Launch your brand on Amazon Brand Registry

Sell your unique products using the tools we've designed to help customers find your brand on Amazon.
Are you new to Amazon?
€39 (excl. VAT) a month + sales fees
Over €47,250 in exclusive benefits for new brands!
Create a seller account on Amazon today with a series of incentives to grow your business, including 10% back on the first €45,000 of branded products you sell, followed by 5% back for the first year until you reach €900,000 in sales (up to €47,250 back)!*
* Incentives for new selling partners are subject to the applicable terms and conditions. Visit Seller Central for more details.

Free Soul

The art of creativity in telling your brand story and the analytical tools provided by Amazon is a winning combination.
Arjun SofatFounder, Free Soul

Ready to get started? Here's how it works

Amazon offers a unique range of brand-friendly tools for brand-owner sellers. These tools can help your brand improve conversion, promote discoverability, and protect intellectual property. Follow the steps below and learn how to launch your brand with Amazon.


Getting started: create a professional account

Our teams around the world innovate every day to meet our customers' demand for lower prices, better selection and efficient services. One way we ensure a wide selection of products is through the more than 550,000 European small- and medium-sized businesses that sell on Amazon and offer more options for customers. European small- and medium-sized businesses sold more than 1.8 billion products in 2020.*
* Amazon internal data
Are you new to Amazon? Sign up for a professional plan
Amy Perez
Amy Perez
Founder & CEO, Primal Pit Paste


Enrol your brand

The Amazon Brand Registry provides a number of tools designed to help you build and protect your brand, while delivering a better customer experience.

If you already have a brand with active registration or pending registration, you can start the enrolment process right away.
Need help registering a brand? With IP Accelerator, you can access a curated network of intellectual property law firms and trusted trademark experts, who will help you with all aspects of the process filing trademarks with EU and UK intellectual property offices.

Do you need more information?

IP Accelerator


Would you prefer to read later?

Download the eBook

Checklist for brand owners

A brand owner's journey on Amazon is a continuous, iterative process, and we're here to help! We provide you with a simple checklist that you can use to accelerate the growth of your brand.


Create A+ Content

Enhance detail pages with A+ Content A+ Content helps businesses showcase their brand history and product characteristics by using text and images on Amazon's detail page to drive conversion and potentially increase traffic and sales.
Want to learn more? Go to Seller Central to log in and learn more about A+ Content.
Would you prefer to read later?


Crea un’esperienza di shopping immersiva

Fai vivere ai clienti un’esperienza di shopping immersiva aggiungendo modelli 3D alla tua pagina prodotto. Mostra loro il prodotto da tutte le angolazioni in 3D, o consenti di visualizzarlo nella loro stanza con l’opzione “vedi nella tua stanza”. Puoi anche permettere ai clienti di vedere indossati scarpe o occhiali in tempo reale grazie al “Virtual Try-on”.
In medial, i clienti che vedono una pagina prodotto dotatata di modello 3D o che lo provano virtualmente sono più propensi ad acquistarlo.1
1Dati interni Amazon, 2022


Upload and manage videos

Video shopping experience - Replace the seventh image of an offer with a video. Shoppers spend more and visit fewer product pages when a video is available.
Want to learn more? Go to Seller Central to log in and learn more about product videos.


Manage your experiments

Unleash the scientist in you to find out for sure which product content is most effective. Conduct experiments like A/B testing to determine which content is the biggest driver of sales.

Start experimenting with the images, titles, and A+ Content of your products. Optimising your content through experiments can help increase sales.
Want to learn more? Go to Seller Central to log in and learn more about running experiments.


Increase visibility and sales on Amazon with advertising

Did you know that sponsored ads can help you improve your visibility, reach more buyers, and increase sales?

Sponsored Products are ads for individual product listings on Amazon. They appear on shopping search results pages and on detail pages.

Sponsored Brands ads highlight your brand and product portfolio. With your brand logo, a custom title, and a selection of your products, these ads appear on shopping results pages, helping to increase sales and visibility of the products.

Sponsored Display is a self-service advertising solution that helps advertisers reach relevant audiences throughout the buyer journey, with ad placements that appear on and off Amazon.

Sponsored ad campaigns are easy to set up, plus we'll give you €25 of free clicks to help you get started. Terms and conditions apply.
This clothing brand saw a 145% increase in sales in Germany, France, Italy and Spain 3 months after having used Sponsored Products ads in the UK.
Want to learn more? Visit Amazon Advertising.


Amazon Stores

Amazon Stores give you an engaging place to introduce customers to your story, mission, and products, regardless of the size of your business. Using the Store Builder in the advertising console, you can create an e-commerce storefront on Amazon, without the need for any coding or design knowledge. The page is automatically set up for desktop, mobile, and tablet browsers.

The Amazon Storefront is available to sellers enrolled in the Amazon Brand Registry, suppliers, and agencies. You don't need to advertise on Amazon to create a storefront.
See how the TENZING Store has allowed the brand to tell its story and its mission and increase customer conversion.
Want to learn more? Go to Seller Central to log in and learn more about Stores.


Amazon Attribution

Use your marketing strategies and measure how your advertising outside of Amazon affects your brand's buying activity and sales on Amazon. Help maximise sales and grow your business with informed optimisation decisions and a campaign strategy based on everything your customers appreciate and add value to your brand on Amazon.
Want to learn more? Go to Seller Central to access Amazon Attribution. Visit Amazon Advertising to learn more.


Iteration - Brand Analytics

Tap directly into Amazon's largest aggregated data reports, available exclusively to brand owners: Amazon search terms, repeat purchase behaviour, market basket analysis, item comparison, alternate purchase behaviour, and demographics.
Want to learn more? Go to Seller Central to log in and learn more about Brand Analytics.


