As a brand owner, you’ve probably wondered: How can I protect my products on Amazon and stand out in such a competitive marketplace? The answer often starts with one key step – Brand Registry on Amazon.
At Trademark Angel, we help businesses at every stage of their Amazon journey—from newcomers launching their first products to established brands looking for stronger protection. We’ve seen firsthand how Brand Registry helps secure product listings, boost brand visibility, and keep copycats at bay.
If you’re thinking about selling on Amazon or haven’t enrolled in Brand Registry yet, this blog is for you. We’ll break everything down clearly and practically—no fluff, just useful tips and honest advice.
What is the Brand Registry on Amazon?
Brand Registry on Amazon is a program designed for brand owners. Once enrolled, Amazon gives you tools that help protect your brand and improve your product listings.
Brand Registry helps ensure you control how your brand shows up on Amazon. It’s not just about logos or names—it’s about ownership. When you register, you tell Amazon, “This is my brand, and I want to manage it.”
This helps stop other sellers from using your brand name, listing counterfeit products, or changing product details. Amazon listens more closely to registered brand owners, especially in disputes.
Why Should You Consider Brand Registry?
We get this question often, and the answer is always the same: because it gives you more control.
Here are some of the main reasons we tell clients to consider enrolling:
1. Protect Your Brand from Copycats
Once you’re enrolled, you can report suspected infringers directly to Amazon. That includes sellers using your name and logo or copying your product images or descriptions. Amazon acts faster when a brand is registered with the relevant Trademark Office because they know you’re the verified owner. For amazon.com – you need a US trademark, for amazon.ca – you need a Canadian trademark.
2. Keep Control Over Your Product Listings
One of the sellers’ biggest frustrations is when someone else changes their product title or description. You can submit content corrections with Brand Registry Amazon, and Amazon gives your version more weight.
3. Access to Better Tools
Registered brands get access to tools like A+ Content (formerly Enhanced Brand Content), which lets you create more visual and detailed product pages. You also get access to a Brand Store—a free storefront on Amazon where all your products live.
4. Early Access to New Features
Amazon often rolls out new features to registered brands first. So, if you’re serious about selling, being part of the Brand Registry program keeps you ahead of the game.
What Do You Need to enrol in the Amazon Brand Registry?
Before enrolling, you need a filed trademark application.
Here’s a quick checklist of what Amazon looks for:
- An active or pending trademark
- The brand name exactly as it appears on your trademark
- The type of trademark (text or image with letters/numbers)
- Product categories your brand sells in
- Product images showing the brand name permanently attached to the product or packaging
Some people make the mistake of uploading digital mock-ups or stickers that can be peeled off. Amazon wants to see your brand name sewn, printed, or etched directly onto your product or box. That’s what they call “permanently affixed.”
Step-by-Step: How to Enrol in Brand Registry Amazon
Here’s a simple walkthrough of the process:
Step 1: Sign in to Brand Registry
Use your Amazon Seller Central or Vendor Central login. This links your selling and brand account.
Step 2: Enrol Your Brand
Click on “Enrol a New Brand” and provide the requested details—brand name, trademark information, product categories, etc.
Step 3: Submit Images
Upload images of your product or packaging with your brand name clearly visible and permanently attached.
Step 4: Verify Ownership
Amazon will reach out to the contact listed on your trademark. That person will receive a verification code, which you must enter to complete the process.
Step 5: Wait for Approval
Once the code is submitted, Amazon reviews everything. If all looks good, you’ll be accepted, and your brand will be officially enrolled.
Common Mistakes to Avoid
We’ve seen people run into trouble during enrollment, so here are a few tips based on real cases we’ve worked on:
- Mismatch between trademark and brand name: An extra space or a missing hyphen can cause a problem. Double-check everything.
- Wrong trademark type: Make sure you’re selecting the correct one—word mark or design mark.
- Low-quality or inaccurate images: Don’t upload mock-ups or samples with stickers. Amazon wants to see the real deal.
Getting these details right the first time saves you time and avoids delays.
What Happens After You’re Accepted?
Once you’re in, you’ll see more control over your listings. You can also access tools that weren’t available before.
These include:
- A+ Content – Add comparison charts, lifestyle images, and detailed text to your listings.
- Amazon Stores – Build a custom branded storefront on Amazon for no cost.
- Brand Analytics – View data on customer search terms, purchase behaviour, and competitor insights.
- Report a Violation Tool – Report sellers who misuse your brand name or product images.
- Automated Protections – Amazon automatically scans listings for possible infringements.
You don’t need to use every tool immediately, but knowing what’s available as your business grows is good.
Can You Use Brand Registry Without Selling on Amazon?
You can still register your brand even if you don’t have a Seller or Vendor Central account. You won’t get access to tools like A+ Content or the brand store, but you can report counterfeit listings and keep control over your brand name.
This is an excellent option for businesses that don’t sell directly on Amazon but want to protect their trademarks from misuse.
Is Brand Registry Worth It?
From our perspective—yes.
We’ve helped hundreds of businesses protect their brands, and the difference between having Brand Registry and not having it is enormous. If your products are sold on Amazon, whether by you or others, being enrolled helps keep your listings accurate and your brand safe.
It also helps you look more professional. Customers trust brands with clean, well-managed listings. And let’s face it—when people trust your brand, they’re more likely to buy.
Final Thoughts
If you’re serious about growing your brand on Amazon, enrolling in Brand Registry should be a top priority. It’s one of the most effective ways to protect your brand name, control your product listings, and build lasting customer trust.
At Trademark Angel, we help sellers and businesses of all sizes navigate this process smoothly and affordably – whether you already have a trademark or need help securing one.
Ready to protect your brand and take the next step? We’re here to make it easy.
