How to Set Up Amazon Brand Registry for Your Invention

Amazon Brand Registry gives patent and trademark holders tools to protect their products from counterfeits and unauthorised sellers on the world's largest e-commerce platform. For inventors selling physical products on Amazon, Brand Registry is not optional — it is essential infrastructure for IP enforcement.

This tutorial walks you through the setup process, step by step.

What You Need Before Starting

A registered trademark. Brand Registry requires a trademark that has been registered (not just applied for) with the trademark office in the country where you want to enrol. Accepted trademark offices include the USPTO (US), EUIPO (EU), UKIPO (UK), CNIPA (China), JPO (Japan), KIPO (South Korea), INPI (Brazil), CIPO (Canada), and several others. A pending trademark application is accepted for some Brand Registry programmes — check Amazon's current requirements.

An active Amazon seller account or vendor account. You must be a registered Amazon seller in at least one marketplace.

Your trademark registration number. You will enter this during the application.

Step 1: Go to Brand Registry

Navigate to brandregistry.amazon.com and sign in with your Amazon seller credentials.

Step 2: Enrol Your Brand

Click "Enrol a new brand" and complete the form:

• Brand name: Enter the exact name as registered on your trademark certificate
• Trademark office: Select the office where your trademark is registered
• Trademark registration number: Enter the number from your registration certificate
• Product categories: Select the categories where your branded products are listed
• Countries of manufacture and distribution: Where your products are made and sold

Amazon verifies the trademark information against the relevant trademark office database. The verification process typically takes 2–10 business days.

Step 3: Verify Your Identity

Amazon sends a verification code to the trademark contact on file with the trademark office (typically your trademark attorney or the address on the registration). Enter this code in Brand Registry to complete verification.

If the contact information on your trademark registration is outdated, update it with the trademark office before applying — Amazon sends the code to the registered contact, not to the email you provide during application.

Step 4: Start Using Brand Protection Tools

Once enrolled, you gain access to:

Report a Violation: Submit IP infringement reports directly through Brand Registry — for trademark infringement (counterfeit products using your brand name), copyright infringement (copied product images or descriptions), and patent infringement (products that infringe your utility or design patents). Reports are typically reviewed within 1–5 business days.

Automated Protections: Amazon's automated systems scan for potential infringements and proactively remove or prevent listings that appear to violate your registered IP.

A+ Content: Create enhanced product descriptions with images, comparison charts, and brand storytelling — only available to Brand Registry members. This improves conversion rates and makes it harder for counterfeiters to compete.

Brand Analytics: Access search term data, customer demographics, and competitor analysis — valuable for understanding how customers find and compare your product.

Transparency Programme: For additional protection, enrol in Amazon's Transparency programme — each unit of your product receives a unique serialised code that Amazon scans at fulfilment centres, ensuring only authentic units are shipped.

Filing Patent-Based Complaints

Brand Registry allows you to report patent infringement — not just trademark infringement. To file a patent-based complaint:

1. Go to "Report a Violation" in your Brand Registry dashboard
2. Select "Patent" as the IP right type
3. Enter your patent number and the specific claims being infringed
4. Identify the infringing ASIN(s) — the specific product listing(s) on Amazon
5. Provide a brief explanation of how the listed product infringes your patent claims

Amazon reviews the complaint and may remove the listing, require the seller to respond, or request additional information. Design patent complaints — with clear visual comparisons between your registered design and the accused product — tend to be resolved faster than utility patent complaints, which require more technical analysis.

Tips for Effective IP Enforcement on Amazon

Register your trademark before launching on Amazon. Brand Registry requires a registered trademark — not a pending application in most cases. File your trademark early so registration is complete before your product listing goes live.

File design patents for consumer products. Amazon's enforcement team can compare visual designs quickly — a design patent with clear drawings is easier to enforce on the platform than a utility patent requiring technical claim analysis.

Monitor regularly. Set up alerts for your brand name and product keywords. Counterfeiters create new listings constantly — enforcement is an ongoing process, not a one-time action.

Use the Transparency Programme for high-risk products. If your product is frequently counterfeited, the per-unit serialisation of the Transparency Programme is the most effective prevention tool — counterfeiters cannot replicate authentic codes.

Sources

1. Amazon Brand Registry — Official enrollment portal and IP protection tools for Amazon sellers
2. Amazon — Report a Violation — Reporting counterfeit and infringing listings on Amazon
3. USPTO — Trademark Registration — US trademark registration required for Amazon Brand Registry enrollment
4. EUIPO — EU Trademark Registration — EU trademark registration accepted by Amazon Brand Registry