Selling on Amazon has massive upside, but it also comes with serious risks. Copycats, counterfeiters, and listing hijackers can destroy your reputation, undercut your sales, and steal your customer base.
That’s why Amazon Brand Registry and Amazon brand protection tools exist. They give legitimate brand owners the power to take control of their product listings, report abuse fast, and build a stronger brand presence across the marketplace.
If you’re serious about protecting your business, read on.
What Is Amazon Brand Registry?
Amazon Brand Registry is a program that gives registered brand owners enhanced control over their product listings, intellectual property, and brand content on Amazon. Once approved, you unlock tools to:
- Protect your brand from counterfeiters and listing hijackers
- Monitor and report intellectual property (IP) violations
- Gain access to A+ Content, Brand Analytics, and Sponsored Brand Ads
- Manage your product detail pages (titles, images, descriptions)
- Use advanced tools like Transparency and Project Zero
Think of Amazon Brand Registry as a shield and a sword — it protects your brand and gives you new ways to grow it.
Who Can Enroll in Amazon Brand Registry?
To join, you’ll need to fulfill the following Amazon brand registry requirements:
- An active registered trademark in each country where you want to enroll, for example, USPTO for the U.S.
- Proof that you own the trademark — standard character marks or design marks accepted
- An Amazon account — Seller Central or Vendor Central
Amazon only accepts trademarks that are fully registered, not those that are merely filed or pending.
If you sell under someone else’s brand or use private-label products without a trademark, you won’t qualify.
How to Enroll in Amazon Brand Registry/How to Register a Brand on Amazon?
Step 1: Register Your Trademark
Apply through the USPTO or WIPO, or local IP offices, depending on your market. Standard word marks are easiest to manage on Amazon.
Step 2: Create a Brand Registry Account
Go to brandregistry.amazon.com and log in with your Amazon credentials.
Step 3: Submit an Application
You’ll need to provide:
- Brand name
- Trademark registration number
- Product categories your brand covers
Images of your products and packaging with the brand name visible
Step 4: Verification
Amazon contacts the listed trademark owner with a verification code. Once confirmed, your brand is enrolled.
Total time: 2–10 days after submission (excluding trademark registration time).
What You Get with Amazon Brand Registry — Amazon Brand Registry Benefits
1. Greater Listing Control
You get authoritative control over your listings, even if other sellers also list your product. This lets you:
- Update titles, images, and bullets
- Fix incorrect listings fast
- Prevent unauthorized edits
2. Amazon Brand Protection Tools
Amazon Brand Registry unlocks tools to detect and remove violations:
Amazon Brand Registry unlocks tools to detect and remove violations:
- Report a Violation Tool – Find and remove infringing listings
- Automated Protections – Amazon’s AI scans the marketplace for potential threats to your brand
- Transparency Program – Adds serialized codes to each unit to prevent counterfeits
- Project Zero – Let’s brands instantly remove fake listings without waiting for Amazon’s intervention
3. A+ Content (Enhanced Brand Content)
Create rich, branded product pages with:
- Custom images
- Comparison charts
- Product highlights
This content boosts conversion rates and reduces returns.
4. Brand Analytics
Get exclusive data to make smarter decisions:
- Customer search terms
- Market basket analysis
- Item comparison and alternate purchase behavior
- Demographic insights
5. Sponsored Brand Ads
Run premium ads that feature your logo, headline, and multiple products—great for building brand awareness.
Why Brand Protection Is a Big Deal on Amazon
Amazon’s open marketplace is a double-edged sword. On one side, it brings massive traffic. On the other hand, it invites:
- Listing hijackers who sell counterfeit or gray market versions of your product
- Competitor sabotage (fake reviews, false IP claims)
- Unauthorized resellers undercutting your price
- Counterfeiters selling lookalike products using your brand name
Without Amazon Brand Registry help, you’re powerless. With it, you can fight back—fast.
