What Is Amazon Brand Registry?

Updated 2/10/2020

As of September 2019, Enhanced Brand Content was combined with Vendor Central’s A+ Content, and both are now known as A+ Content. It is available to vendors as well as professional sellers.

Headline Search is now known at Sponsored Brands.

The Amazon Brand Registry is a program designed to protect your registered trademarks. It allows a brand owner, manufacturer or an authorized reseller an added layer of protection and increased authority over their product listings.

The free program can help you significantly reduce intellectual property rights violations as well as promote an accurate representation of your brand.

Currently the program is open only to sellers that hold a registered trademark for their brand. If your brand is not trademarked, you’ll need to file an application for registration with the United States Patent and Trademark Office (USPTO). After you are approved, you can participate in Brand Registry.

Aside from proving ownership of products, an Amazon seller who participates in Brand Registry has greater control over their brand through a variety of means, including:

  • Influence over branded product detail information: The Brand Registry allows the brand owner to dictate the titles, images and attributes of their products so that they are uniformly advertised.
  • Easier reporting of brand infringement: There is no need to perform a “test” purchase before submitting a counterfeiting or pirating claim. Amazon will deal with claims within four hours and the burden of proof falls on the accused seller. However, Amazon won’t take action against unauthorized sellers unless it is a counterfeit or fake item.
  • Use of new search tool: Participants have access to a reverse search, which locates potential violations of intellectual property in text and images.
  • Increased brand advertising options: Sponsored Brands (formerly Headline Search) Ads are now available to Brand Registry participants. These are keyword targeted CPC ads that promote multiple products at the top of the SERP and send traffic to a brand page or custom landing page at Amazon.

Participants in the Brand Registry program also qualify to take advantage of A+ Content (formerly Enhanced Brand Content) on product pages, which allows you to add more detail and greater visual impact, specifically information on your brand.

Along with its many seller benefits, the Brand Registry program also protects consumers by removing counterfeit goods. In turn, this leads to more satisfied consumers with less confusion over knockoff products.

When you apply for Brand Registry, you’re adding an additional layer of protection to your brand in the Amazon marketplace, which is beneficial to both your brand and your customers.

Vertical Rail has a team of Amazon strategy experts who specialize in helping brands, manufacturers and merchants sell more on Amazon. See more about our complete Amazon Marketing Management service.


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