Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveADVANTAGES FOR BRANDS ON AMAZON
Launch your brand on Amazon
Sell your own products with the tools we've created to help customers find your brand on Amazon.
Over €47,250 in exclusive benefits for new brands!
Launch on Amazon today with a variety of incentives to help you start your business, including a 10% bonus on your brand's first €45,000 in sales, followed by 5% for the first year until you reach €900,000. You can get up to €47,250 in bonus value!*
*Incentives for new sellers are subject to the applicable terms and conditions. Visit Seller Central for more information.l
Free Soul
Combining the creative art of telling your brand's story with the analytical tools Amazon provides is a great solutionArjun SofatFounder, Free Soul
Ready to get started? Here's how it works
Amazon provides an exclusive set of tools that offer advantages to sellers who have their own brand. These tools can help your brand improve conversion, boost visibility, and protect intellectual property. Follow the steps below to learn how to launch your brand on Amazon.
1
Introduction: Create a professional account
Teams from all over the world work daily to meet our customers' needs for lower prices, better selection and practical services. One way to ensure a wide selection of products is through the more than 550,000 small and medium-sized European companies that sell on Amazon and offer more options to customers. Small and medium-sized companies have sold more than 1.8 billion products in Europe in 2020.*
*Internal Amazon information
New to Amazon? Sign up with a professional account
Amy Perez
Founder & CEO, Primal Pit Paste
2
Register your brand
The Amazon Brand Registry unlocks a suite of tools designed to help you develop and protect your brand, creating a better experience for customers.
If you already have an active registered or pending trademark, you can start the enrolment process now.
If you already have an active registered or pending trademark, you can start the enrolment process now.
Do you need help registering a trademark? With IP Accelerator, gain access to a wide network of trusted law firms specialising in intellectual property that offer trademark registration services at intellectual property offices in the EU and UK.
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Brand Owner checklist
The Amazon Brand Owner journey is an ongoing and iterative process, and we're here to help! Here is an easy checklist that you can leverage to accelerate your brand growth.
#1
Create A+ content
Customise product detail pages with A+ content. This type of content helps businesses showcase their brand story and product features using rich text and images on the Amazon detail page to help drive conversion, and potentially increase traffic and sales.
Want more information? Sign in to Seller Central to access and learn more about A+ content.
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#2
Create an immersive shopping experience
Provide customers with an immersive shopping experience by adding 3D models to your products. Let them see a product from all angles with "View in 3D", or let them see it in their own space with "View in Your Room". You can also let customers try on shoes and glasses in real time with Virtual Try-On.
On average, customers who have viewed a product in 3D or tried it virtually are twice as likely to make a purchase after seeing it1.
1Amazon internal data, 2022
#3
Upload and manage videos
Video about the shopping experience: replace the seventh image of a listing with a video. Shoppers spend more money and visit fewer detail pages when a video is included.
#4
Experiment
Release your inner scientist to decisively know which product content is better. Fo example, run experiments like A/B testing to see what type of content drives the most sales.
Start with product images, titles and A+ content. Optimising your content with experiments can help to drive incremental sales.
Start with product images, titles and A+ content. Optimising your content with experiments can help to drive incremental sales.
Want more information? Sign in to Seller Central to get access and learn more about experimenting on your own.
#5
Increase visibility and sales on Amazon with ads
Did you know that sponsored ads can help you increase your visibility, reach more buyers and grow your sales?
Sponsored Products are ads for individual product listings on Amazon.
They appear on shopping results pages and product detail pages.
Sponsored Brands showcase your brand and product portfolio. With your brand logo, a custom title and a selection of your products, these ads appear on shopping results pages, which helps to drive sales and increase product visibility.
Sponsored Display is a self-service advertising solution that helps advertisers reach relevant audiences throughout the purchase process, with ads appearing on and off Amazon.
Sponsored Products are ads for individual product listings on Amazon.
They appear on shopping results pages and product detail pages.
Sponsored Brands showcase your brand and product portfolio. With your brand logo, a custom title and a selection of your products, these ads appear on shopping results pages, which helps to drive sales and increase product visibility.
