If you’re a brand, it’s time to get excited. There’s a new way to get even more visibility and sales on Amazon.

Amazon recently launched Sponsored Brands Ads, where you can start curating groups of your products together to advertise and add custom text. It’s a brand-new way to get your message out to prospective buyers.

Sponsored Brands Ads in Seller Central are only available to sellers who have Brand Registry on Amazon. All brand owners and brand agents with owner permission can apply for the Brand Registry program, which allows brands to tell their story and have an edge over your competition. If you’re a seller who already has Brand Registry, then you’re able to start the Sponsored Brands Ads setup process. For those who do not have Brand Registry and wish to take advantage of Sponsored Brands Ads, we’ve put together tips to apply for it.

Requirements For Brand Registry

Sellers who were previously enrolled a brand in the Brand Registry prior to April 30, 2017 and the brand meets the above-listed eligibility requirements we encourage you to re-enroll the brand in the new Amazon Brand Registry. The new Amazon Brand Registry program gives increased protection and support to brands, helping minimize counterfeit risk.

If your brand does not meet the current eligibility requirements, there is no required action for you at this time. You will continue to be able to list without a Global Trade Item Number, used to uniquely identify products, (e.g., UPC, ISBN, EAN, JAN) by using a key attribute such as part number or model number.

Accessing the Brand Registry Application

Brand owners can apply for Brand Registry by visiting the brand registry homepage and logging in with their Seller Central account using this link to enroll: https://brandregistry.amazon.com/brand/enroll

Completing the Brand Registry Application

Once logged in, brand owners are presented with a three-part application to complete to be considered for the Brand Registry program.

Part One: Brand Eligibility

When starting out the application process, sellers will confirm that they have an active government-approved, trademarked brand name to be registered.

brand registry eligibility screen shot

Part Two: Identification

Sellers must include their brand’s logo and images that clearly show the product and packaging that carry the trademarked brand name.

identification screen shot

Part Three: Characteristics

On the last step of the Brand Registry application, sellers will confirm if they have unique identifiers for their products. Once Brand Registered, sellers who do not have UPCs, EANs, or JANs as their unique product identifiers will need create them for their products.


characteristics screen shot


Once submitted, it can take Amazon up to 14 days to review the application and reach out via the Case Log in Seller Central with their decision. The Case Log can be found in the top right corner of your Seller Central dashboard.

If all criteria in the application are met, Amazon will then reach out to the public contact listed on the website for the agency that was used to register the brand trademark. This public contact is typically the law group used for registration. Amazon will provide this contact with a verification code that must be obtained by the brand owner and relayed back to Amazon within 30 days. Once this code is provided, the brand owner will receive an email confirming approval for Brand Registry.

Tips for a Smooth Application Process: