Guide to Amazon Brand Registry and Trademark Protection

In the fast-paced and competitive world of e-commerce, establishing a strong brand identity is crucial for success. With millions of products available on Amazon, creating a recognizable and trustworthy brand is a key differentiator. Amazon Brand Registry and trademark protection play vital roles in safeguarding your brand and ensuring that customers can easily find and purchase your genuine products. In this guide, we will explore the importance of brand registry and how to protect your trademark on Amazon.


Igor Demcak

Understanding Amazon Brand Registry

Amazon Brand Registry is a program designed to help brand owners protect their intellectual property, establish an authoritative presence, and provide an enhanced shopping experience for customers. By enrolling in the Brand Registry, brand owners gain more control over their product listings and receive access to a range of powerful tools and features. Let's take a closer look at the benefits of Amazon Brand Registry:

1. Enhanced Brand Protection

One of the primary advantages of Amazon Brand Registry is its focus on brand protection. With the rise of counterfeit products on the platform, it's essential for brand owners to protect their trademarks and intellectual property rights. By registering your brand with Amazon, you can more effectively combat counterfeiters and unauthorized sellers. This helps maintain the integrity of your brand and ensures that customers receive genuine products.

2. Increased Control Over Product Listings

Brand Registry provides brand owners with greater control over their product listings. Once your brand is registered, you can create and manage your product detail pages. This allows you to optimize product titles, descriptions, and images to align with your brand messaging. Moreover, you can add valuable product information such as Enhanced Brand Content (EBC) and A+ Content, which enhances the shopping experience for customers.

3. Powerful Search Tools

Amazon Brand Registry grants access to powerful search tools that help you find and report suspected infringing content. The Global Search feature allows you to search for specific keywords, images, and ASINs (Amazon Standard Identification Numbers) to identify potential violations. Additionally, the Report a Violation tool enables you to submit infringement claims directly to Amazon for review and action.

4. Streamlined Brand Support

Brand owners enrolled in the Amazon Brand Registry receive prioritized support from Amazon's brand support team. This means faster response times and dedicated assistance in resolving brand-related issues. Whether you encounter issues with counterfeit products, unauthorized sellers, or other brand-related concerns, the support team is there to help protect your brand's interests.

Protecting Your Trademark on Amazon

While Amazon Brand Registry offers valuable tools for brand protection, it is essential to secure your trademark rights before enrolling. Trademark protection provides a strong legal foundation to defend your brand and products. Here are the key steps to protect your trademark on Amazon:

1. Conduct a Trademark Search

Before filing for a trademark, conduct a comprehensive search to ensure that your chosen brand name or logo does not infringe upon existing trademarks. You can use online databases, like the USPTO's Trademark Electronic Search System (TESS), to check for similar or identical trademarks. Consulting with a trademark attorney can provide expert guidance and prevent potential legal issues in the future.

2. File for Trademark Registration

Once you've confirmed that your chosen brand name or logo is eligible for trademark protection, file a trademark application with the appropriate authorities.  By registering your trademarks with the appropriate intellectual property office, you establish legal ownership and gain exclusive rights to use your brand name, logo, or slogan. This not only strengthens your position against potential infringers but also enables you to take legal action if necessary. 

3. Monitor and Enforce Your Trademark Rights

After obtaining trademark registration, it's crucial to monitor your brand's use and take prompt action against any potential infringers. Regularly search for unauthorized sellers and counterfeit products bearing your trademark. Utilize the tools provided by Amazon Brand Registry to report violations and protect your brand on the platform.

4. Consider Additional Intellectual Property Protections

Apart from trademark protection, consider other forms of intellectual property protection as well. For example, if you have unique product designs or utility, consider applying for design patents or utility patents. These can provide additional layers of protection for your innovative products.


Establishing and protecting your brand on Amazon is of utmost importance in the competitive e-commerce landscape. Amazon Brand Registry offers powerful tools to protect your brand and improve the shopping experience for customers. However, it's essential to secure trademark protection before enrolling in the Brand Registry. Trademark registration provides a legal foundation to safeguard your brand and take action against potential infringers.

Igor Demcak
Igor Demcak

Trademark Attorney

Founder & CEO of Trama

7 year experience in IP protection

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