Amazon Brand Registry: how to register and protect your brand

In our work, registering the brand is usually the first step when a manufacturer launches on Amazon. That was the case with the tool manufacturer Najder: the first move was to enrol the brand in Brand Registry, then came A+ Content, a Brand Store and advertising, and our partnership on Amazon.de as a whole increased sales value by around 480% (March 2024 compared with March 2023). In this guide we show you which requirements you need to meet, how to choose the office to file your trade mark with, how to get through the application and what to do if Amazon rejects it, based on how things stand on 3 November 2026.

What is Amazon Brand Registry and how much does it cost?

Amazon Brand Registry is a programme in which Amazon confirms that you own a brand on the Amazon platform and gives you tools to protect and grow it. Enrolling your brand in Amazon Brand Registry also lets you use features that ordinary sellers do not have. According to the programme page on Amazon.de, Brand Registry is free, so you pay nothing to enrol your brand. The costs arise earlier, at the office that registers your trade mark, as we explain below.

Once your brand is enrolled, your standing with Amazon changes. As the brand owner, you have more say in how the product detail pages carrying your brand look, and you can report infringements of your trade mark rights, such as counterfeits or unauthorised changes to listings. You have a single Brand Registry account for all Amazon stores, and when you enrol, you choose one office where your trade mark is filed. You can add trade marks from other countries once your brand has been approved.

What are the benefits of enrolling in Amazon Brand Registry?

Brand Registry unlocks tools that are not available on Amazon without an enrolled brand, and it helps brands protect their intellectual property. Those listed on Amazon.de include:

• A+ Content, an enhanced product description with images, videos and product comparison charts,
• a Brand Store (found under Stores in your account), your brand's own storefront within Amazon, which you design free of charge,
• Sponsored Brands and Sponsored Display ads in Amazon Ads, charged per click, as well as Posts in shopping feeds,
• data and analytics: Brand Analytics, Amazon Attribution, Brand Metrics and Manage Your Experiments for testing your content,
• Brand Tailored Promotions,
• brand protection against counterfeits and unfair competition: Report a Violation, Project Zero for blocking and removing counterfeit listings yourself, and the Counterfeit Crimes Unit, Amazon's dedicated team for tackling counterfeit crime.

Sellers usually gain the most from A+ Content and the Brand Store, because these are what change how a listing looks to shoppers. Based on its own data, Amazon says that basic A+ Content can increase sales by up to 8% and the premium version by up to 20%. These figures are best treated as a ceiling rather than a promise, because they depend on the product and on the quality of the content itself. We explain how to prepare that content in our guide to A+ Content on Amazon.

Amazon.de also describes New Seller Incentives, a programme for newcomers to Amazon with a brand in Brand Registry: 10% back on the first €45,000 of branded sales, then 5% throughout your first year, up to €900,000 in sales. The detailed conditions are set out in the programme terms.

Do you need a registered trade mark for Brand Registry?

You do need a trade mark, but it does not have to be registered yet. Registering a trade mark gives you the exclusive right to use it in the territory covered by the office concerned, and brand protection on Amazon is built on that right. Amazon requires a registered trade mark from the office of a country where it has a store, or an application for registration filed with such an office, so you can often join the programme with a trade mark that is still awaiting registration. You must, however, own the trade mark, and the text of the mark must match the brand name in your application.

Pending or registered trade mark?

An application number for your trade mark, meaning a mark with “pending” status, is usually enough to enrol a brand. Amazon does point out, however, that you can join the programme with a trade mark that is still pending registration only “in some cases”, and it shows the requirements for each country once you log in. This matters when you plan your launch, because you often do not need to wait for the office's decision before you start using the brand tools. Transparency is a different matter: in this programme Amazon protects products with unique codes, and according to the Transparency page it requires an active, registered trade mark and the rights owner role in Brand Registry. If you are planning to use Transparency, the time the office takes to register your trade mark will therefore affect your start date.

What kind of trade mark does Amazon accept?

Amazon accepts a word mark or a design mark containing words, letters or numbers. An image-only mark with no text does not meet this requirement. Your brand name, or a logo that includes it, must also be permanently affixed to the products or their packaging, meaning printed, embossed, sewn in or engraved.

