15,000 yen discount on FBA inbound shipping fees, free storage fees and return shipping Learn more >15,000 yen discount on FBA inbound shipping fees, free storage fees and return shipping Learn more >Use Amazon Brand Registry to protect your brand and increase your visibility.
Here's a detailed overview of Amazon Brand Registry. We’ll introduce the methods and benefits, including the preparing for trademark registration, as well as points to keep in mind when enrolling your brand.
What is Amazon Brand Registry?
Amazon Brand Registry is a program for brand owners that sellers with valid registered trademarks can enroll in. In Japan, this is mainly referred to as the “Amazon Brand Registry.”
By registering an Amazon brand, you can primarily do the following two things.
• Brand building
• Secure your brand
: It has various features, like creating a brand store page and A+ content, that help increase brand awareness. It also provides a set of tools to help protect and differentiate your brand, including automated protection and effective search tools to detect and report violations.
If you are about to launch a brand, please see here.
By registering an Amazon brand, you can primarily do the following two things.
• Brand building
• Secure your brand
: It has various features, like creating a brand store page and A+ content, that help increase brand awareness. It also provides a set of tools to help protect and differentiate your brand, including automated protection and effective search tools to detect and report violations.
If you are about to launch a brand, please see here.
IP Accelerator
Amazon offers a program for those who are in the process of obtaining a trademark to accelerate their trademark registration.
You can enjoy using high-quality trademark registration services at an affordable price through our network of approved and reliable intellectual property law firms.
Even if you don't have a brand name or logo trademark, a specialized legal service provider will carefully support you during the trademark registration process, and you can use brand protection and building features from the pending application stage.
Learn more
Amazon offers a program for those who are in the process of obtaining a trademark to accelerate their trademark registration.
You can enjoy using high-quality trademark registration services at an affordable price through our network of approved and reliable intellectual property law firms.
Even if you don't have a brand name or logo trademark, a specialized legal service provider will carefully support you during the trademark registration process, and you can use brand protection and building features from the pending application stage.
Learn more
For those who’ve enrolled in Amazon Brand Registry and are starting to sell for the first time on Amazon
New Seller Incentives
We are offering an Incentive program to promote sales for Professional sellers who have started selling on Amazon. Once you’ve enrolled in the Amazon Brand Registry, you will be able to use a full set of dedicated tools for brand owners. Also, currently, eligible new sellers can enjoy the following benefits. Note that in order to receive this benefit, you’ll need to meet various requirements. Also, Amazon.co.jp reserves the right to change or terminate this campaign without notice.
● 5% reduction on the brand's initial sales of 150 million yen
● Register one product for free on Amazon Vine and get reliable reviews
worth 30,000 yen
● 120 days of free FBA warehousing for up to 100 products, free FBA warehouse storage fee for the first time from the start of listing
Click here for points to promote sales in your first 90 days
Two benefits of
Amazon Brand Registry
We’ll introduce the benefits of enrolling in Amazon Brand Registry from two perspectives: “building your brand” and “securing your brand.”
1. Building the brand
Once you’ve enrolled your brand, you will be able to participate in various brand building programs. Amazon offers exclusive brand building programs for brand owners to help improve conversion rates, make products easier to find, and protect intellectual property.
In addition to the brand building programs introduced after this, there are various other programs.
In addition to the brand building programs introduced after this, there are various other programs.
2. Secure your brand
Amazon provides the programs needed to establish and protect intellectual property against malicious activity. We support the protection of intellectual property through several means, including the following.
• Trademarks: Protect designs, symbols, names, and images used for commercial purposes
• Patents: Provide exclusive rights relating to inventions
• Copyrights: Protect literary and artistic works such as images, books, and films
Click here for a quick start guide to brand protection
• Trademarks: Protect designs, symbols, names, and images used for commercial purposes
• Patents: Provide exclusive rights relating to inventions
• Copyrights: Protect literary and artistic works such as images, books, and films
Click here for a quick start guide to brand protection
Six programs you can use with Amazon Brand Registry
Build and protect your brand using Amazon's advanced programs. Here, we'll introduce four brand building programs and two protection programs.
Brand Building Programs
(1) A+ Content (2) Sponsored Brands
(3) Stores
(4) Amazon Vine
Brand Protection Program
(5) Transparency
(6) Project Zero
(1) A+ Content (2) Sponsored Brands
(3) Stores
(4) Amazon Vine
Brand Protection Program
(5) Transparency
(6) Project Zero
Brand building programs
1. Product Introduction (A+) Content
Use A+ content to showcase your brand and product features on Amazon's product detail pages. Dive into features using technical specs, comparative product info, and a wide range of content including images, videos, or product set-up.
Then run A/B tests to optimize for conversion using our Manage Your Experiments tool to optimize for conversion.
Then run A/B tests to optimize for conversion using our Manage Your Experiments tool to optimize for conversion.
