Amazon Brand Registry is a free program that gives trademark owners more control over their listings and access to brand-building tools. To enroll, you need an active registered trademark or a pending trademark application from an eligible government office, such as the USPTO, and your brand name must be permanently affixed to your products or packaging. Once enrolled, you get A+ Content, Sponsored Brands ads, Brand Analytics, Vine, and tools to report infringement.
What are the Brand Registry requirements?
According to Amazon, you need:
- A trademark that is either registered and active, or pending, from an eligible government trademark office. Applications filed through Amazon's IP Accelerator also qualify.
- A text-based mark (word mark) or an image-based mark that contains words, letters, or numbers.
- Branding permanently on the product or packaging, such as printing, sewing, laser etching, or engraving. Stickers and removable labels do not count.
- Matching information. The brand name you enter must match your trademark record. Amazon says capitalization differences are fine, but spacing and symbols must match exactly.
- The trademark owner as applicant. The person or company that owns the trademark must submit the application.
You also need product photos showing the branding, a list of product categories, and your trademark registration or serial number.
How much does Brand Registry cost?
Enrollment in Brand Registry is free. The cost is the trademark.
| Item | Cost | Notes |
|---|---|---|
| Brand Registry enrollment | $0 | Free for trademark owners |
| USPTO base application | $350 per class | Effective January 18, 2025 |
| Custom goods/services description | +$200 per class per 1,000 characters | Avoided by using the USPTO ID Manual |
| Insufficient information surcharge | +$100 per class | Avoided by completing all fields |
| Trademark attorney (optional) | Varies widely | IP Accelerator firms offer pre-negotiated rates |
Most single-product brands file in one class. If your products span several types of goods, you may need more than one class.
How do you enroll in Brand Registry step by step?
- File your trademark. File with the USPTO yourself or through an attorney. Once you have a serial number for a pending application, you can apply to Brand Registry.
- Sign in to Brand Registry with your Seller Central credentials.
- Enter brand details: brand name exactly as filed, trademark office, and registration or serial number.
- Add product information: categories, images showing the branding on the product or packaging, and where you sell.
- Verify. Amazon sends a verification code to the contact listed on the trademark record (often your attorney). That contact sends the code back to Amazon to confirm you own the mark.
- Get approval. Once verified, Amazon typically approves the brand and you gain access to the tools.
How long does Brand Registry take?
There are two clocks:
- Trademark filing: you can file in a day, and you get a serial number right away. Full USPTO registration often takes a year or more, but you do not need to wait for it.
- Brand Registry enrollment: once you submit a pending or registered mark, enrollment is usually a matter of days to a couple of weeks, mostly depending on how fast the verification code is returned.
That is why it makes sense to file the trademark early, ideally while your first inventory order is in production.
Planning a private label launch and want Brand Registry ready before your inventory lands? We can map the timeline with you.
Book a Free Strategy Call →What benefits does Brand Registry give you?
A+ Content
Enhanced images, comparison charts, and text modules below your listing. Better content usually helps shoppers understand the product, which can improve conversion.
Sponsored Brands and Sponsored Display
Sponsored Brands headline ads (logo, custom headline, multiple products, and video) are only available to brand-registered sellers. Sponsored Display adds retargeting and product targeting. See ACoS vs TACoS explained to measure them properly.
Brand Analytics
Search query data, including search terms shoppers use, click share, and conversion share for top terms. It is one of the most useful free data sources for keyword research.
Brand Store
A multi-page storefront on Amazon with its own URL, useful for sending external traffic and for showing your full catalog.
Amazon Vine
Vine sends free units to trusted reviewers to get early, honest reviews on new products. Eligible ASINs need fewer than 30 reviews and must be fulfilled by Amazon. Fees are tiered by how many units you enroll per parent ASIN: free for 1–2 units, $75 for 3–10 units, and $200 for 11–30 units, based on current published guidance. Check Seller Central for the latest terms.
Protection tools
Brand Registry gives you a report-a-violation tool for trademark, copyright, and patent issues, more control over listing content on your brand's ASINs, and access to programs like Transparency (unit-level serial codes to stop counterfeits, with a small per-unit fee) and Project Zero for eligible brands.
Common Brand Registry mistakes
- Filing the trademark too late. Waiting until after launch means your first months run without A+ Content or Sponsored Brands. File while the product is in production.
- Picking a name you cannot register. Generic or descriptive names (for example, “Best Yoga Mats”) are hard to register. A made-up or distinctive word is easier. Search the USPTO database before you print packaging.
- Using a sticker for branding. Amazon requires permanent branding on the product or packaging. Order printed packaging or a printed or engraved product.
- Mismatched details. Spacing, symbols, and spelling must match the trademark record.
- Losing the verification code. If an attorney or filing service is listed on the trademark, the code goes to them. Make sure they know to watch for it.
- Letting someone else own the mark. If a provider files the trademark in their own name, they control your brand on Amazon. The applicant should be you or your company.
Can you give others access to your Brand Registry account?
Yes. The trademark owner can add users to the Brand Registry account and assign roles, such as an agency managing A+ Content or a staff member reporting violations. This is the right way to let a team or provider work on your brand. Do not hand over your login, and remove users when they no longer need access. If you sell several brands, each one needs its own trademark and its own enrollment, but they can all sit under the same Brand Registry account.
What Brand Registry does not do
Brand Registry is not a shield against every problem. It does not stop other sellers from legally reselling your genuine products on your listing. It does not remove infringing listings automatically; you still have to find and report them, though Amazon does run its own automated protections. It does not guarantee more sales, and it does not protect you if your own product infringes someone else's patent or trademark.
Think of it as a set of tools and a stronger voice with Amazon, not insurance.
Is Brand Registry worth it?
For a private label seller, yes. The trademark costs a few hundred dollars and the program is free. Without it, you cannot run Sponsored Brands, you have no A+ Content, and you have fewer ways to stop hijackers or copycats from changing your listing. If you plan to sell the brand later, a registered trademark and Brand Registry also make the business more valuable to a buyer.
Wholesale sellers generally cannot enroll brands they do not own. See private label vs wholesale for how this affects which model to choose.
How FBAXtreme handles Brand Registry
Our Amazon private label service includes planning the brand name, coordinating the trademark filing timeline, enrolling in Brand Registry once a serial number exists, and building A+ Content. The trademark and the Brand Registry account belong to you, not to us. For a full cost picture of a launch, see FBA startup costs in 2026.