What Is Amazon Brand Registry?
Amazon Brand Registry is Amazon's program for trademark owners that gives them more control over their product listings, access to brand-only advertising and content tools, and tools to report counterfeits and infringement.
To enroll you need an active registered trademark or, in many marketplaces, a pending trademark application, and the brand name on your products or packaging has to match it. Enrollment costs nothing; the trademark is a separate legal cost. Amazon's IP Accelerator connects brands with vetted law firms if you have no trademark yet.
What it unlocks
- A+ Content and the Brand Story module on detail pages
- Sponsored Brands and Sponsored Display campaigns
- an Amazon Storefront
- Brand Analytics, including Search Query Performance
- Amazon Vine, Manage Your Experiments and the Brand Referral Bonus
- protection tools such as Report a Violation and Project Zero
Why it matters
Without it, other sellers on your listing can push content changes and you compete for control of your own detail page. With it, Amazon gives the brand owner's listing contributions more weight, and most of the tools used to grow a brand on Amazon become available.
Common mistake
Letting access depend on one person. If the only user with admin rights in Brand Registry leaves the company, recovering the account takes time. Keep at least two people with administrator access.