Overview

Amazon has introduced a unified Brand Registry hub inside Seller Central, consolidating protection, growth, and enrollment utilities into one location. The change went live in early 2024 and eliminates the need for sellers to jump between disparate menus to manage their brand. Brand owners who rely on Amazon’s trademark safeguards and marketing tools should care because the new layout promises faster access, better visibility, and higher adoption of available features.

Key Points

• One‑stop brand dashboard — All Brand Registry services now appear on a single page, replacing the previous scattered navigation across multiple Seller Central sections.
• Unified tool launcher — Protection, listing, and analytics utilities can be opened from the same hub, cutting the average click‑through time by an estimated 30 %.
• Embedded training — The hub includes step‑by‑step guides and video tutorials for sellers who have not yet enrolled, reducing onboarding friction.
• Full benefit catalog — Users can browse the entire suite of brand benefits—such as Project Zero, Transparency, A+ Content, and Vine—without leaving the hub.
• Improved discoverability — Features that were previously hidden in sub‑menus are now listed alongside brief descriptions, helping sellers uncover tools they may have missed.

How the Centralized Brand Registry Hub Works

1. Enter the hub — From the Seller Central main menu, click the “Brand Registry” link to land on the new dashboard, which displays a tiled overview of each available benefit.
2. Review eligibility and resources — Each tile shows a short summary, a link to the eligibility checklist, and a “Learn More” button that opens Amazon’s built‑in tutorial videos or help articles.
3. Launch a specific tool — Selecting a tile (for example, “Report a Violation”) opens the corresponding interface in a new tab, allowing the seller to file a claim or run a search instantly.
4. Enroll if needed — For sellers without an existing Brand Registry account, the hub presents a “Start Enrollment” button that guides them through trademark verification, requiring a registration number and brand details.