How much does Amazon Brand Registry cost?

Amazon describes Brand Registry as a free program, with no cost to enroll. Some tools available to brands may have costs of their own, so check the details of any tool before you use it.

Can I enroll in Brand Registry without a trademark?

Generally no. Amazon requires an active registered trademark, or in some cases a pending application. If you have neither and no plan to get one, the trademark comes first. A pending application filed through Amazon IP Accelerator is accepted.

Can I join Brand Registry without an Amazon selling account?

Yes. Amazon says you can enroll without a selling account. You then lose features like A+ Content and Stores, but you keep tools such as Report a Violation.

Who has to submit the Brand Registry application?

The trademark owner, meaning the individual, business or entity that legally owns the rights. An agent is not enrolled directly. The owner enrolls and then adds the agent as an additional account user.

Does Brand Registry guarantee Amazon will remove infringing listings?

No. It gives you tools, but Amazon still requires a valid notice for each report. Amazon also does not treat issues like MAP violations or reseller pricing as IP claims.

Does my US Brand Registry cover Amazon UK or Europe?

Not automatically. Amazon needs a registered trademark in each country where you enroll and sell, and each store has its own requirements. Check them store by store before you assume coverage.

What is Amazon Brand Registry and do I need it?

What is Amazon Brand Registry?

Brand Registry is Amazon's program for brand owners. According to Amazon's Brand Registry page and its explainer on what Amazon Brand Registry is, it is free to enroll. Some of the tools inside the program may carry their own costs.

Think of it as a verified link between your trademark and your brand name on Amazon. Once Amazon confirms you own the brand, it opens a set of tools that other sellers do not get. Enrollment does not make you the only seller allowed to list your product, and it does not change who may lawfully resell genuine goods. What it changes is how much control and visibility you have over listings that carry your brand.

What do you get once you are enrolled?

Amazon lists several benefits:

Report a Violation. A guided tool for reporting intellectual property infringement, store policy violations and regulatory concerns. It includes a Submission History so you can track what you filed.
A+ Content. Enhanced product descriptions on your detail pages.
Brand Analytics. Reporting tools for brand owners.
Sponsored Brands. An advertising format available to enrolled brands.
Stores. A branded storefront on Amazon.
Automated protections. Amazon says these use accurate submissions from brands as feedback to help block violations.
Patent evaluation. The APEX program is aimed at US brands with a utility patent.

We are not going to promise any particular result from these tools. Amazon does not publish a guarantee, and outcomes depend on the brand, the category and the quality of what you submit.

Do you need Amazon Brand Registry?

This is general guidance, not legal advice, and your situation may differ.

You sell your own branded products and have a trademark, or can get one. Almost always yes. It is the main route to the brand tools above, and it is how you get access to the reporting workflow that Amazon built for rights owners.
You sell your own brand but have no trademark and no plan for one. The program is not available to you yet. The trademark comes first. Talking with independent licensed IP counsel about whether and how to register is the sensible next step.
You only sell other brands. No. Brand Registry is for the brand owner, not for resellers or retailers of someone else's goods.

A hypothetical: a founder launches a candle line under a made-up name and sells it only on Amazon. She has no trademark filing and no plan for one. Until she files and has a registered mark, or a pending application that qualifies, she cannot enroll. The order of operations is trademark first, enrollment second.

What are the requirements to enroll?

Amazon's Brand Registry requirements page lays out the basics.

Who has to apply?

The trademark owner must submit the application. That means the individual, business or entity that legally owns the rights. Agents are not enrolled directly. The owner enrolls and then adds the agent as an additional account user.

Do you need a selling account?

No. Amazon says you can enroll without one. The tradeoff is that you lose A+ Content and Stores, though you keep tools like Report a Violation.

What kind of trademark counts?

You generally need an active registered trademark. In some cases a pending application is accepted, but Amazon says pending registrations are considered only under specific trademark offices, and that list is visible after you log in. A pending application filed through Amazon IP Accelerator is accepted. IP Accelerator connects you with Amazon-vetted legal service providers and gives you faster access to brand benefits while the application is pending. You can also file with the trademark office of your choice.

You need a registered trademark in each country where you enroll and sell.

Accepted marks are text-based (a word mark) or image-based marks that contain words, letters or numbers. For an image mark, Amazon asks for an exact copy of the image as it appears on the trademark record, not the full certificate.

Does the brand name have to match?

Yes. The brand name must match the trademark text. Capitalization differences are accepted, but spaces and symbols must match.

What has to appear on the product?

The brand name must appear on your products or packaging, clearly visible and permanently affixed. Amazon names printing, sewing, laser etching and engraving as acceptable methods. Stickers, labels, stamps and tags do not count. Stock images, altered images and computer-generated mockups are not accepted.

How do you enroll step by step?

Per Amazon's requirements page, the process looks like this:

Sign in to Brand Registry with your Seller Central or Vendor Central credentials.
Choose Enroll a Brand.
Enter your brand details, the trademark office, and the registration or serial number.
Upload your logo if it is a design mark, plus a product image.
Confirm your seller or vendor account.
Choose your categories.
Provide manufacturing and distribution details.
Submit.

Amazon then verifies the application. The contact on the application must confirm within 7 days, or the application is declined, according to the August 2025 version of the requirements page. Approval can take several weeks or longer, and pending applications can take longer still.

Does Brand Registry protect you automatically?

No. It is a toolkit, not a legal shield. Amazon still requires a valid notice for each report, and a notice that mixes claim types or leaves out required details can be rejected. If that happens to you, our guide on why Amazon rejects infringement reports covers the common causes and fixes.

Brand Registry also does not turn every dispute into an IP claim. Amazon's rights owner page lists MAP agreement violations as not being IP infringement, so reseller pricing problems are not something to report through these tools.

Which claim to file depends on what is being copied. If another seller is using your listing images, see how to report an Amazon seller using your product photos. If you are unsure whether your problem is a trademark or a copyright matter, read our comparison of trademark versus copyright complaints.

Will it cover other Amazon stores?

Not automatically. Because Amazon wants a registered trademark in each country where you enroll and sell, registration in one country does not mean coverage everywhere. Check the requirements for each Amazon store you sell in. We explain the issue in more detail in does US Amazon Brand Registry protect UK and Europe.

What should you do next?

If you own a brand and sell it on Amazon, start by checking whether you hold a registered trademark, or at least a filing that qualifies. Confirm that your brand name matches the trademark text exactly and that it is permanently marked on your product or packaging. Then gather the registration or serial number, your logo file if you have a design mark, and a real product image before you sign in to start the application.

This article is general information, not legal advice. For questions about trademark filings or whether your rights cover a particular listing, talk to independent licensed IP counsel.

Key takeaways

Brand Registry is free to enroll. Some tools inside it may have costs.
The trademark owner must apply. Agents are added as account users after the owner enrolls.
You generally need an active registered trademark, or in some cases a pending application, in each country where you enroll and sell.
The brand name must match the trademark text and be permanently affixed to the product or packaging. Stickers, labels and tags do not count.
You can enroll without a selling account, but you lose A+ Content and Stores.
It is not a legal shield. Amazon still requires a valid notice, and MAP issues are not IP claims.
Own brand plus a trademark: almost always yes. No trademark yet: trademark first. Reseller only: no.

Sources

Hauserman Listing Guard is not a law firm and does not provide legal advice. This article is general information about platform procedures, not legal advice about your situation. For legal questions, talk to independent licensed IP counsel.