Can I Sell On Amazon Without Brand Registry?

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The quick answer is Yes, you can sell on Amazon without brand registry.

However, a better question to ask yourself than ‘Can I sell on Amazon without brand registry’ is ‘Should I sell on Amazon without brand registry?’

The Amazon brand registry is an incredibly powerful tool to protect your brand and make sure it’s properly safeguarded across Amazon.

In recent years, Amazon has seen an increased focus on brand owners and the stipulations they must meet in order to successfully protect their trademark and brand.

Making sure that your product meets the requirements established by Amazon is a crucial step in setting up a successful brand identity on the platform.

However, it can seem like a hassle to make sure that your product meets Amazon’s criteria and Amazon brand registration may seem complicated and time-consuming.

In this article, we’ll look into the benefits of Amazon brand registration and discuss how to get started selling on Amazon with or without using the brand registration process.

screenshot of amazon registry landing page when for those asking can I sell on amazon without brand registry

What is Brand Registry?

Brand Registry is a program offered by Amazon to give brand owners an enhanced and secure experience when selling products on the website.

With this program, as a registered seller, you can access powerful tools that let you identify and remove potential infringement, create custom stores and campaigns, and gain exclusive access to enhanced detail pages.

These tools provide even greater control over how your brand and products are represented.

Amazon Brand Registry is designed to help protect both buyers and sellers from counterfeit items and ensure that customers are able to precisely identify the authentic products they are looking for.

You also get increased control over listings, so that your brand and product imagery is consistently represented among shoppers, plus being a part of the brand registry Amazon will help improve visibility in search results increasing your brand prominence.

However, although the program may offer a host of benefits, it is not essential to sell on Amazon, and many sellers thrive without registering their brands.

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Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

How to List and Sell on Amazon Without Brand Registry

While the Amazon Brand Registry offers a plethora of benefits to sellers, it’s still possible to list and sell products on the platform without registering your brand.

Here’s how to start selling on Amazon without the Brand Registry.

  1. Create an Amazon Seller Account: First and foremost, you’ll need to create an Amazon Seller account if you haven’t already. Choose between an Individual or Professional selling plan, depending on your sales volume and business needs. An Individual plan is suitable for smaller-scale sellers, while the Professional plan caters to those with a larger inventory and higher sales volume.
  2. Select Your Product Categories: After setting up your account, identify the categories to which your products belong. Make sure to thoroughly research the category requirements and restrictions, as some may necessitate approval from Amazon or specific documentation.
  3. Create Your Product Listings: Once your categories are established, create detailed and accurate product listings. Include high-quality images, engaging product descriptions, and relevant keywords to enhance your products’ visibility in search results. Even without Brand Registry, optimizing your product listings is crucial to attracting potential customers and driving sales.
  4. Price Your Products Competitively: Research similar products on the platform to gauge the competitive landscape and price your products accordingly. Competitive pricing can help you attract customers but don’t undervalue your items or sacrifice profit margins. Striking the right balance is essential for long-term success.
  5. Focus on Customer Service and Reviews: Without Brand Registry, standing out among the competition can be challenging. To bolster your reputation, provide excellent customer service, and encourage satisfied customers to leave positive reviews. High ratings and glowing reviews can significantly improve your products’ visibility and credibility.
  6. Advertise Your Products: Use Amazon’s advertising tools, such as Sponsored Products and Sponsored Brands, to promote your listings and reach a wider audience. These advertising options can increase your products’ exposure and drive sales, even without the advantages provided by the Brand Registry.
screenshot of Amazon sponsored products listing

While the Amazon Brand Registry benefits are truly valuable, it’s entirely possible to list and sell your products without it.

By focusing on creating high-quality listings, providing excellent customer service, and utilizing Amazon’s advertising tools, you can still succeed in the competitive marketplace.

When You Can Sell on Amazon Without Brand Registry

Although it is possible to sell on Amazon without signing up for their brand registry program, doing so can have some significant drawbacks.

Without registering your brand on Amazon, you will not be able to leverage the tools and services offered through their registry program.

Amazon also advises against selling products without registering them, as they may not be able to protect you from unfair competition and counterfeit products.

