June 17th, 2025

Amazon Brand Registry guide: How to protect and grow your brand

If you’re selling on Amazon, you’ve probably had that moment. You launch a great product, polish your listing, maybe rack up some good reviews, and then someone hijacks your page or slaps a copycat version right next to yours. Super frustrating. That’s where Amazon Brand Registry comes in.

It’s not just about protecting your hard work, it’s also one of the most effective ways to build and scale a strong, recognizable brand on Amazon.

Read on to learn more.

Understanding what Brand Registry is

Amazon Brand Registry is a free program that helps verified brand owners’ control and protect their product listings. Once you’re enrolled, Amazon recognizes you as the official brand behind your products, which gives you access to tools that third-party sellers can’t touch.

You can edit your listings, report bad actors, access advanced marketing features, and view customer behavior insights, all from one dashboard.

The importance of brand protection

A trademark alone isn’t enough on Amazon. Even with legal ownership, your listings are still vulnerable to unauthorized edits, copycats, and even counterfeit products. Brand Registry gives you the tools to push back and protect your reputation.

Here’s what it helps you do:

Limits unauthorized changes to your product titles, bullet points, and images
Quickly identify and report IP violations or counterfeit products
Get help faster through a dedicated brand support team

Instead of submitting endless support tickets or hoping Amazon sides with you, Brand Registry makes you the authority on your own brand. That kind of protection gives you room to grow without constantly fighting fires.

Marketing and growth benefits for registered brands

Protection is a huge win, but it’s only the beginning. Once you’re registered, Amazon opens up some powerful features that help you stand out and sell more.

Let’s start with A+ Content. This lets you enhance your product pages with rich visuals, comparison charts, and custom brand messaging. It looks professional, builds trust, and it’s proven to increase conversions.

Then there’s your Amazon Brand Store—a customizable, multi-page storefront where customers can explore your full product line without distractions. It’s your brand’s home base within Amazon.

You’ll also get access to Brand Analytics, which gives you valuable data on customer search terms, purchase behavior, and competitor insights. That’s the kind of information that helps you optimize listings, run smarter ads, and make better product decisions.

And speaking of ads, once you are brand registered, you can launch Sponsored Brands campaigns. These show your logo and a custom headline right at the top of search results, helping you get in front of more people and drive them to your Store or listings.

Requirements to enroll in Brand Registry

Getting into Brand Registry isn’t hard, but there are a few things you’ll need to have in place:

A registered trademark in the country where you’re selling
An active Amazon Seller or Vendor Central account
Your brand name printed on your products or packaging

If you don’t have a trademark yet, Amazon’s IP Accelerator can speed up the process. It connects you with approved law firms, and in most cases, lets you apply for Brand Registry even while your trademark is still pending.

A simple step-by-step enrollment guide

Once you’ve got your trademark and brand details in place, here’s what to do:

Log into brandservices.amazon.com
Click “Enroll a new brand”
Enter your brand name, trademark info, and product categories
Amazon sends a verification code to the trademark owner’s contact email
Paste that code into your application to confirm you’re authorized

After that, Amazon usually approves the application pretty quickly and sometimes within just a few days.

What changes once you're approved

Once you’re in, you’ll see a new Brand Registry dashboard where you can create A+ Content, manage your Brand Store, and use tools like “Report a Violation” to take action against IP issues.

You’ll also notice better control over your listings. If a third-party seller tries to change your titles or photos, Amazon will prioritize your version. That kind of authority makes it easier to keep your listings clean, consistent, and accurate.

Managing third-party sellers and resellers

Brand Registry doesn’t block other sellers from listing your products, but it does give you better tools to manage them. If someone’s selling your product with the wrong description or images, or worse, if they’re selling fakes, you can flag them quickly, and Amazon will usually take action fast.

You also get access to extra protection programs like Amazon Transparency and Project Zero, which help you stop counterfeits before they reach your customers. Those are only available to brand-registered sellers.

Tips for maximizing Amazon Brand Registry tools

Just enrolling in Brand Registry isn’t enough. If you want to get the full value, you’ve got to use the tools that come with it. These features don’t just sit there looking pretty, they’re built to drive real results.

Here are some tips to get more from your Brand Registry benefits:

Update your A+ Content regularly. Don’t just upload it and forget about it. Test different layouts, product comparisons, and brand storytelling elements to see what converts best.
Use Brand Analytics to spot trends. One of the most underused tools in your dashboard is the search term report. It tells you exactly what shoppers are typing in. This is gold for optimizing your keywords, titles, and even deciding what products to launch next.
Link your Sponsored Brands ads to your Brand Store. Instead of sending shoppers to a single listing, send them to your curated storefront so they can see everything you offer.
Set up virtual bundles. Registered brands can create virtual bundles without physically kitting items together. This not only increases your average order value but also creates new ways to cross-sell.
Get enrolled in Project Zero and Transparency. These add extra protection from counterfeiters and hijackers. If you are brand registered, getting access is usually fast.

Real-world results that support Brand Registry

Still wondering if it’s worth the time? Let’s look at some numbers.

Amazon has shared that brands using A+ Content (formerly known as Enhanced Brand Content) saw, on average, a 5 to 10% increase in sales compared to listings without it. That’s just from adding better visuals and descriptions to your pages.

Sellers who invest in building a Brand Store and running Sponsored Brands ads often report even more impressive growth. One case study published by Amazon Advertising showed a 3.5x return on ad spend when campaigns were linked to a well-designed Brand Store instead of just a single product.

And according to Amazon’s internal data, brands enrolled in Brand Registry are on average 50% more likely to proactively remove suspected infringing listings than those that aren’t. That adds up to stronger catalog control and better customer trust.

Pro tip: Use Brand Registry to test and learn

Want to test new positioning, taglines, or product benefits? You don’t need to wait for an ad agency or a big campaign. With Brand Registry tools like A+ Content Manager and your Brand Store editor, you can run experiments right on your product pages.

Try switching up images, adding lifestyle shots, or comparing benefits in a chart. Then use Brand Analytics to track whether shoppers are staying longer or buying more.

If you treat Amazon like a lab, not just a marketplace, you’ll grow faster than brands that stick to the basics.

Final thoughts

If you’re serious about building a long-term brand on Amazon, Brand Registry is a no-brainer. It protects your hard work, gives you additional control over how your products are presented, and unlocks tools that help you grow faster and smarter.

Whether you’re just getting started or already running an established storefront, Brand Registry gives you the foundation to scale without compromise. It’s not just about protection, it’s about creating a stronger, more trusted brand that stands out in the world’s largest online marketplace.