National office or EUIPO: which should you choose for Amazon?

Amazon requires a trade mark from the office of a country where it has a store, and it recommends adding a trade mark for every country you sell in. National offices in EU countries also register trade marks, each according to its own fee schedule, but the protection then covers only that country, so if you sell in several Amazon stores across the EU, you are better off with an EU trade mark from the EUIPO, which covers all member states.

The EUIPO fees are taken from the EUIPO fees page as of 3 November 2026. On top of the fees, you also need to factor in time: once the application has been published, the owner of a similar trade mark can file an opposition, which drags out the registration, so it pays to file well ahead of your sales launch. The EU's SME Fund, which refunded small businesses part of their trade mark fees, is no longer accepting new trade mark applications in 2026. We cover the details and the whole EUIPO filing process in our guide to registering an EU trade mark with the EUIPO.

What if you do not have a trade mark yet?

If your brand does not have a trade mark yet, Amazon offers the IP Accelerator programme. It connects brand owners with Amazon-vetted law firms that guide them through trade mark registration and help them enrol in Brand Registry faster. You can also apply for a trade mark yourself or through your own trade mark attorney, and then return to Brand Registry with the application number.

Which documents and photos do you need to enrol your brand?

The most important items are your trade mark registration or application number and a list of the product categories in which the brand will be sold. The brand name in your application must be exactly the same as in the office's register, including spaces, capitalisation and special characters, because even a small difference leads to rejection.

The second thing you need is photos of products and packaging that show the brand. The logo or name must be permanently affixed, so an ordinary sticker is usually not enough. In our experience, the photos most likely to be accepted show the real product, held in a hand or lying on a table, rather than renders or catalogue graphics. Amazon may also ask for additional documents, such as invoices from your packaging suppliers, and in that case the buyer details on the invoices should match the details of your seller account.

Finally, Amazon may send a verification code to the contact person listed in the office's register, for example the trade mark attorney who filed the mark. Make sure you are in touch with that person before you submit your application, so that the code does not get stuck in someone else's inbox.

How do you register your brand in Amazon Brand Registry, step by step?

Before you start filling in the form, have your trade mark number ready, together with the exact brand name from the register, photos of products with the brand permanently marked on them and your list of categories. Amazon also provides a guide to enrolling a brand, and in practice the application usually goes like this:

1. Logging in. Log in to Brand Registry at brandregistry.amazon.de with the same username and password that you use for Seller Central or Vendor Central, and accept the programme terms.
2. Brand name. Choose to enrol a new brand and enter its name exactly as it appears in the office's register.
3. Office and trade mark number. Select the office where your trade mark is filed, enter the application or registration number and wait for the system to find the mark in its database. On your first enrolment you choose a single office, and you can add trade marks from other countries later.
4. Photos. Upload photos of the product or packaging that show the brand permanently affixed to the goods.
5. Seller profile. State whether you sell as an Amazon Seller or as an Amazon Vendor, and choose the account to be linked to the brand.
6. Categories and additional details. Choose the categories that match your photos. You can also provide the ASINs of products already sold on Amazon, your brand website or other sales channels.
7. Distribution and licensing. Answer whether you sell your products to distributors and whether you license your trade mark to other companies.
8. Verification. If Amazon sends a code to the contact person listed in the office's register, enter it in the console to confirm your rights to the brand.

Who enrols the brand: the owner or the agency?

It is the trade mark owner who enrols the brand. Amazon states plainly that if you are acting as an agent for a brand, such as an agency or a law firm, the trade mark owner must enrol the brand themselves and then add you as an additional user of the Brand Registry account. Once the brand is enrolled, the owner is assigned the roles of rights owner and administrator and can invite further users. That is how it works with us too: the client enrols the brand, and after approval we are given access and look after the content, the Brand Store and advertising as part of our Amazon account management service.

Where do you log in and check the status of your application?

You log in to Brand Registry at brandregistry.amazon.de. You can check the status of your application on the Brand Applications page in the same console. There, Amazon lets you edit an application you have not yet submitted, add documents to one you have submitted and correct one that has been rejected. Amazon does not specify how long verification takes, so it is worth checking back regularly and responding to requests for documents without delay.

