Amazon brand registry: A step-by-step guide for 2025

Published On - August 5, 2025

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If you’re a brand owner selling on Amazon, protecting your intellectual property and optimizing your presence is crucial for long-term success. The Amazon Brand Registry, a powerful program designed for brand owners, continues to evolve in 2025 with enhanced protection features and access to marketing tools. It’s more than just trademark validation—it’s your gateway to a trusted and fortified marketplace presence. This guide provides a detailed, step-by-step overview of enrolling in Amazon Brand Registry effectively and efficiently in 2025.

What is Amazon Brand Registry?

Amazon Brand Registry is a service provided by Amazon to help brand owners protect their registered trademarks and gain access to advanced tools. These include features to proactively identify and remove bad listings, gain access to A+ Content, Sponsored Brands, and enhanced data analytics to boost sales performance.

Benefits of Amazon Brand Registry

Registering your brand through Amazon’s program offers several core advantages. Here are some of the most influential benefits:

  • Better Control of Product Listings: Secure your brand content and reduce the risk of unauthorized changes.
  • Stronger IP Protection: Gain support through Amazon’s automated protections and dedicated reporting tools.
  • Access to A+ Content: Enhance product listings with detailed images, comparison charts, and customized brand messaging.
  • Sponsored Brands and Stores: Advertise your brand more effectively with access to brand-focused ad formats and branded storefronts.
  • Powerful Brand Analytics: Make data-driven decisions with access to customer behaviour insights and keyword data.

Prerequisites Before You Begin

Before starting the registration process, make sure you meet the following requirements:

  • Registered Trademark: Your trademark must be fully registered and active with the appropriate government agency (e.g., USPTO for the United States).
  • Amazon Account: You must have an active Seller Central or Vendor Central account.
  • Brand Website: While optional, having a professional website can strengthen your application’s credibility.

How to Register for Amazon Brand Registry (2025 Update)

Enrolling in Brand Registry involves just a few essential steps, but following them carefully ensures faster approval and maximizes your chances of success.

  1. Step 1: Gather Required Information
    You’ll need the following:

    • Brand name as registered with the trademark office
    • Trademark registration number
    • Trademark office (e.g. USPTO, EUIPO, etc.)
    • Product images displaying your brand name/logo
    • Packaging images with the brand’s trademark
    • Amazon product listings (if applicable)
  2. Step 2: Visit Amazon Brand Registry Portal
    Go to brandregistry.amazon.com and sign in using your Amazon Seller or Vendor account.
  3. Step 3: Submit Application
    Fill in the required brand information including:

    • Trademark details
    • Brand logo and name usage
    • Product categories and distribution channels

    Amazon will validate your trademark and verify your identity via a verification code sent to the trademark correspondent.

  4. Step 4: Verification and Approval
    Once you or your attorney receives the verification code at the registered email, input it back into the Brand Registry portal. Amazon will typically grant access within 7-10 business days.

Post-Approval: What You Can Do With Brand Registry

After enrollment, you can immediately begin using Amazon’s enhanced features tailored for brands:

  • A+ Content: Amplify your listings with detailed product stories and visual content.
  • Brand Analytics: Review aggregated search terms, conversions, and repeat-purchase data.
  • Report a Violation Tool: Easily report and remove potential intellectual property infringements with AI-assisted tools.
  • Amazon Live and Posts: Boost brand engagement through live video and social-style product updates.

Common Issues and Troubleshooting Tips

New applicants often face delays due to missing or inaccurate information. Keep the following in mind to avoid common problems:

  • Ensure your trademark is registered and not pending.
  • Use consistent branding in your application, product listings, and images.
  • If your brand is owned by a parent company or entity, clarify product ownership and distribution rights in your submission.

The Importance of Staying Compliant

Participating in Amazon Brand Registry comes with an implicit promise to represent your brand ethically. Amazon monitors misuse, and privileges can be revoked if violations are found. Keep branding accurate, respect Amazon guidelines, and ensure your listings meet quality standards.

Conclusion

Joining the Amazon Brand Registry in 2025 is a significant move toward building a resilient, profitable brand in one of the world’s largest online marketplaces. With access to premium tools, content options, and IP protection resources, your brand is better positioned for recognition and trust. Invest the time to register carefully and keep documentation up to date for long-term success.