Amazon Brand Registry: Requirements & How to Enroll (2026)

Short answer: Amazon Brand Registry requires a registered trademark or a pending trademark application. Once enrolled, you unlock A+ Content, Brand Analytics, counterfeit protection, and Sponsored Brands advertising. Most applications are approved within 2-14 days.

If you sell private label products on Amazon, Brand Registry is essential. It protects your listings from hijackers, gives you tools to report counterfeiters, and lets you create enhanced product pages that convert better than plain text descriptions.

This guide covers everything you need to know: the exact requirements, step-by-step enrollment process, how to avoid rejection, and what benefits you actually get.

What Is Amazon Brand Registry?

Amazon Brand Registry is a free program that gives brand owners control over their product listings and access to protection tools. Once enrolled, Amazon's algorithms actively scan for potential infringements of your trademark and block suspicious listings before they go live.

Over 130,000 brands have enrolled in Brand Registry, and Amazon reports blocking 99% of infringing listings proactively for enrolled brands.

Brand Registry is the gateway to most of Amazon's premium seller features. Without it, you cannot access A+ Content, Brand Stores, Sponsored Brands advertising, or Brand Analytics data.

Amazon Brand Registry Requirements

To enroll in Brand Registry, you need three things:

1. A Trademark (Registered or Pending)

Your brand must have either:

• A registered trademark from an approved government IP office (USPTO for US, EUIPO for Europe, etc.)
• A pending trademark application filed through an approved office or Amazon IP Accelerator

The trademark must be a text-based mark (word mark) or an image-based mark that includes words, letters, or numbers. Pure design marks without text are not accepted.

Accepted trademark offices include:

• United States Patent and Trademark Office (USPTO)
• European Union Intellectual Property Office (EUIPO)
• UK Intellectual Property Office (UKIPO)
• Canadian Intellectual Property Office (CIPO)
• And 25+ other national offices

2. Brand Name on Your Products

Your brand name or logo must be permanently affixed to your products or packaging. This means:

• Printed directly on the product
• Embossed or stamped into the material
• Sewn-in labels
• Printed on permanent packaging

What does NOT count:

• Stickers (even if you never remove them)
• Temporary labels
• Digitally added logos in photos
• Hang tags alone

You will need to provide photos showing your brand on actual products during the application.

3. An Amazon Seller or Vendor Account

You need an active Seller Central or Vendor Central account to apply. Your account should be in good standing with no active policy violations.

While an Individual seller account technically works, upgrading to a Professional account ($39.99/month) is recommended. Many Brand Registry benefits like Sponsored Brands require a Professional account anyway.

The Real Cost of Brand Registry

Brand Registry itself is free. But getting the required trademark costs money and time.

The Faster Option: IP Accelerator

If you cannot wait 8-12 months for trademark registration, Amazon's IP Accelerator program offers a shortcut.

IP Accelerator connects you with vetted IP law firms that file your trademark application. The key benefit: you get immediate access to Brand Registry with just a pending application, instead of waiting for full registration.

The premium price buys you speed. For sellers launching new products who need Brand Registry benefits immediately, IP Accelerator often makes sense. For sellers who can plan ahead, the standard route saves hundreds of dollars.

Benefits of Amazon Brand Registry

Once enrolled, you unlock these tools and features:

Brand Protection Tools

• Report a Violation: Submit takedown requests for counterfeit or infringing listings
• Automated Protections: Amazon's systems proactively block suspected violations based on your reports
• Project Zero: Self-service counterfeit removal without waiting for Amazon review (invite-only for eligible brands)
• Transparency: Product serialization that verifies authenticity at the unit level

Marketing and Content Tools

• A+ Content: Replace basic product descriptions with rich media, comparison charts, and brand stories. Our A+ Content guide shows how to calculate ROI for small sellers.
• Brand Stores: Create a multi-page storefront for your brand on Amazon
• Sponsored Brands: Run headline ads that feature your logo and multiple products
• Amazon Posts: Share lifestyle content in a social-media-like feed

Data and Analytics

• Brand Analytics: Access search term reports, market basket analysis, repeat purchase behavior, and demographics data
• Search Query Performance: See which keywords drive clicks and conversions for your products

Other Benefits

• Amazon Vine: Invite reviewers to get early reviews on new products
• Virtual Bundles: Create product bundles without physically combining inventory
• Manage Your Experiments: A/B test A+ Content, titles, and images

How to Get Brand Registry on Amazon: Step-by-Step

The enrollment process takes about 20-30 minutes if you have all your information ready.

