September 14, 2017

How to Set Up Brand Registry on Amazon to Protect Your Brand

Registering a brand with Amazon’s Brand Registry program is beneficial for any Amazon seller. You should think about registering if you are a FBA seller, FBM seller, large company, or small private label business.

Registering a brand with Amazon’s Brand Registry program is beneficial for every Amazon seller. You should consider joining if you are an FBA seller, FBM seller, large company, or small private label business.

Amazon Brand Registry application is a great way to prove that the products you’re selling are yours. Your product will be linked to your specific account after Amazon processes and approves your application. It will make your brand more secure on Amazon.

The Brand Registry program is entirely free. Amazon has made some drastic improvements to the program with the 2021 update. Here are several reasons why you should enroll in the program:

  1. Amazon Brand Registry helps you protect your registered trademarks. It creates an authentic and pleasant experience for customers.
  2. Enrolling in Amazon Brand Registry will provide access to valuable tools. Some of these tools include proprietary text and image search as well as predictive automation. Predictive automation is based on your reports of suspected intellectual property rights violations. That gives you more control and increased authority over product listings with your brand name.
  3. With Amazon Brand Registry, you’ll be able to use Brand Dashboard and Brand Analytics. These tools will assist you in improving the SEO of your listings, finding new keywords, and much more. With the help of Brand Dashboard, you’ll be able to spot new openings for improving the client experience and conversion.

In short, if a company tries to infringe or counterfeit your brand, the Brand Registry Amazon program will make it easier to find and report them.

Requirements for Amazon Brand Registry 2.0.

One of the critical changes in the Amazon Brand Registry Program is that you need to have a trademark. Sellers must have a trademark before taking part in the program and its benefits. The first step is filling out a trademark application if you have not already acquired your brand. Then you will have to wait until your trademark is processed before you can join the program.

The following is a list of information you will need to enroll a brand in the Amazon Brand Registry program:

  • Brand name that has a live registered trademark.
  • Government Registered Principal Trademark Registration or Serial Number. For USPTO marks, the Mark Drawing Type must be equal to one of the following, and the text must match the brand name:
  • Images of the brand’s logo.
  • Images of products and packaging that carry the trademarked brand name. If the product is not branded, the packaging must be branded.
  • A list of product categories (e.g., apparel, sporting goods, electronics) in which the brand should be listed.
  • A list of countries where the brand’s products are manufactured and distributed.

How Is a Trademark Obtained for Brand Registry?

Getting a trademark for a brand registry may seem like a daunting task, but several options are for acquiring your trademark.

You can get your trademark from the official government service - USPTO. But, if you are not familiar with legal terms and procedures, you may want to hire a local lawyer or use online services. Trademarkia and LegalZoom are two online services for people applying for trademarks.

If you are interested in taking part in the new Amazon Brand Registration program, you should file your trademark application as soon as possible. The entire application and approval process may take between six months to a year to be completed. The time that elapses before trademark approval depends on the pending registrations in the USPTO system. You can view the USPTO system here.

If you have not applied for a trademark, then you should stop reading this article for a moment and sign up for SageMailer. While you're waiting for your brand to be processed, you can work on other aspects of your business. SageMailer will be helpful in drastically improving your seller's rating.

How to Register Your Brand with Amazon’s Brand Registry

The Brand Registry Amazon provides an effective way to prove that you are the owner of the product you are selling. After Amazon has approved your application for brand registration, the products you are selling will be linked to your account. The listings you make will then have more security from hackers. This added protection greatly benefits sellers who want to lower the risk of hijackers and counterfeit products. If this protection is removed, hijackers and counterfeit products could destroy your reputation.

It is important to note that brand registration is meant only for manufacturers, brand owners, and distributors who have written authority from the brand owner to sell a specific item on Amazon. Traders who do not belong to one of these three categories will not register a brand.

Moreover, Amazon prohibits the registration of two specific categories:

  1. DVDs, Videos, Music, and Books
  2. Products that fall into the categories of sports collectible and entertainment

Amazon will not register your brand if you attempt to register products that fall into the above categories.

