Compliance

Brand Registry

A platform programme that gives a trademark owner control over listings, reporting tools and brand content features.

Aliases: Amazon Brand Registry, 品牌备案, 品牌注册

What it is

Brand Registry is a platform programme, best known in the Amazon context, that links a registered trademark to a seller account. Approval gives the brand owner tools that a non-registered seller does not have: authority over listing content, access to reporting, and the ability to file infringement complaints through a dedicated channel.

It is not a trademark registration. The trademark must exist first, registered with a national or regional office.

Requirements

An active registered trademark, or a pending application filed through a platform-supported route
The trademark must be registered in the country where the programme is used
A brand name displayed on the product or packaging
A seller account with a verified identity

Trademark offices accept word marks, stylised marks and, in some jurisdictions, design marks. A design-only mark usually supports fewer programme features than a word mark.

What approval unlocks

Listing content control, including images, title and A+ content modules
Brand Store pages and Sponsored Brands campaigns
Proactive protection tools, including automated counterfeit detection for some brands
Priority handling of intellectual property reports
Access to Transparency and product serialisation programmes in some markets

Limits

Registration does not stop infringement. It changes the procedural position: reports filed through the brand channel are triaged differently from generic notice-and-takedown submissions, and the brand owner can act against resellers who degrade listing content.

It also does not remove seller verification requirements. Identity, tax and bank verification proceed independently, and an approved brand does not insulate an account from account health findings.

Common failures

The trademark is registered in the wrong country for the marketplace in use. The brand name on the packaging differs from the registered mark. The applicant is a related company but not the trademark owner, and the licence is undocumented. Each of these blocks approval or later invalidates complaints.

Practical sequence

Register the trademark first, then apply, then build the evidence pack: product photos showing the mark, packaging artwork, and a licence if the applicant is not the owner. Keep the registration renewal date in view, because a lapsed mark removes the programme basis.

Primary source: Amazon Brand Registry programme requirements; national trademark registers.

FAQ

Do I need a registered trademark to apply?

Yes, in most cases. Some programmes accept pending applications filed through a supported route, but full protection tools usually require a granted registration in the marketplace country.

Does Brand Registry stop counterfeit sellers?

It improves the tools and the priority of reports, but it does not remove the goods. Enforcement still depends on platform review, and in serious cases on customs or court action.

Is a trademark valid across all marketplaces?

No. Trademark rights are territorial. A registration in one country supports the programme in that country only, so multi-market sellers need registrations per market.

Can an authorised distributor register the brand?

Only with the trademark owner's authorisation. Registering a brand you distribute but do not own is a violation of the platform's policy and can lead to account action.

How does Brand Registry affect listing control?

Approved brand owners can correct listing content and prevent other sellers from altering it. Non-owners can sell the same product but cannot claim branding controls.