Successfully launch your brand on Amazon Brand Registry

Sell your unique products by using the tools that we've created to help customers find your brand on Amazon.
€39 (excl. VAT) per month + referral fees
More than €47,250 in benefits reserved for new brands!
Launch on Amazon today and benefit from various incentives to help you get started, including a 10% bonus on your first €45,000 in branded sales, followed by a 5% bonus through the first year until you reach €900,000, which is a bonus value of up to €47,250!*
*Incentives for new sellers are subject to the applicable terms and conditions. Visit Seller Central for more details.

Free Soul

When you combine your brand story with the analytics tools provided by Amazon, nothing can stop you.
Arjun SofatFounder, Free Soul

Ready to get started? Here's how it works

Amazon offers a set of exclusive tools that are beneficial for brand-owner sellers. These tools can help your brand improve conversion rates, drive discoverability, and protect intellectual property. Follow the steps below to learn how to launch your brand with Amazon.


Get started: create a Professional account

Every day, our teams around the world go above and beyond to provide our customers with lower prices, a wider selection of products, and useful services. Over 550,000 small- and medium-sized European businesses are sellers on Amazon, which is the best way to ensure a wide range of products and to offer more options to consumers. Small- and medium-sized businesses sold over 1.8 billion products across Europe in 2020.*
* Amazon internal data
New to Amazon? Go for a Professional account
Amazon Professional account
Amy Perez
Founder & CEO, Primal Pit Paste


Register your brand

Enrolling in Amazon Brand Registry unlocks a suite of tools designed to help you build and protect your brand, creating a better experience for your customers.

If you already have a registered trademark or if it is pending, you can start the registration process now.
Do you need help registering a trademark? IP Accelerator connects you with a network of specialised IP law firms and trademark experts, who can support you with all aspects of the trademark filing process with the EU and UK Intellectual Property Offices.

Want more information?

IP Accelerator


Want to come back and read it later?

Download the ebook

Brand owner action list

A brand owner's journey on Amazon is a continuous and repetitive process. Plus, we're here to help! Here is a simple list of actions that you can use to accelerate your brand development.


Create A+ Content

Customise your product detail pages with A+ Content. A+ Content helps businesses present their brand story and product features by using rich images and text on the Amazon detail page to drive conversions and increase traffic and potential sales.
Want to learn more? Log in to Seller Central to learn more and access A+ Content.
Want to come back and read it later?


Upload and manage videos

Video purchasing experience: replace the seventh image of an offer with a video. Consumers spend more and visit fewer detail pages when a video is available.
Want to learn more? Log in to Seller Central to learn more and access product videos.


Manage your experiments

Let your inner scientist out to know exactly what product content is most appropriate. Conduct experiments, like A/B tests, to see what content is generating the most sales.

Start experimenting with your product images and titles, as well as A+ Content. Optimising your content by experimenting can help you generate additional sales.
Want to learn more? Log in to Seller Central to access resources and learn more about how to conduct experiments.


Increase visibility and sales on Amazon with advertising

Did you know that sponsored advertising can help you boost your visibility, reach more buyers, and increase your sales?

Sponsored Products are ads for individual product listings on Amazon. They appear within shopping results pages and on product detail pages.

Sponsored Brands showcase your brand and product portfolio. Featuring your brand logo, a custom headline, and a selection of your products, these ads appear in shopping results pages, helping drive sales and product visibility.

Sponsored Display is a new self-service advertising solution that helps advertisers reach relevant audiences across the buyer journey, with ad placements that appear on and off Amazon.
The clothing brand increased its sales in Germany, France, Italy, and Spain by 145% just three months after launching Sponsored Products ads in the UK.
Want to learn more? Visit the Amazon Advertising site to learn more.


Amazon Stores

Whatever the size of your brand, Amazon Stores offer you an immersive platform where you can present your story, mission, and products to customers. Thanks to the Store Builder tool in the dedicated advertising console, you can create an e-commerce store on Amazon without having to know how to code or having any particular expertise. The page is automatically set up for desktop, mobile, and tablet browsers.

Amazon Store is available to sellers enrolled in the Amazon Brand Registry, as well as to suppliers and agencies. You don't need to advertise on Amazon to create a store.
Discover how TENZING presented its story and mission while increasing customer conversion rates through its Store.
Want to learn more? Log in to Seller Central to learn more and access content on stores.


Amazon Attribution

Make the most of your marketing superpowers and measure the impact of your non-Amazon advertising campaigns on brand activity and your sales on Amazon. Increase your sales and grow your business by making informed optimisation decisions and establishing campaign strategies based on your customers' interests and the content that adds value to your brand on Amazon.
Want to learn more? Log in to Seller Central to access Amazon Attribution. Visit the Amazon Advertising site to learn more.


Brand analytics

Make the most of Amazon's largest aggregated data reports, available exclusively to brand owners: Amazon search terms, repeated buying behaviours, basket analyses, item comparison, alternative buying behaviours, and demographics.
Want to learn more? Log in to Seller Central to learn more and access brand analytics content.


Protect your brand


Transparency is a tracing service that helps brand owners protect their brand against counterfeits. By allowing brands to associate each unit they manufacture with a unique code, it offers a proactive solution to prevent counterfeits that might compromise your brand, your sales, and your customers' shopping experience.
Learn more about brand protection on Amazon Seller Central.

