Amazon Brand Registry: The Ultimate Seller’s Handbook

Amazon Brand Registry is an invaluable tool for sellers looking to protect their brand identity, enhance their product listings, and gain access to powerful tools for brand management. However, getting brand approval on Amazon can be a meticulous process. Here’s a comprehensive guide on navigating the steps to secure brand approval on the world’s largest e-commerce platform.

Understanding Amazon Brand Registry

Before delving into the process of obtaining brand approval, it’s essential to grasp the significance of Amazon Brand Registry. This program empowers brand owners to take control of their product listings, offering enhanced brand protection and access to advanced features such as Enhanced Brand Content and A+ Content.

Eligibility Criteria for Amazon Brand Registry

To qualify for Amazon Brand Registry, you must meet certain eligibility criteria. These typically include having a registered trademark for your brand. Amazon requires your trademark to be active and to match the brand name printed on your products or packaging. Additionally, your brand must be actively used in the marketplace.

Steps to Obtain Brand Approval on Amazon

Step 1: Trademark Registration

The first step towards obtaining brand approval on Amazon is to secure a registered trademark for your brand. This process can take time, so it’s crucial to initiate it as soon as possible. Once your trademark is registered and active, you can proceed to the next steps.

Step 2: Create an Amazon Seller Account

If you haven’t already, create a seller account on Amazon. Choose the appropriate seller type based on your business model, whether it’s an individual or professional seller account.

Step 3: Apply for Amazon Brand Registry

Navigate to the Amazon Brand Registry portal and initiate the application process. You’ll be required to provide information about your brand, including your registered trademark details, product categories, and brand images.

Step 4: Verification Process

Amazon will review your application and verify the information provided. This may involve confirming your trademark registration and ensuring that your brand meets the eligibility criteria for Brand Registry.

Step 5: Brand Approval

Once your application is approved, congratulations! You’ve successfully obtained brand approval on Amazon. You’ll gain access to a suite of tools and features to optimize your product listings and protect your brand identity.

Benefits of Amazon Brand Registry

Securing brand approval on Amazon comes with a plethora of benefits for sellers:

  • Enhanced Brand Protection: Brand Registry helps you protect your intellectual property rights by providing tools to detect and report infringement.
  • Improved Product Listings: Access advanced features like Enhanced Brand Content and A+ Content to create compelling product listings that drive conversions.
  • Increased Brand Credibility: Displaying the Brand Registry badge on your product listings enhances trust and credibility among customers.

Maintaining Brand Compliance

Once you’ve obtained brand approval, it’s essential to maintain compliance with Amazon’s brand policies. Regularly monitor your product listings for any unauthorized changes or infringements and take proactive measures to address them.

In Conclusion

Amazon Brand Registry is an indispensable tool for sellers looking to establish and protect their brand presence on the platform. By following the outlined steps and maintaining compliance with Amazon’s policies, you can leverage the benefits of Brand Registry to enhance your brand’s visibility, credibility, and sales potential on Amazon.

Mathew Johnson


Developing SEO & SEM strategies to maximize performance and ROI for the enterprise, small business clients and Implementing and managing SEO & SEM campaigns.

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