Brand Registry is Amazon's program for brands that own a registered trademark (or a pending application in some countries, through the IP Accelerator route). Enrolling proves to Amazon that you own the brand, which gives you greater authority over your listings' content and access to a set of brand-only tools.
Why it matters
Almost everything on the creative and brand-protection side of Amazon depends on it. Without Brand Registry there is no A+ Content, no Brand Store, no Sponsored Brands or Sponsored Display, no Brand Analytics or Search Query Performance, no Vine, no Brand Tailored Promotions and no Amazon Posts. You also lose the strongest tool for dealing with hijackers and counterfeiters: the Report a Violation tool and, in some categories, Transparency or Project Zero.
It also changes how listing edits behave. On a shared ASIN, contributions from a brand-registered owner carry more weight than those from resellers, which is how brand owners regain control of a title or image that a third party changed.
What moves it
- Trademark status. A registered text or image mark in the marketplace's country, or a pending application filed through an IP Accelerator law firm.
- Matching brand name. The trademark text must match the brand name used on the listings and products.
- Product markings. Amazon asks for images of the brand name on the product or packaging.
- Roles. The rights owner can grant "administrator" or "registered agent" roles to an agency without handing over the trademark account.
How we use it
Brand Registry is on our start-of-engagement checklist. If a brand is not enrolled, we walk through the application first because the creative and brand-protection work depends on it. If it is enrolled, we ask for agency access through the Brand Registry roles rather than shared logins, and we use it to lock listing content, publish A+ and the Store, and act on unauthorized sellers.