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How to register your brand on Amazon and what are the benefits

Kennedell Amoo-Gottfried
May 24, 2022
September 16, 2022
How to register your brand on Amazon and what are the benefits

Any business will understand the importance of intellectual property. That’s what the Amazon Brand Registry exists to protect. 

The Brand Registry is designed to help brand owners be recognized as brands with proprietary products, and opens up a whole world of marketing and display options that can supercharge a business. 

Businesses that create their own products - as opposed to those that sell other companies’ merchandise - and have registered trademarks can adhere through a straightforward process into the registry, thereby benefiting from the ability to differentiate from imitation products, add and manage branded products, make sure that the information listed about its products are correct, and market them the way they see fit.

In short, it is a way for companies to take direct control over their business on the world’s largest e-commerce platform. Sellers authorized by the brand owner can also be registered on their behalf. 

How can my brand get registered?

The first thing you need to register your brand on Amazon is to create a registry account. You can do this by going through the Brand Registry portal in Seller Central. Once there you will have to: 

  • Input legal or corporate information, validate your identity via text message, accept the terms and conditions and click save

The next step will be to enroll the brand, during which you will be asked to:

  • Detail the eligibility of your brand, inputting your brand name, the number of brand names you are enrolling and telling about the logo. Click next.
  •  Next you will put in details of your intellectual property - your trademark type, trademark name, registration number and offices. Click next.
  •  Identification details - the brand logo, packaging imagery, details about your online presence - such as on social media platforms and your website. Click next.
  •  Finally, you will be giving information on your brand characteristics that go further into detail about the brand, with information specifying seller and vendor account details, manufacturing and licensing details, countries where products are manufacturers, whether products have EANs, GTINs, UPCs and EANs, distribution countries and so on. 

Once all these are filled out, you can select Submit Application. 

Amazon will take some time to validate all the information, could be anywhere between 2 days and almost two weeks to process. Once the brand registry is activated, Amazon will send a corresponding code to the registered trademark office, which then needs to be sent back to the seller to be imputed into Seller Central.

Once registry is successful, you will see a unique identifier on your product and get access to enhanced brand content and other benefits such as...

What are the benefits of being a registered brand? 

  • Control

          You get to have complete control over how your products are listed. You have an overview over all the creative - visuals and text - and how a product is presented.           You don’t have to worry some random vendor may be damaging your brand or missing out on sales by doing a sub-par job. 

          You can also protect your brand from IP infringement and search ASINs in bulk in order to find and report any potential infringement faster.

          One of the most common concerns sellers can have if they are not registered is product hijacking. This is when another merchant - of which there will be           thousands on the largest commerce platform in the world - can take your product idea and run with it themselves, or if black-hat actors claim they have patents           they don’t actually have and try to register your products as their own. Through the Brand Registry, not only would you have exclusive ownership of the buy-box for           your product, but you will also be able to contact Amazon seller support to have copycat products taken off the market. 

  • Advertising

          As a brand, you get to have access to advertising and display avenues such as Sponsored Brands ads - instead of just Sponsored Products - you can have your           Amazon Store fitted out with A+ content and more. You can make your brand look professional, engage your customers much better and drive significantly higher           sales.

  • Listing products

          Being registered makes it much easier to list your products and make different variations between them under the same brand umbrella. 

          You will also have larger control over who is actually able to modify your products' listings.

  • Analytics

          As a registered brand, you will have better visibility into your brand analytics, which in turn helps you better understand your customer - demographics, behaviour           and tendencies - and make adjustments to your PPC campaigns and your wider strategy in order to get them converting more sales.

Need help?


Schedule a free 30-minute audit call with a specialist today. 

Our Solution Architects are trained to understand your business and present your best options to grow on Amazon. All advice is customized to your needs.

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Threecolts acquires, launches, and grows eCommerce software & services, and owns other stellar businesses including Old Street Media, HotShp, SellerBench, Tactical Arbitrage, Bindwise, RefundSniper, ChannelReply, and FeedbackWhiz.

Old Street Media supports businesses with their advertising, inventory management, and other eCommerce services. We collaborate with over 4000 brands and have generated $600M in sales in the past year.

Reach out to HotShp for help with product titles, descriptions, bullet points, social posts, and blog posts.

Reach out to SellerBench for help with shipment reconciliation and FBA fee reimbursements. 99% of FBA sellers are owed money. Get your free audit today.

If you are more interested in the #1 Amazon Arbitrage software, try TacticalArbitrage. With over 6,000 users, TacticalArbitrage will help you discover profitable products to resell on Amazon.

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RefundSniper is an international Amazon reimbursement service that runs audits on both Vendor Central and Seller Central. Find out how much you are owed by Amazon today.

If you're looking for a way to streamline multi-platform ecommerce support, ChannelReply has you covered. Cut your customer response time in half by having all your customer information in one hub. 

FeedbackWhiz is an Amazon sellers management software that helps merchants scale their business by automating email campaigns, improving seller feedback, getting more product reviews, monitoring listings, and analyzing profit and accounting data.

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