As online commerce becomes more competitive, protecting your intellectual property and establishing a professional brand presence is more important than ever. Amazon’s Brand Registry has long been a powerful program for brand owners because it offers tools that prevent counterfeit listings and it unlocks features like enhanced content and comprehensive analytics. In 2024 Amazon released a new Brand Registry Application Guide to make enrollment easier, and this blog post walks you through the program, explains why it matters, and summarizes the step‑by‑step instructions from the new guide. Whether you own an established trademark or you are just starting to build a private label, this comprehensive guide will help you understand eligibility requirements, prepare your application, avoid common mistakes and submit your enrollment with confidence.

What is the Amazon Brand Registry?

The Amazon Brand Registry is a free program designed to protect intellectual property on the Amazon marketplace. When you enroll your trademarked brand, Amazon provides tools that make it easier to identify and remove counterfeit products, hijacked listings, and other infringements. According to a 2025 enrollment guide, the program helps brand owners prevent their products from being illegally copied or resold and supports them in building a consistent, professional presence. The Brand Registry is not only for large corporations; it provides significant advantages for private‑label sellers and authorized distributors as well. Once enrolled, brands gain access to features like automated infringement detection, enhanced product listings with A+ Content, detailed analytics about customer demographics and keywords, and dedicated support teams.

Why Brand Registry matters for your business

Participating in the Brand Registry program offers numerous benefits beyond simple trademark protection. Amazon equips registered brands with automated systems that scan the catalog and identify suspicious listings, saving you time and allowing you to take direct action against counterfeiters. Dedicated support teams can also help you resolve technical issues quickly and connect you with experts for complex IP questions. Access to Brand Analytics gives you insight into keywords, repeat customers, sales data and demographic information, which can improve your marketing and inventory decisions. The program opens up enhanced content possibilities, such as A+ Content and Amazon Live, allowing you to create richer product pages with images, infographics and video. Registered brands also have the option to advertise through Sponsored Brands campaigns, increasing visibility and boosting sales. Collectively, these tools help legitimate businesses grow while discouraging bad actors from exploiting your intellectual property.

Eligibility requirements

Before enrolling, it is critical to understand the eligibility criteria and prepare the required information. Amazon’s official enrollment guidance states that your brand must have an active registered trademark or a pending trademark application filed with an approved government intellectual‑property office. The trademark may be a text‑based mark (word mark) or an image‑based mark that includes words, letters or numbers. If you do not yet own a trademark, Amazon offers the IP Accelerator program, which connects sellers with trusted law firms to obtain trademarks at competitive rates and provides faster access to Brand Registry benefits.

You will need to gather several pieces of information before you start the online application:

1. The exact brand name as it appears on your trademark record. The guide emphasizes that capitalization differences are acceptable, but spaces, hyphens and other characters must match exactly.
2. A high‑resolution image of your logo if your trademark is image‑based. The image must match the mark filed with the trademark office.
3. Your trademark registration number or the serial number from your pending application.
4. The product categories you plan to sell in and an optional list of top‑selling ASINs or websites where you currently sell your branded products.
5. At least one unaltered photograph of your product or packaging showing the brand name permanently affixed. Amazon does not accept computer‑generated mock‑ups or labels that can be removed; the brand name must be printed, sewn, laser‑etched or engraved on the product or packaging.
6. Basic manufacturing, distribution and licensee information. You may be asked to upload invoices or documents demonstrating how your products are sourced and manufactured.

Common enrollment mistakes

The Brand Registry team notes that many applications are delayed or denied because of simple errors. Some of the most frequent mistakes include discrepancies in the brand name or trademark type, low‑quality images that do not clearly show the brand name, and uploading mock‑ups instead of actual product photos. Always double‑check that the brand name in your application matches the trademark record exactly and that the image of your product shows the brand name permanently affixed. Using stickers, hang tags or Photoshop overlays is not allowed. You should also ensure that the trademark office you select in the application matches the office where your trademark is registered.

Inside the new Brand Registry Application Guide

To streamline enrollment and reduce the number of application errors, Amazon released an updated Brand Registry Application Guide in February 2024. The downloadable PDF walks applicants through each step of the process and includes screen shots, examples and helpful reminders. Here is a summary of the key sections:

Access your Brand Registry account

The first step is to log in to the Brand Registry portal using the same credentials you use for Seller Central or Vendor Central. Once logged in, hover over the “Manage” tab and select “Enroll a brand.” The new guide notes that if you do not have a Brand Registry account yet, you can create one by visiting the Brand Registry page and clicking “Enroll now”. For existing sellers, using the same username and password links your selling and brand accounts and ensures you can access features like A+ Content and Stores.

Provide brand information

On the enrollment page, you will enter the name of your brand exactly as it appears on your trademark record. The guide cautions that if you type “AmazonEcho” instead of “Amazon Echo,” the system will not approve the application. Next, select the trademark office where your trademark is registered or pending. If you choose the wrong office, Amazon cannot validate your registration number and your application will be rejected. Then enter the registration number or serial number associated with your trademark. For some offices, the portal will offer a “Verify” button that automatically validates the number; for others you must ensure accuracy manually. Finally, answer questions about trademark ownership: indicate whether you own the trademark, have an authorization letter, or hold a license agreement with the owner. Depending on your answer, you may be asked to upload proof such as an authorization letter or licensing agreement.

