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.
€39 (excl. VAT) per month + referral fees
Over €47,250 in benefits exclusively for new brands!
Get started with Amazon today and benefit from a variety of incentives to help you kick-start your business, including a 10% bonus on your first €45,000 in branded sales, followed by 5% in the first year until you reach €900,000, which equates to a bonus of up to €47,250!*
* Incentives for new selling partners are subject to the respective terms of use. Visit Seller Central to learn more.

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.
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Schaffen Sie ein immersives Einkaufserlebnis

Bieten Sie Ihren Kunden ein beeindruckendes Einkaufserlebnis, indem Sie 3D-Modelle zu Ihren Produktdetailseiten hinzufügen. Lassen Sie Ihre Kunden ein Produkt aus allen Perspektiven mit der „In 3D anzeigen“-Funktion betrachten oder geben Sie ihnen die Möglichkeit, es mit der „In deinem Zimmer ansehen“-Funktion in ihrem eigenen Raum zu sehen. Sie können den Kunden auch anbieten, Schuhe und Brillen in Echtzeit mit der „Virtuelle Anprobe“-Funktion an sich selbst zu sehen. 3D-Modelle helfen Ihre Konversionsrate zu steigern
Im Durchschnitt waren Kunden, doppelt so häufig bereit, einen Kauf zu tätigen, wenn sie das Produkt in 3D betrachtet oder es virtuell anprobiert hatten.1
1Amazon interne Daten, 2022


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.

Frequently Asked Questions

What is Amazon Brand Registry?
Amazon Brand Registry is a free service that allows you to protect your brand's intellectual property and manage your brand's product listings more easily, whether you sell on our store(s) or not.

In addition, brand owners who have registered their brand (s) with Amazon have access to an exclusive selection of brand benefit tools to improve their customer service experience, brand visibility and sales on Amazon.
Do I need brand registration to sell on Amazon?
No, brand registration is not mandatory to sell on Amazon. However, enrolling in Brand Registry is the first step to being eligible for many brand building programmes that can help you grow your business on Amazon.
How much does it cost to register a brand with Amazon?
Registering a brand on Amazon is free.
What are the benefits of registering a brand in the Amazon Brand Registry?
Registering a brand in the Amazon Brand Registry offers numerous benefits for your brand.

It allows you to build and protect your brand and intellectual property, report violations, automate protective measures, detect counterfeits and protect your product listings using advanced programs such as Project Zero, Transparency or Counterfeit Crimes Unit.

Brand owners can access exclusive brand programmes such as A+ content, Sponsored Brands, customer reviews and strategy programmes such as Brand Analytics to improve their conversion rate and boost their brand visibility.

New selling partners can benefit from a variety of incentives that can help them gain potential benefits and optimise their brand's performance during the first 90 days after launch.
How do I start building a brand on Amazon?
By selling on Amazon, you have the potential to reach millions of customers who are already browsing for products they love. This guide will walk you through all the tools that can help you build and protect your brand, connect with customers, grow your audience and inform your strategy.

There are numerous tactics you can use to develop your brand on Amazon, such as improving your product detail pages by adding video shopping experiences, running experiments to optimise your content, using Sponsored Products to promote your products, telling your brand story, Brand Analytics and by improving the customer experience.
Who can enrol in Amazon Brand Registry and what are the requirements?
Brand applications for Amazon Brand Registry must be submitted by the brand owner and fulfil the following requirements:

• Trademark registration or pending trademark registration: To be eligible for Amazon Brand Registry, your trademark must be actively registered or have a pending trademark registration through the Amazon IP Accelerator in each country in which you wish to enrol.

Trademarks issued by European Union trademark offices are currently accepted. The full list of countries, requirements and registration instructions can be found here.

• Text or image-based brand: The brand must be either a text-based mark (word mark) or an image-based mark (word/figurative mark).

• Brand compliance: The trademark text must match the trademark name on the trademark registration application. If your brand is an image-based brand with words, letters or numbers, you'll need to upload an exact copy of the image from your trademark listing. Please ensure that this information matches before submitting your application.

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

Once the required information has been submitted, it is reviewed to ensure the authenticity of your brand.

After you have submitted your application, we will verify that you are the owner of the trademark rights and will contact the contact person listed in the trademark entry or a contact person who fulfils our criteria. This person will receive a code that you must send us so that we can verify your identity and complete the registration process.

Once we've verified your identity, you'll have access to the benefits and features of Brand Registry.
Do I need a trademark for Amazon Brand Registry?
Yes, to enrol in the Amazon Brand Registry, your brand must have an active registered trademark or pending registration in a subset of the accepted trademark offices in each country or in the European Union Intellectual Property Office (EUIPO).

If you need help registering a trademark, Amazon IP Accelerator can help you get intellectual property rights and brand protection on Amazon Stores faster. IP Accelerator connects companies with a select network of trusted law firms and trademark experts who provide high-quality trademark registration services at competitive prices.
Are WIPO trademarks accepted by Amazon Brand Registry?
Yes, WIPO trademarks are accepted by Amazon Brand Registry.

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

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

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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