Amazon Brand Registry - How Does it work?

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In today’s guide, we explore Amazon Brand Registry. Ever asked what that is? How it improves brand visibility on Amazon? Where can you start with this feature? We carefully examined everything that relates to Brand Registry in detail. After reading our guide, you’ll expand your pro-seller skills and hopefully take all the chances to create a superb brand on Amazon.

What is Amazon Brand Registry

Amazon grants very effective tools to push your brand way ahead of competition compared to other traditional e-commerce solutions, like having separate web stores. Brand registry Amazon is one of the sharpest selling tools introduced by the platform so far. Only the sellers who partnered with Amazon officially can enjoy the benefits offered by the Brand Registry. The path to become a brand-registered seller takes some time and patience. A drop of cash is also involved. But, you’re going to have a supreme boost in the competition crowd at once.

In this guide, we’re going to analyze what actually makes the tool so superb and outstanding for every Amazon seller who joins the Registry right today.

Who can use Brand Registry on Amazon?

Every Amazon seller who has registered, as well as third-parties who are selling on the platform via active registered trademark, can get Brand Registry. At the same time, brand owners can also get Registry if a seller is authorized. Before talking about Amazon brand registry cost, let’s clarify the core meaning of this solution. 

The current status of the program is not that new like many people might think. In fact, the Registry has been on the scene for years. However, it all changed in 2017, when Amazon revealed their powerful anti-counterfeit weapon called Amazon Brand Registry 2.0. The ultimate goal was to provide an advantage to those sellers who comply with the legal terms of selling on Amazon. 

If you’re not going to take part in the Amazon Brand Registry program, as a seller, you can still sell goods on the platform. Amazon does not provide any penalties for not taking part in the Brand Registry. The majority of experienced sellers are not choosing to start the program after the first sales - waiting is the matter of precaution in this case. Once the product becomes profitable and generates stable incomes, the sense of security leads to choosing the brand registration benefits.

Amazon Brand Registry Benefits

The benefits of participating in the program are obvious for independent sellers and brand owners for each side. At every step of selling items, the program helps to build up an organized and performance-oriented brand that skyrockets in the sales in the targeted niche. The biggest benefits that await you are the following ones:

Keep hijackers aboard

Product hijackings is one of the worst calamities that have been happening to Amazon ever since it launched. In fact, the trend became so viral that it has been adopted by the popular scammers of the top-selling items who wanted to confuse the buyers with copy-pasted product views. However, Amazon has invented the cure from the hijacking plague. When you pass the Amazon brand registry application, you’re choosing the 100% way to defend the product from fraud. Moreover, this is a direct way to get the competitive advantage not only over the scammers. 

You’re going to be recognized as a premium seller who follows all terms of quality created by Amazon to filter the best verified products on the platform. The Registry also provides the ownership of the extra fraud fighter. It’s called “Amazon Buy Box” and is used to detect and report about scam attacks over your listing items. After that, Amazon takes care of your authenticity and bans fakers. 

Control the listings

After starting a brand registry on Amazon, you’re getting direct and full control over the product listings. Regular sellers do not have such permissions, so let’s look closer at what those benefits actually are. You can:

  • Place the title of the product as many times as you need 
  • Create compelling product descriptions.
  • Change the image of the products to keep your clients informed. 
  • Utilize the product ID avoiding UPCs and EANs. 
  • Reduce popping up match errors when starting the listing. 

We think that listing control brings you closer to creating as optimized listings as possible on Amazon. The precise optimization gives you one of the most valuable assets of Amazon. Those are product rating stars at the top of all products you sell. This is how the best-performing sellers are improving discoverability and desirability of the products. Why lagging behind if you can become one of those leaders? 

Spice up brand content

When it comes to content marketing, you should be intact of the latest trends on Amazon. Great content makes an item a spectacular offering which will be outsold in the immense volumes. What Amazon Brand Registry has under the hood is the diverse content management editor. It’s also called Enhanced Brand Content (EBC), or A+ Content Manager, as Amazon calls it.

Find it below Brand Benefits or Advertising navigation menu. It’s a visual editor, akin to those on Wikipedia or Wordpress, so you’ll master it in less than an hour.

amazon brand registry 2.0

With the tool, you can make the management of Amazon listings so much faster, having a better-looking product pages at the same time. Add images, experiment with texts, move the modules around to find your personal zen for the visuals of every item in the seller inventory.

It has a convenient step-by-step content builder as you can see on the screenshot.

Build customer engagement

Another benefit of brand registration relates to getting access to features like videos and storefronts. If you haven’t heard about them, that’s a pity - those features make your products unseenly distinct from the crowd. Brand value and customer trust are the immediate perks you’re getting from the high level of customer engagement. In terms of Amazon, customer engagement matters. You have to invest into coming closer to starting with the Brand Registry to keep the operation going and thriving.

Product Videos

Sellers who do not have the approved Amazon Registry cannot add product videos and demo tours around. Luckily for you, you’ll have this notorious advantage since it has been splitting the top competitors into the dust for people who tried the Brand Registry. In the video, you can explain the benefits and mode of usage of the products you sell. Imagine how sweet the jump in conversion would feel like after accepting this innovation.

Stores Builder

Storefronts on Amazon are interactive mini-websites each having their own navigation, footer, and content area where the product tiles are displayed. One or several pages are available to the users looking for some amazing shopping experience.

