Overview

Amazon Brand Registry assigns protection roles to users that determine their level of access to brand protection tools and features. These roles are separate from selling roles and control who can manage intellectual property, report infringements, and administer a brand's registry account. Understanding how these roles work is essential for any brand owner looking to protect their products and delegate responsibilities on Amazon.

Key Points / What Sellers Need to Know

• Two types of roles exist — Brand Registry distinguishes between protection roles (for brand protection tools) and selling roles (for seller-specific tools like A+ Content and Brand Analytics). They are assigned independently.
• Three protection roles are available — Administrator, Rights Owner, and Registered Agent each carry different levels of access and authority within Brand Registry.
• The enrolling user gets top-level access — Whoever enrolls a brand in Brand Registry is automatically assigned both the Administrator and Rights Owner roles.
• Rights Owner and Registered Agent are mutually exclusive — A single account cannot hold both of these roles for the same brand simultaneously.
• Protection roles do not grant selling benefits — Having a protection role does not automatically give access to A+ Content, Brand Analytics, or other selling tools. Those require separate selling role assignments.

How the Three Roles Work

The Administrator is the most powerful role in Brand Registry. Administrators have full authority to add, change, and remove both protection roles and selling roles for all users and selling partner accounts associated with their brand. Every brand should have at least two Administrators to ensure continuity of access. Administrators can invite new users, manage role requests, and oversee all brand protection activities.

The Rights Owner role is designed for the intellectual property owner or their designated employee. Rights Owners gain access to brand protection tools, most notably the Report a Violation tool, which allows them to flag suspected intellectual property infringements to Amazon. They can also manage intellectual properties connected to the brand.