Sponsored Display is a self-service advertising solution that helps advertisers reach relevant audiences throughout the purchase process, with ads appearing on and off Amazon.
This apparel brand increased sales in Germany, France, Italy and Spain by 145% three months after launching Sponsored Products advertisements in the United Kingdom.
Want more information? Visit Amazon Advertising for more information.
#6
Amazon Stores
Regardless of the size of your brand, Amazon Stores offers you an immersive place to present your story, mission, and products to customers. Using Store Builder in Seller Central, you can create an e-commerce storefront on Amazon—no coding or design expertise required. The page is automatically configured for desktop, mobile and tablet browsers.
Amazon Storefront is available to sellers enrolled in the Amazon Brand Registry, suppliers and agencies. You don't need to advertise on Amazon to create a storefront.
Amazon Storefront is available to sellers enrolled in the Amazon Brand Registry, suppliers and agencies. You don't need to advertise on Amazon to create a storefront.
See how TENZING told their brand story and mission while increasing customer conversion with their Store.
Want more information? Sign in to Seller Central to access and learn more about stores.
#7
Amazon Attribution
Put your marketing superpowers to work and measure how your off-Amazon advertising impacts your brand's shopping activity and sales on Amazon. Help maximize sales and grow your business with informed optimization decisions and campaign strategy based on what you know resonates with your customers and drives value for your brand on Amazon.
Want more information? Sign in to Seller Central to access Amazon Attribution. Visit Amazon Advertising for more information.
#8
Recap: Brand Analytics
Access Amazon's largest collection of aggregate data reports, available only to brand owners: Amazon search terms, repeat buying behaviours, shopping basket analysis, product comparison, alternative buying behaviours, and demographics.
Business intelligence and analysis tools for sellers on Amazon ES
Sellers who operate on Amazon ES have direct access to a native analysis and business intelligence toolset within Seller Central, designed as a basis for business decisions with real data from the Spanish market. Brand Analytics is the starting point: it provides aggregated reports on the search terms most used by buyers, repeat buying behaviour, basket analysis, product comparison and demographic data, all available exclusively to brands enrolled in Amazon Brand Registry.
In addition to Brand Analytics, Seller Central includes the Profit Analytics dashboard, Amazon Logistics revenue calculator and Fee and Economics Preview reports, which allow you to monitor margins, logistics costs and sales performance in real time. The Manage Excess Inventory tool complements this toolset by evaluating demand, product costs and price elasticity to help you continuously optimise stock. For advertising campaign analysis, Sponsored Ads reports provide impressions, clicks, click-through rate, new brand customer and ad-spend metrics directly on the campaign manager interface.
Amazon Attribution adds another layer of intelligence by measuring the impact that marketing actions off Amazon have on buying and selling activity within the platform. By combining these native tools, sellers on Amazon ES can build a complete view of their business, from search demand to profit per unit, without the need for external solutions. Check Seller Central for the most up-to-date data and tool-specific settings.
In addition to Brand Analytics, Seller Central includes the Profit Analytics dashboard, Amazon Logistics revenue calculator and Fee and Economics Preview reports, which allow you to monitor margins, logistics costs and sales performance in real time. The Manage Excess Inventory tool complements this toolset by evaluating demand, product costs and price elasticity to help you continuously optimise stock. For advertising campaign analysis, Sponsored Ads reports provide impressions, clicks, click-through rate, new brand customer and ad-spend metrics directly on the campaign manager interface.
Amazon Attribution adds another layer of intelligence by measuring the impact that marketing actions off Amazon have on buying and selling activity within the platform. By combining these native tools, sellers on Amazon ES can build a complete view of their business, from search demand to profit per unit, without the need for external solutions. Check Seller Central for the most up-to-date data and tool-specific settings.
#9
Protect your brand
Transparency
Transparency is a tracking service that helps brand owners protect their brand against counterfeiting. By allowing brands to associate each unit they manufacture with a unique code, it offers a proactive solution to prevent counterfeits that could be compromising your brand, sales and your customers' shopping experience.
