Overview

Amazon has introduced a co-brand relationships management feature within Brand Registry that allows brand owners to formally record, track, and manage partnerships where multiple brand identities appear on a single product. This tool is designed to protect brand integrity, authenticate licensed merchandise, and improve the customer shopping experience when products carry more than one brand name.

Key Points / What Sellers Need to Know

• Co-branding is now formally tracked — When a product displays multiple brand identities (such as combining names, logos, or brand elements from different companies), Amazon now requires these relationships to be officially recorded through a dedicated portal in Seller Central.

• Both parties must validate the relationship — A co-brand relationship request must be submitted by one brand owner and accepted by the other before it becomes active. This two-way verification helps prevent unauthorized use of brand intellectual property.

• Requests expire after 30 days — If the target brand does not respond to a co-brand relationship request within 30 days, the request is automatically closed and must be resubmitted.

• Amazon proactively recommends relationships — The system analyzes catalog activity and suggests potential co-brand relationships through a dedicated recommendations tab, making it easier for brands to identify and formalize existing partnerships.

• Relationships can be terminated but not reversed — Once a co-brand relationship is accepted, it can only be terminated (not withdrawn). Pending requests, however, can be withdrawn before the other party takes action.

How the Co-Brand Relationships Portal Works

Brand owners can access the feature by navigating to Brand Registry, then selecting Brand Relationships followed by Co-Brand Relationships. From the landing page, sellers can view all existing co-brand relationships across their registered brands, including historical details and current status. To create a new relationship, brand owners select their registered brand, specify whether they are granting or requesting IP authorization, identify the target brand through a search function, and provide a licensing contact email. They must also define the effective dates and select which Amazon stores the relationship applies to. Once submitted, the target brand's representative receives an email notification to review and either accept or reject the request.