Amazon Brand Registry Guide for 2024

What is the Amazon brand registry?

Amazon Brand Registry is a program designed to give brand owners greater control over their products and brand representation on the Amazon marketplace.

By enrolling in Brand Registry, sellers gain access to a suite of tools that help protect their trademarks from counterfeiting and unauthorised sellers, as well as enhance brand visibility.

In addition to brand protection, Brand Registry offers various tools that allow sellers to build and market their brands more effectively. This includes access to features like proprietary text and image search, predictive automation to prevent inaccurate listings, and enhanced advertising options.

Being part of the Brand Registry program gives you advantages over non-registered brands, helping you establish a more legitimate and recognizable presence on Amazon.

About Amazon Brand Registry

• Over 700,000 brands enrolled: As of 2023, more than 700,000 brands have enrolled in Amazon Brand Registry, representing businesses from around the world.
• Over 99% accuracy in trademark protection: Amazon’s Brand Registry uses advanced technology to identify and remove over 99% of suspected counterfeit products before they reach customers.
• Brand registry increases sales: According to Amazon, brands enrolled in the Brand Registry see a significant reduction in intellectual property violations and an increase in sales, thanks to improved brand control and enhanced advertising features.
• Global reach: Brand Registry isn’t limited to the U.S. It’s available in over 20 Amazon marketplaces worldwide, allowing brands to protect their intellectual property and expand globally with ease.
• Over 100 million suspected counterfeits blocked: In 2022 alone, Amazon blocked over 100 million suspected counterfeit listings thanks to the tools and protections offered by the Brand Registry.
• Brand Registry is free: Enrolling in Amazon Brand Registry is free, but you must have a registered trademark in the country where you wish to enrol your brand. This makes it accessible for brands of all sizes.

The power and limitations of Amazon Brand Registry

Amazon Brand Registry FAQs

Do you need a trademark for Amazon Brand Registry?

Yes, a registered trademark is required to enrol in Amazon Brand Registry. In the U.S., this means your trademark must be registered with the United States Patent and Trademark Office (USPTO). The trademark must be active and in use, and it should match the brand name of your products.

I want to enrol in Brand Registry but don’t have a trademark. How do I get started?

You can use Amazon’s IP Accelerator program, which connects you with vetted IP law firms that offer trademark registration services at competitive rates. By using this program, you can access Brand Registry benefits while your trademark application is pending.

How do I get a trademark?

To obtain a trademark, follow these steps:

• Research: Ensure that your brand name and/or logo are unique and not already in use. You can search for existing trademarks on the USPTO website using their official database.
• Choose a class: Select the appropriate class for your trademark, which defines the types of goods or services your brand covers. Each class requires a separate application and fee.
• File your application: You can apply yourself through the USPTO website or hire a licensed trademark attorney to handle the process for you.
• IP Accelerator program: Amazon offers an IP Accelerator program that connects you with trusted IP law firms. Enrolling through this program allows you to access Brand Registry benefits even before your trademark application is fully approved.

How long does it take to get a trademark registered?

The trademark registration process typically takes around 9 to 12 months with the USPTO. However, with Amazon’s IP Accelerator, you can access Brand Registry benefits while your trademark application is still pending, significantly speeding up the process.

How long does it take for Amazon Brand Registry approval?

If you already have a registered trademark or are using the IP Accelerator program, the Brand Registry approval process usually takes around two weeks. Ensure that you provide all the required documentation and meet the eligibility criteria to avoid delays.

What information is required to enrol a brand in Amazon Brand Registry?

To enrol in Brand Registry, you will need:

• • A registered trademark number
  • Proof of trademark ownership
  • The list of products you want to include under the brand
  • Details about your brand, such as logos and product images

• A Seller Central or Vendor Central account

Does Amazon Brand Registry provide Global Trade Item Numbers (GTIN/UPC/EAN/ISBN) exemption for my products?

No, Amazon Brand Registry does not provide GTIN exemptions. You can apply for a GTIN exemption through Seller Central. If your product is already listed on Amazon, you can list your offer on the existing product detail page without needing a GTIN. If your product is not listed, you’ll need to request a GTIN exemption.

How can I check the status of my Brand Registry application?

You can check the status of your application by logging into your Brand Registry account and visiting the Case Log. From there, you can view and manage your existing applications, search by trademark number or brand name, and apply additional filters to refine your search.

