Amazon Brand Registry Update from Boost with FBA Seller Summit

If you sell on Amazon, and you’re reading this, you probably heard about the company’s first seller summit, Boost with FBA. The summit was held this past week, June 27-28, in New York City. About 1,500 attendees were present, and we had someone there live streaming the entire event. In our opinion, much of the content was focused on the fundamentals and not overcomplicated. But there were several golden nuggets I’d like to focus on. In this post, I’m going to focus on Katie Tompkins’—Sr. Channel Manager of Merchant Technologies at Amazon—presentation on the updated Brand Registry program.

New Tools and Features in the Updated Amazon Brand Registry Program

Amazon’s updated Brand Registry program is completely new and different from the original Brand Registry program within Seller Central. It no longer lives in Seller Central, and it’s open to sellers, vendors, and brands that have had no prior relationship with Amazon. The updated program allows brand owners to take control and protect their brands.

Brand Registry Tools and Features

  • Proprietary text and image search. Brand owners and sellers can take a photo of a logo or text and upload it to the Brand Registry program, then Amazon will do a scan and show results of anything or anyone using the logo or text anywhere on the platform. This feature allows brand owners to flag things that might be a trademark or copyright infringement.
  • Predictive automation based on reports of suspected intellectual property rights violations. This feature is based on user ship and machine learning. The more sellers use it, the better it will get at finding intellectual property violations.  
  • Increased brand authority over product detail pages. This feature is for brands that have a broad distribution network of authorized resellers. As detail pages are created, misinformation or inaccurate information can be published about the brand. If sellers can prove they are the authorized trademark owner, they can request updates for any detail page associated with their brand.

How Brands and Sellers Can Get Started with the New Brand Registry

Head to to get started. Sellers and brand owners should use their existing Seller Central credentials because it will display previous brands that were registered in the original system. Be aware that brands will not be enrolled in the new Brand Registry program until Amazon verifies the trademark. Brands will need to click on the invitation to start the enrollment process for the updated program. Amazon will then ask for more brand data from the owner, which helps them maintain an authoritative brand database.

Required Information to Enroll in the Updated Brand Registry Program

A brand needs to provide the following information to be accepted into the updated Brand Registry program:

  • A live or active registered trademark
  • A Government Registered Principal Trademark Registration or Serial Number
    • Visit for more resources
  • Brand logo images
  • Images of the product and packaging with trademark shown
  • A list of the product categories the brand should be listed in on Amazon
  • A list of countries where the brand’s products are manufactured and distributed

Brand owners and sellers will need to re-enroll in the new Brand Registry program if they enrolled in the older program before April 30, 2017. Be aware that the older Seller Central program will still be available but it won’t have any of the new tools or features.

More Helpful Tidbits on Getting Started with the New Brand Registry Program

  • Brand Registry does not cost anything at the moment. It’s a service Amazon is providing to brands with no fees.
  • ‘Pending’ and ‘Approved-Pending Filing’ trademark statuses are not eligible for the new Brand Registry program. Only ‘Active’ statuses are permitted into the program.
  • If a seller enrolled into the new Brand Registry program in the past six weeks (since May 15, 2017) they are in the program. Sellers can check the status of their enrollment by logging into the program with their Seller Central credentials at
  • Brand Registry can only offer brand protection within the marketplaces where the trademark is registered. For example, a U.S. trademark can only be protected on and not any other marketplace. The U.S. trademark doesn’t have authority in any other country.
  • The new Brand Registry program is not a brand-gating tool. It’s not a tool to enforce distribution or pricing. Brand Registry is a tool used to combat trademark infringement, like copyrights and counterfeits.

Final Word

Amazon’s updated Brand Registry tool is a giant leap forward in the company’s ongoing effort to protect brands and improve its customers’ buying experience. The new program does predictive automation of suspected intellectual property and trademark violations to notify brand owners. It also helps brand owners protect their trademarks and intellectual property even if they don’t sell on Amazon. We expect more updates to roll out leading up to Q4.

Cory Checketts

Cory is the content marketing manager at Seller Labs. He has more than five years of experience doing strategic communications and professional writing. When he’s not writing he’s getting dropped off the back of amateur cycling pelotons or yammering incessantly about Porsche.

