Overview

Amazon sellers enrolled in Brand Registry must properly connect their products to their registered brand in order to unlock powerful selling tools. Registering products to your brand is a critical step that ensures your listings are correctly associated with your brand identity, making you eligible for enhanced content features like A+ Content, Sponsored Brands advertising, and Amazon Stores. Without this connection, sellers miss out on tools that can significantly boost conversions and brand visibility.

Key Points / What Sellers Need to Know

• Brand name must match exactly - The brand name attribute on your product listing must be an exact, case-sensitive match to the brand name that appears on your Brand Registry applications page. Even small differences in capitalization or spacing will prevent proper brand association.
• Seller account must be connected - Your seller account needs to be linked to your brand within Brand Registry before any product-level benefits will apply. This is a prerequisite that must be completed first.
• ASIN brand names are set at creation - The brand name on an ASIN can only be assigned when the ASIN is first created. Changing it afterward requires a separate process, so getting it right the first time is essential.
• A valid UPC is required - Products need a unique UPC registered with GS1.org. Sellers whose products lack a UPC may qualify for a GTIN exemption, which can be requested through Seller Central.
• Category accuracy matters - When listing your product, ensure that the selected category (item_type_keyword) is correct, as this affects how your product appears in search results and whether it qualifies for category-specific features.

How to Register a Product to Your Brand

To register a product to your brand, you need to update the product listing with several key pieces of information. First, enter the brand name exactly as it appears on your Brand Registry applications page, paying close attention to capitalization and formatting. Next, verify that your product is listed under the correct category by checking the item_type_keyword field. You will also need to provide a unique UPC that is registered with GS1.org as the product identifier. If your product does not have a standard UPC, you can apply for a GTIN exemption through Amazon. Once these details are in place and your seller account is properly connected, your product will be associated with your registered brand.