You would also miss out on access to services such as Amazon’s Transparency Program, which helps you keep track of the safety and authenticity of your products.

Plus, you’ll have less control over your product listings, managing customer relationships, and protecting your brand from misuse.

Also, without brand registration, you lose the ability to create and promote branded content, as well as gain access to analytics that can help you optimize your marketing and sales efforts.

Bypassing Amazon Seller Brand Registry means you are more vulnerable to competitor hijacking and false product listing.

While you can still sell on Amazon without signing up, doing so is at your own risk and is not recommended. If you decide to go ahead with your decision, you should be prepared to take legal action as a form of recourse should you fall victim to any infringement.

Ultimately, registering your brand on Amazon and taking advantage of their services and protection is invaluable.

Brand registry can be a great boon to your business, so it is worth considering this option before you decide to sell on Amazon without signing up.

What are the Benefits of Brand Registry for Sellers?

Here are the main benefits of brand registry for Amazon sellers;

1. Shielding Your Brand Identity

One significant advantage of the Amazon Brand Registry program is that it offers protection for your brand’s unique identity. By registering, you establish a secure foundation that discourages potential counterfeiters and unauthorized sellers from capitalizing on your reputation.

This security measure ensures that customers receive genuine products and experience the quality you intend to deliver.

2. Enhanced Control over Product Listings

Registering your brand with Amazon gives you greater authority over your product listings. This increased control allows you to present your products accurately and consistently, which in turn helps to build trust with your customers.

Accurate listings also make it easier for potential buyers to find and purchase your products.

3. Access to Potent Marketing Tools

As a registered brand on Amazon, you gain access to a suite of powerful marketing tools that can help you grow your business.

These include Amazon Sponsored Products, Sponsored Brands, and the Amazon Storefront. Utilizing these tools allows you to create targeted advertising campaigns and enhance your brand’s visibility on the platform.

screenshot of landing page for amazon sponsored brands

4. Streamlined Intellectual Property Dispute Resolution

In the unfortunate event that you need to report an infringement of your intellectual property rights, Amazon’s Brand Registry simplifies the process.

With a registered brand, you can quickly report potential violations, and Amazon will act promptly to investigate and address any issues. This streamlined system helps you to protect your brand and maintain customer trust.

5. Insights and Analytics

Registering your brand on Amazon unlocks access to valuable data and analytics, which can help you optimize your sales strategy. By analyzing the performance of your products and ads, you can make informed decisions about pricing, inventory, and marketing.

These insights ultimately contribute to the growth and success of your business on Amazon.

6. Utilizing Amazon A+ Content

As a registered brand on Amazon, you also have the opportunity to create A+ content. This feature allows you to showcase your products with enhanced images, videos, comparison charts, and other rich media elements, elevating your product listings and setting them apart from the competition.

By offering customers a more immersive shopping experience, you can increase conversion rates, boost sales, and build brand loyalty. A+ content enables you to tell your brand story in a compelling and engaging way, helping you to forge stronger connections with your target audience.

screenshot of an amazon a+ content for a registered brand

Image credit: Kamili

Requirements for Amazon Brand Registration

If you’re considering registering your brand on Amazon, it’s important to familiarize yourself with the necessary requirements. The following prerequisites will help you understand the process and determine if your brand is eligible for registration.

1. Active Registered Trademark: To qualify for Amazon’s Brand Registry, you must have an active and registered trademark for your brand in the country where you wish to sell. Your trademark must be a text-based or image-based mark with words, letters, or numbers.

It’s crucial to ensure that your trademark is issued by an official government trademark office such as Principal Register of the United States Patent and Trademark Office (USPTO).

2. Brand Name and Logo: A clear and distinctive brand name and logo are essential for Amazon Brand Registry. These elements should be consistent across all your products, packaging, and marketing materials, as they help identify and distinguish your brand from competitors.

3. Product Images with Branding: To meet the requirements for Amazon Brand Registry, your products must have images that clearly display your brand name or logo. These images should be high-quality and accurately represent your products, as they will be displayed on your product detail pages.

