Sales on Amazon
Do you have a brand? That doesn't mean yet that you can create a Brand Store and A+ Content on Amazon
Last updated: 08.09.2026
The logo is ready. The brand name has been chosen. The products already have packaging, and the graphic designer is starting to prepare materials for the Brand Store and A+ Content.
And this is precisely where some companies encounter a problem: Amazon does not treat the mere possession of a name, logo or domain as a sufficient basis for using tools intended for registered brands.
If you plan to build a brand presence on Amazon, the order of actions matters. Before you invest in extensive content, it is worth checking whether the brand and the account meet the requirements needed for its implementation.
Table of Contents:
Amazon Brand Registry is the starting point
Does a trademark already have to be registered?
Brand Store: your brand's own space on Amazon, but under specific conditions
A+ Content: not just graphics below the product description
The most common mistake? Content production before checking readiness
Brand Registry helps protect the brand, but does not give automatic exclusivity for sales
In what order should you prepare your brand?
Checklist before starting a Brand Store or A+ Content project
Brand infrastructure first, graphics later
FAQ - Frequently Asked Questions
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Amazon Brand Registry is the starting point
Brand Registry is an Amazon program designed for brand owners to manage their presence on the platform, use additional sales and marketing tools, and protect intellectual property.
However, the registration process itself consists of several stages – we describe them in more detail in the guide how to complete the brand registration process in Amazon Brand Registry.
For a brand owner, this is, among other things, a pathway to solutions such as Brand Store or brand A+ Content. At the same time, Amazon requires more than just the brand name itself. Current Brand Registry requirements specify, among other things, a brand permanently affixed to the product or its packaging and a registered or qualifying trademark in pending status, issued or filed with the appropriate intellectual property office.
This is an important distinction.
A company name is not the same as a trademark. A domain name is not one either. Simply using a name for several years does not automatically grant the status of a registered brand in Brand Registry.
Amazon verifies, among other things, the consistency of the name indicated in the application with the trademark details, as well as the authorization of the person or company submitting the brand.
Does a trademark already have to be registered?
Not always.
This is one of the most important things to check before planning implementation.
Current Amazon information indicates that both an active registered trademark and certain applications awaiting registration - pending trademark can qualify for Brand Registry. The detailed rules may depend on the office and market, so the status of a specific application should be verified before starting the process.
In practice, this means that you do not always have to wait for the entire registration procedure to finish. However, this does not mean that it is enough to only be planning to apply for a trademark.
First, you need to check the specific legal status of the brand and its compliance with Brand Registry requirements.
Brand Store: your brand's own space on Amazon, but under specific conditions
Brand Store allows you to build a multi-page brand space inside Amazon. There, you can organize your portfolio, present individual product lines, use visual materials, and talk about the brand more broadly than a single product detail page allows.
Amazon describes Brand Store as a dedicated brand space that is free to create and maintain.
For sellers, however, access does not result simply from the fact of selling products under a specific name. According to Amazon's current requirements for Stores, a seller should, among other things:
have a Professional Seller account,
have a brand registered in Brand Registry,
have roles correctly assigned for the given brand,
have an active account in the appropriate status.
Therefore, designing an extensive Brand Store before checking these elements can lead to unnecessary delays.
A+ Content: not just graphics below the product description
A+ Content allows you to expand the product page with additional modules – including images, text, product comparison charts, and, depending on the type of A+, other more advanced formats as well.
Amazon also indicates that Basic A+ Content can increase sales by up to 8%, and well-implemented Premium A+ Content by up to 20%. However, this is Amazon data and should not be treated as a guarantee of results for a specific product. The effect depends, among other things, on the offer, category, traffic, price, quality of materials, and the entire product page.
Here too, simply having a logo is not enough.
In the case of brands, Amazon specifies a Professional selling account and the appropriate role – Brand Representative or Reseller – assigned to the brand in the Brand Registry. Amazon also provides a separate option to use A+ Content for generic products, but this is a different scenario than building content for a registered brand.
The most common mistake? Content production before checking readiness
The problem usually does not start when the application is submitted to Brand Registry.
It starts earlier.
A company orders:
Brand Store layout,
banners,
lifestyle images,
A+ Content modules,
product comparison charts,
materials describing the brand history,
and only later checks if the account, brand, and roles enable the implementation of these materials.
This is the reverse order.
First, it is worth confirming the possibility of implementation. Only then should you initiate full content production.
In a larger project, this means fewer revisions, a lower risk of launch delay, and better synchronization of legal, operational, and marketing activities.
Brand Registry helps protect the brand, but does not give automatic exclusivity for sales
This is the second area where it is easy to make over-simplifications.
Brand Registry gives brand owners access to intellectual property protection tools, including the ability to report suspected violations and use Amazon's protection systems.
