What is Amazon Brand Registry?
Amazon Brand Registry is a free program that lets trademark owners control their brand presence on Amazon. Once enrolled, you get exclusive access to brand-building tools (A+ Content, Brand Store, Sponsored Brands) and IP-protection tools (Report a Violation, Project Zero, Transparency, Brand Analytics).
In 2026, Brand Registry is no longer optional for serious sellers. Without it, you cannot run Sponsored Brands ads, you cannot create A+ Content, and you have no easy mechanism to remove counterfeit or hijacked listings of your own products.
- Free to enroll (Amazon does not charge a fee)
- Required for: A+ Content, Brand Store, Sponsored Brands, Sponsored Display, Vine, Brand Analytics, Project Zero, Transparency
- Available globally — one enrollment covers all Amazon marketplaces in your trademark's geography
Eligibility — who can enroll?
Any individual or business that owns or is the authorized representative of an active or pending trademark on a supported IP office can enroll in Amazon Brand Registry 2.0.
| Region | Accepted IP Office | Pending OK? |
|---|---|---|
| India | Indian Trademark Registry (IndiaTM) | Yes (via IP Accelerator) |
| USA | USPTO | Yes (via IP Accelerator) |
| UK | UKIPO | Yes |
| EU | EUIPO | Yes |
| UAE | Saudi Authority for IP / UAE Ministry of Economy | Yes |
| Canada / Australia / Japan / Singapore | National IP offices | Yes |
Step 1 — Get a trademark (text or image)
If you do not have a trademark yet, this is the longest part of the process. Indian trademark applications take 6-18 months for full registration, but Amazon now accepts pending marks via the IP Accelerator network of vetted law firms.
- Text mark (most common) — protects the brand name as a word
- Image mark — protects the logo or stylised design
- Class selection — pick the trademark class(es) that match your Amazon categories (e.g. Class 25 for apparel, Class 3 for cosmetics, Class 30 for food)
- Cost in India: ₹4,500-₹9,000 per class government fee + ₹5,000-₹25,000 attorney fee
- Cost in USA: $250-$350 USPTO fee per class + attorney fee
Step 2 — Apply for Brand Registry on Amazon
- Visit brandservices.amazon.com and sign in with your existing Seller Central credentials.
- Click ‘Enroll a new brand’. Choose your role: rights owner or agent.
- Enter the exact brand name as it appears on your trademark certificate (case-sensitive).
- Provide trademark serial number, registration number, IP office, and trademark type (text/image).
- Upload a clear image of your branded product and packaging showing the brand permanently affixed.
- Select the product categories your brand sells in (you can edit later).
- Submit. Amazon issues a verification code to your trademark correspondent.
Step 3 — Verify ownership
After submission, Amazon emails a unique verification code to the official correspondent on the trademark filing (usually your IP attorney). The attorney forwards the code to you, and you enter it into your Brand Registry dashboard to confirm ownership.
If you cannot reach the trademark correspondent, you cannot complete enrollment — so always keep correspondence details current with the IP office.
Brand Registry benefits — what you unlock
| Tool | What it does | Typical impact |
|---|---|---|
| A+ Content (EBC) | Rich product descriptions with images, comparison charts, modules | +5-15% conversion |
| A+ Premium Content | Interactive modules, video, enhanced comparisons (for top-tier brands) | +15-25% conversion |
| Brand Store | Free multi-page mini-website inside Amazon | +10-30% AOV from brand shoppers |
| Sponsored Brands | Banner ads with logo + custom headline at top of search | Reach + brand recall |
| Sponsored Display | Off-Amazon retargeting + competitor ASIN targeting | Reclaim lost shoppers |
| Brand Analytics | Search terms, demographics, repeat purchase, basket analysis | Data goldmine |
| Vine Programme | Send free units to top reviewers to seed honest reviews | Faster review velocity |
| Project Zero | Self-service counterfeit removal (no Amazon investigation needed) | Same-day takedowns |
| Transparency | Per-unit codes to prevent counterfeits entering FBA | Supply chain control |
| Brand Dashboard | Listing quality alerts, opportunity recommendations | Catalog hygiene |
Amazon IP Accelerator — fast-track for pending trademarks
If you don't have a registered trademark yet, Amazon's IP Accelerator gives you access to vetted law firms (in India, USA, UK, EU, UAE) who file your trademark, and Amazon unlocks Brand Registry within 4-6 weeks of filing — without waiting for full registration.
Cost in India: typically ₹15,000-₹30,000 (trademark filing + IP Accelerator-network attorney fee). In USA: $700-$1,500.
- Available to: brands without a registered trademark who want Brand Registry immediately
- Coverage: full Brand Registry benefits (A+ Content, Sponsored Brands, Brand Analytics) from day 1
- Find IP Accelerator law firms at: brandservices.amazon.in/ipaccelerator
Common rejection reasons and how to fix them
- Brand name on Seller Central doesn't match trademark certificate — fix the case and spelling inside Seller Central first
- Trademark not in a supported IP office — file a new mark in USPTO or IndiaTM
- Product image doesn't show brand affixed permanently — upload a packshot with logo clearly visible
- Trademark class doesn't cover the categories you sell in — file an additional class
- Verification code expired (Amazon codes expire after 30 days) — restart the application
- Different Amazon account from trademark — ensure the Seller Central account email matches the brand owner
After enrollment — your 30-day activation plan
- Day 1-3: Build A+ Content (7 modules minimum) for your top 5 SKUs.
- Day 4-7: Design and publish a Brand Store with at least 3 pages (home, bestsellers, story).
- Day 8-10: Launch Sponsored Brands campaigns with headline ads + brand video.
- Day 11-15: Activate Brand Analytics; pull Top Search Terms report and Repeat Purchase Behavior.
- Day 16-20: Enroll top 3 SKUs in Amazon Vine to seed 30 honest reviews.
- Day 21-25: Set up Project Zero / Report a Violation for IP protection.
- Day 26-30: Audit listings using Brand Dashboard alerts and fix all listing-quality issues.
How much does Amazon Brand Registry cost?
Brand Registry itself is free. The cost is the trademark you need to enroll.
| Item | Cost (India) | Cost (USA) |
|---|---|---|
| Trademark filing (1 class) | ₹4,500 govt + ₹5,000-₹25,000 attorney | $250-$350 govt + $300-$800 attorney |
| IP Accelerator (optional) | ₹15,000-₹30,000 total | $700-$1,500 total |
| Brand Registry enrollment | Free | Free |
| A+ Content / Brand Store creation | Free (or ₹15,000-₹50,000 to outsource) | Free (or $300-$1,500 to outsource) |
| Transparency program (optional) | $0.01-$0.05 per unit code | $0.01-$0.05 per unit code |
DIY or use an agency?
Brand Registry enrollment itself is straightforward — most brands can complete it in 30 minutes if their trademark is in order. The real value of an agency comes after enrollment: building the A+ Content, Brand Store, Sponsored Brands campaigns, and using Brand Analytics to drive 20-40% conversion uplift.
SW Cybernetics is an Amazon SPN-verified agency and has enrolled 500+ brands across India, USA, UAE, and UK. We typically take a brand from Brand Registry approval to fully activated (A+ Content + Brand Store + Sponsored Brands + Vine) in 30 days.