But, if your product meets Amazon’s requirements, you should register it as soon as you can. To assist you in starting the registration process and navigating it smoothly, below is a checklist of all the things you're required to complete the Amazon brand registration process.

A Brief Outline of All the Things Required to Register a Brand With Amazon:

A Functional Website

A working website is required for registering a brand. Having a functional website enables your products to be linked to the site. Also, having an available webpage means that the site should be live online and hosted. Even so, you do not need a fancy site. For instance, if you cannot hire a developer, you can have a simple site that displays your brand name and the images of the product(s). Keep in mind, though, that submitting a brand to Amazon is not the same as advertising it to potential customers (to market and sell your products directly to Amazon customers, check out Amazon Seller Central).

A Custom Email Address
Amazon prefers dealing with websites that display custom email addresses. For instance, if your website’s URL is, the email address displayed on your site could be [email protected].

Creating a custom email address is easy and inexpensive (some sites charge as little as $1.99 a month). One of the best-known and trusted providers of custom email addresses is Google’s Gmail. Another popular choice is GoDaddy. Both of these providers make creating a custom email simple and straightforward.

Packaging Images and Products

To register a brand with Amazon, you will need pictures of the brand and products. Amazon requires traders to have images showing their product packaging and a clear brand name. If you do not already have clear pictures of your products for the brand registry, hiring a professional may be a good option for you.

Amazon will also ask you for an extra photo showing the products you are selling together with a clear image of the brand. For example, if you are selling tracking suits, you will need a high-resolution picture of the package showing your brand. Then they will need another photo showing the suit outside the package with a clear image of your brand. The only traders exempted from this requirement are those who deal with products in the Health, Beauty, and Grocery categories. For example, branding cucumbers outside of their packaging is unnecessary. Amazon will accept additional images of the product packaging.

A Customized Brand Identify/Key Attribute

The sellers on Amazon must provide a unique identifier or an essential attribute of their product. In most cases, sellers use a UPC code to identify their products. Amazon also offers several other methods that can be used to determine the branded products on Amazon. These methods include:

  1. Manufacturer Part Number
  2. Model Number
  3. UPC
  4. EAN
  5. JAN
  6. Catalog Number
  7. Style Number

Whether you decide to use an EAN, JAN, serial number, or another identification method, you should opt for a stable identifier. That means that it will not change in the future. This does not mean that Amazon does not allow you to change your unique identifier, but the process is tedious if you must do so. Using a timeless identification method from the start will save you plenty of frustration later on.

Amazon provides a list of all product categories and the acceptable methods of identifying them to assist you in making a decision. You should refer to the appropriate table to make sure that you choose an excellent key attribute.

A Completed Application

To complete an application, go to the Amazon brand registry page. There you will be prompted to enter information in the required fields.

Ensure that the brand name is keyed precisely as it is written on the product label, excluding the product title. For example, if you sell on Amazon a product by the name of “Backstreet Cats DeShedding Tool,” you should key in the brand name as “Backstreet Cats.”

Amazon Brand Registry

The next step is to upload your products and packaging (or a second packaging image for traders dealing with Beauty, Groceries, and Health products).

Amazon registry search

Next, you need to add specific information related to your brand.

Pick the relevant category that you would like your product to be registered under.
Choose the unique identifier or key attribute that you would like to use to identify the product.

Amazon brand registery

Click Submit after you have completed the brand registry application. It marks the beginning of the approval process. You should receive a response within two weeks. Contact the support desk for clarification if there is no response within three weeks.


Amazon brand registration is an excellent way to assist your company. Amazon brand registry will allow your company to grow into a force to be reckoned with. Access to Brand Dashboard and many other excellent features will make your success even more resounding!

Protect your brand by registering it as soon as possible. Failing to register your products puts you at risk of being taken over by hijackers. Protecting your brand through registration is the way to go if you sell products on Amazon. Amazon can invite sellers with registered brands to the Vendor Central program as well.

P.S. If you have completed the brand registration process, you can take the next 2 minutes to register for a free SageMailer trial account. This free trial will help you get numerous Amazon reviews and feedback, vital to getting more sales on Amazon.

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