How to Register Your Brand on Amazon? Step-by Step-Guide


What is Amazon Brand Registry?

Amazon Brand Registry is a customized service developed to assist brand owners in protecting their intellectual property and managing their company’s presence on the Amazon marketplace. Enrolling in the Amazon Brand Registry gives brand owners access to a set of sophisticated tools and services that increase trademark protection, product listings, and overall exposure.

The primary goal of the Amazon Brand Registry is to equip brand owners with the tools they need to defend their brands against counterfeiters and unlicensed dealers. It helps to verify that the items displayed under your brand name are legitimate and that buyers get exactly what they want when they buy.

There’s more good news for the sellers looking to register their brands, as the Amazon Brand Registry costs absolutely nothing. However, if you want to take advantage of a number of useful tools offered by this program, then you’ll have to pay for some of them (the ones which aren’t free).

This initiative is intended to simplify the process of managing your brand on Amazon, allowing you to keep accurate and consistent product information across the marketplace.

To gain a deeper understanding of managing digital products and brands on Amazon, check out our detailed guide on What is Digital Product Management & Brand Management On Amazon?

Prerequisites for Registering Your Brand

Before you begin the registration process, it is necessary to understand the Amazon Brand Registry requirements for registering your brand on Amazon. These procedures are essential for a smooth and successful membership in the Amazon Brand Registry.

Trademark Registration

One of the most important requirements for registering your business on Amazon is possessing a valid trademark. This is a mandatory requirement that acts as the foundation of your brand’s identification and protection on the platform.

A registered trademark is unmistakable legal confirmation that you hold the rights to your company’s name, logo, or other distinguishing features. This legal recognition is critical in safeguarding your brand from unlawful usage and infringement.

A registered trademark ensures that your brand is authentic and trustworthy. It offers a degree of legitimacy and professionalism, which can boost consumer trust and loyalty.

A trademark gives you exclusive rights to use your brand’s name and emblem, which is critical for preventing counterfeiters from selling imitation items under your name. This protection covers all markets where your brand is registered, providing a broad barrier against infringement.

Amazon requires a registered or pending trademark to participate in the Brand Registry program. This restriction guarantees that only authorized brand owners have access to the program’s tools and advantages, which helps to maintain the Amazon marketplace’s integrity and confidence.

A trademark sets your company apart from rivals, allowing you to create a distinct identity in the congested e-commerce industry. It prohibits other vendors from adopting identical names or trademarks that may mislead buyers, thus preserving your market position.

In the event of trademark infringement, possessing a registered trademark enables you to pursue legal action against counterfeiters and illegal merchants. This legal underpinning is critical for upholding your rights and preserving control over your brand’s image and reputation.

While there are many online services available that can get you through the trademark process without you having to do anything, those services are mostly overpriced. It is, therefore, recommended that sellers navigate the trademark process themselves.

Trademark Consistency

It is also necessary to maintain consistency in trademark information, as it helps preserve the integrity and trust of your brand on Amazon. Amazon relies on precise and consistent trademark information to authenticate the identity of brand owners and assure compliance with Brand Registry regulations.

Inconsistencies or errors in trademark information might cause delays in registration approval or, in rare situations, rejection of the application.

Consistent trademark information also plays a crucial role in building brand recognition and trust among consumers. A unified brand identity across all platforms and channels reinforces brand loyalty and enhances the overall customer experience.

It enables customers to easily identify and distinguish your products from competitors, fostering brand loyalty and repeat purchases.

Inconsistencies in trademark information can have a negative impact on brand reputation and visibility on Amazon. Discrepancies between the registered trademark and the information supplied during the Brand Registry registration process may raise red flags and prompt additional investigation by Amazon’s verification team.

This can lead to extended review periods, extra documentation demands, or outright denial of the registration.

Errors in trademark information also prove detrimental to brand confidence and credibility with customers. Conflicting or erroneous brand information can lead to customer confusion and decrease trust in your items’ legitimacy.