Learn more about protecting your brand on Amazon Seller Central.
Project Zero
Project Zero leverages the combined strength of Amazon and brands to eliminate counterfeiting through automated protections, self-service counterfeit removal, and product serialization.
Learn more about Project Zero.
An integrated strategy for protecting and presenting premium brands
Premium brands that sell on Amazon ES can actively protect their identity and control the way their products are presented to customers by combining the Amazon Brand Registry, the Amazon Transparency programme and Amazon Stores into a single brand integrity framework.
Enrolment in the Amazon Brand Registry is the first essential step. It provides brand owners with greater control over product detail pages, the ability to detect and report potential intellectual property violations and access to automated protection that helps prevent inaccurate or unauthorised publications from reaching customers.
For brands that do not yet have a registered trademark, IP Accelerator connects them with specialised legal service providers who can process registration requests before the EUIPO and Spanish national offices, allowing earlier access to Trademark Registration tools.
Once enrolment is complete, the Transparency programme adds a layer of unit-level authenticity. Each manufactured item receives a unique serial code and only units that have a valid code can be shipped on Amazon ES, whether the logistics are handled by Amazon or carried out directly by the seller. This makes it structurally difficult for counterfeit or unauthorised units to enter the supply chain.
Along with this layer of protection, Amazon Stores offers registered brands their own multi-page showcase to present their entire catalogue, history and mission, regardless of general search results. Combined, these three programmes allow premium brands on Amazon ES to maintain price integrity, control their visual identity and offer customers the certainty that every purchase is authentic.
Enrolment in the Amazon Brand Registry is the first essential step. It provides brand owners with greater control over product detail pages, the ability to detect and report potential intellectual property violations and access to automated protection that helps prevent inaccurate or unauthorised publications from reaching customers.
For brands that do not yet have a registered trademark, IP Accelerator connects them with specialised legal service providers who can process registration requests before the EUIPO and Spanish national offices, allowing earlier access to Trademark Registration tools.
Once enrolment is complete, the Transparency programme adds a layer of unit-level authenticity. Each manufactured item receives a unique serial code and only units that have a valid code can be shipped on Amazon ES, whether the logistics are handled by Amazon or carried out directly by the seller. This makes it structurally difficult for counterfeit or unauthorised units to enter the supply chain.
Along with this layer of protection, Amazon Stores offers registered brands their own multi-page showcase to present their entire catalogue, history and mission, regardless of general search results. Combined, these three programmes allow premium brands on Amazon ES to maintain price integrity, control their visual identity and offer customers the certainty that every purchase is authentic.
#10
Customer reviews
Boost brand loyalty and customer engagement by responding to reviews of three stars or less. Brand owners can contact customers who have left critical reviews on their products by offering courtesy refunds or providing support directly through the Customer Reviews feature in Seller Central. The Customer Reviews feature is available to brand owners in the “Brands” tab in Seller Central.
Want to learn more? Sign in to Seller Central to access and learn more about Customer Reviews
BRAND SUCCESS STORIES
Combining the creative art of telling your brand's story with the analytical tools Amazon provides, it is a great solutionArjun SofatFounder, Free Soul
Amazon intends to unleash and unlock a tremendous amount of value for fashion brands.Dee MurthyCo-founder, New Republic
They want the experience Amazon's giving them.Susan PetersenChairwomen & Chief Brand Officer, Freshly Picked
It actually seemed to have a halo effect on the overall brand.Matt McCauleyFounder, Hope & Henry
Seller University
Seller University is a comprehensive option to meet all your learning needs. Educational resources help brands, businesses and entrepreneurs to succeed as Amazon business partners.
Access more resources for brand owners at Seller University.
Access more resources for brand owners at Seller University.
Sign up now to create, grow and protect your brand on Amazon.
Selling on Amazon allows you to reach tens of millions of buyers, whether you sell one product or millions. Your account is set up for selling across Europe.
€39 per month (excluding VAT).
