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What is the Amazon Brand Registry

Jurisdiction: Amazon programme; legal rights depend on country. Reviewed 27 October 2026.

Amazon Brand Registry is a platform programme for eligible brand owners. Enrolment provides Amazon tools; it does not itself register a trade mark with a government IP office.

Eligibility

Amazon’s current guidance accepts qualifying active registered trade marks or pending applications from approved IP offices. The mark type, exact brand name, application or registration number and product branding must meet its requirements. The trade mark owner submits the application, and Amazon verifies the request. Eligibility and tools can vary by marketplace and account.

What the programme offers

Brand owners can use tools to report suspected infringement and manage aspects of their brand presence. Other features, such as enhanced content, stores or review programmes, have separate account and product requirements. Check each feature rather than assume enrolment unlocks every advertising product.

What it does not promise

Brand Registry does not guarantee a particular organic search ranking, sales increase or the removal of every counterfeit listing. Reports still need a valid basis. Sponsored advertising is separate from a promise of priority in organic search results.

Before applying

Check Amazon’s current requirements and the trade mark record, confirm the correct owner, and gather the specified product evidence. Continue to maintain and enforce the underlying legal rights where appropriate. Platform protection and government registration serve different functions.

Sources and further reading

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