Brand Registry, that is, brand registration on Amazon

Building and Protecting Your Brand on Amazon
For creators and product owners, a brand is more than just a name – it is capital, the face of the company, and its signature in the market. Amazon has recognized these needs and created an ecosystem of tools to support the development and protection of brands.

Brand Registration
Amazon recognizes registrations made in national, European (EUIPO), or global (WIPO) offices. In Europe, it is best to register a trademark with EUIPO – this provides protection in all EU countries, not just those where Amazon operates.

• EUIPO (European Union Intellectual Property Organisation) – an EU body based in Alicante.

• Registration costs from €900 (as of May 2019).

• Recommended word mark registration (“word figurative”), as this is how the brand appears on Amazon.

• After about 6 months, if there are no oppositions, you will receive a EUIPO Brand Registration Certificate.

Amazon Brand Registry
A program for brand owners that provides:

• the ability to create a Store Front (brand store),

• access to A+ Content,

• additional promotional tools.

After registering in Brand Registry, your Seller or Vendor account gains enhanced features.

Amazon Store Front
This is your own store in the Amazon domain – a Shop-in-Shop with custom design, categories, images, videos, and brand materials.

• Customers can browse the entire offer and make purchases within the Store Front.

• Basic analytical data is available: visits, conversions, sales.

• Creating a Store Front does not require programming – it is based on modules and graphic materials.

• This is a strong signal of professionalism and investment in brand development.

Enhanced A+ Content
Expanded product descriptions allow presenting more information, images, and graphics.

• Dedicated product cards for individual products or categories.

• The ability to add lifestyle images, comparison tables, and technical data.

• This is a merchandising tool that distinguishes your products from the competition.

Promotional Tools for Brands
In addition to standard PPC campaigns or vouchers, brand owners gain access to Sponsored Brands (Headline Search Ads) – ads placed in the top bar of search results.

• Ads drive traffic to the Store Front or specific products.

• Users see your brand logo already at the search stage.

Why is it worth it?
The registration process is lengthy and costly, but it is an investment that builds credibility, increases recognition, and protects against unfair competition. Brand registration provides an advantage both in online sales and in offline collaboration with partners.

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Happy Brand Management,
Go2Market Crew