Note: All new Amazon Seller subscriptions include access to sell on Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.it, Amazon.es and Amazon.nl. Rates, available product categories, and selling requirements may vary between the six countries.
FAQs
What is Amazon Brand Registry?
Amazon Brand Registry is a free service that helps you protect your intellectual property (IP), secure your brand and manage the accuracy of your listings, regardless of whether or not you sell in our store(s).
In addition, brand owners who enrol their brands in the Amazon Brand Registry gain access to a unique suite of brand benefits tools to help improve customer service experience, brand visibility and sales on Amazon.
In addition, brand owners who enrol their brands in the Amazon Brand Registry gain access to a unique suite of brand benefits tools to help improve customer service experience, brand visibility and sales on Amazon.
Do I need to enrol my brand to sell on Amazon?
No, it's not mandatory to enrol your brand to sell on Amazon; however, enrolling in the Amazon Brand Registry is the first step in becoming eligible for many brand building programmes to grow your business on Amazon.
How much does it cost to register a brand on Amazon?
Registering a brand on Amazon is a free service.
What are the benefits of enrolling a brand on Amazon?
Enrolling a brand in the Amazon Brand Registry has numerous benefits.
It allows you to build and protect your brand and intellectual property, report violations, automate protections, detect counterfeits, and protect your product listings using advanced programmes like Project Zero, Transparency and Counterfeit Crimes Unit.
Brand owners can access exclusive brand-building programmes like A+ Content, Sponsored Brands, Customer Engagement and strategy programmes such as Amazon Brand Analytics to improve conversion and drive visibility.
Eligible new sellers can take advantage of incentives that can help them get potential benefits and accelerate their brand performance during the first 90 days of launching.
It allows you to build and protect your brand and intellectual property, report violations, automate protections, detect counterfeits, and protect your product listings using advanced programmes like Project Zero, Transparency and Counterfeit Crimes Unit.
Brand owners can access exclusive brand-building programmes like A+ Content, Sponsored Brands, Customer Engagement and strategy programmes such as Amazon Brand Analytics to improve conversion and drive visibility.
Eligible new sellers can take advantage of incentives that can help them get potential benefits and accelerate their brand performance during the first 90 days of launching.
How do I start building a brand on Amazon?
By selling on Amazon, you will have the opportunity to access millions of customers already shopping for products they love. This guide will take you through all the tools that can help you build and protect your brand, connect to customers, grow your audience and inform your strategy.
There are numerous tactics you can use to develop your brand on Amazon, such as enhancing your product pages with Video Shopping experiences, conducting experiments to optimise your content, running sponsored ads to promote your products, sharing your brand's story and mission with customers, analysing your brand's performance, and focusing on improving the customer experience.
There are numerous tactics you can use to develop your brand on Amazon, such as enhancing your product pages with Video Shopping experiences, conducting experiments to optimise your content, running sponsored ads to promote your products, sharing your brand's story and mission with customers, analysing your brand's performance, and focusing on improving the customer experience.
Who can enrol in the Amazon Brand Registry and what are the eligibility requirements?
Brand Registry applications must be submitted by the trademark owner by providing the following eligibility requirements:
• Registered or pending trademark: To be eligible for the Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enrol or have a pending trademark application filed through the Amazon IP Accelerator.
Trademarks issued by government trademark offices in the European Union are currently accepted. You can find the full list of countries, requirements and enrolment guidelines here.
• Text-based or image-based trademark: The trademark for your brand must be in the form of a text-based mark (word mark) or an image-based mark with words, letters or numbers (design mark).
• Trademark match: The trademark text must match the brand name on the application. If your trademark is an image-based mark with words, letters or numbers, you will need to upload a copy of the image exactly as it appears on your trademark registration. Please ensure that this information matches before submitting your application.
• A list of product categories in which the brand should be included.
Following submission of the eligibility requirements, the information will be verified to ensure the authenticity of your trademark.
A code will be sent to a registered trademark office or a contact who meets our criteria and forwarded to you. To complete the enrolment process, you must send back this code to Amazon.