Step 1: Gather Your Information

Before starting, collect:

• Trademark registration or application number (serial number for pending, registration number for registered)
• Brand name exactly as it appears on your trademark
• Logo image (if your trademark includes a logo)
• Product images showing your brand name permanently on products or packaging
• List of product categories where you sell

Step 2: Create a Brand Registry Account

Go to brandregistry.amazon.com and sign in with your Seller Central credentials. This links your selling account to Brand Registry automatically.

If you have never accessed Brand Registry before, you will create your Brand Registry profile during this step.

Step 3: Start the Enrollment

From your Brand Registry dashboard, click "Enroll a new brand" to begin the application.

Step 4: Enter Brand Information

Fill in the first section:

1. Brand name: Enter it exactly as it appears on your trademark registration. Character-for-character match required - including punctuation, spaces, and capitalization.
2. Trademark office: Select the office where your trademark is registered or pending
3. Trademark number: Enter your registration number (for registered marks) or serial number (for pending applications)

Step 5: Upload Product Images

Amazon requires real photographs showing your brand on actual products:

• Upload clear, high-resolution images
• Your brand name must be visibly printed, stamped, or embossed on the product or primary packaging
• Do not submit computer-generated mockups or images with digitally added logos

This is the step where most applications fail. Double-check that your brand name is permanently affixed and clearly visible.

Step 6: Provide Manufacturing and Distribution Information

The final section asks about:

• Who manufactures your products
• How products are distributed
• Your selling and distribution channels
• Any licensees or authorized sellers

Some fields are optional, but complete what you can. This information helps Amazon verify your brand.

Step 7: Submit and Verify

Click Submit to send your application. Amazon will email a verification code to the trademark correspondent listed on your trademark record (usually your attorney or the person who filed the trademark).

You have 10 days to retrieve this code and enter it in Brand Registry. Check with your attorney if they receive it.

To enter the code:

1. Go to Brand Registry > Manage > Brand Applications
2. Find your pending application
3. Click "View or Respond"
4. Enter the verification code

Step 8: Wait for Approval

After verification, Amazon reviews your application. This typically takes 2-14 days, though it can extend to 4-6 weeks during busy periods or if issues arise.

Check your application status under Manage > Brand Applications.

How Long Does Brand Registry Approval Take?

Amazon officially states about 10 business days for review. Real-world timelines vary:

Factors that extend approval time:

• Amazon requests additional identity verification
• Product images need resubmission
• Trademark database sync delays (allow 48-72 hours after filing for USPTO records to appear)
• High application volume during Q4

Common Rejection Reasons (And How to Avoid Them)

About 68% of first-time Brand Registry applications are rejected. Here are the most common reasons and fixes:

1. Product Images Do Not Show Permanent Branding

The problem: Your photos show stickers, temporary labels, or digitally added logos instead of permanent branding.

The fix: Photograph actual products with your brand name physically printed, embossed, or sewn into the product or packaging. If you use a manufacturer, request samples with permanent branding before applying.

2. Brand Name Does Not Match Trademark Exactly

The problem: You entered "MyBrand" but your trademark says "My Brand" or "MyBrand, LLC."

The fix: Copy your brand name character-for-character from your trademark registration. Check for:

• Extra or missing spaces
• Punctuation (periods, commas)
• Capitalization differences
• Abbreviations

3. Trademark Not Yet in Amazon's Database

The problem: You just filed your trademark, but Amazon's system does not recognize it yet.

The fix: Wait 48-72 hours after filing for Amazon's database to sync with USPTO or your trademark office. Check that your serial or registration number is correct.

4. Trademark Attorney Is Blacklisted

The problem: Your trademark attorney has been flagged by Amazon for suspicious filing patterns.

The fix: Contact your attorney and ask them to remove themselves from your USPTO application as the correspondent. Resubmit your Brand Registry application 48-72 hours after the change. Consider using a different attorney for future filings.

5. Account Issues

The problem: Your seller account has policy violations or is linked to problematic accounts.

The fix: Resolve all account health issues before applying. Contact Seller Support if you are unsure of your account status.

6. Wrong Document Format

The problem: Supporting documents are unreadable, in wrong formats, or incomplete.

The fix: Submit documents as single, clearly labeled PDF files. Include brief descriptions of each document.

