The benefits & costs of Amazon Brand Registry (And is it worth it?)

High competition is one of your greatest challenges as an Amazon seller. Your competitors don’t just sell cheaper products. They might copy your listings, steal your customers, and even sell knockoffs that damage your brand’s reputation.

Amazon created Brand Registry to tackle these issues. This free program helps protect brands and customers from fraud while giving you exclusive tools to enhance your presence on the platform.

But is it actually worth the effort? Let’s dig into what Amazon Brand Registry offers, what it costs (both in money and time), and how to decide if it makes sense for your business.

What is Amazon Brand Registry?

Amazon Brand Registry is a centralized platform where brand owners can protect their intellectual property and build a stronger presence on Amazon even when they’re not selling on the platform at all. Launched in 2017, it gives you tools to detect and report violations, improve listing accuracy, and create a more consistent shopping experience for your customers.

When you enroll, you get access to exclusive features that regular Amazon sellers can’t use. These range from enhanced content tools to protection mechanisms that automatically remove counterfeit listings.

The program has evolved significantly since its launch. Initially requiring a fully registered trademark, Amazon now allows brands with pending trademarks to join through their IP Accelerator program. This has made the Registry more accessible, especially for smaller businesses.

According to a 2025 NYU analysis, Brand Registry has even created a “shadow trademark system” that has increased applications to the U.S. Patent and Trademark Office. The program has become so valuable that many businesses now seek trademarks specifically to access it.

The complete benefits of Amazon Brand Registry

1. Brand protection tools

Counterfeits can destroy your reputation overnight. Brand Registry gives you powerful tools to fight back.

Transparency is Amazon’s serialization program that assigns unique, scannable codes to verify each product’s authenticity. Over 2.5 billion product units have been verified through this system as of 2024. When customers or Amazon’s fulfillment team scan the code, they can confirm the product is genuine, not a knockoff.

Project Zero lets you immediately remove counterfeit listings without contacting Amazon support. This self-service tool uses machine learning and your own submitted data to detect and eliminate infringing listings. Instead of waiting days for Amazon to respond to a complaint, you can take action in minutes.

The Counterfeit Crimes Unit is a specialized Amazon team that works with law enforcement to investigate and prosecute counterfeiters. They identify, seize, and take legal action against those responsible for IP theft. This sends a clear message to potential counterfeiters that Amazon is actively policing its marketplace.

2. Enhanced brand presence

Your product listings are your digital storefront. Brand Registry gives you tools to make them stand out.

A+ Content upgrades your product listings with images, comparison charts, videos, and better-formatted descriptions. Basic listings rely on bullet points and basic images, while A+ Content creates a visually appealing experience that tells your brand story. According to Amazon’s internal data, Basic A+ Content can increase sales by up to 8%, while Premium A+ Content can drive gains of 20% or more.

Sponsored Brands Advertising unlocks headline search ads that feature your logo and multiple products. These ads appear at the top of search results, significantly improving visibility during high-traffic events like Prime Day. The tool integrates with Brand Analytics to help you understand performance and optimize campaigns.

Brand Stores gives you a customized, multi-page storefront within Amazon to showcase your entire product line. The drag-and-drop editor makes it easy to create a professional-looking store without coding skills. Amazon’s internal data from August 2024 shows that shoppers who visit Stores purchase 53.9% more frequently and have a 71.3% higher average order value.

Product Videos and Amazon Live let you demonstrate products in action and connect with customers in real-time. Videos in listings help explain complex features, while Amazon Live allows for streaming events and product demos that build engagement and urgency.

Virtual Bundles let you group related products together without changing your physical inventory. This encourages larger purchases and streamlines the customer journey by displaying complementary items (like a camera and accessories) on a single product page.

3. Customer engagement features

Building relationships with customers is challenging on Amazon. Brand Registry tools help bridge that gap.

The Amazon Vine Program connects you with Amazon’s trusted reviewers (Vine Voices). These reviewers receive your products for free in exchange for honest feedback. This helps generate early reviews for new products, providing social proof that drives sales. Many new Brand Registry enrollees receive a $200 Vine credit as an incentive.

Customer Reviews help you monitor reviews, identify issues, and, in some cases, message customers directly. These insights can guide product improvements and help you address common concerns before they impact sales.

Subscribe and Save lets you offer recurring delivery discounts (typically 10-15%) to encourage repeat purchases. Products enrolled in Subscribe & Save have shown up to 1.8x higher conversion rates, building customer loyalty and increasing lifetime value.