Gather Required Information

Before beginning the registration process, gather all of the information you will need to complete the application. Being prepared with all of the relevant information will assist to speed the process and prevent any delays.

Here is a rundown of information required for the registration process:

  • Brand Name: The particular name under which your brand is registered. This should match the name associated with your brand.
  • Product Categories: A thorough overview of the product categories in which your brand works. This allows Amazon to recognize your business in its large marketplace accurately.
  • Logo: A high-quality image of your business’s logo. This serves as a visual identity and promotes brand recognition among customers.
  • Product Images: Clear photos of your items, including your brand’s name or insignia. These graphics are crucial in defining your brand’s credibility and affinity with Amazon items.
  • Website: A link to your brand’s website. This gives Amazon more information and confirmation of your brand’s reputation and online presence.

Amazon Account

To join the Amazon Brand Registry, you must first have an Amazon account. This might be a Seller Central or Vendor Central account. These accounts serve as the framework for managing your items and transactions on Amazon’s marketplace.

There are two main types of accounts for sellers. One is the Seller Central Account, which is for people or businesses that sell things directly to customers on Amazon. With this account, you can manage your product listings, pricing, and delivery choices.

The other option is the Vendor Central Account, which is for businesses that sell their items to Amazon as suppliers. Amazon then sells these items to its consumers. As a seller, you have less control over price and listings than Seller Central, but you do benefit from Amazon’s bulk purchasing power.

Trademark owners are responsible for filing the application and supplying the required evidence. If they can’t manage it themselves, then their authorized agents can do it on their behalf.

If you are an authorized agent, such as a legal representative or an employee in charge of the brand’s Amazon presence, the trademark owner must first register the brand. Once the brand is registered, the trademark owner may add your account as an extra user with certain capabilities.

This guarantees that the brand owner retains control of the principal Brand Registry account while allowing authorized people to perform specialized functions.

Verification Documents

During the Amazon Brand Registry membership process, you may be asked to provide a variety of verification papers to validate your identity and association with the registered brand. These documents usually include:

  • Identity Proof: Personal identity documents include a passport, driver’s license, or other government-issued ID. These documents authenticate your identification as the registered trademark’s owner or representative.
  • Business Registration Documents: Official documents proving your company’s legal standing include a certificate of incorporation and a business license. These documents prove that your trademark is a real entity that has been registered with the right authorities.
  • Proof of Brand Presence: Evidence of your brand’s presence and activity, such as connections to its website, social network profiles, or online marketplace storefronts. This shows that your brand is genuine and credible in the marketplace.

Step-by-Step Enrollment Process

Enrolling your brand in the Amazon Brand Registry requires multiple steps, ranging from initial sign-up to final clearance. Here’s an Amazon brand registry step-by-step:

Step 1: Get Started

To begin the enrollment process, visit the Amazon Brand Services page. Here, you will find the opportunity to start the enrollment procedure. The first stage will entail supplying basic information about your brand and company.

Later on, when you are looking for how to check Amazon brand registry status, you can visit this same page and log in with your account. If you have an already registered brand, the brand registry page will tell you so.

Step 2: Log In

Once you’ve reached the Brand Services website, log in with your Amazon admin account information. This guarantees that you have the permissions needed to finish the enrollment process.

Step 3: Basic Company Information

Complete and check the essential corporate information necessary for membership. This normally contains your company’s name, address, and contact information. Accuracy is critical at this level.

Step 4: Enroll a New Brand

If you want to register numerous brands, you will need to go through the process for each one. This phase allows you to specify the brand you’re registering and give pertinent information for each.

Step 5: Confirm Brand Eligibility

Amazon will authenticate your brand’s eligibility by ensuring that your brand name and logo appear on your items or packaging. You will be required to supply photos of your brand name/logo as proof of eligibility.