Protect your brand


Transparency is a tracking service that helps brand owners protect their brands from counterfeiting. By allowing brands to associate each product unit with a unique code, it offers a proactive solution to prevent any violations and counterfeits that could damage the brand, sales, and customer shopping experience.
Learn more about brand protection on Amazon's Seller Central.

Project Zero

Project Zero leverages the strengths of Amazon and brands to completely eliminate counterfeits through automated protections, self-service removal of counterfeits and serialisation of products.
Learn more about Project Zero.


Customer reviews

Promote brand loyalty and customer engagement by responding to reviews with three stars or less. Brand owners can contact customers who have left critical reviews on their products with courtesy refunds, or provide assistance directly through the Customer Reviews feature in Seller Central. The Customer Reviews feature is available to brand owners under the Brands tab in Seller Central.

Seller University

Seller University is the one-stop shop for all your training needs. Educational resources help brands, businesses, and entrepreneurs find out how to succeed as an Amazon selling partner.

Access more resources for brand owners in Seller University.
Note: All new Selling on Amazon subscriptions include access to sell on,,,,, and Fees, available product categories, and selling requirements may vary between the six countries.
Please note: All new Selling on Amazon subscriptions include access to sell on,,,, and Fees, available product categories, and selling requirements may vary between the six countries.


What is the Amazon Brand Registry?
The Amazon Brand Registry is a free service that helps you protect your intellectual property (IP), safeguard your brand and manage the accuracy of your listings, regardless of whether or not you sell in our store(s).

Furthermore, brand owners who register their brands with the Amazon Brand Registry gain access to a unique set of brand benefits tools to help improve their customer service experience, brand visibility and sales on Amazon.
Do I need to register my brand to sell on Amazon?
It's not mandatory to register your brand in order to sell on Amazon; however, joining the Amazon Brand Registry is the first step in being eligible for numerous development programmes that can boost the growth of your Amazon business.
How much does it cost to register a brand on Amazon?
Registering a brand on Amazon is free of charge.
What are the benefits of registering a brand on Amazon?
Enrolling a brand in the Amazon Brand Registry offers a number of benefits.

It enables you to build and safeguard your brand and intellectual property, report violations, automate protection, detect counterfeits and protect your product listings using advanced programmes such as Project Zero, Transparency and Counterfeit Crimes Unit.

Brand owners can access exclusive brand development programmes such as A+ Content, Sponsored Brands and Customer Engagement, and strategy programmes such as Amazon Brand Analytics to improve conversion and increase visibility.

Eligible new sellers can take advantage of incentives that can help them obtain potential benefits and accelerate their brand performance during the first 90 days of launching.
How do I start building a brand on Amazon?
Selling on Amazon gives you the opportunity to access millions of potential customers who are already buying the products they love. This guide will take you through all the tools that can help you build and safeguard your brand, connect with customers, increase your audience and inform your strategy.

There are numerous tactics you can use to develop your brand on Amazon, such as improving your product pages with Video Shopping experiences, experimenting to optimise your content, running sponsored ads to promote your products, sharing your brand's story and mission with customers, analysing your brand's performance, and focusing on improving the customer experience.
Who can sign up for the Amazon Brand Registry and what are the eligibility criteria?
Brand registration requests must be submitted by the brand owner and meet the following eligibility criteria:

• Registered trademark or pending trademark registration: To be eligible for Amazon Brand Registry, your brand must have either an active registered trademark in each country where you want to register or a pending trademark application submitted through Amazon IP Accelerator.

Trademarks issued by government trademark offices in the European Union are currently accepted. You can find the full list of countries, requirements and enrolment guidelines here.

• Text or image-based trademark: Your brand's trademark must be in the form of a text-based mark (word mark) or an image-based mark with words, letters or numbers (design mark).

• Trademark correspondence: The text of the trademark must match the brand name in the application. If your trademark is an image-based mark with words, letters or numbers, you'll need to upload a copy of the image exactly as it appears on your trademark registry entry. Make sure that this information matches before submitting your application.

• A list of product categories where the brand should be included.

After you submit your proof of eligibility documents, this information will be verified to ensure the authenticity of your trademark.

A code will be sent to a registered trademark office or to a contact that meets our criteria and will be forwarded to you. To complete the registration process, you must return this code to Amazon.

Once verified, you will have access to Amazon Brand Registry resources.
Do I need a registered trademark for the Amazon Brand Registry?
Yes. To apply for the Amazon Brand Registry, your brand must have an active registered trademark or a pending trademark application submitted to a subset of trademark offices in each country or to the European Union Intellectual Property Office (EUIPO).

If you need help registering a trademark, Amazon's IP Accelerator can help you quickly obtain intellectual property (IP) rights and brand protection in Amazon stores. Amazon's IP Accelerator connects businesses to a select network of trusted IP law firms that offer high-quality trademark registration services at competitive prices.
Are WIPO trademarks accepted by Amazon Brand Registry?
Yes, the Amazon Brand Registry accepts WIPO trademarks.

We currently accept trademarks from the following countries: United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, Benelux, Turkey, Singapore, Saudi Arabia, Sweden, Poland, Egypt, United Kingdom, European Union and United Arab Emirates. If your trademark is registered with the World Intellectual Property Organization (WIPO), include the corresponding trademark number assigned by the national trademark office, as it may differ from the WIPO trademark number. Brand Registry is not affiliated with any of these agencies; please do not contact them for trademark registration information.
Are EUIPO trademarks accepted by the Amazon Brand Registry?
Yes, the Amazon Brand Registry accepts trademarks registered with the EUIPO.

If your trademark is registered with the European Union Intellectual Property Office (EUIPO), indicate this in your application. Brand Registry is not affiliated with any of these offices; please do not contact them for trademark registration information.
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