A trademark
A legal right in a name or logo, issued by a government trademark office. It applies in the countries where it is registered or applied for, and it is the basis for brand protection in law.
Amazon Brand Registry · US and UK marketplaces · Checked before anything is filed
Amazon Brand Registry Services — Enrollment, Protection and Brand Tools, Run by One Team
Amazon brand registry services start with one question: does the brand hold the trademark and the logo that Amazon asks for? This page sets out what a brand must have before it enrolls, what we prepare and check, and what Amazon decides.
- 35,000+
- ASINs of working context across our desks. Not a client count, and not a result.
- US and UK
- marketplaces covered by this service
- Two
- requirements to enroll, checked first
- Two requirements, checked first
- Record match, line by line
- Written scope
- Access you can revoke
The program
What Is Amazon Brand Registry?
Brand Registry is Amazon's program for brands. It gives the brand owner tools for listing content, brand pages, analytics and protection.
Amazon runs Brand Registry. GrowithAmazon is not Amazon, and we do not set the program's rules. Our amazon brand registry services work inside the program for brands that want to use it, and the brand keeps its own trademark and its own listings throughout.
Enrollment opens four areas of tools. Each one is described below, and each one is checked against Amazon's live list before we describe it to a client.
Enhanced content
Rich product information on the detail page, written for the brand's own range.
Brand Store
A storefront that carries the brand's own pages, products and story.
Brand analytics
How shoppers search for the brand, and what they go on to buy.
Protection tools
Reporting for listings that copy or misuse the brand name.
Plain comparison
Amazon Brand Registry vs a Trademark: What Is the Difference?
People use the two terms as if they were one thing. They are not. A trademark is a legal right. Brand Registry is an Amazon program that uses a trademark to give a brand tools on Amazon.
Amazon Brand Registry
A program run by Amazon. It gives an enrolled brand tools inside Amazon's marketplaces, such as enhanced content, a Brand Store and protection reporting. It does not create legal rights on its own.
A trademark protects the name in law. Brand Registry gives the brand tools inside Amazon, and it is only as strong as the record behind it. If a brand has no trademark or pending application, the first step is the trademark, and we say so on the first call.
Eligibility
Do You Qualify, and What Are the Two Requirements?
Amazon asks for two things before a brand can enroll. We check both first, because a missing item is the most common reason an enrollment stalls.
Requirement one
The brand name and logo are permanently affixed
The brand name or logo has to be permanently affixed to the product or its packaging. A sticker, or a logo added only in a listing image, does not count. We check the photos before any pack is built.
Requirement two
A pending or registered trademark
The brand needs a pending or registered trademark for its name or logo, issued by a designated trademark office in a country with a corresponding Amazon store. A pending application can count, so a brand does not have to wait for registration to start.
Whether a particular mark qualifies is a legal question, and a trademark attorney advises on it.
This page is not legal advice. We do not file trademarks. If a mark is still being prepared, a trademark attorney is the right first call, and we will say so on the first call rather than start an enrollment we cannot finish.
The record check
How Do You Check the Trademark Record Before You Enroll?
The brand name on the enrollment form has to match the trademark record exactly, including spacing and capitalisation. We read the record and the form side by side, and flag every difference before anything is submitted.
| Field | Trademark record | Enrollment form | Result |
|---|---|---|---|
| Brand name, spacing | Brand Name | BrandName | Differs: spacing |
| Brand name, capitalisation | Brand Name | Brand name | Differs: capitalisation |
| Brand name, exact | Brand Name | Brand Name | Matches |
| Trademark status | Registered | Registered | Matches |
A difference that looks small can stop a file. The check is done line by line, and every line gets a written result. The form follows the record, not the other way round.
Our part is to read the record, flag every difference and prepare the corrected form. The trademark attorney decides whether a record itself needs changing.
- Before the callThe record, the logo files and the photos are gathered, so the check can run on the first call.
- Before submissionNo field is entered that has not been matched against the record in writing.
The process
How Is an Enrollment Prepared, Step by Step?
Five steps, each with one owner. We prepare and check the pack. The brand submits through its own access. Amazon decides the outcome.
Check the record
Read the trademark record, the brand name and the logo side by side, and log every difference.
We check. The attorney decides on the mark.Prepare the files
Logo files, and clear photos of the brand on the product and on its packaging.
We prepare. The brand approves the files.Assemble the pack
The enrollment details, the record details and the photos, in one checked pack.
We assemble and check.Submit through the owner's access
The trademark owner, or a user the owner has added, submits the pack in Brand Registry.
The brand submits.Follow up
If Amazon asks for more, we answer within the time the request gives, and report the outcome in writing.
Amazon decides the outcome.
For amazon brand registry services, no timing can be promised here. Review time is set by Amazon and it varies, so this page gives no number. Each week, the brand hears what stage its file has reached.
