Key Takeaways
- Amazon Brand Registry 2.0 gives brand owners direct control over listings—no more manual approvals.
- You can now search for counterfeit or IP-infringing listings across Amazon and report them instantly.
- Amazon uses predictive automation to help block future violations based on past reports.
- The program helps protect your brand from counterfeiters and unauthorized sellers at scale.
- To join, you must have an active, registered trademark for your brand.
What’s New About Amazon Brand Registry 2.0
Let’s first review the added benefits of the updated version – Amazon Brand Registry 2.0, and then we’ll discuss the one new requirement to joining the program that wasn’t a part of “Amazon Brand Registry 1.0”.
3 New Benefits of Amazon Brand Registry 2.0
- Post your content to Amazon.com with no reviews or approvals. With the original brand registry program, sellers submitted product listings and other sales content through the Amazon Seller platform, and Amazon’s teams vetted that content before publishing it live to the marketplace. Under the new program, Amazon gives you administrator status (which you can also provide to staff and even authorized resellers) that allows you to bypass this step — and upload your product content directly to the live marketplace.
- You can proactively search for intellectual property infringements across Amazon.com — and report violations to Amazon’s Seller Teams
Amazon’s new program also includes a search feature that allows brand owners to search the marketplace anytime — using keywords, ASINs, text, or images specific to their brands — for evidence of intellectual property infringement or counterfeiters. If a search uncovers an illegal listing, you as the brand owner can easily contact Amazon through the new Report a Violation link, and Amazon says it will take expedited action against the violator. - Amazon itself will now help brand owners stop illegitimate listings using its “predictive automation” tools
Amazon Brand Registry 2.0 also includes a new set of predictive automation algorithms to help prevent counterfeit listings and intellectual property infringement. According to Amazon, when you submit reports of suspected violations of your copyrighted or trademarked content by unauthorized sellers, Amazon will feed those reports into its predictive analytics tools and use that data to spot future infringements.
The New Requirement for Joining The Updated Version
There is one new hurdle you will have to clear to join Amazon Brand Registry 2.0: You will need a live, registered trademark for your brand.
From Amazon’s point of view, demanding this proof of ownership is the best way of definitively distinguishing between a brand’s true owner and all of the other sellers of its products across the Amazon marketplace.
But if you do not already have an active registered trademark for your brand, you will need to secure one before applying for the new brand registry program. You can apply through the US Patent and Trademark Office (USPTO).
FAQ
1. What is Amazon Brand Registry 2.0?
It’s Amazon’s updated brand protection program that gives brand owners more control, better tools to fight counterfeits, and faster enforcement.
2. How is it different from the original Brand Registry?
You can now post listings without Amazon review, proactively search for infringements, and Amazon uses AI to help block repeat violators.
3. Do I still have to go through Amazon’s review process to publish listings?
No. Once registered, you can publish content directly—no review or manual approval needed.
4. Can I search Amazon for counterfeit listings of my products?
Yes. The program includes tools to search by keyword, ASIN, text, or images and lets you report violations instantly.
5. What does Amazon do after I report a violation?
They claim to take expedited action and use the report to help prevent similar future violations using predictive analytics.
6. Can I give Brand Registry access to staff or partners?
Yes. You can grant administrator access to employees or even authorized resellers.
7. What’s required to join Brand Registry 2.0?
You must have a live, registered trademark for your brand.
8. How do I get a registered trademark?
Apply through the U.S. Patent and Trademark Office (USPTO) or your country’s trademark authority.