4. Packaging Images with Branding: You’ll also need to provide images of your products’ packaging, which must clearly feature your brand name or logo. This ensures that Amazon can verify the authenticity of your brand and protect against counterfeits.

5. Website or Social Media Presence: While not a strict requirement, having an online presence through a website or social media profiles can lend credibility to your brand. This can be beneficial during the application process, as it offers Amazon another means to verify your brand’s legitimacy.

6. Authorized Seller or Manufacturer: To register your brand on Amazon, you must be an authorized seller or the manufacturer of the products. Resellers or unauthorized sellers are not eligible for Amazon Brand Registry.

The requirements for Amazon Brand Registry are designed to protect both sellers and consumers.

By ensuring that your brand has an active registered trademark, consistent branding across products and packaging, and an online presence, you can effectively meet these prerequisites and enjoy the benefits that the registry offers.

How to Register with Amazon Brand Registry

Registering your Brand with Amazon Brand Registry is a simple and straightforward process.

screenshot of amazon brand registry terms of use

Here’s how to navigate the registration process:

1. Verify your eligibility: Before you begin, ensure that your brand meets the requirements for Amazon Brand Registry. This includes having an active registered trademark, consistent branding, product, and packaging images, and being an authorized seller or manufacturer.

screenshot of amazon brand registray main brand enrollment page

2. Create an Amazon seller account: If you haven’t already, sign up for an Amazon seller account. This account is necessary for accessing the Brand Registry portal and managing your brand on the platform.

3. Gather necessary information and documents: Prepare all the required information and documentation, such as your trademark registration number, brand name, logo, product and packaging images, and any relevant website or social media profiles.

4. Access the Brand Registry portal: Log in to your Amazon seller account and navigate to the Brand Registry portal. You can find this by searching for “Brand Registry” on the Amazon Services website or by visiting

5. Submit your application: Complete the online application form, providing all the requested information and documentation. Ensure that all details are accurate and up-to-date, as this will help expedite the verification process.

6. Amazon’s review process: After you submit your application, Amazon will review your information and verify your trademark. This would determine how long does Amazon Brand Registry take to process it, depending on the complexity of your application and the responsiveness of your trademark office.

7. Verification and enrollment: If your application is approved, you will receive a confirmation email from Amazon. This email will include a unique brand code, which you can use to enroll your brand in the registry. Follow the instructions in the email to complete the enrollment process.

8. Monitor and manage your brand: Once your brand is enrolled in the registry, you can use the Brand Registry portal to monitor your brand’s presence on Amazon, report potential infringements, and access additional brand protection tools.

Remember to maintain accurate and consistent branding, and monitor your brand’s performance. Also, stay vigilant against potential infringements to ensure a positive experience for both you and your customers.

Learn How to Build Your Own 7-Figure Amazon FBA Business

Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

Factors to Consider Before Deciding on Brand Registry

When considering enlisting your brand with Amazon’s Brand Registry, there are a few important questions to think about.

While there are some obvious benefits, such as enhanced product visibility, it’s worth considering whether it’s the right choice for your business.

For starters, is your brand eligible for registration? Each Amazon market has its own list of requirements a brand needs to be eligible for Amazon Brand Registry.

As the requirements vary from market to market, it’s essential to research your local market to ensure that your company meets the criteria.

Another thing to consider is the cost of registering with the Brand Registry. While the financial implications may vary between markets, it’s likely you’ll spend money on the application and approval process.

Also, keeping a strong presence on Amazon requires time and effort, something which could be difficult or costly to manage.

Will the benefits outweigh the challenges?

It’s also necessary to consider the wider implications of brand registration. Once you’ve registered, you will receive exclusive tools to control and optimize your product listings.

This is a great way to make your products stand out from the competition. But it’s also important to remember that it offers protection from competitors using your images and content.

You’ll worry less about product infringements. Nonetheless, it will also bring with it more responsibility for what you share on Amazon.

When considering registering your brand with Amazon’s Brand Registry, it’s essential to weigh the benefits against the associated costs and effort.

Any decision needs to be thoughtfully made, taking into account the financial implications as well as the impact on your business.

Ultimately, it is up to you to decide whether registering with Amazon’s Brand Registry is the right step for your business.

