How to Register Your Brand on Amazon

If you are serious about building a long-term successful business on Amazon then protecting your brand should be one of your top most priorities. Due to the increase in competition and the rise of counterfeit products, Amazon Brand Registry offers sellers a powerful solution to secure brand’s identity and protect intellectual property. Amazon Sellers can have greater control over their product listings when their brands are enrolled in Amazon Brand Registry Program.

In this guide, you’ll learn about the complete process of how to register your brand through Amazon Brand Registry from understanding the basic requirements to navigate the process of application and verification

Table of Content

• What is Amazon Brand Registry?
• Why Enroll in Amazon Brand Registry?
• Basic Requirements for Enrollment
• Trademark Criteria
• Creating Your Brand Registry Account
• Let’s Begin our Enrollment process
• Step 1 - Brand Information
• Step 2 - Business Information
• Step 3 - Manufacturing and Distribution Information
• Managing Your Applications
• The Review and Verification Process
• Application Statuses 
• Final Thoughts 

What is Amazon Brand Registry?

Amazon Brand Registry is a program designed to help brand owners protect their intellectual property and gain greater control over their brand presence on Amazon. Amazon Brand Registry helps sellers in preventing unauthorized sellers from altering or hijacking their product listings and also get access to advanced features provided by amazon like A+ Content, Sponsored Brands ads, and Brand Stores, seller can also get access to one of the most powerful analytics tool, the Amazon Brand Analytics and also Amazon provides automated protections against counterfeit listings for brand registered sellers.

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Why Enroll in Amazon Brand Registry?

When you enroll your brand in Amazon Brand Registry, you can get a range of exclusive tools and benefits from Amazon, which includes:

• Increased authority over your product detail pages
• Access to A+ Content and Amazon Stores
• Better protection from counterfeiters and listing hijackers
• More access to Sponsor Brands Ads 
• Access to use Amazon Vine program for getting vine reviews 
• Can easily run A/B testing for our listing attributes 
• Easily create Amazon Virtual Bundles and advertise them as well
• Enhanced brand support, access to brand analytics and reporting tools

Basic Requirements for Enrollment

There are two basic requirements to begin the enrollment process so make sure your brand meets these Amazon's core eligibility requirements. You will need:

1. A brand name or logo that includes your brand name which should be permanently fixed to your products or product packaging.
2. A registered trademark or a pending trademark application or registration for that brand name or logo.

What is the criteria for Trademark 

To be eligible for Amazon Brand Registry, your trademark must meet the following criteria:

• If you're using a registered trademark, it must be active and issued by a government trademark office in a country where Amazon operates a store.
  For example, in the U.S, trademarks are issued by the United States Patent and Trademark Office (USPTO).
  
  
• If you’re using a pending trademark application to enroll in Brand Registry, it also needs to be registered through the designated government office of a country where Amazon has corresponding stores.
  
  
• If you’re using a pending trademark registration to enroll in Brand Registry, you need to register it with one of the designated government offices that Amazon accepts pending registrations from.
  
  
• If you're using a pending trademark application or registration, you may need to wait at least 48 hours after submission for trademark before beginning your Brand Registry enrollment.

If you don't already have a trademark or haven't applied for one yet, Amazon makes the process easier with its IP Accelerator Program. It connects you with a network of trusted law firms that can help you quickly and professionally get your trademark registered.

You can check country-specific trademark requirements directly on Amazon’s  Country-specific trademark information.

Creating Your Brand Registry Account

If your brand meets the above requirements, you’re ready to start the enrollment process.

1. Sign up at brandservices.amazon.com.
   
   
2. Use the same login credentials as your Amazon Seller Central account to ensure proper account linkage and full access to Brand Registry tools.
   
   
3. If you’re currently on an individual selling plan, it’s recommended to upgrade to a professional seller account to take full advantage of the Brand Registry features.

Ready to protect your brand and unlock powerful tools to grow your Amazon business? Let’s Connect Now, Our Experts can help you in registering your brand through Amazon Brand Registry journey 

Let’s Begin our Enrollment process

• Go to Amazon Brand Registry 
• Navigate to Manage Dropdown from the main menu tab
• Click on Enroll a Brand Option

When you click on Enroll Your Brand, then you’ll have two options:

Option 1: If you have a pending or registered trademark

Option 2: If you don’t have a trademark

In case of Option 1, select Enroll Your Brand, and in case of Option 2, select Get Started with IP Accelerator Program.

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After clicking on Enroll Your Brand, you have to go through 3 steps of registration in your Brand Registry journey.
Keep in mind that once you have started your registration process, you have 3 days to submit the form; otherwise, your form will automatically expire.

In the First Step, you’ll need to enter the brand and product related Informations

Entering Your Brand Information

The first part of your Brand Registry application requires you to provide detailed information about your brand. Start by entering your brand name exactly as it appears on your trademark registration. Then, upload a clear image of your brand logo (if you don’t have the brand logo, then just upload the high-resolution image showing your brand name), and then choose the relevant trademark office from the dropdown list.

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Next, input your trademark registration or application number. Amazon supports automatic validation for your trademark office, you'll see a "Verify" button clicking this will help auto-confirm your trademark details. If not, then after clicking on verify button you'll need to manually select your trademark's status and type 

You’ll also be asked about your ownership status of the trademark. Choose the option that best reflects your situation:

• Yes, I own the trademark – Select this if the trademark is legally registered under your name and you don’t need anyone else’s permission to use it.
• No, but I have authorization from the trademark owner – Choose this if you’re managing the brand on someone else’s behalf and have an official authorization letter.
• No, but I have a license or contractual agreement with the owner – Select this if you’ve signed a legal licensing agreement with the brand owner, giving you rights to manage and represent the brand.