Tips to Improve Your Approval Odds

1. Only complete required fields. Optional fields give more opportunities for mismatches. Fill them in only if the information is 100% accurate.
2. Use a registered trademark if possible. Registered marks have higher approval rates than pending applications.
3. Triple-check your brand name. Open your trademark registration document and copy the brand name exactly.
4. Take new product photos. Do not reuse lifestyle photos - take clear shots specifically showing your brand name on the product.
5. Wait after trademark filing. If you just filed, give Amazon 48-72 hours to sync with the trademark database.

Brand Registry vs. Brand Gating

These are related but different programs:

Brand Registry is step one. Once enrolled, you can apply for Brand Gating to further restrict unauthorized sellers from listing your products.

Do I Need Brand Registry to Sell on Amazon?

No. You can sell on Amazon without Brand Registry. But you will be missing:

• Protection from counterfeiters and listing hijackers
• A+ Content (3-10% conversion improvement)
• Brand Analytics data
• Sponsored Brands advertising
• Brand Stores

For private label sellers, Brand Registry is essentially mandatory to compete effectively. For resellers of other brands, it is not relevant - only brand owners can enroll their trademarks.

FAQ

What are the requirements for Amazon Brand Registry?

You need a registered trademark or pending trademark application from an approved government IP office, your brand name permanently affixed to your products or packaging, and an active Amazon seller or vendor account in good standing. The trademark must be text-based or include words/letters - pure image marks without text are not accepted.

How long does Amazon Brand Registry approval take?

Most applications are approved within 2-14 days. Clean applications with registered trademarks often get approved in 3-7 days. Applications requiring additional verification can take 2-4 weeks, and complex cases during busy periods may extend to 4-6 weeks.

Can I get Brand Registry with a pending trademark?

Yes. Amazon accepts pending trademark applications filed through approved IP offices or Amazon IP Accelerator. IP Accelerator provides the fastest route - typically 2-3 weeks to Brand Registry access versus 8-12 months waiting for full trademark registration.

How much does Amazon Brand Registry cost?

Brand Registry enrollment is free. However, you need a trademark which costs $250-350 for USPTO filing (DIY) or $550-1,150 with attorney assistance. IP Accelerator for faster access costs $600-1,500. You also need a Professional seller account ($39.99/month) to access most benefits.

Why was my Brand Registry application rejected?

The most common rejection reasons are: product images not showing permanent branding (stickers do not count), brand name not matching trademark exactly (including punctuation and spacing), trademark not yet synced to Amazon's database, or seller account issues. About 68% of first applications are rejected - most succeed on resubmission after fixing these issues.

What benefits does Brand Registry unlock?

Brand Registry provides A+ Content for enhanced product pages, Brand Analytics for search and purchase data, Sponsored Brands advertising, Brand Stores, Amazon Vine for reviews, Project Zero and Transparency for counterfeit protection, Virtual Bundles, and the ability to report IP violations directly.

Do I need a trademark to sell on Amazon?

No. You can sell on Amazon without a trademark or Brand Registry. However, you will lack protection from counterfeiters and hijackers, cannot access A+ Content or Brand Analytics, and cannot run Sponsored Brands ads. Private label sellers benefit significantly from Brand Registry; resellers typically do not need it.

How do I check my Brand Registry application status?

Log into brandregistry.amazon.com, go to Manage > Brand Applications, and view your pending applications. Status updates appear there, and Amazon emails you if additional information is needed.

Next Steps

Brand Registry is the foundation for building a protected, optimized brand on Amazon. Once enrolled:

1. Create A+ Content - Start with your best-selling product. Our A+ Content guide shows module strategies that convert.
2. Optimize your titles - Amazon title requirements affect search visibility
3. Perfect your bullet points - Use our Amazon Bullet Generator for compliant, converting copy
4. Understand your fees - Amazon seller fees breakdown helps you price profitably
5. Set up a Brand Store - Create a dedicated storefront for your full product catalog

Your brand protection and marketing capabilities expand significantly with Brand Registry. Make the most of every tool available.

Sources

• Amazon Brand Registry Requirements - Amazon Seller Blog
• Amazon Brand Registry Overview - Amazon Seller Central
• Brand Registry Eligibility - Amazon Brand Services
• How Long Does Brand Registry Take? - Amazon Seller Forums
• Brand Registry Rejection Solutions - My Amazon Guy
• USPTO Trademark Basics - United States Patent and Trademark Office