4. Advanced analytics and reporting

Data drives decisions. Brand Registry provides exclusive insights that other sellers can’t access.

Amazon Brand Analytics delivers detailed reports on search terms, comparison shopping, demographics, and customer search patterns. These insights help you understand how shoppers interact with your products and discover emerging trends that can inform product development.

Amazon Attribution tracks how your non-Amazon marketing impacts your Amazon sales (think Google Ads or Facebook campaigns). This helps optimize ad spend across channels by showing exactly which external efforts drive Amazon conversions.

The Brand Referral Bonus program encourages driving external traffic to your Amazon listings. You can earn up to 10% of product sales in credits when customers purchase after clicking your off-Amazon links. This effectively reduces Amazon’s referral fees when you bring customers to the platform.

A/B testing capabilities through the “Manage Your Experiments” tool let you test different versions of product titles, images, bullet points, and A+ Content. Some experiments have driven up to 25% increases in sales when optimized content was selected.

The real costs of Amazon Brand Registry

Good news: Amazon Brand Registry itself is completely free. There are no enrollment fees or monthly subscription costs to access the program.

In fact, Amazon often incentivizes participation with credits. New sellers may receive 10% back on their first $50,000 in branded sales, then 5% back up to $1 million. Many new registrants also receive a $200 Amazon Vine credit for generating reviews.

The main direct cost comes from trademark requirements, which we’ll cover separately below.

Indirect costs

While the program is free, it does require preparation and ongoing management.

Gathering the required documentation takes time. You’ll need your trademark details, high-quality product images showing your branding, packaging photos with permanently affixed brand names, and accurate category information.

Internal coordination may be necessary across marketing, legal, and operations teams. Someone needs to monitor IP violations, create and maintain A+ Content, and manage user roles and permissions.

The post-enrollment commitment can be significant. You’ll spend time on ongoing IP enforcement, responding to reviews, testing content variations, and analyzing performance data. Larger brands often dedicate staff specifically to managing their Brand Registry presence.

Trademark acquisition costs

The biggest hurdle for most sellers is the trademark requirement. In the US, USPTO filing fees range from $250-$350 per class of goods. Legal assistance, while optional, is recommended and typically costs $300-$1,000 or more.

Amazon’s IP Accelerator offers a vetted marketplace of legal services with transparent, competitive pricing. The advantage is faster Brand Registry access while your trademark application is still pending.

But if you sell internationally, you may need separate trademark filings for each country, multiplying these costs. Each country has different fee structures and requirements, so research the specific markets where you sell.

Ongoing management requirements

Brand Registry isn’t a “set it and forget it” program. You must continuously monitor your brand’s presence on Amazon using tools like Report a Violation, Transparency, and Project Zero.

Role management is another consideration. You’ll need to assign or revoke permissions for team members as roles change to ensure the right people have access to the right tools.

Maintaining brand visuals, content accuracy, and SEO optimization requires ongoing attention as well. If your logos change or you modify your brand name, you may need to update trademark records.

You must also keep your brand packaging compliant, ensuring the name remains permanently affixed for ongoing eligibility and dispute protection.

Amazon Brand Registry requirements

Trademark requirements

The primary requirement is a registered or pending trademark filed through an approved IP office. Amazon accepts text-based marks (word marks) or image-based marks that include words, letters, or numbers.

The trademark must be registered or pending in a country where Amazon operates and issued by an approved government trademark office. Using Amazon’s IP Accelerator allows brands to access the Brand Registry while the application is pending.

The trademark name must exactly match the name used in your Brand Registry application—spacing, punctuation, and order all matter. Even minor discrepancies can cause delays or rejection.

Product category eligibility

Most product categories qualify for Brand Registry as long as the products are genuine and tied to your valid trademark. During enrollment, you’ll need to specify which product categories you operate in, such as electronics, apparel, or health and beauty.

Categories like handmade or custom goods may face additional scrutiny due to their unique production methods. Amazon wants to ensure consistent branding across all products.

Packaging and branding requirements

Amazon requires images showing your brand name permanently affixed to the product or its packaging. Acceptable methods include printing, engraving, sewing, or laser etching.

Stickers, labels, hang tags, and stamps are not acceptable as they can be easily removed or replaced. Stock photos or digital mockups won’t be accepted. You must submit real product photographs.

The product name and logo shown must match what’s in your trademark record as well. Amazon enforces strict consistency across trademark documents, Brand Registry entries, and product listings.