However, this does not mean that every other seller offering your brand's product can be automatically removed.
Amazon explicitly points out that after a product belonging to a brand in the Brand Registry is created, other sellers can, in certain situations, match their own offer to the existing product page. They may, however, be subject to additional verification.
Therefore, you must separate two issues:
authorized or compliant resale of an original product is not the same as a counterfeit, unauthorized use of intellectual property, or other violation.
Brand Registry strengthens brand protection capabilities, but it is not a "remove competition" button.
In what order should you prepare your brand?
If you plan to develop your brand on Amazon consciously, it is worth treating Brand Registry, Brand Store, and A+ Content as elements of a single process, rather than three independent tasks.
1. Verify your trademark
Check if the trademark is already registered or if its current status allows you to start the Brand Registry procedure.
2. Check brand compliance with Amazon requirements
The name submitted to Brand Registry should correspond to the trademark details. Amazon also requires appropriate branding on the product or packaging.
3. Set up Brand Registry and roles
Simply getting the brand approved does not solve everything. Access to individual features may also depend on the account type and assigned role.
4. Only then plan the Brand Store and A+ Content
At this stage, you can design the store architecture, prepare graphic materials, organize the portfolio, and create A+ Content that responds to clients' actual buying decisions.
5. Integrate content with the entire sales system
Brand Store and A+ Content should not function in isolation from listings, advertising, portfolio structure, or traffic-driving methods.
Nice graphics will not fix a poorly prepared offer.
Checklist before starting a Brand Store or A+ Content project
Before launching production, answer five questions:
Is the brand actually marked on the product or its packaging?
Do you have a registered or qualifying trademark in pending status?
Has the brand been approved in Brand Registry?
Does the correct account have the appropriate role assigned in relation to the brand?
Are the ASINs, portfolio, and offer structure ready to be used in Brand Store and A+ Content?
If the answer to one of these questions is "I don't know", it is worth starting precisely from that point.
Brand infrastructure first, graphics later
Brand Store and A+ Content can be important elements of building a brand on Amazon. However, they are not the first step.
The first step is to check whether the brand has the formal and operational readiness to use Amazon tools.
Only later is it worth investing in designing subsequent modules.
At Go2Market, we look at such implementations more broadly than through the prism of graphics alone. Amazon sales management for manufacturers should connect the brand, account, catalogue, content, and sales management method into one consistent system. If you are planning a Brand Store or A+ Content, start by verifying whether the foundations are ready for their launch.
Do you want to check your brand's readiness for Brand Registry, Brand Store, and A+ Content? Talk to Go2Market about what needs to be sorted out before starting content production.
FAQ - Amazon Brand Registry, Brand Store and A+ Content
Do you need to have a registered trademark to join Amazon Brand Registry?
The trademark registration process does not always have to be completed. Amazon can also accept certain pending trademark applications. However, eligibility depends on the market, office, and status of the specific application, so it must be checked before starting the process.
Is a company name or logo alone enough for Amazon Brand Registry?
No. A company name, logo, website domain, or long-term use of a name alone does not automatically mean that Brand Registry requirements are met. Amazon verifies, among other things, the trademark, brand data consistency, and how it is marked on the product or packaging.
Can you create an Amazon Brand Store without Brand Registry?
For sellers, access to the Brand Store is linked to, among other things, brand registration in the Amazon Brand Registry and appropriate rights to the brand. The account type, status, and assigned roles are also important.
Who can use A+ Content on Amazon?
For registered brands, Amazon specifies a Professional selling account and the appropriate role in relation to the brand in the Brand Registry. Amazon also provides a separate scenario for using A+ Content for generic products.
Does Amazon Brand Registry grant exclusivity to sell brand products?
No. Registration in Brand Registry gives access to additional brand management and protection tools, but it does not mean an automatic ban on other sellers selling genuine products. A distinction must be made between compliant resale and counterfeiting or intellectual property violations.
What should be prepared before creating a Brand Store and A+ Content?
First, it is worth verifying the trademark, brand status in Brand Registry, account type, and assigned roles. Then you can check the readiness of ASINs and the portfolio and start designing the Brand Store and A+ Content.
Is it worth preparing Brand Store and A+ Content before brand registration?
Full production of materials before checking the feasibility of their implementation can lead to additional costs, revisions, and delays. A safer order of steps is to first confirm the formal and operational readiness of the brand, and then prepare the content.
What is the difference between Amazon Brand Registry, Brand Store, and A+ Content?
Brand Registry is a program used to manage and protect a registered brand on Amazon. Brand Store is a dedicated brand space inside the platform, while A+ Content extends the product presentation with additional text and visual modules.
Information on Amazon requirements as of: 4 September 2026. Due to changes in platform policy, requirements should be verified again directly before implementation.
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