Overview

Amazon's Brand Registry program allows brand owners to assign specific selling roles to partners who sell their products. These roles determine which brand-related tools and benefits a selling partner can access, making them a key part of managing your brand's presence on Amazon. Understanding how selling roles work — and how they differ from protection roles — is essential for any brand owner looking to scale through authorized resellers or internal teams.

Key Points / What Sellers Need to Know

• Two types of selling roles exist — Brand owners can designate selling partners as either an "Internal" role (someone directly employed by the brand) or an "External" role (a third-party reseller who sells the brand's products on Amazon).
• Selling roles are separate from protection roles — Selling roles control access to brand selling benefits like A+ Content and Brand Analytics, while protection roles govern access to brand protection tools such as Report a Violation. Each must be assigned independently.
• Only the Rights Owner can assign roles — The brand's Rights Owner in Brand Registry is the sole person who can grant, modify, or revoke selling roles for partner accounts.
• Amazon remains an open marketplace — Sellers without an assigned selling role can still sell a brand's products on Amazon, as long as they comply with Amazon's selling policies. Roles simply unlock additional brand tools and benefits.
• Roles work across Seller Central and Vendor Central — Selling roles can be assigned to both seller and vendor accounts, with identification handled through merchant tokens (for sellers) or account IDs (for vendors).

How Selling Roles Work

When a brand is enrolled in Amazon Brand Registry, the Rights Owner gains the ability to invite selling partners and assign them roles through the Brand Registry portal. The two available roles — Internal and External — each come with access to a defined set of brand selling benefits. Internal partners, who are employees or direct representatives of the brand, may have access to a broader set of tools. External partners, such as authorized resellers, receive a more limited but still valuable set of benefits. The specific programs and tools available under each role can vary by marketplace, so brand owners should check availability in their specific store.