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The Benefits of Amazon Brand Registry: Protecting Your IP

Wed Aug 30, 2023 General

In today’s competitive business landscape, protecting your intellectual property is crucial for the success and growth of your brand. One effective way to safeguard your brand is through brand registry. Brand registry on Amazon provides benefits for protecting intellectual property and maintaining a strong brand presence. In this article, we will explore the benefits of brand registry and why it is essential for your business.

What is Brand Registry?

Definition of brand registry

Brand owners find Amazon’s Brand Registry crucial as it empowers them to establish and verify their brand on the platform. By registering their brand with Amazon, businesses gain a significant advantage.

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QUICK TIP: Still have not applied for a trademark? Contact ESQgo to apply for Trademark today and get early enrollment on Brand Registry.


How it works

Amazon Brand Registry works by allowing brand owners to register their brands with Amazon, establishing their credibility on the platform. Once registered, brands gain access to various benefits and tools that enhance their presence and protect their intellectual property.

Importance of brand registry for intellectual property protection

The importance of Amazon Brand Registry for intellectual property protection cannot be overstated.

Companies can benefit from brand registration. Brand registration provides robust tools. These tools effectively combat counterfeiting and unpermitted exploitation of intellectual assets.

This ensures that their brand integrity is maintained and customers are not misled by counterfeit products.

Amazon Brand Registry Eligibility

To participate in the Brand Registry program, brands must meet certain requirements related to their trademark status.

To be more specific, the brand should have a pending or registered USPTO trademark that is active. This trademark should fall into one of two categories: text-based or image-based.

Trademarks registered on the USPTO Supplemental Registry are not eligible for Brand registry enrollment.

Benefits of Brand Registry Amazon

Enhanced Brand Protection

Amazon Brand Registry is designed to help brands protect their intellectual property (IP) on Amazon’s platform. One of the key benefits of the Brand Registry program is its streamlined enforcement process for dealing with intellectual property infringement.

Brands can gain access to various tools and resources by joining the Brand Registry program. These tools and resources help in monitoring and reporting infringement.

These tools enable businesses to proactively detect and report violations, such as unauthorized use of trademarks or copyrighted material.

Brands can efficiently use these tools to identify and take action against infringing listings. This helps to protect their IP rights.

The Brand Registry program also offers an expedited process for removing counterfeit listings. Counterfeit products can pose a significant threat to brand reputation and customer trust.

Brands can address instances of counterfeit listings quickly and effectively by having access to a streamlined removal process. This helps them minimize the impact on their business.

In addition, the Brand Registry program encourages collaboration with online marketplaces to take down infringing products. Amazon works closely with brands to identify and remove counterfeit or infringing listings from its platform. This collaborative approach ensures a more comprehensive and efficient removal process, benefiting both brand owners and customers.


Quick Fact: According to the Brand Protection Report, over 700,000 brands globally have registered on Amazon, with a staggering 8 billion listings being scanned daily.


Brand Building and Trust

Amazon’s Brand Registry offers exclusive features and tools that are not accessible to non-registered brands. Some of these features include:

Dedicated Support: The dedicated support offered by Amazon provides an internal team that specializes in fixing and escalating incorrect product listings. This team is dedicated to resolving any issues related to product listings and ensuring their accuracy. Additionally, there is a separate internal team specifically focused on submitting and escalating IP infringement claims.

Enhanced Brand Content (A+ Content): With access to Amazon A+ Content, sellers can significantly enhance the content displayed on their product listings.

Sellers can use this feature to create more engaging and informative product descriptions. They can incorporate visually appealing images, videos, comparison charts, and additional text.

By utilizing A+ Content, sellers can effectively showcase the unique features and benefits of their products, providing customers with a more comprehensive understanding of what they offer.

Amazon Stores: Amazon Stores offer brand owners the opportunity to create their own multi-page Store within the Amazon marketplace. This feature allows sellers to promote their brand in a more personalized and immersive way.

