Amazon Brand Registry is the gateway to A+ Content, Sponsored Brand ads, Amazon Stores, and brand protection tools. This guide covers how to qualify and register.
Updated: April 2026
What Is Amazon Brand Registry?
Brand Registry gives brand owners access to additional selling tools, brand protection, and enhanced content capabilities. It's free to enroll once you meet the requirements — the requirements are the challenge.
The Problem
The primary requirement — an active registered trademark — creates a timeline problem. Trademark applications take months. Sellers who want A+ Content now often don't have an active trademark yet.
Who This Is For
Amazon sellers who want access to A+ Content and other Brand Registry benefits. Sellers planning for future Brand Registry enrollment.
Requirements for Brand Registry
- Active registered trademark (not pending — registered) in countries where you want protection
- Trademark must cover the brand name exactly as it appears on your products
- Both text-based and image-based trademarks are accepted
The Registration Process
- Apply for trademark registration through USPTO (US) or equivalent national office
- Wait for trademark approval (typically 8–18 months in the US)
- Enroll in Brand Registry through Seller Central using your registered trademark number
- Complete identity verification
- Access Brand Registry benefits within 24–48 hours
What Brand Registry Unlocks
| Feature | Without BR | With BR |
|---|---|---|
| A+ Content | No | Yes |
| Amazon Stores | No | Yes |
| Sponsored Brand ads | No | Yes |
| Brand Analytics | No | Yes |
| Manage Your Experiments | No | Yes |
GreenOnion tip: AI tools like GreenOnion can generate the lifestyle scenes and banner imagery A+ Content requires in minutes, without a photography budget.
Frequently Asked Questions
Can I use A+ Content while my trademark is pending?
No — Brand Registry requires an active (approved) trademark, not a pending application.
How long does Brand Registry approval take?
Once you have an active trademark, enrollment typically completes within 24–48 hours.
Does Brand Registry protect against hijackers automatically?
Brand Registry provides reporting tools but not automatic protection. You still need to monitor and file reports.
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