Are you a brand owner? Register your brand with Amazon

Sell your own exclusive products using the tools we've developed. More customers will be able to find your brand on Amazon.
New to Amazon?
€39 (excl. value-added tax) per month + referral fees
Over €45,000 in benefits for new brands!
Get started on Amazon today with a wide range of incentives to boost your business, including a 5% discount on branded sales up to €45,000!
Your account configuration is set to “Sell across Europe”

Free Soul

The combination of creativity in telling my brand story with the analytics tools provided by Amazon is really outstanding.
Arjun SofatFounder, Free Soul

Ready to get started? Here's how it works

Amazon offers sellers who are brand owners a variety of brand tools. These tools can help brand owners improve conversion rates, increase discoverability and protect intellectual property. Follow the steps below. We'll show you how to launch your brand on Amazon.


Get started: Create a Professional account

Teams all over the world work for our customers on a daily basis. They want to meet the demand for lower prices, better choice and convenient services. The large selection of products is ensured, among other things, by the more than 550,000 small and medium-sized companies in Europe that sell on Amazon and offer customers additional options. In 2020, small and medium-sized companies across Europe sold more than 1.8 billion products.*
* Amazon internal data
New to Amazon? Sign up as a Professional seller
Amazon Professional account
Amy Perez
Founder & CEO, Primal Pit Paste


Register brand

Amazon Brand Registry unlocks various features that help you build and protect your brand, and provide a better experience for your customers.

If you already own an active registered brand or one pending registration, you can start the registration process now.
Need help registering a brand? With IP Accelerator, you get connected to a curated network of trusted IP law firms and trademark experts, providing support with all aspects of the trademark filing process with the EU and UK Intellectual Property Offices.

Need more information?

IP Accelerator


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Checklist for brand owners

A brand owner's journey on Amazon is a continuous and iterative process. We're here to support you! Use this simple checklist to accelerate your brand's growth


Create A+ content

Product detail pages marked with A+ content: With A+ content, companies can present their brand story and product features with detailed text and images on the Amazon detail page to increase conversion rates and potentially generate more visitors and sales.
Need more information? For more information and access to A+, visit Seller Central.
Want to read something on the go?


Upload and manage videos

Video shopping experience: Replace the 7th picture of an offer with a video. Buyers spend more and visit fewer detail pages when a video is available.
Need more information? For more information and access to product videos, go to Seller Central


Managing experiments

Unleash your inner scientist and determine for yourself which product content is more suitable. Run experiments, such as A/B testing. Find out which content drives more revenue.

Experiment with product images, titles, and A+ content. Experimentally optimising your content can increase sales.
Need more information? For more information and access to conducting experiments, go to Seller Central.


Increase visibility and sales on Amazon with advertising

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

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

Sponsored Brands showcase your brand and product portfolio. Featuring your brand logo, a custom headline, and a selection of your products, these ads appear in shopping results pages, helping drive sales and product visibility.

Sponsored Display is a self-service advertising solution that helps advertisers reach relevant audiences across the buyer journey, with ad placements that appear on and off Amazon.
This clothing brand increased its sales in Germany, France, Italy and Spain by 145% three months after launching Sponsored Products ads in the UK.
Need more information? For more information, visit Amazon Advertising.


Amazon stores

No matter how big your brand is, with Amazon stores, you can tell your customers about your story, your vision, and your products. You can use the Store Builder in the Advertising Console to create an e-commerce storefront on Amazon. No programming or design knowledge is required for this. The page is automatically set up for desktop, mobile, and tablet browsers.

Amazon storefronts are available to sellers who have registered for Amazon Brand Registry, as well as suppliers and agencies. You don't need to advertise on Amazon to create a storefront.
Here, TENZING recounts the brand story and vision of the company and explains how the customer conversion rate has been increased with the shop.
Need more information? For more information and access to storefronts, visit Seller Central.


Amazon Attribution

Use your marketing superpowers and measure how your advertising outside of Amazon is impacting your brand's buying activity and sales on Amazon. Maximise revenue and grow your business with informed optimisation decisions and campaign strategies based on what resonates with your customers and increases the value of your brand on Amazon.
Need more information? Access to Amazon Attribution is available in Seller Central. Learn more about Amazon Advertising.


Brand Analytics

Get direct access to Amazon's largest aggregated data reports available exclusively to brand owners: Amazon search terms, repeat purchases, cart analysis, item comparison and alternative buying behaviour.
Need more information? For more information and access to brand analysis, visit Seller Central.


Protect brand


Transparency is a tracing service that helps brand owners protect their brand against counterfeits. Each manufactured unit of a brand can be linked to a unique code. This is a proactive solution to prevent infringements and counterfeiting that can affect your brand, your sales and the shopping experience of your customers.
For more information about brand protection, visit Amazon Seller Central.

Project Zero

Project Zero leverages the combined strengths of Amazon and brands to drive counterfeits to zero through automated protections, self-service counterfeit removal, and product serialisation.
Visit Project Zero for more information.


Customer reviews

Increase brand loyalty and customer engagement by replying to product reviews with three stars or fewer. Brand owners can reach customers who have left critical reviews about their products with a free refund or provide them with assistance directly via the "Customer Reviews" feature in Seller Central. The Customer Reviews tool is available free of charge to all registered trademark owners in the "Brands" tab in Seller Central.
Want to know more? Log in to Seller Central to access the Customer Reviews tool or find out more information.

Amazon Launchpad

Amazon Launchpad is a growth programme that helps entrepreneurs launch and boost the sales of unique, innovative, or sustainable products on Amazon.

Join thousands of brands across Europe growing with Amazon Launchpad

Amazon Launchpad

Amazon Launchpad is a growth programme that helps entrepreneurs launch unique, innovative, or sustainable products on Amazon and boost their sales by providing them with best-in-class tools and benefits.

Join thousands of brands across Europe that are growing together with Amazon Launchpad

Seller University

Seller University is a one stop shop for all your learning needs. Training resources teach brands, companies and entrepreneurs how to get off to a successful start as Amazon sellers.

Other resources for brand owners are available at Seller University.

Sign up now to help build, grow, and protect your brand on Amazon.

€39 (excl. VAT) per month + referral fees
Identify yourself as a brand during sign-up
Note: All new sales on Amazon subscriptions include access to sell on,,,, and Fees, available product categories, and selling requirements may vary between the 6 countries.
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