The Most Common Brand Threats on Amazon And How to Stop Them
1. Listing Hijacking
A third-party seller lists their product on your ASIN, offering a lower price. If they win the Buy Box, you lose sales—and possibly your reviews.
How to respond:
- Check if their product is genuine
- If not, file a Report a Violation
- Use Transparency codes to prove authenticity
2. Counterfeits
Cheap, low-quality knockoffs can flood your listing, damaging your reputation and leading to negative reviews.
How to respond:
- Enroll in the Transparency Program
- Consider Project Zero if your brand qualifies
- Monitor listings regularly with Brand Registry tools
3. Unauthorized Resellers
Retail arbitrage sellers or distributors list your branded products—often with poor packaging or expired items.
How to respond:
- Include resale restrictions in your terms and conditions
- Use MAP (minimum advertised price) enforcement
- Monitor listings and report violations
4. Review Attacks
Some competitors leave fake 1-star reviews to tank your listing.
How to respond:
- Monitor reviews with third-party tools
- Report abuse through Seller Central
- Encourage real customer feedback to dilute fake reviews
Advanced Tools for Amazon Brand Protection
Amazon Transparency
Transparency is a product serialization service that ensures only authentic units get shipped—even when sold by other sellers. You label each unit with a unique QR code, and Amazon scans it before shipping.
Amazon Project Zero
Available by invitation, Project Zero gives you self-service counterfeit removal powers. No need to submit a case—if you see it, you can remove it.
Brand Monitoring Tools
You can use external tools like:
- Helium 10 Alerts
- SmartScout Brand Gatekeeper
- IP Accelerator (via Amazon) to fast-track trademark registration
These tools help you stay ahead of threats and automate alerts.
How to Maintain Your Brand Reputation on Amazon
Protection isn’t just about legal tools—it’s about managing perception.
Be the Official Voice of Your Brand
With Amazon Brand Registry Services, Amazon views you as the source of truth. Use it to:
- Publish accurate, up-to-date listings
- Tell your brand story with A+ Content
- Use videos and custom imagery that reinforce quality
Monitor Listings Weekly
Don’t wait until problems arise. Regularly audit your listings for:
- Hijackers
- Incorrect edits
- Review trends
- Keyword changes
Keep Your Brand Messaging Consistent
Every product title, image, and bullet point should reflect your brand values. Inconsistencies open the door to confusion—and competitors.
When to Consider Legal Action
If you’ve used all of Amazon’s tools and you’re still facing persistent abuse, consider:
- Sending cease and desist letters
- Hiring an IP attorney to issue takedown requests
- Using Amazon’s IP Accelerator to fast-track enforcement
In serious cases, legal pressure can resolve what Amazon enforcement cannot.
FAQs About Amazon Brand Registry
Can I enroll without a registered trademark?
No. You must have an active, approved trademark. You can apply through Amazon’s IP Accelerator to speed this up.
Can I remove unauthorized sellers from my listing?
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Does Brand Registry stop all hijackers?
No, but it gives you the tools to detect, report, and remove them faster than a non-registered seller can.
Is Brand Registry free?
Yes. But trademark registration has costs (typically $250–$500 per class, per country).
If you’re serious about building a long-term Amazon business, Brand Registry is non-negotiable. It gives you more control, better tools, and critical protection in a hyper-competitive marketplace.
Here’s what to remember:
- Register your trademark first—it’s the gateway to everything else
- Use Brand Registry to control content, monitor listings, and fight abuse
- Leverage Transparency and Project Zero if counterfeits are a threat
- Stay proactive with regular audits and alerts
- Build your brand story with A+ Content and Brand Ads
Amazon Brand Protection Services are than a defense mechanism — they build a foundation for serious growth.
Need help writing your A+ Content, brand registry Amazon FBA, crafting a brand protection SOP, or auditing your listings for hijackers?
Our team of experts offers Amazon Brand Registry Support.