Amazon Brand Registry
Also known as: Brand Registry, ABR
Brand Registry is Amazon's program for trademark-holding sellers that unlocks brand-protection tools, A+ Content, Sponsored Brands ads, and the Brand Store.
Amazon Brand Registry requires an active registered or pending trademark (a text or image mark registered with a national trademark office, or a pending mark via Amazon's IP Accelerator). Once enrolled, the brand owner gains control over their listings and access to features locked to unregistered sellers.
Key benefits include A+ Content, Sponsored Brands and Sponsored Display advertising, a custom Brand Store, Brand Analytics (search-term and demographic data), and enhanced anti-counterfeit tooling — Report a Violation, Transparency, and Project Zero — to fight hijackers and counterfeiters.
Brand Registry is the foundation of a private-label business on Amazon: without it, you cannot run Sponsored Brands ads, publish A+ Content, or efficiently remove unauthorized sellers and counterfeit listings from your ASINs.
A private-label seller registers their trademarked brand "NorthPeak" in Brand Registry, then uses the Report a Violation tool to remove three counterfeit sellers from their ASIN and launches A+ Content and a Sponsored Brands campaign.