Amazon Brand Registry | Simply explained

Amazon Brand Registry

Amazon Brand Registry is a global service designed to help protect a brand’s intellectual property (IP) on Amazon. This comprehensive service offers a suite of tools to manage product listings, safeguard brand integrity, and provide enhanced selling capabilities. Enrollment requires a registered or pending trademark in the country of participation.

Tools and Features

Once enrolled, brands can access advanced features that enhance both protection and selling capabilities:

  • Report a Violation tool: Enables identification and reporting of potential IP infringements
  • Transparency codes: Help prevent counterfeit products from reaching customers
  • A+ Content: Enhanced product descriptions with rich multimedia content
  • Brand Stores: Customizable storefronts to showcase brand collections
  • Sponsored Products: Access to Amazon’s advertising platform for brand promotion

User Roles and Permissions

Amazon Brand Registry defines two main categories of user roles: protection roles and selling roles, each with distinct responsibilities and access levels.

Protection Roles

Protection roles grant access to brand protection tools such as reporting violations and managing trademarks:

  • Administrator: Possesses comprehensive permissions to modify both protection and selling roles, add users, manage intellectual properties, and oversee all aspects of the brand registry account. When a brand is enrolled, the enrolling user automatically becomes an Administrator and Rights Owner.

  • Rights Owner: Typically the intellectual property owner, with access to brand protection tools like the violation reporting function. This role is automatically assigned to the enrolling user alongside the Administrator role.

  • Registered Agent: An authorized third-party who can report violations but isn’t directly related to the brand. This role provides protection capabilities without ownership rights.

Important Note: Rights Owner and Registered Agent roles cannot be held simultaneously by one account for the same brand, ensuring clear distinction between ownership and agency representation.

Selling Roles

Selling roles determine access to brand selling benefits and marketing tools but do not provide brand protection capabilities:

  • Brand Representative: Enables participation in programs to manage and enhance brand visibility, including access to A+ Content, Brand Stores, and Sponsored Products.

  • Reseller: Provides access to selling benefits for authorized resellers of the brand’s products.

Only Administrators can assign or remove both selling and protection roles, maintaining centralized control over account permissions and access levels.

Application Process

The Brand Registry application process is designed to identify and enroll brands while verifying their authenticity and intellectual property rights:

Requirements and Submission

  • Product Images: Applications must include product images that clearly display the brand name, which must be permanently affixed to the product. Digitally altered images or mockups are invalid and will result in rejection.

  • Trademark Verification: A registered or pending trademark in the country of participation is required for enrollment.

  • Timeline: Applications must be submitted within three days of starting the process; otherwise, they expire and must be restarted.

Review Process

  • Review Duration: The review process typically takes around 10 business days from submission.

  • Status Options: Application status can vary from ‘Pending review’ to ‘Approved’ or ‘Rejected’, with regular updates provided throughout the process.

  • Verification: Additional verification codes may be necessary for completing enrollment, particularly for trademark validation.

  • Resubmission: Rejected applications can be copied and corrected for resubmission, allowing brands to address specific issues and reapply.

Post-Approval Benefits

Once approved, the application process links the brand to the correct vendor or seller accounts, ensuring listing accuracy and enabling access to all Brand Registry tools and features.

By registering with Amazon Brand Registry, brands gain comprehensive control over their presence on Amazon, enabling them to address unauthorized use of their intellectual property efficiently while leveraging enhanced selling and marketing capabilities to grow their business on the platform.

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