Based on the option you choose, Amazon may also ask you to upload the appropriate documentation. This could be your trademark ownership proof, a letter of authorization, or a copy of your licensing contract

After completing this, you’ll proceed towards uploading the product related information.

Entering Product Information

Enter at least 1-3 ASINs from your catalog that represents your brand, the brand name on the application should match the brand name in the ASIN

If you have any Brand’s Official website than enter the URL of that websites

If your Brand is sold on other E-Commerce platforms than enter the URL of those website 

Then, Upload at least one real image of your product or its packaging. Make sure the following must met by your uploaded images 

 The photo must show the actual product, not a digital mockup or rendered design.

• Your brand name must be clearly visible in the image.
• The brand name should be permanently printed or affixed to the product or packaging  not added digitally.
  
  

This step is important because it helps Amazon confirm the physical connection between your brand and your product, which is a key requirement for approval.

In the Second Step, you’ll need to enter your business information

Selling Partner Account Details

Amazon will ask about your business relationship with its platform. You’ll need to select the option that best describes how you interact with Amazon as a seller or vendor:

• Seller – Choose this if you operate through Seller Central, selling directly to customers. You could be fulfilling orders on your own or using FBA to handle logistics.
• Vendor – Select this if you’re part of Vendor Central and sell your products in bulk directly to Amazon, which then amazon sells them to customers. If this applies, you’ll need to provide your five-character vendor code linked to your account.
• Neither – This option is for businesses that don’t currently have a Seller or Vendor Central account or prefer to register their brand independently of any existing Amazon selling account.

Provide Your Business Information

Now, it's time to confirm your business identity and official registration details. This helps Amazon verify that you’re legitimately associated with the trademark you're registering.

• Country of Registration – Choose the country where your business is officially registered, based on government records.
• Registered Business Address – Enter the address where your business is formally registered. This includes:
  
  
  
  • Jurisdiction of Incorporation: Select the state or region where your business is legally established. This will be used to confirm your business's legitimacy.  
  • City of Registration: Type in the name of the city where your business is officially registered.
  • Postal Code: Enter the postal (ZIP) code that corresponds with the registered city. Make sure it’s valid, as incorrect codes can delay verification.

In the Third Step, you’ll need to enter your Manufacturing and distributing information

Share Manufacturing & Distribution Details

In this last step of registration, Amazon wants to understand how your brand’s products are manufactured and distributed. You’ll need to provide information that accurately reflects your current production setup.

• Manufacturing Setup:
  You’ll be asked to choose one of the following scenarios:
  
  
  
  • I operate my own manufacturing facility that produces most or all of the products under my brand.
    
    
  • I work with a third-party manufacturer under a formal agreement, contract, or business relationship that produces most or all of the products for my brand.

In both cases, you'll also need to upload a recent invoice (from the past six months) related to your product sourcing or supply chain. Make sure this invoice includes at least one product name under your brand.

Provide Distribution & Licensing Information

Here, you’ll answer a few questions about how your products are distributed and whether your brand has any licensees. This helps Amazon determine the level of protection your brand may qualify for.

Once all the required information is submitted and verified, click Submit to send your application for review.

After submitting your application, you'll receive a confirmation message indicating that your application is currently under review.

Managing Your Applications

Once you start or submit your application, you can track and manage it from the Brand Applications page:

• Go to Brand Registry > Manage > Brand Applications.
• Here, you’ll see all your started, submitted, or expired applications.
• You can also use filters like trademark number, brand name, or trademark office to find specific entries.
• Click Resume to continue editing any application still pending submission.

Note: Applications must be submitted within 3 days of starting, or they will expire. You can copy an expired application and re-submit it with updated details if needed.

The Review and Verification Process

Once your application is submitted:

• Amazon typically takes up to 10 business days to review your Brand Registry application.
• In some cases, they may request additional information to verify your identity.
• As part of the verification, a code will be sent to the registered trademark owner’s email address.
• You’ll need to send this verification code back to Amazon to complete the process.

To submit the code:

• You have to  send your verification code to Amazon using your Case Log inside Brand Registry.
• Do Not directly respond to the message received from Brand Registry asking for a verification code instead reply through using Brand Registry Case Log.
  

Application Statuses 

Here are the possible statuses you may see on your Brand Registry dashboard

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Note: If your application is rejected, you cannot edit it, but you can create a new one by copying the original, fixing any mistakes, and submitting again.

Final Thoughts

Getting your brand registered through Amazon Brand Registry is not just a formality in fact it is a smart move to secure your brand’s identity and set yourself up for success. The process might seem detailed, but each step from uploading documents to confirming your manufacturing setup helps Amazon to verify your brand’s authenticity.

At Upscale Valley, we help brand owners register and protect their trademarks through Amazon Brand Registry with ease and confidence. Whether you're just starting out or need expert help navigating the process, our team is here to support you every step of the way.

👉 Book your FREE Brand Registry consultation today and secure your brand’s future on Amazon.

📩 Contact Us | 📞 Let’s Upscale Your Brand Protection!

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