Why Brand Registry Matters More Than Ever in 2025
Brand Registry remains Amazon’s central tool for verified brand owners. It unlocks enhanced content such as A+ and Stores, improves brand presence with Sponsored Brands, and enables access to powerful protection tools including:
- Transparency (Amazon’s item-level serialization and anti-counterfeit tool)
- Project Zero (automated self-serve counterfeit removal)
- Report a Violation (RAV) dashboard
However, registering your brand is not risk-free. Sellers make avoidable mistakes every day that result in loss of listing control, wrongful suspensions, and even permanent account deactivations. Amazon has made Brand Registry enforcement more sophisticated and unforgiving in 2025, especially in how sellers file IP complaints or structure their trademarks.
Step 1: Do You Qualify for Brand Registry?
To be eligible, you need an active, government-registered trademark that exactly matches your brand name in Amazon. The name must appear on your products or packaging and must be visible in your product images. This hasn’t changed in 2025, but enforcement has tightened.
According to the Amazon Brand Registry FAQ, you must:
- Have a registered trademark issued by a country-specific IP office (e.g. USPTO for the US)
- Submit images showing your trademark on products or packaging
- Ensure consistent branding between your trademark, products, and Seller Central account
Tip: Mismatched brand names (for example, a trademark for “Sunny” but an account that lists “Sunny Home Goods LLC”) can cause rejections or revocations.
Amazon continues to support early access through the Amazon IP Accelerator, which connects sellers to vetted law firms. If accepted, you can access Brand Registry benefits within a few weeks instead of waiting months for a trademark to finalize.
However, IP Accelerator only works if you haven’t already started your trademark application elsewhere.
Step 2: Who Actually Owns the Trademark?
One of the most common mistakes we see is sellers allowing a third party such as a manufacturer or consultant to register their trademark. This creates serious complications if the business relationship ends.
If your trademark isn’t owned by the same legal entity listed on your Amazon account, you could lose Brand Registry access or face delays in account verification.
Best practice: Register the trademark under the legal business entity listed in Seller Central.
Pro Tip from eGrowth Partners: Double-check ownership details before submitting your Brand Registry application. Trademark changes post-registration can take months to reflect, during which Amazon may restrict your account.
Step 3: What Brand Registry Actually Does and Doesn’t Do
Many sellers assume Brand Registry prevents hijackers or gives total control over listings. That’s not true.
Here’s what it does:
- Allows you to file takedown requests via RAV
- Enables access to Transparency and Project Zero
- Grants some authority over listing content
- Provides brand analytics and IP enforcement tools
Here’s what it doesn’t do:
- Automatically remove unauthorized sellers from your listings
- Prevent retail contributions from Vendor Central accounts
- Protect you from enforcement if you misuse these tools
Important in 2025: Amazon has enhanced its internal compliance monitoring. If you file invalid IP claims or takedowns, you could receive policy violation strikes or a suspension.
We’ve seen sellers suspended for reporting counterfeiters without proper evidence or claiming infringement for generic content. Amazon requires a clear chain of IP ownership and often demands:
- Trademark registration documentation
- Product design files or packaging images
- Manufacturer proof
Reference: Report a Violation Program
Step 4: Transparency and Project Zero – Powerful but Risky
Transparency
Transparency lets you assign unique codes to each product unit. This protects listings from counterfeiters. In 2025, Amazon requires:
- Active Transparency participation across all units
- Labeling before shipment (even for FBA)
- Regular audits to verify code usage
If your products arrive without Transparency codes, Amazon may block your listings or flag your account for inconsistent labeling.
Note: Sellers must enroll each ASIN individually.
Reference: Amazon Transparency Program
Project Zero
Project Zero allows brand owners to remove counterfeit listings without Amazon intervention. It uses machine learning and seller-submitted data to automate counterfeit detection.
In 2025, Amazon introduced stricter monitoring of seller misuse. If Amazon detects abuse such as targeting legitimate competitors, access to Project Zero may be revoked, and the seller may face compliance actions.
Reference: Amazon Project Zero Overview
Step 5: Listing Control Isn’t Absolute
Even with Brand Registry, you don’t have complete control over your listings. If another Amazon Retail or Vendor Central contribution is submitted, it can override your edits.
To reduce this risk:
- Avoid giving Vendor Central access to third-party distributors
- Avoid giving Vendor Central access to third-party distributors
- Use the “Manage Your Experiments” tool to test content within Brand Registry
Amazon’s system prioritizes retail contributions over brand edits in some cases, especially if the contributor has higher sales velocity or is enrolled in other Amazon programs.
Step 6: Expect Enforcement and Be Prepared
Amazon now uses AI-powered systems to detect irregular ASIN activity. If your product is flagged for policy violations, valid or not, you’ll need documentation immediately.
Prepare the following before applying for Brand Registry:
- Trademark registration details
- Product images with branding
- Supplier invoices
- Product design files or manuals
- Brand story and ownership structure
This documentation helps resolve enforcement issues quickly and supports appeals in case of wrongful takedowns.
Note: Amazon’s Appeal and Reinstatement Dashboard is now available to Brand Registry users, streamlining responses to enforcement notices.
What to Do Before You Hit “Register”
- Confirm trademark ownership and entity match
- Align branding across packaging, Seller Central, and product images
- Avoid third-party or manufacturer-filed trademarks
- Audit listings for violations or contributions by other sellers
- Set up internal IP compliance procedures
- Review Amazon’s official Brand Registry terms
Recovery Is Easier If You Are Prepared
Prefer to Listen Instead?
Tune into our new podcast episode of Amazon TL;DR: eGrowth Partners News Insights for Sellers. In just under 10 minutes, we’ll walk you through everything you need to know about Brand Registry setup and risks in 2025. Perfect for busy sellers on the go.
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