When you add a product to your Amazon store, its product detail page will be shown to customers. The standard version looks as follows.
By using enhanced brand content, you can adorn the product detail page with your brand’s glamor, creating something like the following.
Brand building programs
2. Sponsored Brands
Sponsored Brands allows you to promote your brand and products with videos or still images. Engaging ads are useful for increasing brand awareness, encouraging purchases, and building long-term relationships.
Brand building programs
3. Stores
Use your brand’s Amazon URL to help shoppers find your brand’s product lineup. Regardless of the size of the brand, the store provides an engaging place to introduce the brand's story, mission, and products to the audience.
Brand building programs
4. Amazon Vine
Amazon Vine is a program where you can request reviews from Amazon's official certified reviewers by providing product samples. Amazon analyzes reviews posted about products purchased on Amazon, and invites selected customers to become Amazon Vine reviewers (known as Vine Voices). Sellers participating in Amazon Vine for new products they sell can help their customers make well-informed decisions.
Brand protection programs
5. Transparency
Transparency protects the seller's brand and the customer by ensuring that each product shipped is authentic. By product serialization at the unit level, you can prevent the listing, sale, and fulfillment of fraudulent or counterfeit products.
Customers can also scan transparency codes to verify authenticity, submit reviews, and access content provided by sellers.
Customers can also scan transparency codes to verify authenticity, submit reviews, and access content provided by sellers.
Brand protection programs
6. Project Zero
Project Zero combines Amazon technology with brand knowledge to detect and remove counterfeit products. Amazon monitors more than 8 billion listing information updates every day and detects products suspected of being counterfeit products. You can use an unprecedented feature that allows you to immediately remove counterfeit product listings without contacting Amazon. Submitting accurate feedback helps strengthen the feedback loop, allowing violations to be automatically blocked before they impact customers.
Things to check and keep in mind before enrolling in Amazon Brand Registry
Here are some points you should check before starting Amazon Brand Registry.
Trademark registration is required in advance
Amazon Brand Registry requires a valid word mark or graphic trademark that is pending registration or has already been registered. Since trademark registration usually takes several months to one year, we recommend starting the process early by working backward from when you plan to enroll in Amazon Brand Registry and begin selling. However, Amazon Brand Registry also accepts trademarks that are currently being applied for, so you do not need to wait until trademark registration is completed. You can check the trademark statuses for Amazon Brand Registry here.
In addition, when applying for Amazon Brand Registry, you must submit an image showing that the brand's trademark is displayed on the product or its packaging, so be sure to prepare those as well.
In addition, when applying for Amazon Brand Registry, you must submit an image showing that the brand's trademark is displayed on the product or its packaging, so be sure to prepare those as well.
Amazon Brand Registry
Amazon Brand Registry is free. If you already have a trademark, you can register it at no additional cost.
If you don't have a trademark yet, there is a cost to register a trademark. Contact an expert about the cost of trademark registration.
If you don't have a trademark yet, there is a cost to register a trademark. Contact an expert about the cost of trademark registration.
Amazon Brand Registry Review Period
If you apply according to [How to enroll in Amazon Brand Registry in three steps] introduced in the next section, your registration approval will be decided in approximately one to two weeks*. If your registration is rejected due to incomplete submission information, etc., and you need to reapply, there’s a possibility that it will take more time. For this reason, it’s best to start early, working backwards from the date you want to start selling.
*It may take longer, depending on the review volume, or missing or corrected submitted information.
How to enroll in Amazon Brand Registry in three steps
1. Advance preparation
The main things to prepare before brand registration are as follows.
• A valid word mark trademark or graphic trademark pending registration or registration
• An image showing that the brand's trademark is displayed on the product or package
Please check the registered trademark number registered with a public authority. An application number issued by a public authority can be submitted only if your application for trademark registration is pending.
The word mark on the trademark must match the brand name stated in the application. If your trademark is an image-format mark with words, letters, or numbers, you will need to upload a copy of the image as described in the trademark record. Please make sure this information matches before submitting your application.
The trademark must also appear on the product or packaging.
For requirements necessary to use Amazon Brand Registry, such as country-specific trademark requirements, please see the eligibility page.
• A valid word mark trademark or graphic trademark pending registration or registration
• An image showing that the brand's trademark is displayed on the product or package
Please check the registered trademark number registered with a public authority. An application number issued by a public authority can be submitted only if your application for trademark registration is pending.
The word mark on the trademark must match the brand name stated in the application. If your trademark is an image-format mark with words, letters, or numbers, you will need to upload a copy of the image as described in the trademark record. Please make sure this information matches before submitting your application.
The trademark must also appear on the product or packaging.
For requirements necessary to use Amazon Brand Registry, such as country-specific trademark requirements, please see the eligibility page.