Besides, Amazon wants the process to fly, so you’re not going to waste hundreds of hours on fixing the layout. They provide you with the template that has placeholders for images, texts, and informational elements. How cool and easy is that? We think that Stores Builder is a go-take feature available after Amazon Registry. Select among several templates that relate to your vision of the product line that you’re going to sell via storefront. That’s one thing to consider when building up the store customly without provided templates.

amazon brand registry program

You have to think about the adaptivity of the design grid. The created storefront must display well either on desktop or mobile. Only by following this recommendation you’ll ensure the top-performing level of visitor conversion into the actual customers. Move blocks around, crop them, and mix the content. A perfect storefront takes time to create manually without generic templates.

How to apply for Amazon Brand Registry?

To start with Amazon Brand Registry, you have to learn to wait - the process is not that rapid. Generally, all inquiries are approved after two weeks of pending status. You have to complete the following requirements to be identified as an eligible member of the program:

Registered Trademark

Since May 2017, all members of the Brand Registry are obliged to possess a registered trademark of the product they offer on Amazon to apply successfully. To get a trademark and start with the program, you have to check the available names at UTSPO website. Then, your goal is to select the available name that will comply with the free entries from the database.


Every product that you’re going to sell has to include the labeling that corresponds to the name of your brand. In other words, the products have to show packaging and branding for Amazon to think that you’re 100% legit and not a scam. 

Original Web Store

Amazon asks for the link that leads to the original where the range of goods of your brands is displayed at the moment. The platform needs that as the factor of extra verification of the legal status of your business. Besides, who won’t trust a store that has a website visible in Google?


Neglecting this step could result in the loss of potential target audience who could come and check your products after they search on Amazon according to particular keywords. Setting key-attributes cannot change when you do it for the first time. You can select from Catalogue Number, Manufacturer Part Number, Model Number, and Style Number. One takeaway for you: remember that the key-attribute has to be easily identifiable by customers and distributors.

brand registry amazon

Generally, the steps to join Amazon program of brand registry are not that complicated, but rather easy to follow. However, Amazon restricts the requirements annually. Why does it happen? Scammers and brand-fakers invent various manipulative schemes to enter the e-commerce platform under the cloak of legal brands. It’s not always like that at all, so Amazon still follows its number one priority from the first day of launch, ensuring security and well-being of the sellers and customers. 

The Eligibility Requirements for Amazon Brand Registry

The requirements which follow the guidelines of Amazon in terms of Brand Registry are distributed between various nations separately. It’s not a big surprise that every country has its own e-commerce legislation requirements. Below, we analyze the top 3 western markets of the US, Canada, and the UK in terms of eligibility requirements to partake in the program right today.


In the USA, the process of matching eligibility requirements before becoming a fully-fledged member of Amazon Brand Registry are one of the most complex. The trademark organization is called USPTO where you have to address the query to register your own brand prior to starting with Amazon. They are registering patents for any kind of brands to place them in the national registry. After that, you have an eligible trademark that motivates you to start your commercial operation - no barriers for that exist at this point.

Therefore, you receive the text-based mark of your brand. Amazon demands that your brand entry must have 1 letter, word, number, as well as 4 Standard Character Marks. Only the brands that have the corresponding textual arrangement pass the Amazon Brand Registry Requirements.

The trademark also should have the active registration status within the principal register.

The final part - the brand-image - must include the visual representation with included letters, words, numbers in any shape.  


You have to pass the request to CIPO, the Canadian alternative to USPTO. The trademark must be registered in the organization. The text-based content has to be a word that is recognizable in human speech. The image-based brand part has to be pre-designed and have a distinct look. 

The UK

Trademark organization in Britain is called UK IPO and EUIPO. The first organization is responsible for the registration of intellectual property on the territory of the UK. The second is the same, but you have to complete the process in the European Union. Your trademark must be registered. The text-based brand info has to be a word. The image-based brand part must be a figure. The figure should also include the word that corresponds to the brand.

Final Thoughts

We hope that after reading the above guide, you won’t have hesitations about getting along with the Brand Registry. In fact, by choosing the Amazon Brand Registry, you’ll get access to such benefits:

  • Complete control over the listing content of the product. As a brand owner, you can become the king of marketing and promote products more effectively than competitors.
  • Full-scale support from Amazon internal team. They’ll help you fix and detect the unoptimized listing contributions. Moreover, incorrect variations are also getting a fix from the support team. 
  • A+ Content management system greatly improves the display of the products within listings. Brand owners will benefit from the better user experience of the buyers and higher conversion 


Do you need a trademark for Amazon brand registry?

Yes, since 2017, Amazon has been requiring the new sellers to have the registered trademark in the USA, Canada, and the UK (if you sell in those regions). The program states that “A registered trademark is obligatory in order to apply for the Brand Registry.”

How long does it take to apply for Amazon brand registry?

The whole process of registering requires some steps to complete. We mentioned them previously in this guide. After that, expect the process to take around 2 weeks. If you meet all the requirements set by Amazon, the moderation shouldn’t take long. Remember that all you have to do is give Amazon everything they ask for in the official requirements.

How much does it cost to register a brand on Amazon?

Amazon charges you with money for trademark registration. The cost goes in the range from $225 to $400 . Extra fees may be charged depending on the application fees and extra class protection.