Project Zero

Project Zero leverages the combined strengths of Amazon and brands to drive counterfeits to zero through automated protections, self-service counterfeit removal, and product serialization.
Learn more about Project Zero.


Customer reviews

Promote brand loyalty and customer engagement by responding to reviews with three stars or fewer. Brand owners can contact customers who have left critical product reviews and offer them a refund or provide support directly through Seller Central's "Customer reviews" feature. This function is available to brand owners in the "Brands" tab in Seller Central.
Learn more Log in to Seller Central to access and learn more about customer reviews

Seller University

Seller University is a one-stop bookshop for all your learning needs. Its educational resources help businesses, brands, and entrepreneurs learn how to succeed as Amazon selling partners.

Access more resources for brand owners in Seller University.
€39 (excl. VAT) per month + referral fees
Identify yourself as a brand owner during sign-up
Note: All new Selling on Amazon subscriptions include access to sell on,,,,, and Fees, available product categories, and selling requirements may vary between the six countries.


What is Amazon Brand Registry?
Amazon Brand Registry is a free service that helps you protect your intellectual property (IP), secure your brand and manage the accuracy of your listings — regardless of whether or not you sell in our store(s).

Additionally, Brand Owners who enrol their brand(s) in Amazon Brand Registry get access to an exclusive set of brand benefit tools to help improve customer service experience, their brand’s discoverability and sales on Amazon.
Do I need Brand Registry to sell on Amazon?
No, Brand Registry is not mandatory to sell on Amazon. However, enrolling in Brand Registry is the first step to becoming eligible for many brand building programmes aimed at growing your business on Amazon.
How much does it cost to register a brand on Amazon?
Registering a brand on Amazon is a free service.
What are the benefits of registering a brand in Amazon Brand Registry?
Enrolling a brand in Amazon Brand Registry has a number of benefits. It allows you to build and protect your brand and intellectual property, report violations, automate protections, detect counterfeits and protect your product listings using advanced programmes like Project Zero, Transparency or the Counterfeit Crimes Unit.

Brand owners can access exclusive brand-building programmes like A+ Content, Sponsored Brands, Customer Engagement and strategy programmes like Amazon Brand Analytics to improve conversion and drive discoverability.

Eligible new sellers can take advantage of incentives that can help them gain potential benefits and accelerate their brand performance during the first 90 days of launching.
How do I start building a brand on Amazon Brand Registry?
By selling on Amazon, you have the potential to access millions of customers who are already shopping for products they love. This guide will take you through all the tools that can help you build and protect your brand, connect with customers, grow your audience and inform your strategy.

There are numerous tactics you can use to build your brand on Amazon, such as enhancing your product pages with video shopping experiences, conducting experiments to optimise your content, running sponsored ads to promote your products, sharing your brand's story and mission with customers, analysing your brand's performance and focusing on improving the customer experience.
Who can enrol in Amazon Brand Registry and what are the eligibility requirements?
Brand Registry applications must be submitted by the trademark owner by providing the following eligibility requirements:

• Registered trademark or pending trademark: To be eligible for Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enrol or have an ongoing trademark application filed through Amazon IP Accelerator.

Trademarks issued by government trademark offices in the European Union are currently accepted. You can find the complete list of countries, requirements and enrolment guidelines here.

• Text-based or image-based trademark: The trademark for your brand mark must be in the form of a text-based mark (word mark) or an image-based mark with words, letters or numbers (design mark).

• Trademark match: The trademark text must match the brand name on the application. If your trademark is an image-based mark with words, letters or numbers, you will need to upload a copy of the image exactly as it appears on your trademark record. Please ensure that this information matches before submitting your application.

• A list of product categories in which the brand should be included.

After submitting the eligibility requirements, the information will be verified to ensure the authenticity of your trademark.

A code will be sent to a registered trademark office or to a contact who meets our criteria and forwarded to you. To complete the enrolment process, you must send this code back to Amazon.

You will have access to Brand Registry resources once you have been verified.
Do I need a trademark for Amazon Brand Registry?
Yes, in order to apply to Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enrol or a pending trademark application filed in a subset of trademark offices in each country or in the European Union Intellectual Property Office (EUIPO).

If you need help registering a trademark, Amazon IP Accelerator can help you obtain intellectual property (IP) rights and brand protection in Amazon's stores more quickly. IP Accelerator connects businesses with a curated network of trusted IP law firms that provide high-quality trademark registration services at competitive rates.
Are WIPO trademarks accepted by Amazon Brand Registry?
Yes, trademarks registered with the WIPO (World Intellectual Property Organization) are accepted by Amazon Brand Registry.

We currently accept registered trademarks from the following countries: the United States of America, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, Benelux, Türkiye, Singapore, Saudi Arabia, Sweden, Poland, Egypt, the United Kingdom, the European Union and the United Arab Emirates. If your trademark is registered with the WIPO, please include the corresponding trademark number assigned by the national trademark office, as it may differ from the WIPO trademark number. Brand Registry is not affiliated with any of these offices; please do not contact them for Brand Registry information.

Are EUIPO trademarks accepted by Amazon Brand Registry?
Yes, trademarks registered with the European Union Intellectual Property Office (EUIPO) are accepted by Amazon Brand Registry.

If your trademark is registered with the EUIPO, please indicate this in your application. Brand Registry is not affiliated with any of these offices; please do not contact them for Brand Registry information.
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