If the brand has no trademark yet, Amazon's IP Accelerator is named on Amazon's own pages as one route. We do not administer that program.
If a file is declined
What Happens If an Application Is Declined?
A declined file is common and often fixable. The fastest route is to read the reason Amazon gives, correct the one thing it points to, and resubmit through the owner's access. Amazon decides every outcome.
Read the reason
Read the reason Amazon gives in Brand Registry, in full, before changing anything.
Find the mismatch
Compare the reason with the record check: the brand name, the logo, the photos and the trademark details.
Correct and reassemble
Fix the form or the photos so they match the record. If the record itself is wrong, a trademark attorney handles the change.
Resubmit and wait
Resubmit through the owner's access and log the date. Amazon decides, and we report the outcome in writing.
Three things make a second decline more likely: resubmitting the same file unchanged, changing the trademark record to fit the form, and entering a different brand name on the form. We do none of these. We also do not promise that a corrected file will be accepted.
Access
Who Should Enroll, and How Do Agencies Get Access?
The trademark owner enrolls the brand. Anyone else works inside the brand's Brand Registry account through a user role that the owner grants.
- Trademark ownerEnrolls the brand
- Owner adds a roleGrants a user role in the account
- Our teamWorks inside the account, on the agreed scope
- Owner reviewsSees what changed and when
- Access endsRemoved when it is no longer needed
Amazon sets the roles and names them. We confirm which role we need with the brand before any access is granted. We do not ask for a client's login details, and a brand can remove our access at any time.
If the trademark owner is a company, the person who enrolls should be someone who can speak for the company's trademark.
What you get
What Does Enrollment Unlock, and Where Does It Differ?
Enrollment opens the Brand Registry tools. Each one is checked live before we describe it, because availability differs by marketplace and programs change.
- Enhanced content
- Brand Store
- Brand analytics
- Sponsored Brands eligibility
- Violation reporting tools
Where the brand works on content, the listing work sits with our listing service. Where the brand builds a storefront, the build sits with the store setup service. Ad tools are a separate scope and are not covered on this page.
Promotional programs are not described here. Amazon publishes their terms, and the terms change.
Protection
How Are Violations Reported, and What Does Monitoring Cover?
We spot copies of the brand, prepare the evidence and file the report in Amazon's tools. Amazon reviews each report and decides what happens to the listing.
Spot
Listings that copy or misuse the name, found on the schedule in the scope.
Gather evidence
The listing, its images and the brand details are saved as they stand.
Prepare the report
The report is written against the brand's own trademark record.
Report
The report is filed in Amazon's protection tools, and logged on our side.
Amazon decides
Amazon reviews the report and decides the outcome for the listing.
What monitoring covers
The listings the brand asks us to watch, on the schedule set in the written scope, with each finding logged and sent to the brand.
What it does not cover
Removals we cannot promise, and any listing outside the marketplaces named in the scope.
Filing a report does not mean a listing comes down. Amazon may ask for more information, and some reports are declined. The brand sees the status of every report in its monthly review.
Once you are enrolled
What Should Brand Owners Do in the First Month After Enrollment?
Enrollment is the start of the work, not the end. The first month sets up access, content and monitoring, so the tools are used from day one.
Set the access
Confirm each user role, and remove any access that is no longer needed.
Audit the listings
Check that each ASIN carries the brand name in the same form as the record.
Plan the content
Choose the top listings first for enhanced content, then extend to the rest of the range.
Set the watch list
Agree which listings are watched, how often, and who receives each report.
A monthly review closes the month: what changed, what was reported, what Amazon decided, and what comes next. Each item has an owner and a date, so nothing is left open by default.
Your wider account
Brand Registry and the Rest of Your Account
Amazon brand registry services are one part of a brand's Amazon presence. These services cover the rest, and each one links back here where the work touches the brand tools.
- Store setupThe store build, the bundle that includes Brand Registry as one step.Store setup services
- Search workSearch visibility, with Brand Registry tools as a prerequisite for some of it.Amazon SEO services
- ListingsListing content, A+ content and the Brand Store pages.Product listing services
- Full accountBrand Registry administration as one discipline inside full account work.Account management service
Catalog data, such as attributes and parent-child structure, sits with the catalog maintenance service. This page does not cover full account management, listing rewrites beyond the brand tools, or catalog work.
Myths
Amazon Brand Registry Myths and Facts
Three beliefs that cause brands the most delay, and what the program actually asks for.
"You need a registered trademark and nothing else."
What is true. A pending application can count, and the logo rule applies as well. A registered mark does not meet the enrollment rule on its own if the logo is not affixed to the product.
"Enrollment stops every copy of the brand."
What is true. Enrollment opens protection tools. Copies can still appear, and the tools are how they are reported. Amazon reviews each report and decides.
"An agency can enroll the brand for you."
What is true. The trademark owner enrolls. An agency or staff member then works inside the account through a user role the owner grants.
