Brand Registry: what's required

To enroll as a brand owner in Brand Registry, you need an active registered trademark or a pending trademark application — in the US, with the USPTO. You enroll at brandservices.amazon.com, and you need a physical product or packaging with the brand permanently displayed to complete the process. One caveat: a pending application unlocks the brand-owner tools, but some protection is strongest once the mark is registered — check Brand Registry help for what applies to pending marks before relying on enforcement.

Most common rejection reasons

  • Image problems — AI-generated or digitally altered photos, and removable stickers instead of the brand printed on the product or packaging.
  • Failed verification — an outdated email; Amazon sends the verification code to the correspondent listed on the trademark filing, so make sure you (or your attorney) can access it.
  • Brand name mismatch — the name you submit must match the trademark exactly.

The roles inside a brand

  • Rights owner — the party that owns the legal and intellectual property rights to the brand.
  • Administrator — can add and manage the brand's protection and selling agents on Amazon.
  • Registered agent — authorized to report intellectual property violations on behalf of the brand.
  • Brand representative — an internal entity of the brand that sells its products on Amazon.
  • Authorized reseller — an external entity authorized to sell (distributor, licensee, manufacturer or other third party with a formal agreement with the brand).
  • Catalog contributor — an external entity that has a relationship with the brand but is neither a representative nor an authorized reseller.

Why register your brand on Amazon

Beyond access to exclusive tools, Brand Registry increases visibility: according to Amazon, 74% of Amazon customers use the platform to discover new products and brands. Ads also get more effective — Amazon reports that advertisers using Sponsored Brands saw, on average, 79% of sales come from customers new to the brand.

A+ Content, Premium A+ and Brand Store

A+ Content — custom banners and descriptions on the product page, created in Seller Central → Advertising → A+ Content Manager. It can encourage repeat purchases and increase sales by up to 8%, according to Amazon.

Brand Story — a module with banners and descriptions about the brand's origin, mission and values, shown above or below the product description, available on all products and created from the same place as A+ Content.

Premium A+ Content — requires Brand Story on all your listings and at least 5 A+ Content submissions approved in the last 12 months. It gives access to more modules (video, carousels, comparisons) and can increase sales by up to 20%. There's also AI-generated A+ Content, which drafts copy and images using your ASINs as the starting point — available free for both basic and Premium A+.

Brand Store — a dedicated space on Amazon to build your brand image, earn customer loyalty and drive sales, managed from the Amazon Ads console, customizable with different modules and pages, with its own store analytics.

Sponsored Brands, Display and Virtual Bundles

Sponsored Brands — brand-discovery campaigns that also promote your Brand Store, with video or image creative, helping drive traffic to the store and able to appear at the top of search results.

Sponsored Display — ads that reach shoppers on and off Amazon, at different stages of the shopping journey, including remarketing.

Virtual Bundles — combine 2 to 5 ASINs already in FBA, with no extra prep or shipment needed. The bundle gets its own ASIN (it can have its own A+ Content) and can be priced below the sum of the individual ASINs.

Amazon Vine: how it works and what it costs

Vine helps a new product (with no reviews) avoid the "cold start" and improves conversion by sending the product to Vine reviewers (Vine Voices) in exchange for an honest review. Eligibility requires a Professional seller account, brand ownership in Brand Registry, products with fewer than 30 reviews, and available FBA inventory.

The fee is charged per enrolled parent ASIN and tiered by how many units you enroll — very small enrollments can be free. Amazon updates this schedule, so check the current Vine fees in Seller Central before enrolling.

Products go to Vine Voices free of charge, with all costs covered by the seller. Amazon Vine does not charge a referral fee on those units — you pay only the Vine fee and the normal FBA costs (inbound, storage and fulfillment).

How EcomVision helps

EcomVision's Listing Optimizer already accounts for the A+ Content and Premium A+ requirements when it prioritizes catalog improvements, and the Amazon Ads & Campaigns module helps you plan Sponsored Brands and Display aligned with your Brand Store.

Update notice: Brand Registry requirements, Vine fees and the modules available in A+ Content can change. Always check the official Amazon Seller Central and Brand Registry documentation for current rules. This article is not legal advice; for trademark filings, talk to a trademark attorney.

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