Can I edit an application that is pending review?

No, you cannot edit an application that is pending review. However, you can submit additional information, such as trademark certificates or identity verification documents, through the Case Log in your Brand Registry account.

Can I enrol another brand in Brand Registry?

Yes, you can enrol multiple brands in the Brand Registry. After enrolling your first brand, you can click on “Enrol a new brand” from the homepage of your Brand Registry account to add additional brands.

Can Amazon Brand Registry help with utility patent disputes?

Yes, Amazon offers the Amazon Patent Evaluation Express (APEX) program, currently available in the U.S. This program uses neutral third-party evaluators to decide whether an asserted utility patent is infringed, providing a faster and more cost-effective solution than traditional legal processes.

How can I add new users or agents to my Brand Registry account?

The Rights Owner or Administrator can add or remove users by logging into the Brand Registry account and selecting “User Permissions” under “Settings.” You can manage existing users and invite new users to join your brand.

What should I do if I am having trouble logging into my Brand Registry account?

If you are having trouble accessing your account, make sure you are using the correct email and password associated with your Brand Registry account. If you’ve forgotten your password, you can reset it through the password assistance process. For additional help, you can contact Brand Registry support.

What is Amazon’s policy on the protection of intellectual property?

Amazon does not allow listings that violate intellectual property rights. Rights owners who believe their IP has been misused can use the Report a Violation tool in the Brand Registry to notify Amazon and take appropriate action. For detailed information, refer to Amazon’s Intellectual Property (IP) policy.

Can I report alleged intellectual property infringements if I do not have a Brand Registry account?

Yes, Amazon provides a publicly accessible form for reporting alleged IP infringements, such as trademark, copyright, or patent violations. You do not need a Brand Registry account to use this form.

Tools and benefits of Amazon Brand Registry

Brand protection tools

• Automated protections: Uses machine learning to proactively remove suspected infringing or inaccurate listings before they reach customers. This system gets smarter as you provide more data and report violations.
• Report a violation tool: Allows you to search for and report listings that may violate your intellectual property rights, such as counterfeit products or misusing your brand name.
• Project Zero: Empowers brand owners to directly remove counterfeit listings themselves through a self-service tool. This program also uses machine learning to detect and remove counterfeit listings proactively.
• Transparency: A serialisation service that provides unique codes for each product unit, enabling Amazon to detect and prevent counterfeit products before they are shipped to customers.
• Counterfeit Crimes Unit: Works alongside brands and law enforcement to bring counterfeiters to justice. This team investigates and pursues legal action against counterfeiters.
• Amazon Patent Evaluation Express (APEX): A fast-track utility patent dispute resolution process using neutral third-party evaluators, making it quicker and more cost-effective than traditional legal proceedings.
• IP Accelerator: Connects you with a curated network of IP law firms that offer trademark registration services at competitive rates. It provides earlier access to Brand Registry benefits, even while your trademark application is pending.

Brand building tools

• A+ Content: Amazon EBC content allows you to enhance your product detail pages with rich text, images, and comparison charts to showcase your product’s features and tell your brand story.
• Amazon Stores: A free, self-service tool to create your own branded storefront on Amazon. You can showcase your products and tell your brand story through a multi-page experience.
• Amazon Vine: A review program that allows you to send products to trusted reviewers to generate high-quality reviews, helping to build credibility and trust with potential customers.
• Amazon Live: A live-streaming service where brands can interact with customers in real-time. You can showcase products, answer questions, and engage with your audience directly.
• Virtual Bundles: Allows you to create bundles of complementary products without needing to physically bundle them. This feature can increase sales and average order value by offering deals on multiple products.
• Manage Your Experiments (MYE): An A/B testing tool that helps brands optimise product listings. You can test different versions of your product titles, images, or descriptions to see which version performs better.
• Amazon Posts: A social media-like feature that allows brands to share lifestyle images and content to engage with customers on product detail pages and within the Amazon ecosystem.
• Sponsored Brands and Sponsored Display Ads: Access to a suite of advertising tools that help you promote your products and increase visibility on Amazon search results and product pages.
• Brand Analytics: Offers detailed insights into customer behaviour, including search terms, market basket analysis, and item comparison reports. This data helps you refine your marketing and product strategies.