Sellers can use Amazon Stores to display their full product catalog. They can also create personalized landing pages and provide a distinct shopping experience for their customers.

This not only helps to strengthen brand identity but also increases brand loyalty and customer engagement.

Sponsored Ads: To increase visibility, Amazon provides advanced advertising strategies such as Sponsored Brands ads and Sponsored Display ads. Sponsored Brands ads allow sellers to create custom ads that prominently display their brand logo, a headline, and multiple products. These ads appear in highly visible locations on Amazon, including search results pages and product detail pages.

Sponsored Display ads allow sellers to target specific audiences. These ads can be displayed both on and off Amazon.

These advertising options help sellers maximize their product visibility, drive traffic to their listings, and ultimately increase sales.

Amazon Live: With Amazon Live, sellers have the opportunity to interact with potential customers through live streaming. This feature allows sellers to showcase their products, provide demonstrations, answer questions, and engage with viewers in real-time.

Sellers can use live video to build trust and establish a personal connection with customers. They can also drive sales by demonstrating the value and benefits of their products.

Amazon Vine is a program that lets brand receive verified product reviews from trusted reviewers.

This program helps sellers gain valuable feedback and generate authentic reviews, which can significantly impact potential customers’ purchasing decisions. By participating in Amazon Vine, sellers can enhance their product credibility, increase

Amazon Brand Registry gives access to other Amazon programs.

Amazon’s Transparency Program

Amazon’s Transparency Program is an initiative designed to combat counterfeit products and ensure the authenticity of products sold on the Amazon marketplace. This program allows brand owners to apply unique Transparency codes to their products, which can be scanned by both sellers and customers to verify the product’s authenticity.

Amazon’s Patent Evaluation Express Program

Amazon’s Patent Evaluation Express Program (APEX) is aimed at helping utility patent owners protect their intellectual property rights. This program provides a neutral evaluation procedure for utility patents, giving brand owners the opportunity to resolve patent infringement disputes quickly and efficiently.

Project Zero

Amazon’s Project Zero is a program designed to help brand owners protect their intellectual property rights and combat counterfeit products on the Amazon marketplace. With Project Zero, brand owners have the ability to automatically remove counterfeit listings themselves, without needing to report them to Amazon. This program combines Amazon’s advanced technology, including machine learning and automated protections, with the knowledge and expertise of brand owners to effectively detect and remove counterfeit products. By participating in Project Zero, brand owners can have greater control over their brand’s integrity, enhance customer trust, and ensure the authenticity of their products on Amazon.

Amazon Brand Registry Myths Busted

The Amazon Brand Registry program offers several benefits to brand owners, but it also has some limitations.

The program will not gate your brand or restrict other sellers from selling your products.

Even if you register your brand with Amazon, other sellers can still list and sell your products on the platform.

The Brand Registry program cannot whitelist or blacklist other sellers from selling your brand.

Whitelisting means allowing specific sellers to sell your products. Blacklisting means blocking certain sellers from listing your products. “

The Brand Registry program does not offer these features. You will not have control over which sellers can or cannot sell your brand on Amazon.

It is important to understand these limitations of the Brand Registry program before deciding to enroll.

The program offers benefits like brand protection and access to extra tools. However, it does not give you full control over who can sell your products on Amazon.


Brand registry is an essential tool for protecting your intellectual property and maintaining a strong brand presence.

Brand registry offers various benefits, such as enhanced brand protection, streamlined enforcement, and brand building. It also helps in building trust and safeguarding your brand, ensuring its long-term success.

Investing in brand registry allows you to protect your intellectual property. It also helps you maintain control over your brand. Additionally, it enables you to build a strong and trusted brand image in the marketplace.

Consult With An Amazon Seller IP Lawyer at ESQgo

If you are a brand owner interesting in enrolling in Amazon Brand Registry, an Amazon Seller IP lawyer at our firm is here to provide the guidance you need regarding Amazon’s Brand Registry. Schedule a consultation with our firm so we can discuss the options available to you.