Amazon Brand Registry in Europe: requirements, benefits and what it does not do

Amazon Brand Registry is the single most important tool a beauty brand has on Amazon. It decides who controls your product pages, gives you the tools to report counterfeits and unlocks the programmes that make your brand look like a brand. Here is how it works in Europe, what you need, and what it does not do.

What you need

• A trademark. A text mark (the word) or an image mark that contains words, letters or numbers. Amazon accepts registered trademarks and, from supported offices, pending applications with an application number.
• An approved trademark office. For Europe, an EU trademark from the EUIPO covers every EU storefront; national offices such as the Benelux office are also accepted. The US needs a USPTO filing.
• Access to the trademark correspondent. Amazon sends a verification code to the contact listed with the trademark office. If your lawyer or agent is listed, plan for that step.
• Product images and packaging that show the brand name as registered.

What it gives you

• Control over titles, bullet points, images and the brand name on your listings.
• The Report a Violation tool for counterfeit, trademark and copyright cases.
• A+ content and a Brand Store with several pages.
• Sponsored Brands and Sponsored Display advertising.
• Brand Analytics with search terms and customer behaviour.
• Access to protection programmes such as Transparency, where every unit carries a code that proves it is genuine.

For A313, enrolling in Amazon Transparency was part of turning fourteen sellers on two listings into one official offer. You can read how in our A313 case study.

What Brand Registry does not do

• It does not remove genuine resellers. Goods first sold in the European Economic Area with your consent can generally be resold, also on Amazon.
• It does not set prices. Neither you nor your distributor may impose resale prices on independent sellers in the EU.
• It does not cover other marketplaces. bol, Kaufland, Galaxus and TikTok Shop have their own brand and notice procedures.
• It does not work by itself. Reports need evidence, listings need maintenance and the tools need someone who uses them every week.

The route, step by step

1. File or check your trademark, ideally an EU trademark for all EU storefronts and a USPTO mark for the US.
2. Enrol the brand in Brand Registry with the trademark number and the categories you sell in.
3. Confirm with the verification code sent to the trademark correspondent.
4. Add users and roles for your team and your partners.
5. Clean up your listings: correct titles and images, merge duplicates, fix the brand name everywhere.
6. Start using the tools: A+ content, a Brand Store, reporting and, where it fits, Transparency.

The most common problems

• The brand name on the listing does not match the registered trademark exactly.
• The verification code goes to an old address or an agent nobody can reach.
• Listings were created years ago by resellers, with their own content, and nobody claimed them.
• The brand is registered, but nobody monitors the listings afterwards.

Sources: Amazon Brand Registry documentation; Seller Labs, Amazon Brand Registry requirements 2026. Requirements can differ per country and change over time. This article is general information and not legal advice.