You will have access to Brand Registry resources once you have been verified.
• Registered or pending trademark: To be eligible for the Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enrol or have a pending trademark application filed through the Amazon IP Accelerator.
Trademarks issued by government trademark offices in the European Union are currently accepted. You can find the full list of countries, requirements and enrolment guidelines here.
• Text-based or image-based trademark: The trademark for your brand must be in the form of a text-based mark (word mark) or an image-based mark with words, letters or numbers (design mark).
• Trademark match: The trademark text must match the brand name on the application. If your trademark is an image-based mark with words, letters or numbers, you will need to upload a copy of the image exactly as it appears on your trademark registration. Please ensure that this information matches before submitting your application.
• A list of product categories in which the brand should be included.
Following submission of the eligibility requirements, the information will be verified to ensure the authenticity of your trademark.
A code will be sent to a registered trademark office or a contact who meets our criteria and forwarded to you. To complete the enrolment process, you must send back this code to Amazon.
You will have access to Brand Registry resources once you have been verified.
Do I need a trademark for Amazon Brand Registry?
Yes, in order to apply to Amazon Brand Registry, your brand must have an active registered trademark or a pending trademark application filed in a subset of trademark offices in each country or in European Union Intellectual Property Office (EUIPO).
If you need help registering a brand, the Amazon IP Accelerator can help you obtain intellectual property (IP) rights and brand protection in Amazon’s stores more quickly. Amazon IP Accelerator connects businesses with a curated network of trusted IP law firms which provide high-quality trademark registration services at competitive rates.
If you need help registering a brand, the Amazon IP Accelerator can help you obtain intellectual property (IP) rights and brand protection in Amazon’s stores more quickly. Amazon IP Accelerator connects businesses with a curated network of trusted IP law firms which provide high-quality trademark registration services at competitive rates.
Are WIPO brands accepted by the Amazon Brand Registry?
Yes, WIPO trademarks are accepted by the Amazon Brand Registry.
We currently accept trademarks from the following countries: United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, Benelux, Turkey, Singapore, Saudi Arabia, Sweden, Poland, Egypt, the United Kingdom, the European Union and the United Arab Emirates. If your trademark is registered with the World Intellectual Property Organization (WIPO), please include the corresponding trademark number assigned by the national trademark office, as it may differ from the WIPO trademark number. Brand Registry is not affiliated with any of these offices; please do not contact them for Brand Registry information.
We currently accept trademarks from the following countries: United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, Benelux, Turkey, Singapore, Saudi Arabia, Sweden, Poland, Egypt, the United Kingdom, the European Union and the United Arab Emirates. If your trademark is registered with the World Intellectual Property Organization (WIPO), please include the corresponding trademark number assigned by the national trademark office, as it may differ from the WIPO trademark number. Brand Registry is not affiliated with any of these offices; please do not contact them for Brand Registry information.
What analysis tools are available to sellers on Amazon ES within Seller Central?
Sellers on Amazon ES have access to several native analysis tools within Seller Central: Brand Analytics (available for brands enrolled in the Amazon Brand Registry), the Profit Analytics dashboard, the Amazon Logistics revenue calculator, the Fee and Economics Preview report, the Excess Inventory Management tool and the Sponsored Ads performance reports. Amazon Attribution also allows you to measure the impact of external marketing on sales within Amazon ES.
To check for up-to-date availability and to access each tool, you must log in to Seller Central.
To check for up-to-date availability and to access each tool, you must log in to Seller Central.
Are EUIPO trademarks accepted by the Amazon Brand Registry?
Yes, EUIPO trademarks are accepted by the Amazon Brand Registry.
If your trademark is registered with the European Union Intellectual Property Office (EUIPO), please indicate this in your application. Brand Registry is not affiliated with any of these offices; please do not contact them for Brand Registry information.
If your trademark is registered with the European Union Intellectual Property Office (EUIPO), please indicate this in your application. Brand Registry is not affiliated with any of these offices; please do not contact them for Brand Registry information.
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