$52,500
credits on the first $1,000,000 of branded sales, since March 12, 2026
6 months
after your first buyable ASIN, the enrollment window for the credits closes
1 week
credits now arrive within one week instead of a month, since March 12, 2026
Key takeaways
- Amazon Brand Registry is free to enroll and requires a trademark, a logo on the product and at least one ASIN per category.
- The brand name must match the trademark text: capitalization can differ, spacing and symbols cannot.
- Since March 12, 2026 eligible US sellers get 10% of the first $50,000 and 5% of the next $950,000 in branded sales back.
- That is $52,500 on the first $1,000,000, and credits now arrive within one week instead of a month.
- Enrollment must happen before or within six months after creating your first buyable ASIN in the US store.
What is Amazon Brand Registry? It is the program that verifies you own a brand and then hands you control of your own product pages, plus a set of tools to defend them. Enrollment is free, it is separate from your selling plan, and the trade is simple: you prove the trademark, Amazon gives you the detail page.
That trade matters because on Amazon the product page does not belong to whoever created it. It belongs to the brand. Any seller can list against your ASIN, but who can create and edit an ASIN is decided by brand ownership, and changes to title, images and description need the brand owner behind them.
What Amazon Brand Registry requires
Four requirements, and three of them are documents.
An active trademark. A registered trademark from a government trademark office in a country with a corresponding Amazon store, and in some cases a pending application. The brand name you enroll has to match the trademark text: Amazon's requirements for enrolling a brand note that capitalization differences are accepted while spacing and symbols have to match exactly. If the mark is still in process, IP Accelerator connects you with vetted trademark firms and gives faster access to Brand Registry benefits while the application is pending.
A logo on the product. The logo has to include your brand name and be permanently affixed to the product or its packaging. Amazon asks for two images: the logo on its own, and the logo as it appears on what you actually ship. A sticker added for the photo is the most common reason an application comes back.
At least one ASIN per category. When Amazon added those requirements to the enrollment process it also left a route for brands that do not sell on Amazon yet, which can self report their categories instead of supplying an ASIN.
The owner has to apply. An agency or a distributor cannot enroll a brand it does not own. The trademark owner enrolls and then adds users, with three protection roles available: Administrator, Rights Owner and Registered Agent. Only an Administrator can add users and assign roles.
What Amazon Brand Registry unlocks
Two groups of things, and they are often confused.
On the selling side, enrollment opens A+ Content, Stores, Sponsored Brands and Brand Analytics. These need a selling account. A brand that enrolls without selling on Amazon keeps the protection tools but not A+ Content or Stores.
On the protection side, Report a Violation is the single place to report suspected intellectual property infringement, store policy violations and regulatory compliance concerns. Project Zero adds self service counterfeit removal with automated protections, and Transparency adds item level authentication codes so a counterfeit unit does not reach the customer. Those two are separate layers that sit on top of Brand Registry, not the same thing as being enrolled.
What Brand Registry is worth in money
This is the part that is easy to put a number on, and the number has a date.
Since March 12, 2026, eligible sellers in the US store receive the Brand Representative Bonus as a referral fee discount: 10 percent of the first 50,000 dollars in eligible branded sales, then 5 percent of the next 950,000 dollars. Credits now arrive within one week instead of a month, and they run for up to one year or until the total reaches 52,500 dollars, whichever comes first.
Run it end to end on a brand that does a million dollars in its first stretch:
- 10 percent of the first 50,000 dollars is 5,000 dollars.
- 5 percent of the next 950,000 dollars is 47,500 dollars.
- Total: 52,500 dollars on the first 1,000,000 dollars of eligible branded sales.
Two conditions decide whether any of it arrives. You have to be identified as the first owner of the brand in Amazon Brand Registry, and you have to enroll before or within six months after creating your first buyable ASIN in the US store. That second one is a per account deadline, not a program date. If your first buyable ASIN went live on March 1, the window closes on September 1, and nothing about it appears on a calendar you already look at.
What it means for your margin
The credit lands on the fee side, not as revenue. The referral fee is the only Amazon charge taken as a percentage of your sale, so a discount on it moves the one line that scales with price rather than with weight. On the first million of branded sales, an enrolled brand pays 52,500 dollars less in referral fees than an unenrolled one selling exactly the same units. That is the whole gap: same product, same shipping, same storage, different enrollment date.
It is worth knowing where that fits in the rest of the cost stack, which is laid out in our explainer on how Amazon FBA works and what it costs.
What Brand Registry does not do
It does not make your ASIN exclusive. Other sellers can still offer the same product, and Brand Registry is not a tool for removing them.
It does not make you immune to complaints. Sellers with the registration in hand still get listings pulled when a rights owner reports them, and the way out of that is documented in our note on a listing removed for trademark infringement when the trademark is yours.
And it does not stop Amazon's own catalog rules from applying to your page. Brand control sits on top of those rules, not instead of them, which is why a brand owner still has to follow things like the 75 character title limit.
What to do with this
If you own a trademark and sell your own brand, enrollment is free and the only cost of waiting is the six month clock on the credits. If you do not have a mark yet, the enrollment requirement is the mark, so that is the first step, and IP Accelerator exists for exactly that gap. If you resell someone else's brand, Brand Registry is not your tool: the brand owner has to enroll and add you as a user.
“Enroll in Amazon Brand Registry before or within six months after creating your first buyable ASIN in the US store”
Amazon Seller Central
Sources
- Amazon Seller Central: Get credits faster with Brand Representative Bonus sellercentral.amazon.com
- Amazon Seller Central: New Brand Registry enrollment process sellercentral.amazon.com
- Amazon Seller Central: The Brand Pub, Brand Registry Roles sellercentral.amazon.com
- Amazon Brand Services: Requirements and tips for enrolling a brand brandservices.amazon.com
Hey! I'm Amara
Press at SellerKey.co
☕ Espresso. Never a latte macchiato.
I cover Amazon fee and policy changes: what changed, when it applies and where Amazon published it.
