Overview

Amazon Brand Registry (ABR) grants verified trademark owners a collection of tools designed to safeguard intellectual property and improve product listings on Amazon’s marketplace. The program, introduced to combat counterfeit activity, now mandates a registered trademark in one of the supported regions—including the United States, Canada, Mexico, the EU, the UK, Australia, Japan, or India. Enrolling in ABR gives sellers tighter control over their brand presence, making it a pivotal step for businesses that plan to grow on Amazon.

Key Points

• Eligibility Requirement — Only brands that hold an active trademark issued by a recognized government office, such as a USPTO registration in the United States, can apply for ABR.
• Enhanced Protection — ABR unlocks automated, brand‑level monitoring tools that spot and remove infringing listings, for example a counterfeit seller copying a patented kitchen gadget.
• Advanced Content Features — Enrolled brands can publish A+ Enhanced Brand Content, operate a dedicated Amazon Store, and access Sponsored Brands ads, all of which tend to lift conversion rates.
• Reporting Efficiency — The built‑in “Report a Violation” workflow pre‑fills product details, shrinking the time to resolve infringement claims from weeks to a matter of days.
• Data Insights — Brand owners receive analytics on search terms, sales performance, and emerging infringement patterns, enabling more data‑driven marketing decisions.
• Global Reach — A single trademark registration can protect listings across multiple Amazon marketplaces, allowing a U.S. trademark holder to extend coverage to Canada, the UK, Japan, and other regions without filing separate applications.

How Amazon Brand Registry Works

1. Trademark Verification — Amazon cross‑checks the submitted trademark number against the official database of the issuing office. Example: A seller uploads USPTO registration #12345678; Amazon validates the number and confirms the trademark is active before moving forward.
2. — The applicant must prove ownership of the brand’s Amazon seller or vendor account, typically by entering a verification code sent to the account’s registered email address. : The brand’s marketing manager receives a six‑digit code on the email linked to Seller Central and inputs it to confirm identity.