Ultimate Guide to Amazon Brand Registry (Updated for 2025)
Ever heard of Amazon Brand Registry? Even if you haven’t, this article is all you need to familiarise yourself with it – Amazon’s very own programme is designed to help Amazon Seller Central sellers exercise more control over their brands and have greater protection. Updated for 2025, this guide reflects Amazon’s latest Brand Registry tools, enrolment steps and protection options for UK and EU sellers.
Over 800,000 brands are now enrolled worldwide, showing just how essential it’s become for sellers. Amazon has strengthened its ecosystem with Project Zero, Transparency, the Counterfeit Crimes Unit (CCU) and a new Brand Catalog Lock system that stops unauthorised listing edits and content changes.
What is Amazon Brand Registry, and how does it work?
Amazon Brand Registry is a service focused on providing sellers with tools to protect their intellectual property, as well as to find and report any IP violations. However, the service also packs a range of useful features which can help sellers improve conversions, increase discoverability and ultimately build better customer loyalty.
Once you’re enrolled in the Brand Registry programme, you have access to exclusive features which can help you increase brand presence, as well as gain insights through detailed analytics and other useful information, which can help to boost sales and provide an overall better buying experience to your customers.
In 2025, Brand Registry will now connect directly with wider protection tools like Project Zero, which allows self-service counterfeit removals, and Transparency, which authenticates products with scannable codes before dispatch. The Counterfeit Crimes Unit works alongside law enforcement to track down repeat offenders, while the new Brand Catalog Lock prevents other sellers from editing titles, images or attributes without your permission. All of these combine to protect your listings and keep your brand consistent across the marketplace.
How do I enrol in Amazon Brand Registry?
To get started, you need to first ensure that you meet the underlying requirements for enrolling into the Amazon Brand Registry. Here’s what you need:
- An active and registered trademark, which can be a text-based wordmark or an image-based mark containing words, letters and/or numbers.
- Verify yourself as the right owner or authorised agent for the trademark by providing links to the brand website, which clearly shows the information you want to register. In addition, provide product images by hand which show the information you wish to register.
- An active Amazon account, either Seller Central or Vendor Central.
Sign in to your Seller Central account and then go to Amazon Brand Registry’s eligibility page to enrol. Again, just to reiterate the above, you’ll need to provide your brand’s current trademark registration number, which you got from the IP office. If you’re currently waiting for the trademark to be issued, you can still enrol in Amazon Brand Registry – simply provide the application number and you’re all set.
Now provide the list of product categories you want your brand to be listed in. Once your Brand Registry application has been submitted to Amazon, you will get verification as the Rights Owner of the brand trademark. You’ll also get a verification code from Amazon via a designated contact person, which must be sent back to Amazon in order to complete the enrolment.
Once all your information has been verified, you can start accessing Amazon’s Brand Registry features to protect your brand and intellectual property. To view the detailed steps, you can skip to the end of the article.
From 2025 onwards, Amazon accepts pending trademarks through the UK IPO, EUIPO, WIPO or its IP Accelerator programme. A verification code is now emailed directly to the address held by the IP office, helping reduce fraudulent claims. Most applications are approved within five to ten business days, provided the details match the registered mark and packaging images.
What are the benefits of Amazon Brand Registry in 2025?
There are definitely advantages to enrolling in Amazon Brand Registry, particularly for first-time sellers who often don’t see these advantages at first, as they likely have not been involved in a contest over product rights on the marketplace – not yet, anyway, that is.
If you enrol now, you are, in a way, future-proofing yourself – allowing your brand and Amazon to collaborate in order to reduce any potential IP rights violations, and in turn, promoting a more accurate representation of what your brand is about on Amazon.
A trademark helps to protect your brand. Amazon is constantly working to come up with more unique ways of protecting sellers from counterfeit listings and hijacking. Proprietary tools such as Brand Analytics, A/B testing, access to Amazon Vine, Amazon Stores and A+ Content all help to strengthen your presence. Innovative features are being added for Brand Registered sellers, including uploading custom videos to the product page, having your own Amazon URL and more product detail customisation filters.
In 2025, these tools go even further. A+ Content can now include interactive comparison modules and high-resolution images. Amazon Stores give you a full multi-page brand space with video and product grouping. Brand Analytics now tracks repeat purchases and keyword trends across entire categories. Project Zero allows direct counterfeit removals, Transparency provides item-level verification, and Brand Catalog Lock secures your listings from unauthorised edits. Together, they build trust and improve conversion rates while keeping your brand image consistent.
Are there any downsides or limitations?
You need to follow due process for registering a trademark first. In order to enjoy Brand Registry’s full IP protection benefits, you must re-enrol any existing brands which were registered via the old system. For any upcoming product launches, you might not be comfortable investing in a trademark until the product has been fully tested and shown proven sales records.
As of 2025, these points still stand. Brand Registry does not cover every product category – media, books and collectables remain excluded – and trademarks can still take months to complete. While Amazon’s tools have become faster and more responsive, they don’t guarantee that counterfeits will never appear. It’s still important to check your listings regularly, keep product data accurate and act fast if something changes unexpectedly.
What if my Brand Registry application is denied?
While this isn’t exactly uncommon, it does happen, and if it happens to you by any chance, it’s important not to panic. Amazon probably had a genuine reason to turn down your application – read the message more than once if you need to, and try to get a grip on the underlying message and the reason for rejection.
In some cases, the denial email can be a bit vague and confusing, although in most cases, denials are due to sellers not meeting some of the requirements. Generally, one of the more common reasons for denial is not having a proper image of the brand on your packaging, as Amazon requires your brand or logo to be printed on the packages, as opposed to the sticker.
In 2025, most denials are still linked to missing trademarks or mismatched company names. If your mark is pending through IP Accelerator, make sure it’s visible in the relevant database before reapplying. You can also contact Brand Registry support through Seller Central for manual verification. Once corrected, applications are usually accepted quickly.
How does Brand Registry protect against counterfeiters?
Brand Registry is now part of a much broader protection system. Project Zero allows approved sellers to remove counterfeit listings immediately. Transparency assigns unique QR codes to verify products before shipping. The Counterfeit Crimes Unit investigates repeat offenders and works with global law enforcement to shut them down.
Amazon’s systems scan millions of listings daily to detect misuse of trademarks or duplicated content. In 2024, over fifteen million counterfeit items were removed, and Amazon continues to expand its detection tools in 2025. By enrolling in Brand Registry, you gain access to all of these features and automatic protection updates as they roll out.
FAQs
Can I apply for Amazon Brand Registry with a pending trademark?
Yes, pending trademarks filed through recognised IP offices or Amazon’s IP Accelerator are accepted in most regions.
Does Amazon Brand Registry completely stop hijackers?
Not entirely, but it dramatically reduces the risk and gives you faster tools to report and remove offenders.
Is there a cost to join Amazon Brand Registry?
No, enrolment in Brand Registry is free. Only your trademark registration incurs a fee.
How long does approval for Amazon Brand Registry take?
Most approvals are complete within five to ten business days after verification.
In summary…
Amazon Brand Registry has evolved into an essential system for serious sellers. It provides greater control over your listings, improved brand presentation and access to powerful marketing and analytical tools.
With Project Zero, Transparency, Brand Analytics and the new Brand Catalog Lock, you can protect your intellectual property and maintain trust with customers. To avoid delays, start your trademark process early and keep all your brand information consistent across listings.
If you’d like expert help setting up or optimising your Brand Registry account, get in touch with Ecommerce Intelligence. We can help protect your brand, optimise your listings and make every Amazon tool work to your advantage.