Amazon Brand Registry 2.0 Basics

Amazon Brand Registry 2.0 is an essential piece of any strategy to market your brand and protect your trademarks and copyrights.

Even if you are not advertising and selling products bearing your trademarks on Amazon, someone else likely is. If you have not taken proper steps to monitor the marketplace, and set up a strategy to enforce your intellectual property, you can lose control of your brand on Amazon and other e-commerce platforms very quickly.

If you registered for the original Amazon Brand Registry program, you must now enroll in Amazon Brand Registry 2.0, Amazon does not automatically enroll your brand.

Amazon wants to identify trademark infringement and copyright infringement on their sales platforms, and you want to stop infringement of your trademarks and copyrights as well. Therefore, Amazon offers brand owners a number of incentives in return for enrolling in the Amazon Brand Registry 2.0 program.

Amazon Brand Registry 2.0 offers additional benefits compared to the original Amazon Brand Registry program.

Benefits of Amazon Brand Registry 2.0 include:

  • The opportunity to showcase your products in an enhanced format compared to Amazon sellers who are not registered in Amazon Brand Registry 2.0.

  • The ability to stop competitors from changing the content of Amazon listings which contain your trademarks or copyright registered content.

  • Streamline the process to report trademark and copyright infringement.

  • Facilitate the process to correct Amazon listings which contain your trademarks and have been changed by infringing sellers.


In order to enroll in Amazon Brand Registry 2.0 you must provide:

  • A trademark that has been registered on file in one of the following countries: United States, Brazil, Canada, Mexico, India, Australia, Japan, France, Germany, Italy, Spain, the United Kingdom and the European Union.


Amazon Brand Registry 2.0 does not allow trademark owners to take action against unauthorized sellers, grey market or parallel imports, or MAP violations. These actions may constitute trademark infringement, and therefore, you should speak with an attorney to discuss potential options to stop such conduct and seek compensation.


Jeffrey Sturman