Glossary
Amazon Brand Registry Terms, Defined
Plain definitions for the words you will meet in an enrollment. Where Amazon has a term, we use Amazon's wording.
- Trademark owner
- The person or company named on the trademark record. Enrolls the brand.
- Pending application
- A trademark application that has been filed and not yet registered. It can count for enrollment.
- Designated trademark office
- The government trademark office for a country with a corresponding Amazon store.
- Affixed logo
- A logo or brand name permanently applied to the product or its packaging.
- User role
- The access level Amazon grants to a person inside the Brand Registry account. Amazon sets the names.
- Enhanced content
- Extra product information on a detail page, available to enrolled brands.
- Brand Store
- A storefront that carries the brand's own pages and products on Amazon.
- Violation report
- A report filed in Amazon's tools about a listing that copies or misuses the brand.
Before the call
What Should You Bring to the First Call?
Bring these to the first call. Missing items do not stop the call, but they are the things we will ask for next.
- The trademark number and the office that issued it, or the application number and office.
- The brand name exactly as it appears on the record.
- The logo in its original files.
- Clear photos of the brand on the product and on the packaging.
- The list of ASINs that carry the brand name.
- The name and role of the person who will own the Seller Central access.
- Any copies or listings already causing concern, with links.
- Any existing agency or staff access to the account.
Why GrowithAmazon
Why GrowithAmazon for Brand Registry Work
A brand registry file is small and exact. The record has to match, the photos have to show the mark on the product, and the access has to be right. We run every file the same way and write down each step, so the brand can check our work at any point.
The packaging photo is where most files start. We look at where the brand name sits on the product, whether the mark is permanently affixed, and whether the image shows it clearly enough for Amazon to read.
Working context is the experience we bring to that check. It is the reason each file follows the same order: record first, photos second, pack third. It is not a count of clients, and it is not a result we can promise.
We keep the work visible. The brand receives the record check, the pack as submitted, the access log and the monthly report, all in writing.
Record first
Every file starts with a line-by-line record check, and every difference gets a written result before anything is entered.
Written scope
What we prepare, what the brand submits and what Amazon decides are written down before work starts, and they stay that way.
Pack, not promise
We prepare and check the pack. We do not promise approval, timing or the result of any report.
Access you control
Access is granted by the brand, it can be removed at any time, and the access log is shared with the brand.
Photos that show the mark
We check the photos against the affixed-logo rule before the pack is built, not after a file has been declined.
An honest first step
If a trademark attorney is the right first call, we say so, and we do not start a file we cannot finish.
How we work with you
Listen
The first call reads your record, your photos and your access.
Check
The record check and the photo review, in writing.
Prepare
The pack and the access plan, agreed before anything is submitted.
Report
Written updates through the file, and a monthly review.
Every engagement produces the same written set: the record check result, the pack as submitted, the access log, the decision log and the monthly report. A brand can ask for any of them at any time.
What we do not do: give legal advice, promise approval, or describe a tool that an enrolled brand does not have. If a request falls outside those lines, we say so before the work starts.
Questions
Frequently Asked Questions
The questions brands ask most often before they enroll.
Do I need a registered trademark, or is a pending application enough?
A pending application from a designated trademark office can count, as well as a registered mark. Whether a particular mark qualifies is a legal question, and a trademark attorney advises on it. We check the record you give us and tell you what is missing.
Do I need a Seller Central account to enroll?
Enrollment is completed through a Seller Central or Vendor Central sign-in, so the brand needs an account there. If the account is not set up yet, our store setup service covers that step.
Who enrolls the brand?
The trademark owner enrolls. Other people, including agency staff, work inside the account through a user role the owner grants, and the owner can remove that access at any time.
Can an agency manage my Brand Registry account?
Yes, through a user role that the owner grants. Amazon sets the roles and names them. We confirm the role we need with you before any access is granted, and we never ask for login details.
Does enrollment stop counterfeits?
No. Enrollment gives the brand tools for reporting listings that copy or misuse its name. Amazon reviews each report and decides the outcome, so no tool can promise that a copy will come down.
Do you file trademarks?
We do not file trademarks, and this page is not legal advice. A trademark attorney advises on the mark, and we work from the record once it exists.
How long does Amazon take to decide?
Amazon sets its own review time, and it varies, so we do not give a number. Each week we tell the brand which stage its file has reached, and we answer any request from Amazon within the time the request gives.
What do you prepare, and what does Amazon decide?
We prepare and check the enrollment pack, flag every record difference, and prepare violation reports with their evidence. The brand submits through its own access. Amazon decides enrollment and the outcome of every report.
Next step
Book the Brand Registry Review
Before any amazon brand registry services engagement starts, a review checks the record, the logo and the photos against the two requirements, and tells you what is missing before anything is submitted.
Get a Brand Registry ReviewWe prepare and check. Amazon decides the outcome, and no approval is promised.