Amazon Brand Registry: Complete Setup Guide

By GigaCommerce
on October 28, 2025

What Brand Registry Unlocks

Before diving into how to enroll, here’s why it matters. Brand Registry unlocks features that directly impact your revenue and brand protection:

Marketing Features

A+ Content (Enhanced Brand Content). Rich media modules below your standard listing — images, comparison charts, brand stories. Increases conversion rates by 3-10%. Without Brand Registry, you only have the basic text description. For a detailed A+ Content strategy, see our A+ Content guide →.

Sponsored Brands Advertising. Headline search ads with your brand logo, custom headlines, and featured products. These appear at the top of search results — prime real estate that’s only available to registered brands.

Brand Story. A branded carousel section that appears above A+ Content on all your product pages. It provides consistent brand presence across your catalog and links to your Amazon Store.

Amazon Stores. A multi-page storefront on Amazon with your brand’s URL (amazon.com/stores/yourbrand). Free to create, no technical skills needed, and provides a curated shopping experience for customers who discover your brand.

Amazon Vine. An invitation-only review program where trusted reviewers receive your product for free in exchange for honest reviews. Available only to brand-registered sellers. Vine is the fastest legitimate way to build initial review counts for new products.

Manage Your Experiments. A/B testing for titles, main images, and A+ Content. You test two versions simultaneously and Amazon measures which converts better. This is the most data-driven optimization tool available on the platform, and it’s exclusive to Brand Registry.

Analytics Features

Brand Analytics. Access to Amazon’s first-party shopping data including: Search Query Performance (which search terms drive clicks and purchases in your category), Market Basket Analysis (what customers buy alongside your products), Repeat Purchase Behavior, and Demographics.

This data is extraordinarily valuable for keyword strategy, product development, and competitive intelligence. No third-party tool can match Brand Analytics for accuracy because it’s Amazon’s own data.

Search Catalog Performance. Impression, click, and conversion data for your products across search terms — similar to Google Search Console but for Amazon.

Protection Features

Report a Violation Tool. Report listings that infringe on your intellectual property — counterfeit products, unauthorized use of your images, trademark violations.

Project Zero. Self-service counterfeit removal. Instead of waiting for Amazon to investigate, you can remove counterfeit listings yourself within minutes. Requires maintaining an accuracy rate above 99%.

Transparency. A product serialization program where each unit gets a unique code that Amazon scans at fulfillment. If a unit without a valid Transparency code arrives at an Amazon warehouse, it’s rejected. This physically prevents counterfeit inventory from entering the supply chain.

IP Accelerator. Amazon’s program that connects brand owners with vetted trademark attorneys. The key benefit: you can enroll in Brand Registry with a PENDING trademark filed through IP Accelerator, rather than waiting for the trademark to be fully registered (which can take 12-18 months through normal channels).

Eligibility Requirements

The Trademark Requirement

Brand Registry requires an active trademark that’s either registered or pending:

Accepted trademark types:

Word marks (text-based — your brand name)
Design marks (logo-based — a graphic element)
Combination marks (text + design)

Accepted trademark offices:

Amazon accepts trademarks from major intellectual property offices worldwide, including: USPTO (United States), EUIPO (European Union), UKIPO (United Kingdom), CIPO (Canada), JPO (Japan), and many others. The full list is available in Seller Central.

Pending trademarks: If you’ve filed through Amazon’s IP Accelerator program, you can enroll with a pending trademark. If you’ve filed directly through the USPTO or another office, you typically need to wait for the trademark to be registered (status: “Registered” — not just “Filed” or “Published for Opposition”).

Who Can Enroll

The trademark owner must be the person or entity enrolling. If you own the trademark personally, you enroll personally. If an LLC or corporation owns the trademark, a representative of that entity enrolls.

Third parties (agencies, consultants) can be added as authorized users after enrollment, but the initial enrollment must be done by the trademark holder.

Step-by-Step Enrollment Process

Step 1: File Your Trademark (If You Don’t Have One)

Option A: Standard USPTO Filing

Cost: $250-$350 per class (plus attorney fees of $500-$2,000 if you use a lawyer). Timeline: 12-18 months from filing to registration. You can’t enroll in Brand Registry until the trademark reaches “Registered” status.

Option B: Amazon IP Accelerator

Cost: Varies by attorney (typically $600-$2,000 total). Timeline: File within 2-4 weeks, enroll in Brand Registry immediately after filing. This is the fastest path — you skip the 12-18 month wait because Amazon accepts pending trademarks filed through their vetted attorney network.

Our recommendation: If you don’t have a trademark yet and want Brand Registry access quickly, IP Accelerator is the best path. The cost premium over a standard filing is typically $200-$500, and you gain Brand Registry access 12+ months sooner.

For Bangladesh manufacturers: Our South Asia Bridge program includes trademark filing guidance as part of the setup process. Learn more →

Step 2: Gather Your Information

Before starting the enrollment form, prepare:

Trademark registration number (or serial number for pending trademarks via IP Accelerator)
The exact brand name as it appears on the trademark
A list of product categories where your brand manufactures or sells
Images of your brand on products and packaging (Amazon may request these during verification)
The country where your brand’s products are manufactured

Step 3: Complete the Enrollment Form

Go to brandregistry.amazon.com and sign in with your Amazon Seller Central credentials.