Step 6: Trademark Information

Provide specific information about your trademark, such as the kind of trademark, mark name, trademark serial number, and the nation of the registration office. Accuracy and consistency are vital for accelerating the registration process.

Step 7: Additional Business Information

Answer further questions about your business, such as if your items employ unique identifiers, what your online sales channels are, and whether you’re an Amazon seller or vendor. Please clarify production, licensing, and distribution facts as needed.

First, they will inquire whether each of your items has a unique identifier, such as a UPC or GTIN. If not, you can finish your brand registration but will require a GTIN Exemption to offer items as a Seller.

Next, Amazon enquires about other online selling platforms. Amazon does not require information about other sales channels; thus, it is recommended to leave this field blank or simply enter your own eCommerce website URL.

You’ll also choose whether you’re a seller (selling directly to consumers) or a vendor (selling things to Amazon, who then sells them to customers). Provide the admin email for the necessary account, making sure it matches exactly.

Finally, answer questions about production, licensing, and distribution before submitting your application for approval.

Step 8: Application Processing

Amazon normally handles brand registrations within two weeks after submission. Your status will be listed as “under review” on the Amazon Brand Registry page.

Although Amazon no longer requires product and package photographs for registration, we recommend photographing your brand on your items and packaging.

Clients may get follow-up inquiries for these photographs from the Brand Registry team, so be ready with all business-related information to assist Amazon even after having submitted the application.

Step 9: Trademark Confirmation

Once your application has been finalized, Amazon will email a confirmation number to the law firm that submitted your trademark. You’ll need to work with the legal firm to get and return the confirmation code to Amazon. After confirmation, your brand registration will be accepted, and you will receive final confirmation from Amazon.

How long does an Amazon brand registry take? Well, the entire process should not take more than 14 days (2 weeks) if you have submitted accurate brand information to Amazon.

After properly registering your brand on Amazon, you will receive a variety of perks, including enhanced brand content and promotions. Use these tools to increase your brand’s visibility and improve your product listings.

You can also choose to create and maintain an Amazon shop to promote your brand and items effectively.


How long does Amazon Brand Registry take?

Amazon Brand Registry typically takes around 2 weeks to complete, but this can vary depending on the specific circumstances. After submitting your application, Amazon will review the information and verify your brand, which might take a few days to a couple of weeks. Ensuring that all your documentation and trademark information are accurate can help expedite the process.

Can I sell on Amazon without Brand Registry?

Yes, you can sell on Amazon without Brand Registry. However, enrolling in Amazon Brand Registry provides several benefits, including enhanced brand protection, access to advanced marketing tools, and better control over your product listings. If you are a brand owner, registering your brand can significantly improve your selling experience on Amazon.

Can you sell private label on Amazon without Brand Registry?

Yes, you can sell private label products on Amazon without enrolling in Brand Registry. However, joining the Brand Registry program can offer additional advantages such as protecting your brand from counterfeiters, gaining access to powerful search and reporting tools, and improving your brand’s visibility on the platform.

Do you need a trademark for Amazon Brand Registry?

Yes, a registered trademark is required to enroll in Amazon Brand Registry. The trademark must be issued by a recognized government body and should match the brand name associated with your products. This trademark requirement helps ensure the authenticity and protection of your brand on Amazon.

Does Amazon Brand Registry cost anything?

Enrolling in Amazon Brand Registry itself does not have a direct cost. However, you need to have a registered trademark, which involves fees paid to the trademark office and possibly legal fees if you choose to hire an attorney. The costs associated with obtaining a trademark can vary depending on the country and the complexity of the application process.


The Amazon Brand Registry is a valuable resource for brand owners looking to protect and promote their products on the platform. By taking advantage of this program, you can safeguard your brand’s integrity and enhance its visibility, ultimately driving greater success in Amazon’s marketplace. Start the registration process today and take control of your brand’s future on Amazon.

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