This Post Has 20 Comments
  1. Hi Guys, very interested by this new Brand Registry process, just wondering how easy is it to set up, We have some brands of ours that we only sell to 2 companies who sell on Amazon, if we set this up, will it interrupt their ability to sell at all (we don’t want to hamper them by causing them to get even temporarily blocked whilst proving they are an authorised seller etc) ? or does it not work like that, will it just make it easier for us to stop any fake sellers trying to sell under our brand listings?

    1. From what I gathered from Katie’s presentation, it should not interfere with your resellers ability to sell your brand, just as long as they are authorized by you. The updated program “is for brands that have a broad distribution network of authorized resellers.” Either way, I would inform your resellers of any changes but you should have better control over the detail pages for your brand.

  2. Hey!
    What do you mean by “trademark doesn’t have authority in any other country”?
    Is it still possible to apply for brand registry on the US marketplace if my mark is registered in the UK? I know amazon gives this option, and I have just applied for a mark registration in the UK just for enrolling my brand in the US marketplace asap. In the UK the process of mark registration is much faster.

    1. Benji, your US-based trademark is only protected on The US protections don’t extend into any other country. I imagine you will have to have an active trademark in the UK to get the same protection on and the same would apply to any other marketplace. I’m not an IP or trademark attorney so you should seek professional counsel either way.

      1. Hey Cory,

        I am not talking about legal defense in the country.
        I just want to know if amazon will allow me to enroll my brand into the brand registry 2.0 with a UK based trademark in the US marketplace. Any idea?

        1. From what I gathered, no. To have brand protection on (US) you need an active trademark through the US Patent and Trademark Office. Amazon won’t recognize a UK trademark in the US.

  3. I am currently brand registered in the old system. I am not trademarked. Are you saying that I have to get trademarked before April 2017?

    Or can I just continue under the old system?

    1. I’m pretty sure it just means if you were brand registered with amazon before April 2017 you have to reapply

    2. Yes, you’ll have to reapply. You will need to have an active US trademark though or else you won’t get in.

      1. This is the part that confuses me.
        “Brand owners and sellers will need to re-enroll in the new Brand Registry program if they enrolled in the older program before April 30, 2017. Be aware that the older Seller Central program will still be available but it won’t have any of the new tools or features”

        To me, that says that if you want the new tools and features, you have to reapply but if you are happy with the old system, it will remain in place. However, having a deadline is sort of odd.

        1. I can see how you’d interpret it that way. Basically, if you applied to Brand Registry before 2.0 before April 30, 2017, you will need to reapply to get the updated features. Hope that helps.

  4. Hi, I just wonder about the text search field. If I type in my brand the result should show only products that have the brand name somewhere, for example in the Keyword fields, included? I asked Amazon about it and they refused that there is a way to find out which competitor is using the brand name in keyword fields. Is that correct? Any ideas how to find out?

    1. Olaf, that’s a great question. When’s the last time you spoke with Amazon? Katie said in her presentation that this was going to be an upcoming feature so it may not be live yet. She also said the search system is based off of machine learning, which means the more it’s used the better it becomes. I’d give it a little bit of time to get going.

  5. If a product is already being sold in the vendor program, does any of this matter? What if Amazon is not taking advantage of any of these opportunities on my vendor products?

    1. I would still register your brand through the updated Brand Registry program just to be sure. It never hurts to do your due diligence, especially with so many changes happening with Amazon.

  6. 2 questions :
    1) Do they intent to accept logo trademarks in the future ?
    2) If I am happy with brand registry 1.0 and I dont have what I need to apply for the new one , will I HAVE to upgrade to registry 2.0 eventually ?

  7. […] Amazon Brand Registry goes hand in hand with Intellectual Property Protection. Brand Registry is a tool offered by the Amazon platform which helps Amazon Sellers protect their registered trademarks on Amazon. Brand Registry offers Amazon Sellers exclusive control over product listings using that Seller’s brand name and provides sellers with many other tools to combat counterfeiting and other intellectual property violations. […]

  8. […] In 2016 Amazon came back into the conference scene hosting its first ever Amazon Marketplace Women’s Entrepreneur Conference (also in Seattle). This event was well attended and well received but not renewed the next year. Instead, in 2017, Amazon hosted its first Boost with FBA conference (this time in New York City). The event was attended by over more than a thousand Amazon third-party sellers and we covered the more-exciting announcements of last year in “Amazon Brand Registry Update from Boost with FBA Seller Summit.” […]

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