Complete the enrollment form with your trademark information, brand details, and product categories. The form takes 15-20 minutes to complete.

Common mistakes that cause rejection:

Brand name on the form doesn’t exactly match the trademark (even punctuation differences can cause issues)
Selecting the wrong trademark office
Using a trademark registration number instead of the serial number (or vice versa)
Uploading product images that don’t clearly show the brand name on the product or packaging

Step 4: Verification

After submission, Amazon sends a verification code to the contact associated with your trademark registration (the email or physical address on file with the trademark office). You enter this code in the Brand Registry portal to complete enrollment.

Timeline: Verification typically takes 2-10 business days. If Amazon requests additional documentation (product images, authorization letters), it may take 2-4 weeks.

Step 5: Post-Enrollment Setup

Once approved:

Add authorized users. If you work with an agency or have team members who need access, add them as users with appropriate permission levels.
Enable A+ Content. Go to Advertising → A+ Content Manager in Seller Central and start creating content for your top ASINs.
Set up Brand Store. Create your Amazon Store at Stores → Manage Stores.
Enroll in Vine. For new products that need initial reviews.
Explore Brand Analytics. Available under Brands → Brand Analytics in Seller Central.
Evaluate Transparency. If counterfeiting is a concern in your category, explore the Transparency serialization program.

Common Issues and Solutions

“My Trademark Is Pending — Can I Enroll?”

Only if you filed through Amazon IP Accelerator. Standard pending trademarks (filed directly with USPTO or other offices) are not accepted. You’ll need to wait for full registration or refile through IP Accelerator.

“My Brand Name Has a Slight Variation on My Trademark”

Amazon requires an exact match between your brand name in Seller Central and the trademark. If your trademark is for “SuperBlend” but your Amazon listings say “Super Blend” (with a space), you may encounter issues. Ensure consistency before enrolling.

“I Bought a Trademark but Amazon Rejected My Application”

Amazon verifies that the enrolling entity is the legitimate trademark owner. Purchased trademarks require a formal assignment recorded with the trademark office. If the assignment isn’t on record, Amazon may reject the application.

“Someone Else Enrolled My Brand Name”

If another party has enrolled your brand name in Brand Registry, you can file a dispute through Amazon’s Brand Registry support. You’ll need to provide proof of trademark ownership. The process can take 2-8 weeks to resolve.

“I Sell in Multiple Countries — Do I Need Multiple Enrollments?”

One Brand Registry enrollment covers all Amazon marketplaces (US, UK, EU, Canada, Japan, Australia, etc.). You don’t need to register separately for each country — but you do need a trademark that’s recognized in at least one of Amazon’s accepted trademark offices.

Brand Registry for International Sellers

If you’re based outside the US and selling on Amazon USA, Brand Registry works the same way — you just need an accepted trademark. US-based trademarks (USPTO) are the most straightforward for selling on Amazon.com, but trademarks from other accepted offices also work.

For Bangladesh-based manufacturers and sellers: We recommend filing a USPTO trademark through Amazon’s IP Accelerator program. This gives you: a US-recognized trademark, immediate Brand Registry access, and the foundation for long-term brand building on Amazon USA. Our South Asia Bridge program → includes guidance through this process.

Frequently Asked Questions

How much does Brand Registry cost?

Brand Registry itself is free. The cost is the trademark: $250-$350 for a standard USPTO filing (plus attorney fees if applicable), or $600-$2,000 through Amazon IP Accelerator (which includes attorney services). There are no ongoing fees for maintaining your Brand Registry enrollment.

How long does Brand Registry enrollment take?

If you already have a registered trademark: 2-10 business days. If you need to file a trademark through IP Accelerator: 2-4 weeks to file, then immediate enrollment. If you file a trademark through standard channels: 12-18 months for registration, then 2-10 days for enrollment.

Can I enroll without a trademark?

No. A trademark (registered or pending through IP Accelerator) is an absolute requirement. Amazon does not accept business registrations, DBAs, or unregistered trade names.

Do I need Brand Registry for every product?

Brand Registry is per-brand, not per-product. Once your brand is registered, ALL products under that brand automatically benefit. If you sell products under multiple brand names, you’d need separate trademark and Brand Registry enrollment for each.

What happens if I don’t have Brand Registry?

You can still sell on Amazon, but you lose access to: A+ Content, Sponsored Brands ads, Brand Analytics, Vine, Manage Your Experiments, Brand Story, Amazon Stores, and all IP protection tools. This is a significant competitive disadvantage — especially in categories where competitors have A+ Content and Sponsored Brands running.

Can my agency enroll for me?

The initial enrollment must be done by the trademark owner. After enrollment, you can add your agency as an authorized user with access to A+ Content, advertising, and Brand Analytics. We handle post-enrollment setup and management for all our Amazon management clients.

Next Steps

Already have Brand Registry? Make sure you’re using all the features it unlocks — especially A+ Content and Brand Analytics. Our Amazon management service → includes full Brand Registry optimization as part of every plan.

Don’t have Brand Registry yet? Start with a trademark filing. If you want the fastest path, use Amazon’s IP Accelerator program. If you want guidance through the process, reach out to us →.

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Last Updated: March 2026