How to Get Amazon Brand Registry in 2025: Step by Step for New and Existing Sellers

You are ready to take your brand on Amazon seriously, but hijackers are editing your listings, you cannot run the advertising formats that actually build a brand, and your content options are limited to plain bullets. The thing standing between you and all of that is Amazon Brand Registry, and the enrolment process trips up more sellers than it should. Get one detail wrong on your trademark and you wait months to reapply.

This is the step-by-step guide to getting Amazon Brand Registry in 2025, written for both new sellers about to launch and existing sellers who have been putting it off. You will get the exact requirements, the enrolment process in order, the mistakes that cause rejections, and what the programme actually unlocks once you are in.

What Brand Registry is and why it is non-negotiable now

Amazon Brand Registry is the programme that links your registered trademark to your Amazon account and gives you control over your brand on the platform. It is not a nice-to-have. Without it you are exposed in ways that directly cost you money.

Without Brand Registry, anyone can change your listing copy and images, you cannot use Sponsored Brands or Sponsored Display advertising, you have no access to A+ content, and you have far weaker tools to remove counterfeits and hijackers. With it, you control your listing content, you unlock the advertising formats that build organic rank, you get A+ content and the Brand Store, and you gain the reporting and protection tools that make a serious brand defensible.

The single biggest reason sellers delay is the trademark. Brand Registry requires an active or pending registered trademark, and that is the step with the longest lead time. The insight most guides skip: start the trademark first, because everything else waits on it. If you are serious about Amazon, the trademark application is the thing to do this week, not after launch.

Step one: secure the trademark that qualifies

Brand Registry accepts a registered trademark, or in many regions a pending application filed through Amazon’s IP Accelerator. Your trademark must match the brand name exactly as it appears on your products and packaging.

File a text-based or image-based trademark for your brand name in the country where you sell. A standard word mark covering your brand name is the most flexible and the one Amazon recognises most cleanly.
Make sure the trademark owner matches your seller account. A mismatch between the name on the trademark and the name on your Amazon account is one of the most common causes of rejection.
Consider IP Accelerator if you have not filed yet. Amazon’s IP Accelerator connects you to vetted law firms and lets you access Brand Registry with a pending application rather than waiting for full registration, which can otherwise take many months.

Common mistake

Applying to Brand Registry with a trademark whose name, spelling, or owner does not exactly match your account and your packaging. Amazon checks this carefully. A single character difference between your registered mark and your brand name on Seller Central will stall the application.

Step two: prepare your brand and account before you apply

Once your trademark is filed or registered, get these in order so the enrolment goes through on the first attempt.

Your brand name spelled identically across your trademark, your products, and your seller account.
Your trademark or serial number from the relevant intellectual property office.
Product images showing the brand name permanently affixed to the product or packaging. Amazon wants proof the brand is real, not a placeholder. Mock-ups and digital-only labels are frequently rejected.
The categories your products sit in.
A list of countries where you manufacture and distribute.

Getting this evidence right matters as much as the trademark itself. We handle this groundwork as part of full Amazon account management so the application clears the first time rather than bouncing back for missing proof.

Step three: enrol through the Brand Registry portal

With the trademark and evidence ready, the enrolment itself is straightforward.

Go to the Amazon Brand Registry site and sign in with the credentials of the seller or vendor account you want the brand linked to. Use the account you actually sell from.
Select Enrol a new brand and enter your brand name exactly as it appears on the trademark.
Enter your trademark registration or serial number and select the issuing office.
Upload the product and packaging images showing the brand name affixed.
Select your product categories and the countries where you distribute.
Submit. Amazon issues a verification code to the official contact listed on the trademark record, not to you directly. The trademark contact passes that code back to you to confirm ownership.

That verification code step is where applications stall. If your trademark was filed through an attorney, make sure they know to expect Amazon’s code and to forward it quickly, or your application sits in limbo.

Step four: what to do the moment you are approved

Approval is the start, not the finish. The brands that get value from Brand Registry act immediately on what it unlocks.

Lock down your content

Rewrite your titles, bullets, and images now that they are protected, and publish A+ content across your catalogue. This is the conversion work that was not fully available to you before, and it is where the early gains come from.

Turn on the advertising you could not run

Sponsored Brands and Sponsored Display open up. These are the formats that build brand awareness and defend your branded search, and they only exist for registered brands. Folding them into a proper structure is part of how we run Amazon growth and PPC.

Build the Brand Store

The Brand Store is a free, multi-page storefront on Amazon. It gives you a destination for Sponsored Brands traffic, a place to cross-sell your whole range, and a clean URL to send external traffic to.

Switch on brand protection

Use the reporting tools, Project Zero where eligible, and the Transparency programme to find and remove counterfeits and hijackers. This is the protection you were missing, and acting on it early stops problems before they damage your rating.

New seller or existing seller: the order changes

The process is the same, but the sequence differs depending on where you are.

If you are a new seller, file the trademark before you launch, ideally before you have even finalised the brand name, because the application is the long pole. Launch with the trademark pending through IP Accelerator if you can, so you reach Brand Registry as early as possible and never sell unprotected.

If you are an existing seller without Brand Registry, your priority order is different. You are likely already exposed to listing changes and hijackers, so the trademark is urgent. File it now, enrol the moment it is pending or registered, then immediately do the content and protection work, because you have a live catalogue that is currently undefended.

Either way, Brand Registry is the foundation that the rest of a serious Amazon strategy is built on. The advertising, the content, the protection, and the brand analytics all depend on it.

How long it takes and what it typically costs

Sellers stall on Brand Registry because they expect it to be slow and expensive. The reality is more manageable once you separate the two timelines.

The trademark is the long pole. A full registration through a national intellectual property office commonly takes several months to well over a year depending on the country and whether anyone opposes it. The cost is the official filing fee plus an attorney fee if you use one, which is money well spent given how often self-filed marks get rejected on technicalities. Amazon’s IP Accelerator exists precisely to compress this: it connects you to a vetted firm and gives you access to Brand Registry on a pending application, often within a couple of weeks rather than waiting for full registration.

The Brand Registry enrolment itself is free and usually clears within a few days once your trademark number is verified, provided your evidence is in order. So the realistic plan for most sellers is: file the trademark now, use IP Accelerator if you want to move fast, and enrol the moment you have a number to enter.

The mistake is treating this as a single slow process and putting it off. It is two processes: a slow legal one you start immediately and then forget about, and a fast Amazon one you complete in an afternoon once the legal step gives you a number. Start the slow one today and the fast one takes care of itself.

What to do next

The short version:

File your trademark this week. It is the longest lead time and everything waits on it.
Make the brand name match exactly across trademark, products, and account.
Prepare product images showing the brand affixed before you apply.
Enrol through the portal and move fast on the verification code.
The day you are approved, lock down content, switch on brand advertising, build the Store, and turn on protection.

Brand Registry is not the hard part. The trademark is. Start that today and the rest follows in a matter of weeks.

Start with a free audit. We will tell you exactly what is holding your brand back and what a 90-day plan to fix it looks like for your specific channels. You can book yours here.