Amazon Brand Registry: what it is and how to protect your brand

If you sell products under your own brand on Amazon, you will eventually see something you didn't approve. Another seller changes your product title. A copycat listing borrows your photos. A cheap imitation appears on your product page with your brand name on it. Without the right access, reporting it is slow and you are one voice among many.

Amazon Brand Registry is the programme that changes that. It is free, and it gives the owner of a brand more control over how that brand appears on Amazon, tools to report and remove infringements, and features that help listings sell. This guide covers what you need to qualify in the UK, what you get, and how to enrol, based on Amazon's UK pages at the time of writing (October 2026).

What Brand Registry is

Amazon describes Brand Registry as a free programme that helps you protect your intellectual property, manage your listings and grow your business, whether or not you sell in the Amazon store. You create one global Brand Registry account. During enrolment you choose a single country's trade mark office, and once approved you can add trade marks from other countries.

It is designed for brand owners. If you resell other companies' brands, Brand Registry is the brand owner's tool, not yours.

The trade mark requirement

Amazon has two basic requirements in the UK:

1. Your brand name, or a logo that includes it, must be permanently affixed to your products or packaging. Printed, sewn, engraved or laser-etched branding counts. Stickers, labels and hang tags don't, because they can be added or removed after production.
2. You need a pending or registered trade mark for that brand name or logo, issued by the government trade mark office of a country with an Amazon store.

Which trade mark offices count

For a UK business, the usual route is a UK trade mark from the UK Intellectual Property Office (UKIPO). EU trade marks from the EUIPO are also accepted, which matters if you plan to sell on Amazon's EU stores. If your trade mark is an international registration through WIPO, Amazon asks you to enter the local number issued by the national office. Amazon recommends adding a trade mark for each country-based Amazon store you want to sell in.

The trade mark must be a word mark (text) or a design mark that contains words, letters or numbers. The text must match the brand name in your application exactly. Amazon also expects the trade mark owner to enrol: if an agent or agency helps you, the owner enrols first and then adds them as a user.

Pending or registered?

Amazon's UK page accepts a pending trade mark application as well as a registered one, although its FAQ notes that a pending application is only accepted in some cases. Where it is, you don't have to wait months for registration before you start. But some protection tools, including Project Zero and Transparency, need a registered trade mark.

Getting a UK trade mark

Registering a UK trade mark costs at least £205, and more if you need to protect your brand across several types of goods or services. If there are no issues, it usually takes around three to four months from application to registration.

If you'd like help, Amazon's IP Accelerator connects you with vetted law firms at pre-negotiated rates. Amazon doesn't charge for the introduction. The listed maximum service fee for filing a UK trade mark application is £240, and once your application is filed and pending, you can enrol in Brand Registry. Ask the provider exactly what the fee includes.

What you get

Once enrolled, you can switch on a range of tools from the Build Your Brand page in Seller Central. All of the following are listed on Amazon's UK Brand Registry page at the time of writing, although each tool has its own access requirements.

Sponsored Brands ads require Brand Registry, and Brand Stores are free for enrolled brands. Note that A+ Content, Brand Analytics and Stores need a selling account linked to your brand, so a brand registered without one won't get them.

Project Zero

Project Zero is available in the UK and lets you remove counterfeit listings yourself, immediately, using a self-service tool. It's free. To qualify you must be the rights owner of a registered trade mark and have used Report a Violation in the last six months with at least 90% of your reports accepted. Once in, you must keep an accuracy rate of at least 99%.

Transparency

Transparency is also available in the UK. It puts a unique serialised code on every unit you make, and once active, Amazon requires a valid code before a unit can be listed or shipped, whether fulfilled by Amazon or by a seller. There are no enrolment fees, but you pay per code. You need an active registered trade mark, a GTIN for each enrolled product, and the ability to code every unit you manufacture. Protections only switch on after a product passes an operational review with 98% accuracy.

New seller incentives

If you're new to Amazon, enrolling your brand within six months of listing your first eligible product can earn you 10% back on your first £40,000 of branded sales, then 5% back through your first year up to £800,000. Enrolling a product in Vine within 90 days of becoming eligible earns a £160 Vine credit.

How to enrol, step by step

Amazon's UK application guide sets out the process. Before you start, gather your trade mark number, a logo file, real photos of your branded products and recent supplier or manufacturing invoices.

1. Sign in to Brand Registry with your Seller Central login, so your accounts are connected.
2. Go to Manage, then Enrol a brand, and select "I have a pending or registered trademark".
3. Enter your brand name exactly as it appears on the trade mark, including capitals, spaces and special characters. "Brand Name" and "BrandName" are different brands to Amazon.
4. Upload your logo on a white or transparent background.
5. Choose the trade mark office and enter the registration or application number. Both must match your trade mark record exactly. Some offices show a Verify button.
6. Answer the ownership question. If you aren't the owner, you'll need an authorisation letter or licence agreement, but Amazon strongly recommends that the trade mark owner enrols and then adds others as users.
7. Add your selling account details: product categories, any existing ASINs, and optionally your website. The website must be live, owned by you and show the exact brand name. Pages on platform subdomains such as myshopify aren't accepted.
8. Upload product photos showing the brand permanently on the product or packaging. They must be real photos, not mock-ups or edited images. JPG, PNG or GIF, up to 5 MB.
9. Provide manufacturing and distribution details, including at least one sourcing, manufacturing or supply invoice from the last six months that names one of the brand's products. Hide sensitive details such as pricing.
10. Submit and watch for the verification code. Amazon may send a code to the contact listed on your trade mark record, often your trade mark attorney. You have 10 days to enter it in your application case, or the case closes and you have to start again.

After you're approved

• Add your team. You're given the rights owner and administrator roles, and you can invite other users with their own roles.
• Check your listings. Make sure every product shows your brand name exactly as registered.
• Build A+ Content for your best sellers first, then set up your Brand Store.
• Set a reporting routine. Search for your brand weekly and report infringements through Report a Violation. Accurate reports also build the acceptance rate you need for Project Zero.
• Add trade marks for any other countries you sell in, from Manage intellectual property.

Protecting a brand is ongoing work. If you'd like help with it, see our brand protection service, or book a free 20-minute demo, where we look at your products and the channels you sell on today.