally, you’ll need to ensure that your packaging matches the trademark precisely, including capitalization and spacing.

Amazon also requests authorization codes from the filing attorney, adding an extra layer of verification. However, once submitted correctly, the approval timeline has shortened drastically, with many seeing brand attachments within two weeks. During this waiting period, sellers can prepare their product listings. This ensures a seamless launch once the Amazon Brand Registry is secured.

Amazon used to offer temporary brand approval. However, they have tightened their processes to prevent fraud. This change ensures the legitimacy of brand registrations. Sellers should also be mindful of unlinked ASINs and incorrect brand nodes, which can be rectified through Amazon’s support channels. Ultimately, while the temptation to rush may exist, investing time in securing an Amazon Brand Registry ensures a smoother and more legitimate journey on the platform.

What Tools To Use for Amazon Brand Registry?

Now that we’ve attained Brand Registry status on Amazon, we have access to many content tools. These tools enhance our brand presence. One standout feature is the Brand Story. It is a carousel that allows us to showcase our products and identity. This feature links directly to our Amazon store. Additionally, we can leverage A+ Pages to replace traditional text descriptions with compelling imagery, potentially boosting conversion rates. 

Another valuable tool is the brand dashboard, which provides insightful analytical data on customer demographics and purchasing behavior. We can track metrics like first-time purchases and explore emerging features like content creator partnerships and Amazon Live. The Amazon Brand Registry unlocks access to user-generated content opportunities, such as Amazon Posts and Vine, empowering us to amplify our brand messaging and build trust with customers. With these tools, we can elevate our brand’s visibility and engagement on Amazon’s platform, driving growth and success.

What does Amazon Do for 3Ps on Brand Registered Listings?

Maintaining transparency with your brand and products is crucial in the realm of Amazon Brand Registry. By clearly establishing your brand identity and product authenticity, you not only enhance customer trust but also aid in keeping unauthorized sellers and counterfeiters at bay. Partnerships with companies like Brand Alignment can further bolster these efforts. 
While Amazon does allow multiple sellers on a listing, they have strict policies against unauthorized duplications or alterations of brand listings. Sellers must adhere to trademark, copyright, and patent laws, and violations can be reported through the Amazon Brand Registry. This multifaceted approach ensures that legitimate brands are protected and maintain control over their listings. Additionally, brands without a direct presence on Amazon can still verify the authenticity of their products through specific error code procedures, ensuring a level playing field for all sellers. Whether you’re a distributor or a major brand like Bath & Body Works, the Amazon Brand Registry provides avenues to safeguard your brand integrity and combat illicit practices, ultimately fostering a fair and secure marketplace for all.

Why Is Amazon Brand Registry Essential?

The ability to enhance product listings can significantly impact conversion rates. We can use captivating images, compelling A+ content, and engaging brand stories. As mentioned in our content episode, visuals play a crucial role in selling products. Having access to these features can make a world of difference.

Moreover, brand-tailored promotions and targeted marketing campaigns allow brands to connect with their audience in a more personalized manner. Whether it’s retargeting cart abandoners or reaching out to new customers, these tools empower brands to drive engagement and boost sales effectively.

Additionally, features like followers and Amazon Live enable brands to cultivate a loyal customer base. They allow brands to engage directly with customers through interactive content. By leveraging these tools, brands can build a community around their products. This helps foster brand loyalty and keeps the brand top-of-mind among their audience.

Furthermore, for brands yet to sell, Amazon’s Brand Registry offers an opportunity to monitor and manage their brand presence on the platform. Ensuring a cohesive brand message across all channels, including Amazon, is essential for maintaining brand integrity and maximizing sales potential.

In essence, Amazon’s Brand Registry is not required for selling on the platform. However, it provides a wealth of benefits. These benefits enhance brand visibility, drive sales, and safeguard brand integrity. For brands looking to thrive in the competitive e-commerce landscape, leveraging the Brand Registry’s tools and resources is essential. It is crucial for long-term success.

Amazon Programs That Help Protect Your Brand

Amazon’s Brand Registry and Project Zero are separate but complementary programs offered by Amazon that help brands protect their intellectual property rights and combat counterfeit products.

Brand registry primarily focuses on providing brands with tools and resources to manage and control their product listings on Amazon. It offers features such as brand stores, A+ content, enhanced brand content, and access to brand analytics, allowing brands to create a cohesive brand presence and optimize their product pages for better visibility and sales.

On the other hand, Project Zero is a proactive anti-counterfeiting program. It leverages advanced technology, including machine learning and automation, to detect and remove counterfeit listings. This happens before they can harm a brand’s reputation or infringe on its intellectual property. Project Zero also empowers brands to remove counterfeit listings on their own. It provides a self-service tool, giving brands greater control over their brand’s integrity.

While Amazon Brand Registry helps brands assert their presence and control over their listings, Project Zero offers additional protection against counterfeit products by proactively monitoring and removing infringing listings. While they can be used independently, brands may benefit from utilizing both programs simultaneously to maximize their protection against unauthorized sellers and counterfeiters.

In summary, Brand Registry and Project Zero are two essential tools in Amazon’s arsenal for brand protection, each offering unique features and benefits to help brands safeguard their intellectual property rights and maintain brand integrity on the platform.

Is Amazon Going to Let 3Ps Edit Your Listings?

Amazon Brand Registry is an invaluable tool for brands selling on Amazon, offering a wide range of benefits and protections to help them establish and maintain control over their brand presence on the platform. From enhanced brand content and A+ content to brand analytics and protection against counterfeit products, Brand Registry empowers brands to optimize their product listings, improve their visibility, and safeguard their intellectual property rights.

However, brands need to stay vigilant and proactive in managing their Brand Registry account, ensuring that their data meets Amazon’s requirements and addressing any issues or infringements promptly. By leveraging the tools and resources provided by the Brand Registry, brands can enhance their competitiveness, build customer trust, and drive success in Amazon’s marketplace.

Overall, the Amazon Brand Registry is a critical component of any brand’s Amazon strategy, offering numerous opportunities for growth and protection in an increasingly competitive e-commerce landscape.

Final Thoughts

In closing, it’s essential to recognize that while the Amazon Brand Registry may seem daunting at first, it’s a crucial step in protecting your brand and maximizing your success on Amazon. Whether you’re a seasoned seller or just starting, taking the time to register your brand and familiarize yourself with the tools and benefits offered by Brand Registry can make a significant difference in your e-commerce journey.

Don’t let the process intimidate you – resources like Amazon’s IP Accelerator and the USPTO website are readily available to guide you through the trademark registration process. Once you’re registered, the Amazon Brand Registry portal is user-friendly and intuitive, making it easy to access the features and protections that come with it.

Ultimately, Brand Registry isn’t just a nice-to-have – it’s a must-have for any brand looking to establish a strong presence on Amazon. With trademark protection, enhanced content capabilities, and tools to combat counterfeits, a Brand Registry empowers you to showcase your products effectively, build trust with customers, and safeguard your brand integrity.

So, whether you’re launching a new product or seeking to elevate your existing brand, take notice of the importance of a Brand Registry. Invest in protecting your brand, and you’ll pave the way for success both on and off Amazon.

Explore more about optimizing your Amazon strategy in our article: Managing Amazon Inventory: Choosing Between FBA and FBM.

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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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