Amazon Brand Registry unlocks powerful tools that can significantly boost your credibility, protect your products, and enhance your ability to grow on the platform.
For serious Amazon sellers looking to build a long-term business, enrolling in Brand Registry is no longer optional — it’s essential. This article breaks down what Amazon Brand Registry is, the core benefits it offers, and why it should be a priority for any seller with their own brand.
What is Amazon Brand Registry?
Amazon Brand Registry is a free program offered to brand owners that have a registered trademark. Once approved, sellers gain access to exclusive features designed to protect intellectual property, enhance brand presence, and access advanced selling tools not available to unregistered sellers.
To qualify, you must:
- Own an active registered trademark in the country where you’re selling
- Have the trademark visibly displayed on your products or packaging
- Submit the trademark number and other verification details via Seller Central
Once verified, you gain access to tools that directly improve your listing control, brand protection, advertising, and customer engagement.
Enhanced brand protection from hijackers and counterfeiters
One of the main reasons sellers register their brand is protection. Without Brand Registry, your listings are more vulnerable to being hijacked or copied by unauthorised sellers. This can damage your reputation, hurt reviews, and reduce profits.
With Brand Registry, you gain:
- Greater listing control: You can update and lock key listing content like titles, bullet points, and images — preventing bad edits by other sellers.
- Proactive protection: Amazon’s systems scan for potentially fraudulent listings using your intellectual property and alert you to violations.
- Report a Violation tool: Easily report counterfeit, IP infringement, or unauthorised use of your brand for fast takedowns.
- Transparency program access: Track each unit sold with a unique code to prevent unauthorised sales.
For brand owners, this added layer of defence makes Brand Registry invaluable — especially as your brand scales.
Access to A+ Content for better conversions
Once you’re registered, you can create A+ Content, formerly known as Enhanced Brand Content. This allows you to replace the standard product description with rich visual layouts, branded modules, and comparison charts.
Why it matters:
- Makes your listing look more professional and trustworthy
- Increases time spent on the page (which helps with conversion)
- Reduces returns by better educating the customer
- Shows customers that you are a real, established brand
This feature alone can significantly boost conversion rates, particularly for higher-priced or more complex products where visuals matter.
Unlock Amazon Stores for your full product range
Brand Registry allows you to create your own Amazon Storefront — a multi-page, customisable store experience that showcases your entire product catalogue and brand story in one place.
This is a powerful tool to:
- Send off-Amazon traffic to a branded experience
- Showcase collections, categories, and product bundles
- Build stronger customer relationships and increase brand trust
- Measure performance through in-store analytics
Having your own store helps you look more legitimate and keeps customers focused solely on your products — not your competitors’.
Advanced advertising options and brand analytics
Brand Registry opens up exclusive advertising formats that can help you scale faster and appear more often in search results.
These include:
- Sponsored Brands (banner ads at the top of search pages)
- Sponsored Display (ads that retarget interested shoppers across Amazon)
- Video ads (powerful, high-engagement ad placements)
Alongside these ad types, Brand Registered sellers also get access to Brand Analytics, which gives you insights like:
- The most searched keywords in your category
- Competitor performance on those keywords
- Buyer behaviour and demographics
- Repeat customer rates and top-performing products
These insights let you make smarter decisions about marketing, product development, and listing optimisation — giving you a major competitive edge.
Customer engagement tools to build loyalty
Amazon has started offering Brand Registered sellers tools to communicate with customers more directly. These include:
- Customer Engagement Campaigns: Email your followers and past buyers about product launches, promotions, or news
- Manage Your Experiments: A/B test different images, titles, or content on your listings
- Brand Follow: Customers can now “follow” your brand on Amazon, making it easier to launch to warm audiences
These tools allow you to build a community on Amazon — not just a transaction.
Why Amazon sellers should register right now
If you own your own brand and you're selling on Amazon, registering is one of the smartest long-term moves you can make.
The benefits include:
- Better protection against copycats and hijackers
- Increased control over your product listings
- Access to A+ content and branded storefronts
- Exclusive advertising formats and improved data
- Direct customer communication and retargeting tools
- Higher conversion rates and trust from shoppers
If you’re investing in building your brand — through logos, packaging, product development, or marketing — Brand Registry helps you protect and grow that investment directly within Amazon’s ecosystem.
Conclusion
Amazon Brand Registry is more than a badge — it’s the foundation for building a professional, protected, and scalable business on Amazon. From enhanced content and storefronts to advertising and IP protection, it opens up key tools that give you control and credibility as a brand owner.
If you’re serious about selling on Amazon, enrolling in Brand Registry should be one of your first big steps. It’s an investment in your brand’s future — and the returns can be significant.
