1. What is Amazon Brand Registry?

Amazon Brand Registry is designed for brand owners who hold a registered trademark or a pending application issued by the official trademark office of certain countries or regions. Currently, Amazon accepts trademark registrations from 20+ countries including the U.S., UK, Japan, Canada, Germany, France, Italy, Spain, Australia, Brazil, India, Saudi Arabia, Mexico, UAE, Turkey, Singapore, the Netherlands, Sweden, Poland, Egypt, the EU, and Belgium.

To register for Brand Registry in a specific country’s Amazon marketplace, your trademark must be registered in that jurisdiction. For example, to sell trademarked products on Amazon U.S., your brand must file or register a trademark with the U.S. Patent and Trademark Office (USPTO). Since Taiwan is not on the list of eligible countries, trademarks registered in Taiwan currently cannot be used to enroll in Amazon Brand Registry.

2. Free Brand Naming Tool by Amazon

To help sellers launch their own branded products, Amazon offers a free AI-powered naming tool (Brand Name Generator) to assist in developing brand names. Currently, the service supports English names only.
Amazon encourages sellers to not only build their own brands but also register trademarks in the markets where their products are sold. This is crucial to securing your rights and fully leveraging Amazon’s brand protection features.

3. Key Benefits of Enrolling in Amazon Brand Registry

Once enrolled, brand owners gain access to a suite of exclusive tools:

1. A+ Content, Brand Storefronts, and Amazon Vine
2. Custom brand URLs, like amazon.com/your-brand
3. Brand Analytics – Gain insights into customer behavior and product performance
4. Enhanced anti-counterfeit tools – including Transparency and Project Zero
5. The ability to proactively enforce rights via the Report a Violation (RAV) tool

Here’s a closer look at these features:

A+ Content

Upgrade your product listings with enhanced visuals, comparison charts, brand storytelling, and videos. According to Amazon, A+ Content can increase sales by up to 8% by improving customer engagement and purchase confidence.
Brand Storefront

Create a dedicated, multi-page brand shop on Amazon, your own “mini website” within the platform. It allows you to showcase your full product line and immerse customers in your brand identity.

Amazon Vine

Gain trustworthy product reviews by sending free samples to Vine Voices, top reviewers selected by Amazon. Vine reviews are impartial and cannot be deleted or manipulated, making this a powerful tool to build trust and boost conversions, especially for new or unrated products.

Custom Brand URLs

Use a simple, recognizable URL (e.g., amazon.com/your-brand) that reinforces brand identity and boosts customer confidence in clicking and purchasing.

Brand Analytics

Access detailed reports on top keywords, shopping behavior, customer demographics, purchase patterns, and more. These insights help you refine advertising strategies, personalize promotions, and optimize your product listings.
Transparency – Anti-Counterfeit QR Code

Amazon’s Transparency program assigns a unique scannable code to each product unit. This helps verify product authenticity, prevent unauthorized sales, and block counterfeit items from being shipped—ensuring better brand protection and customer trust.

Project Zero

This proactive anti-counterfeiting tool allows brand owners to directly remove counterfeit listings without filing a traditional infringement report. By giving brands full control, Project Zero streamlines enforcement and keeps your listings safe from bad actors.

Report a Violation (RAV)

Easily report intellectual property violations related to trademarks, copyrights, and patents. RAV also handles misleading content and unauthorized image usage. If your brand is enrolled in Project Zero, you can remove infringing listings instantly through the same interface.

4. Trademark Registration is a Prerequisite

To access tools like Brand Registry, Project Zero, and Transparency, your trademark must be registered in the country where you plan to sell. Whether your products are manufactured locally or abroad, only brands with valid local trademark registrations can enjoy Amazon’s robust brand protection and sales-boosting features.

Final Thoughts

Trademark registration isn’t just a formality, it’s the cornerstone of your Amazon brand success.
Without it, you won’t be eligible for Amazon’s most valuable brand protection tools, nor can you effectively defend against counterfeiters or fully build customer trust.
However, not every name can be trademarked. Before investing time and resources, it's critical to conduct a professional trademark search and risk assessment. To improve your chances of successful registration, consider working with a trademark law firm that can guide you from brand name selection through to filing.
A strong trademark is the foundation of your cross-border e-commerce strategy—and your gateway to building a brand that lasts.

Sources:

Amazon Global Selling Website (Accessed: 2025-05-20)
https://gs.amazon.com.tw/brand-plus/brandprotection