Amazon Brand Registry: Why Every Private Label Seller Needs It

If you sell your own brand on Amazon, Brand Registry is the first thing we ask about. Without it, anyone can change your listing, hijack your Buy Box or copy your product page, and you have very little power to stop them. With it, you get control over your listings and access to tools that most sellers simply cannot use.

Here is what Amazon Brand Registry is, what it gives you, and how to get enrolled.

What is Amazon Brand Registry?

Brand Registry is Amazon’s program for brand owners. Once your brand is enrolled, Amazon treats you as the official owner of that brand on its store. Your edits to product detail pages carry more weight, and you get tools to protect your brand and grow it.

The current version of the program was relaunched in 2017 and it is much stronger than the old one. It is free to join.

What you need to enroll

• A trademark. You need an active registered trademark in each country where you want to enroll. Your brand name must appear on your products or packaging.
• A Seller Central or Vendor Central account.
• Product images that show the brand on the product or packaging.
• The product categories your brand sells in.

Amazon sends a verification code to the contact listed on your trademark filing. Once you enter it, your brand is usually approved within days.

If you do not have a trademark yet, start the application now. It can take months to register, and many of the tools below are locked until you do.

The benefits that matter most

1. Control over your listings

Brand owners have more say over titles, bullets, images and other details. When another seller tries to change your listing, your version is far more likely to stick.

2. Enhanced Brand Content

Brand Registry unlocks Enhanced Brand Content, which lets you add rich images and text modules to your product description. Good EBC can lift conversion, especially in categories where shoppers need help choosing.

3. Sponsored Brands ads

Sponsored Brands (until recently called Headline Search Ads) show your logo, a custom headline and several products at the top of search results. They are only available to registered brands.

4. Amazon Stores

You can build a free multi-page Store on Amazon with its own web address. It is a great landing page for ads and for traffic you send from social media or email.

5. Brand Analytics

Registered brands get access to Brand Analytics, which shows real Amazon search terms and how often they are searched. This is some of the most valuable keyword data you can get.

6. Protection tools

Brand Registry gives you search tools to find copies of your listings, images and logos, and a simpler way to report violations. Reports from registered brands are handled faster.

Common mistakes we see

• Waiting until a problem happens. Enroll before someone hijacks your listing, not after.
• Using a brand name on Amazon that does not match the trademark exactly.
• Selling products without the brand name visible on the product or packaging.
• Giving access to too many people. Keep control of who can change your brand’s listings.

The bottom line

For a private label seller, Brand Registry is not optional. It protects your listings, opens up better ad formats and gives you real data to grow with. If you need help getting your brand set up properly on Amazon, our catalog and account operations team can help, or you can request a free audit of your account.

FAQs

Is Amazon Brand Registry free?

Yes. There is no fee to enroll in Brand Registry. You do need a trademark, which has its own filing costs.

Can I join Brand Registry without a trademark?

You need an active registered trademark in the country where you want to enroll. Start your trademark application early because registration can take months.

How long does Brand Registry approval take?

Once Amazon sends the verification code to your trademark contact and you enter it, approval usually takes a few days.