Fill out selling account information

In the next section, Amazon asks about your relationship with the marketplace. You can select “Sellers” if you sell directly to consumers through Seller Central, “Vendors” if you supply products to Amazon through Vendor Central, or “Neither” if you simply want to register your brand without selling. The application will also request your product categories and may ask for top‑selling ASINs. Providing more information helps Amazon apply additional automated protections. If you have a website for your brand or sell on other e‑commerce platforms, you can include these links as well. Make sure the website displays your brand name exactly as it appears on your trademark record and that it is live; websites under construction are not accepted.

Submit product images

Amazon requires at least one unaltered photo of your product or its packaging. The image must be a real photograph – not a digital mock‑up – and it must show the brand name or logo clearly and permanently affixed. Stickers, hang tags or other removable labels are considered temporary and will result in rejection. Before uploading, check that the image is high resolution and free of blurriness, and that the brand name exactly matches the trademark record. If your products do not have a brand name permanently affixed (for example, jewelry or handmade items), you must show that the packaging carries a permanent brand name.

Provide manufacturing and distribution information

To help Amazon apply proactive protections, the guide includes questions about manufacturing, distribution and licensing. You will need to choose whether you manufacture your products yourself or work with a third‑party manufacturer. If you indicate that you outsource manufacturing, you must upload documentation showing the arrangement between your company and the manufacturer. You will also be asked to upload recent invoices containing the brand’s product names; be sure to redact sensitive data like pricing. Additionally, you must describe any licensing arrangements if you are not the sole rights holder.

Submit your application

After you complete all sections, click “Submit.” The portal will display a confirmation message indicating that your application has been created and is under review. Amazon will then verify that you are the rights owner. This involves contacting the public correspondent listed on your trademark record and sending them a verification code. You have 10 days to obtain that code from your trademark attorney or correspondent and submit it through your Brand Applications case log. If you miss the 10‑day window, your case will be closed and you will need to start over.

What happens next

Once the verification code is submitted, Amazon conducts a final evaluation of your application. If everything is in order, your brand will be enrolled and you will begin to enjoy the program’s benefits. Should you identify any trademark, copyright or design infringements in the Amazon catalog, you can use the Report a Violation tool to file a complaint. After enrollment you will also gain access to A+ Content, Brand Analytics, Sponsored Brands advertising, and other features that help you grow your business.

Step‑by‑step summary

Although the guide provides detailed screenshots, the high‑level process can be summarized as follows:

1. Create or access your Brand Registry account using Seller Central or Vendor Central credentials.
2. Select “Enroll a brand” and enter your brand name exactly as it appears on your trademark record.
3. Choose the appropriate trademark office and enter your registration or serial number, ensuring accuracy.
4. Indicate your ownership status (owner, authorized agent, or licensee) and upload any required authorization documents.
5. Provide selling account information, product categories, ASINs, website links and e‑commerce channels.
6. Upload at least one unaltered photograph of your product or packaging showing the brand name permanently affixed.
7. Answer questions about manufacturing, distribution and licensing; upload invoices or agreements as requested.
8. Review all information for accuracy and click “Submit.” Monitor your Brand Applications case log for communications from Amazon and respond promptly with the verification code.
9. Once approved, explore the full suite of Brand Registry tools, including the Report a Violation tool, A+ Content, Brand Analytics and advertising options.

Tips for a successful application

• Double‑check your brand name and trademark number. The most common reason for rejection is a mismatch between the application and the official trademark record.
• Use high‑quality photos that clearly show the brand name on your product or packaging. Avoid mock‑ups, stickers or labels that can be removed.
• Provide as much information as possible about your selling account, website and distribution channels. This helps Amazon protect your brand more effectively.
• Gather manufacturing and distribution documents in advance, and redact sensitive pricing information before uploading.
• Respond quickly to requests for a verification code. You have only 10 days to submit the code once it is sent to your trademark correspondent.
• Even if you do not sell directly on Amazon, consider enrolling to take advantage of the protection tools. You can still use the Report a Violation tool without a selling account.

Additional resources

Amazon offers a number of supplementary resources to help brand owners through the ed Registry Help Center provides answers to frequently asked questions and the Brand Registry Support team can assist with issues that are not addressed in the guide. You can also visit the IP Acceleranrollment process. The Brantor page to explore legal service providers who can help you obtain a trademark quickly. For a general overview of ecommerce best practices, Seller University offers free courses on everything from listing products to advertising and logistics.

Conclusion

The new Brand Registry Application Guide demystifies the enrollment process and makes it easier for brand owners to protect their intellectual property. By following the step‑by‑step instructions gathering your trademark information, verifying your ownership, providing clear product photos and submitting the necessary documentation you can complete the process smoothly and gain access to Amazon’s powerful brand protection and marketing tools. Avoiding common mistakes and responding promptly to verification requests will ensure that your application is approved quickly. With the Brand Registry in place, you will have the tools to monitor your listings for counterfeiters, create engaging product content and access data that helps you make smarter business decisions. Protecting your brand has never been more important, and Amazon’s updated guide is an invaluable resource for sellers who want to build trust and grow in a crowded marketplace.