Overview

Amazon provides a layered set of programs and tools designed to help brand owners protect their intellectual property, fight counterfeit products, and maintain control over their listings. For sellers building a private label or branded product line, understanding how these tools work together is the difference between constantly battling hijackers and having a defensible brand presence on the marketplace.

Key Programs at a Glance

• IP Accelerator — Connects sellers with Amazon-vetted law firms for affordable trademark filing
• Brand Registry — The central hub that unlocks all brand protection and marketing features
• Report a Violation — Direct reporting tools for trademark, copyright, and patent infringement
• Self-Service Counterfeit Removal — Instant removal of counterfeit listings without waiting for Amazon review
• Transparency Program — Unit-level authentication using unique 2D codes on every product

Getting Started: Trademark and IP Accelerator

Every brand protection feature on Amazon starts with having a registered trademark. Sellers who have been delaying this step due to cost or complexity should look into Amazon's IP Accelerator program, which pairs brand owners with vetted legal providers offering trademark filing services at competitive rates.

The major advantage here is speed. Instead of waiting months or years for full trademark registration before accessing Brand Registry, sellers who file through an IP Accelerator provider can gain early access to Brand Registry benefits with just a pending application. For newer brands, this shortcut alone can save significant time and reduce exposure to listing hijackers during the critical early growth phase.

Brand Registry: The Foundation

Amazon Brand Registry is the non-negotiable starting point for any brand owner on the platform. Once enrolled with a registered or pending trademark, sellers unlock automated protections that scan for potential infringement across the marketplace, reducing the need to manually police every listing.

Beyond defense, Brand Registry also grants access to selling features that directly impact revenue: A+ Content for enhanced product detail pages, Brand Analytics for market intelligence, Sponsored Brands advertising, and the Amazon Brand Store. These tools serve a dual purpose — they protect your brand identity while giving you more ways to grow.