Overview

Amazon Brand Registry (ABR) is a no‑cost program that lets trademark owners secure their brand assets, control product listings, and tap into premium marketing features on Amazon. In 2024 the service added tighter intellectual‑property enforcement tools and broader access to A+ Content and Sponsored Brands across 30 marketplaces. Sellers with a registered trademark should enroll now to defend their catalog and lift conversion rates.

Key Points

• Eligibility — Brands must hold a registered trademark in a jurisdiction accepted by Amazon, such as the USPTO, EUIPO, or a comparable office, to qualify for enrollment.
• Automated counterfeit detection — In the first quarter of 2024 the system flagged roughly 2,000 potentially infringing listings each day for registered brands.
• A+ Content access — Registry members can build Enhanced Brand Content for both individual ASINs and full Brand Stores, a capability that has historically driven conversion lifts of up to 10 percent in comparable categories.
• Sponsored Brands eligibility — Only brands enrolled in ABR may run Sponsored Brands campaigns, enabling a private‑label skincare line to appear at the top of relevant search results.
• Violation reporting capacity — The “Report a Violation” dashboard permits up to 100 infringement claims per month, with most cases resolved within 48 hours.
• Global reach — As of 2024 ABR supports enrollment in 30 Amazon marketplaces, allowing a U.S. apparel brand to protect its listings across North America, Europe, and Japan from a single account.

How Amazon Brand Registry Works

1. Submit trademark documentation — The brand owner uploads a scanned copy of the trademark registration number and selects the relevant product categories; for example, a coffee roaster provides its USPTO registration # 123456789 and chooses “Gourmet Food.”
2. Amazon verification — Amazon cross‑checks the submitted data with the issuing office; once validated, the brand receives a confirmation email and gains portal access within 24 hours.