What should you do once your brand is approved?

Once your brand has been approved, it makes sense to add trade marks from the other countries you sell in straight away, because enrolling with a trade mark from a single office is only the beginning. If you have several brands, you can enrol each additional one from the Brand Registry homepage, and you can invite colleagues or an agency to help manage your brand.

Then it is time for the tools that are usually the reason for enrolling a brand in the first place: A+ Content on your key products, a Brand Store, Sponsored Brands campaigns and Brand Analytics for analysing searches. On the protection side, set up Report a Violation from the start, and if your brand is at risk of counterfeiting, consider Project Zero and Amazon Transparency. Before you start spending on advertising, also check whether your account and listings are ready for more traffic, which is exactly what an audit of your Amazon account is for.

What should you do if your Amazon Brand Registry application is rejected?

A rejected application is not the end of the road, because Amazon lets you correct it. First read the reason for the rejection carefully, then deal with whatever caused it. We have gathered the most common reasons for rejection that we come across, and how to fix them, in the table below.

Once you have dealt with the cause, correct the application in the Brand Registry console. If you are not sure exactly what does not match, contact Brand Registry Support, which also handles questions about changing the account owner, for example when the brand administrator has left the company.

Brand Registry, Brand Approval and Transparency: how do they differ?

These three names are often confused, yet each one means something different. Brand Registry is the enrolment of your brand, which gives the owner tools to present and protect it. Brand Approval is Amazon's permission to sell in restricted categories or brands, and it concerns the right to list a product rather than access to brand tools. Transparency is an additional layer of protection against counterfeits in which every single unit of a product receives a unique code, and to take part you need a brand in Brand Registry with the rights owner role, an active registered trade mark and a GTIN for each product.

Frequently asked questions

Do you have to pay for Amazon Brand Registry?

No. Brand Registry is a free Amazon programme, and the costs relate to registering your trade mark with an office, for example €850 for an online application in one class at the EUIPO.

Can you enrol a brand while the trade mark is still pending?

Usually, yes. Amazon accepts a trade mark that is registered or pending with the office of a country where it has a store, but for a mark that is still awaiting registration it states that this works only “in some cases”, and the requirements for each country are visible once you log in. The Transparency programme, by contrast, requires an active, registered trade mark.

Which office should you choose, a national office or the EUIPO?

A trade mark from a national office is enough if you sell mainly in that country's Amazon store. If you sell in several Amazon stores in the EU, including Amazon.de, an EU trade mark from the EUIPO is the better choice, because it covers all member states, and Amazon recommends having a trade mark for every country you sell in.

Where do you log in to Amazon Brand Registry?

You log in to Amazon Brand Registry at brandregistry.amazon.de, using the same username and password as for Seller Central or Vendor Central. You can check the status of your brand application in the same console.

Why did Amazon reject my brand registration application?

Amazon most often rejects applications because of a logo on a sticker or a graphic instead of a photo of the real product, a brand name that does not match the office's register, or a trade mark with no text. You can correct a rejected application in the Brand Registry console.

Can an agency register my brand for me?

Not directly. The trade mark owner enrols the brand and then adds the agency as an additional user of the Brand Registry account.

Summary

Amazon Brand Registry costs nothing, yet it lets you build and protect your brand on the platform that, for many manufacturers, is their most important sales channel abroad. It does, however, take some preparation: a trade mark filed with the office of a country where you sell, a brand name permanently affixed to the product, photos of the real goods and a name that matches the register character for character. The trade mark itself usually takes the longest, so if you are planning to launch on Amazon.de, it is worth filing it well in advance, and from the outset with an office whose protection covers the countries where you sell. With well-prepared materials, the Brand Registry application itself takes just a few steps, and the tools it unlocks usually pay for themselves quickly.

Planning to launch your own brand on Amazon, or having trouble with a Brand Registry application? Book a free consultation call with us. We will check whether your trade mark and materials meet Amazon's requirements and plan your brand's launch, from enrolment through to your first campaigns.