What is Amazon Brand Registry? How to successfully complete the brand registration process?

The Amazon Brand Registry program is designed for brand owners who want to protect their products from counterfeiting. Thanks to it, customers can be sure that they are buying original goods, and the seller gains tools to protect their trademark. Amazon claims that registration in the program helps prevent counterfeiting by up to 99%.

Benefits of the Amazon Brand Registry program

• Automatic protection against fraud – Amazon monitors new listings and eliminates counterfeits.

• The ability to raise objections to abuses – the brand owner can report dishonest competitors.

• The right to edit brand listings – only the registered company can change the descriptions and images of its products.

What documents are needed?
The basis is the EUIPO certificate (European Union Intellectual Property Office), confirming the registration of the brand. The process takes about 6 months. You can also use trademarks registered locally in countries such as the USA, Canada, the United Kingdom, Japan, or India.

What trademarks can be registered?

• The text submitted to the office must be identical to that visible on the product and packaging.

• Amazon prefers word marks (letters, numbers) and does not accept just graphic symbols.

• It is worth ensuring that the spelling and case are consistent with the patent documentation.

3 steps to registration

1. Requirements – you must have an active Seller or Vendor account and prepared documents.

2. Submission – on the brandservices.amazon.pl page, you provide the brand name, patent office, certificate number (or status “pending”).

3. Attachments – a link to the store, marketplace, photos of the product or packaging with the brand name visible.

Capabilities of Amazon Brand Registry

• Automated Brand Protection – automatic scanning of listings and detection of abuses.

• Amazon IP Accelerator – assistance in the brand registration process.

• Report of Violation – a tool for reporting violations.

• Amazon Project Zero – the ability to remove counterfeits independently (after verifying the reports).

• Transparency – unique security labels for products.

Why is it worth it?
In addition to brand protection, the program offers additional promotional opportunities:

• Enhanced Brand Content (A+) – expanded descriptions and graphic materials,

• Amazon Brand Store – your own store within Amazon,

• Sponsored Brand Ads – ads in search results,

• Brand Analytics – detailed data on customer behavior.

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All of this increases brand visibility, facilitates winning the Buy Box, and builds customer trust.

Happy Brand Registry,
Amata Borys-Chudek
Go2Market Crew