What Amazon Brand Registry Actually Is
Amazon Brand Registry is a free programme that gives trademark-holding brands access to a suite of tools that are simply not available to unregistered sellers. It's not just about intellectual property protection - it's a competitive advantage that affects your PPC options, listing control, conversion rate tools, and customer experience.
If you're selling on Amazon without Brand Registry and you have a trademark, you're operating with one hand tied behind your back.
You need an active registered trademark (not pending) in the country where you're enrolling. In India, that means a registered trademark from the Indian Trade Marks Registry. In the US, a USPTO registration. The mark must appear on your product or packaging. Word marks and image marks both qualify.
Benefit 1: A+ Content (Enhanced Brand Content)
Brand Registry unlocks A+ Content - the ability to replace your plain product description with rich media modules: comparison tables, lifestyle imagery, ingredient highlights, brand story sections. Amazon's data shows A+ content increases conversion by 3 to 10% on average. For well-executed A+, we regularly see 15 to 20% lifts.
Premium A+ (available to brands with a Brand Store and sufficient traffic thresholds) goes further: video modules, hotspot images, and Q&A sections that can answer objections before they kill a conversion.
Benefit 2: Sponsored Brands & Video Ads
Brand Registry unlocks Sponsored Brand campaigns - the banner ads that appear at the top of search results above all Sponsored Product ads. These are high-visibility placements with significantly lower CPCs than equivalent Sponsored Product positions, in most categories.
More importantly, Sponsored Brand Video (SBV) ads are among the highest-performing ad formats on Amazon in 2025. Auto-playing in the middle of search results, SBV ads consistently deliver 30 to 60% lower ACoS than equivalent Sponsored Product campaigns for the same keywords, in our data.
Benefit 3: Brand Store
Your Brand Store is a multi-page Amazon storefront that operates like a mini-website within Amazon. It's where you send Sponsored Brand traffic, external marketing campaigns, and repeat customers. A well-built Brand Store increases purchase frequency from existing customers by 20 to 35% compared to sending traffic directly to product listings.
The Store also qualifies you for Store Insights data - analytics on which pages and products your visitors engage with most, enabling data-driven merchandising decisions.
Benefit 4: Brand Analytics
Brand Analytics is one of the most valuable and underused tools in Amazon Seller Central. It provides: Search Query Performance (your brand's visibility and conversion across every search term), Market Basket Analysis (what customers buy alongside your products), Repeat Purchase Behaviour (which ASINs build customer loyalty), and Demographics data.
This data is unavailable to non-registered sellers. Using it properly informs everything from keyword strategy to bundle creation to which products to launch next.
Search Query Performance shows your brand's impression share, click share, and purchase share for every search term where you appear. If you have 40% impression share but only 8% click share, your CTR is the problem. If you have 20% click share but 4% purchase share, your listing conversion is the problem. This tool tells you exactly where your funnel is leaking.
Benefit 5: Manage Your Customer Reviews
Brand Registry gives you access to the "Request a Review" automation tool and, more importantly, the ability to respond to negative reviews through Brand Registry's review management interface. Responding to critical reviews visibly demonstrates customer care and can improve your average star rating over time.
Benefit 6: IP Protection & Counterfeit Reporting
The original purpose of Brand Registry: protecting your intellectual property. Registered brands get access to Brand Registry's Report a Violation tool for fast counterfeit takedowns (usually within 24 to 48 hours vs weeks for unregistered sellers) and proactive counterfeit detection through Amazon's automated protections.
If you're selling a product that's been counterfeited or copied, Brand Registry is your primary line of defence.
How to Enrol: Step-by-Step
- Ensure your trademark is active and registered (not pending) in the relevant marketplace country
- Go to brandregistry.amazon.com and create an account
- Submit your brand name, trademark registration number, and images of your product and packaging showing the trademark
- Amazon will send a verification code to the trademark contact on record - confirm it
- Approval typically takes 3 to 7 business days
Frequently Asked Questions
No. You need an active registered trademark in the country where you're enrolling, not a pending application. In the US that means a USPTO registration, and in India a registered mark from the Indian Trade Marks Registry. The mark has to appear on your product or packaging, and both word marks and image marks qualify.
Approval typically takes 3 to 7 business days. You create an account at brandregistry.amazon.com and submit your brand name, trademark registration number, and images of your product and packaging showing the trademark. Amazon then sends a verification code to the trademark contact on record, which you confirm before the review finishes.
It's a free programme. What it opens up is a set of tools unregistered sellers simply cannot access: A+ Content, Sponsored Brands and Sponsored Brand Video, a multi-page Brand Store, Brand Analytics, review response tools, and the Report a Violation tool for counterfeit takedowns. You still need a registered trademark to qualify.
Four data sets unavailable to unregistered sellers: Search Query Performance, Market Basket Analysis, Repeat Purchase Behaviour, and Demographics. Search Query Performance is the most useful, giving impression share, click share and purchase share per search term. High impression share with low click share points at your CTR. Decent click share with low purchase share points at listing conversion.
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