To sellers who are planning to obtain a trademark in the future
IP Accelerator
If you are considering registering a trademark in the future, please use the Amazon IP Accelerator. We connect you to a trusted network of intellectual property law firms that provide high-quality trademark registration services at reasonable prices. Even if your trademark application is pending, you can quickly access brand protection and brand-building features. Learn more
2. Sign into Amazon Brand Registry
In order to register a brand, you first need to sign in to your Amazon Brand Registry (Brand Registry) account.
You can log in from “Start Brand Registry” on the Amazon Brand page. Please log in with the same email address and password as your Amazon seller account. Please note that if you log in with something other than your seller account at this time, your registered brand will not be linked to your seller account.
You can log in from “Start Brand Registry” on the Amazon Brand page. Please log in with the same email address and password as your Amazon seller account. Please note that if you log in with something other than your seller account at this time, your registered brand will not be linked to your seller account.
3. Applying for Brand Registry
Once you've signed in, you'll need to register your brand.
To register your brand, you will need to submit the following information.
• Brand names with active trademarks pending registration or already registered
You must submit images showing that the brand's trademark is displayed on the product or its packaging.
• Registered trademark numbers registered with public authority
An application number issued by a public authority can be submitted only if your application for trademark registration is pending.
• List of product categories (Clothing & Accessories, Sports & Outdoors, etc.) where the brand is listed
Once you submit this information, Amazon will verify that you are the trademark owner and will contact the eligible contact that meets the requirements. The contact person will receive the confirmation code and submit it to complete the registration process.
Amazon will verify the submitted information, and once confirmed, your brand registration is complete.
To register your brand, you will need to submit the following information.
• Brand names with active trademarks pending registration or already registered
You must submit images showing that the brand's trademark is displayed on the product or its packaging.
• Registered trademark numbers registered with public authority
An application number issued by a public authority can be submitted only if your application for trademark registration is pending.
• List of product categories (Clothing & Accessories, Sports & Outdoors, etc.) where the brand is listed
Once you submit this information, Amazon will verify that you are the trademark owner and will contact the eligible contact that meets the requirements. The contact person will receive the confirmation code and submit it to complete the registration process.
Amazon will verify the submitted information, and once confirmed, your brand registration is complete.
*Note when registering products
When registering a product, the brand name is case sensitive and must exactly match the brand name displayed on the Brand Registry brand application page.
The brand name can only be updated when the ASIN is created.
*Minor corrections are possible, such as changing the ASIN brand name
and fixing issues related to typographical errors, capitalization, and legal abbreviations. If you need a minor fix, contact Selling Partner Support, select Brand - Update as the issue type, and submit the form.
When registering a product, the brand name is case sensitive and must exactly match the brand name displayed on the Brand Registry brand application page.
The brand name can only be updated when the ASIN is created.
*Minor corrections are possible, such as changing the ASIN brand name
and fixing issues related to typographical errors, capitalization, and legal abbreviations. If you need a minor fix, contact Selling Partner Support, select Brand - Update as the issue type, and submit the form.
What to do when Amazon Brand Registry isn't working
The main cases where enrolling in Amazon Brand Registry doesn’t go smoothly are errors during enrollment application and application rejection. Here's how to deal with each one.
If an error message appears during registration
There are several reasons why an error message may appear when enrolling in Amazon Brand Registry. Below are the most common error messages and what they mean.
(Click + to view the table for error details. )
(Click + to view the table for error details. )
Error message
Instructions and next steps
If your application is rejected
Log in to your Amazon Brand Registry account and check your case log.
You can check your case log by going to Support > Brand Support Case Log in the upper left side of Brand Registry.
If you have a case log: Use your case log to identify trademark details that need to be updated, and then apply again when you're ready to reapply.
If you don't have a case log or don't see a clear reason: Check below.
• Whether the application details match the information registered with the trademark office
• Whether the trademark status meets the qualification requirements
Please see the eligibility page for the requirements needed for brand registration.
• Check whether the brand has already been registered
If the brand you are trying to register is already enrolled in Amazon Brand Registry, contact the administrator of the existing brand and request to be granted access to the brand.
If you've checked the above and it still doesn't work, check this page to see if there is a topic related to your issue. If you're already enrolled in Amazon Brand Registry, log in to your account and contact a Brand Registry support team specialist.
You can check your case log by going to Support > Brand Support Case Log in the upper left side of Brand Registry.
If you have a case log: Use your case log to identify trademark details that need to be updated, and then apply again when you're ready to reapply.
If you don't have a case log or don't see a clear reason: Check below.
• Whether the application details match the information registered with the trademark office
• Whether the trademark status meets the qualification requirements
Please see the eligibility page for the requirements needed for brand registration.
• Check whether the brand has already been registered
If the brand you are trying to register is already enrolled in Amazon Brand Registry, contact the administrator of the existing brand and request to be granted access to the brand.