Can I Sell on Amazon Without Brand Registry – FAQs

How much does it cost to register a brand on Amazon?

There is no direct fee for enrolling in Amazon’s Brand Registry.

However, you’ll need to have a registered trademark for your brand, which may involve costs associated with obtaining and maintaining the trademark.

How do you get approved for a brand registration on Amazon?

To gain approval for Amazon Brand Registry, you’ll need to meet specific requirements. It includes having an active registered trademark, consistent branding, and product and packaging images.

Submit your application through the Brand Registry portal, and Amazon will review your information and verify your trademark.

How long does it take to get approved for Amazon Brand Registry?

The approval process for Amazon Brand Registry typically takes weeks. However, it mainly depends on the complexity of your application and the responsiveness of your trademark office.

Once approved, you’ll receive a confirmation email with instructions for enrolling your brand.

Can I create an Amazon store without brand registry?

Yes! You can create an Amazon store without enrolling in the Brand Registry. However, registering your brand offers benefits such as increased control over your product listings, access to enhanced content options like A+ content, and additional brand protection tools.

Additionally, having your brand registered with Amazon will help you to gain priority to larger promotions, such as those offered on Prime Day, or those linked to an exclusive program such as Amazon’s Choice.

Can you sell unbranded products on Amazon?

Absolutely! Many sellers offer unbranded or generic products on Amazon. While you won’t have the same level of brand protection as those enrolled in the Brand Registry, you can still list and sell products without any issues.

Is it possible to sell private label products without Amazon Brand Registry?

Yes! You can sell private label products without enrolling in the Brand Registry.

However, registering your brand can provide advantages such as increased control over your listings, access to tools like Amazon A+ content, and better protection against counterfeiters and unauthorized sellers.

Is the Walmart Brand Registry similar to that of Amazon?

Walmart and Amazon both offer brand registry services, but they operate differently and have unique features tailored to their respective platforms. Both services aim to protect brand owners and ensure that customers are buying authentic products, but here’s how they differ:

Amazon Brand Registry:

  • Requires a registered trademark for the brand you want to protect.
  • Provides access to enhanced content features like A+ Content and Amazon Stores.
  • Offers advanced tools for brand protection, including proprietary text and image search, predictive automation, and other features that help you discover and take action against potential counterfeit listings.
  • More global reach, as Amazon has a broader international presence.

Walmart Brand Portal (formerly known as Walmart Brand Registry):

  • Does not necessarily require a registered trademark for enrollment but does ask for proof of brand ownership.
  • Primarily focuses on ensuring the correct use of brand names, images, and content on Walmart’s online marketplace.
  • Offers a way to report violations but may not provide as many proactive brand protection tools as Amazon.
  • Limited to Walmart’s online U.S. marketplace.

So, while both services offer a form of brand protection and verification, they do differ in their requirements, features, and scope. Understanding these differences can help you make the best choice for your brand as you expand into these online marketplaces.

Learn How to Build Your Own 7-Figure Amazon FBA Business

Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

Can I Sell on Amazon Without Brand Registry – Summary

The simple answer to the main question of ‘Can I sell on Amazon without brand registry’ is that you don’t need to have Brand Registry to start selling on Amazon.

If you’re comfortable selling without the protection of the Amazon Brand Registry, then it is possible.

As a seller, you can still operate ethically and provide excellent customer service, all while protecting yourself from any potential liabilities, even if you don’t have Brand Registry.

However, it’s important to remember the importance of brand integrity and consider all the advantages of registering before making a decision.

Amazon Brand Registry helps to enhance your selling status, protect your brand, and a plethora of other benefits that make the process of registering worthwhile.

Even if you want to get started without using the brand registration process or if you want to utilize the optional but powerful features, then registering for the Amazon Brand Registry might be something you want to consider down the line.

Ultimately, registering with the Amazon Brand Registry provides you with the best chance of success on Amazon.

About the author

Disclaimer: Please note this post may contain affiliate links, from which, at no additional cost to you, I may earn a small commission. Also as an Amazon Associate I earn from qualifying purchases. I only recommend products and services I’ve used or would use myself. If you choose to purchase from any of my links, thanks so much for your support! 😊

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