Step-by-step enrollment process

Before starting your application, gather these essentials:

• A registered or pending trademark from an approved IP office 
• Your exact brand name and logo, as listed in the trademark record
• The product categories in which your brand is active
• Images of products or packaging showing your brand name permanently affixed
• Optional: Brand website or distribution information for added verification
• Brand Registry account (created using the same login as Seller or Vendor Central)

Application process

1. Log in to Amazon Brand Registry using your Seller/Vendor Central credentials
2. Click “Enroll a new brand.”
3. Enter your brand name (exactly as it appears on your trademark), trademark registration or pending number, logo (if applicable), product categories, and regions where your products are sold
4. Upload product and packaging photos that clearly show your permanently affixed branding
5. Complete additional business details about manufacturing and distribution
6. Submit your application for verification

Amazon will contact the public contact listed on your trademark record, usually via email. This contact receives a verification code that you must submit back to Amazon through the Brand Registry portal.

The estimated approval time is 7-10 business days, depending on application accuracy, how quickly you submit the verification code, and whether your images and documentation meet all requirements.

Common rejection reasons and how to avoid them

Many applications are rejected for simple, avoidable reasons:

• Brand name/trademark mismatch: Ensure identical spelling, spacing, and punctuation (capitalization doesn’t matter).
• Improper image type: Don’t use mockups, digital edits, or removable branding like stickers.
• Wrong trademark format: Only word marks or design marks with letters/numbers are accepted. Pure image trademarks without text won’t qualify.
• Inactive trademark: Use only active trademarks or apply via IP Accelerator for pending support.
• Incorrect jurisdiction: Only trademarks from approved countries where Amazon operates are accepted.

Is Amazon Brand Registry worth it?

For new sellers (under 6 months)

Pros:

• Early access to branding tools like A+ Content and Vine reviews accelerates trust-building
• Eligibility for New Seller Incentives, including 10% back on up to $50,000 in branded sales and $200 Amazon Vine credit
• Reduces risk of listing hijacking or unauthorized edits to your product pages

Cons:

• Requires upfront investment in trademarking ($250-$1,000+)
• Learning curve for content creation and IP enforcement tools

Brand Registry makes sense if you have a unique or private label product and want to build long-term brand equity. The initial trademark cost can be offset by the increased conversion rates and sales protection.

For established sellers (6-24 months)

Pros:

• Boost conversion rates with A+ Content once you’ve proven product-market fit
• Access sponsored brand ads and open a branded storefront
• Use Brand Analytics and Attribution to scale more efficiently

Cons:

• Requires time to optimize listings and ads to fully benefit from new tools
• If you’ve had frequent unauthorized sellers, you’ll need to actively monitor listings

Brand Registry is valuable when you’re starting to expand your product line and want to increase customer trust and control over your listings. The analytics alone can justify the trademark investment.

For scaling brands (2+ years)

Pros:

• Enhances multi-channel strategy with data from Attribution and Brand Referral Bonus
• Prevents counterfeit losses with Project Zero and Transparency
• Offers advanced testing tools like A/B testing via Manage Your Experiments
• Protects long-term value and intellectual property as your brand grows

Cons:

• Ongoing time and resources needed to manage permissions, disputes, and performance data
• May need international trademarks if expanding globally

Brand Registry becomes essential when you’re building a recognizable brand or preparing for exit or licensing opportunities. The protection and analytics provide both immediate sales benefits and long-term brand value.

The bottom line: Is Amazon Brand Registry right for you?

Amazon Brand Registry is a no-brainer for most private label sellers. The program is free, and the benefits far outweigh the trademark costs for brands serious about Amazon success.

For new sellers, the enhanced content tools and protection features create a foundation for sustainable growth. Established sellers gain valuable analytics and advertising options. Scaling brands receive protection that safeguards their reputation and market position.

The trademark requirement represents the biggest hurdle, but Amazon’s IP Accelerator program has made this process more accessible. Consider it an investment in your brand’s future rather than a cost.

If you’re still on the fence, start with a simple question: Do you want to build a lasting brand on Amazon, or are you just testing the waters? For committed brand builders, Brand Registry is an essential tool in your Amazon success toolkit.

As your business grows beyond Amazon or if you’ve been selling across marketplaces ever since, consider Multichannel Pro to manage your expanding presence. Our unified operations platform helps high-volume sellers synchronize orders, product content, and customer support across 100+ marketplaces, reducing software costs by 30% while delivering 4× faster customer service.

Ready to take your brand to the next level? Book a demo to discover how Multichannel Pro complements Amazon Brand Registry for maximum marketplace success.