If you've checked the above and it still doesn't work, check this page to see if there is a topic related to your issue. If you're already enrolled in Amazon Brand Registry, log in to your account and contact a Brand Registry support team specialist.
Frequently Asked Questions
What are the advantages of Amazon Brand Registry?
By enrolling in Amazon Brand Registry, you can use store functions, advertising, A+ Content, and Vine, etc. to build and protect your brand from malicious actions.
These benefits can also be accessed when a user with brand administrator privileges assigns you a protection role or a selling role.
Learn more about programs to protect and build your brand here.
These benefits can also be accessed when a user with brand administrator privileges assigns you a protection role or a selling role.
Learn more about programs to protect and build your brand here.
Can products under my own brand without a trademark be registered as a brand?
Amazon Brand Registry requires a valid word mark or graphic trademark that is pending registration or has already been registered.
Amazon IP Accelerator allows you to work with reliable intellectual property law firms that offer high-quality trademark registration services at competitive rates.
Amazon IP Accelerator allows you to work with reliable intellectual property law firms that offer high-quality trademark registration services at competitive rates.
Register a product under a brand name that has not been approved by Amazon
What is error code: 5665
If [Error Code: 5665] occurs when trying to create a new ASIN, it means you are attempting to create a new ASIN under a brand that has not been approved by Amazon. Submit the required documents and send your application. Once approved, your brand name will appear on the product page.
You can apply even if your brand has not been registered as a trademark.
Log in to Seller Central for more information on the documents required when applying.
You can apply even if your brand has not been registered as a trademark.
Log in to Seller Central for more information on the documents required when applying.
I'm not a trademark owner, can I enroll in Amazon Brand Registry as an agent?
A Brand Registry application must be submitted by the trademark owner. If you are an agent authorized by the trademark owner, the trademark owner should add the agent's account as an additional user after enrolling the brand in Amazon Brand Registry.
For more information on the roles in Amazon Brand Registry, log in to your Amazon Brand Registry account and visit the Help section.
For more information on the roles in Amazon Brand Registry, log in to your Amazon Brand Registry account and visit the Help section.
What should I do if my application is rejected?
Log in to your Amazon Brand Registry account and check your case log.
If you have a case log: Use your case log to identify trademark details that need to be updated, and then apply again when you're ready to reapply.
If you don't have a case log or don't see a clear reason: Check below.
• Check whether the application details match the information registered with the trademark office
• Check whether the trademark status meets the qualification requirements
Please see the eligibility page for the requirements needed for brand registration.
• Check whether the brand has already been registered
Contact the manager of the existing brand and ask them to grant access to the brand.
If you have a case log: Use your case log to identify trademark details that need to be updated, and then apply again when you're ready to reapply.
If you don't have a case log or don't see a clear reason: Check below.
• Check whether the application details match the information registered with the trademark office
• Check whether the trademark status meets the qualification requirements
Please see the eligibility page for the requirements needed for brand registration.
• Check whether the brand has already been registered
Contact the manager of the existing brand and ask them to grant access to the brand.
What should I do if I don't have a trademark but am authorized to sell other brands?
If you hold selling rights, such as being an exclusive distributor, you can gain access to brand features on Brand Registry by having the trademark owner grant permissions to your Amazon seller account.
Brand managers can grant rights by performing the following operations.
1. Click the cog icon at the top of the page and select “User Permissions.”
2. Click “Invite users to your brand.”
3. Enter the email address associated with your seller Brand Registry account, user name, and language used.
4. Select the brand that grants users protection roles.
5. Select the store the user will sign in to.
6. Select the roles you want to assign to the user.
7. Click “Send email invitation.”
Brand managers can grant rights by performing the following operations.
1. Click the cog icon at the top of the page and select “User Permissions.”
2. Click “Invite users to your brand.”
3. Enter the email address associated with your seller Brand Registry account, user name, and language used.
4. Select the brand that grants users protection roles.
5. Select the store the user will sign in to.
6. Select the roles you want to assign to the user.
7. Click “Send email invitation.”
Where can I make inquiries related to Amazon Brand Registry?
First, check if there are any applicable topics on this page.
If you're already enrolled in the Brand Registry, sign in to the Brand Registry portal. Brand Registry Support Team specialists are always available to help with issues relating to brand protection on Amazon.
If you're already enrolled in the Brand Registry, sign in to the Brand Registry portal. Brand Registry Support Team specialists are always available to help with issues relating to brand protection on Amazon.
Does the Amazon Brand Registry cost anything?
Amazon Brand Registry is free. If you already have a trademark, you can register it at no additional cost.
If you don't have a trademark yet, there is a cost to register a trademark. Contact an expert about the cost of trademark registration.
If you don't have a trademark yet, there is a cost to register a trademark. Contact an expert about the cost of trademark registration.
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