If you own a registered trademark and sell on Amazon, Brand Registry is not optional – it is foundational. It is the gateway to some of Amazon’s most powerful brand protection and growth tools, and brands that are not enrolled are operating at a meaningful disadvantage compared to those that are.

Here is what Brand Registry is, what it unlocks, and how to get the most out of it.

What Is Amazon Brand Registry?

Amazon Brand Registry is a program that verifies brand ownership and gives enrolled brands access to an expanded set of tools, protections, and advertising features. To enroll, you need a registered trademark (active, not pending) from a government trademark office such as the USPTO.

Once enrolled, Amazon recognizes you as the authorized brand owner for your registered trademarks – which changes how the platform treats your listings and how much control you have over your brand’s presence.

What Brand Registry Unlocks

Brand Protection Tools. Brand Registry gives you access to Amazon’s Report a Violation tool, which allows you to proactively search for and report infringing listings, counterfeit products, and unauthorized sellers using your brand name or trademarked assets. Amazon takes these reports seriously and acts on them faster for registered brand owners than for non-enrolled sellers.

A+ Content and Brand Story. Both of these content tools – which can meaningfully improve conversion rates – require Brand Registry enrollment. Without it, you are limited to plain-text product descriptions.

Amazon Stores. Your branded storefront on Amazon – a dedicated page that showcases your full catalog and tells your brand story – requires Brand Registry. Stores also provide access to unique traffic data through the Store Insights dashboard.

Sponsored Brands Advertising. Sponsored Brands ads – the banner-style ads that appear at the top of Amazon search results with your logo, a custom headline, and multiple products – are only available to Brand Registry enrollees. These are some of the most visible and brand-building ad formats on the platform.

Amazon Posts and Amazon Live. Both social-style content features that allow brands to engage customers with educational and lifestyle content are accessible only through Brand Registry.

Transparency and Project Zero. For brands dealing with serious counterfeiting problems, Amazon’s Transparency program and Project Zero are available to Brand Registry members.

How to Enroll

To enroll in Brand Registry you need: an active registered trademark, the trademark registration number, and an Amazon Seller Central or Vendor Central account associated with the trademark owner.

Go to brandregistry.amazon.com, submit your application, and Amazon will verify your ownership – typically within a few days.

If your trademark is still pending, Amazon offers IP Accelerator – a program that connects brands with pre-vetted IP law firms that can expedite trademark registration and grant provisional Brand Registry access while your application is in process.

Common Mistakes After Enrollment

Getting enrolled and then not using the tools. Brand Registry is only valuable if you actively leverage its features. Set up your Brand Store, create A+ Content, launch Sponsored Brands campaigns, and actively monitor the Report a Violation tool.

Assuming Brand Registry eliminates all unauthorized sellers. It significantly reduces the problem and gives you tools to address it, but it is not a one-time fix. Active brand protection requires ongoing monitoring and reporting.

Failing to update registry information when trademarks change. If your trademark is updated, renewed, or expanded, make sure your Brand Registry information stays current. Discrepancies can create gaps in your protection.

Amazon Brand Registry is one of the highest-leverage investments a pet or consumer product brand can make. The tools it unlocks – from A+ Content and Sponsored Brands to brand protection and customer reporting – directly impact your ability to compete, convert, and protect your business on Amazon.

If you are not yet enrolled, prioritize it. If you are enrolled but not fully utilizing the available tools, there is meaningful growth and protection you are leaving on the table.

TMA manages Brand Registry enrollment, brand protection, and full Brand Registry tool utilization for pet and consumer brands. Schedule a free audit at themachineagency.com/free-amazon-audit to see what you might be missing.