What enrolment actually requires
- A trade mark from a participating office. Amazon accepts UKIPO, EUIPO and USPTO marks, and it accepts pending applications, not just granted registrations. You do not have to wait for a mark to complete before enrolling.
- Amazon's IP Accelerator connects you to vetted trade mark firms and lets you enrol on a pending mark. It is optional, and recent guidance suggests it is no longer meaningfully faster than filing directly. We will tell you which route is worth it for your situation rather than defaulting to the one Amazon promotes.
What you get
- Listing authority. Your copy, images and A+ content become the version that sticks, instead of being overwritten by whoever edited last.
- Brand Analytics. Search term data, repeat purchase behaviour and basket analysis you cannot see otherwise.
- The reporting tools. Report a Violation, and eligibility for Transparency and Project Zero.
- Transparency. Unit-level serialisation, a unique code per item, which stops counterfeit stock entering FBA in the first place.
- Project Zero. Self-service takedown for counterfeit listings, by invitation, where you remove listings directly rather than filing and waiting.
The part nobody mentions
Project Zero requires an enrolled brand to maintain a takedown accuracy rate above 99 per cent. That is not a target. It is a condition of keeping the tool.
- Every removal you make is measured. Use self service takedown against a seller who turns out to be selling genuine goods lawfully, and the failure is recorded against you. Enough of them and you lose the tool, and potentially your Brand Registry access with it.
- This is why enrolling and then reporting everyone is the single most expensive mistake a brand makes here. The tools that look like an eviction notice are the ones with a compliance rate attached.
What Brand Registry will not do
It will not remove a reseller who bought your stock legitimately. That is a separate question, and usually the answer is no.
It will not give you control over price.
It will not stop listing hijacking on its own, though Transparency largely does.
It will not win you the Buy Box.
What we do
Enrol the brand, on a registered or pending mark, in your company's name.
- Take control of the listings: copy, images, A+ content, variation structure.
- Set up the right tools for your risk. Transparency where counterfeit is the problem. Project Zero only where the accuracy obligation can be met.
- Run the reporting properly, with grounds evidenced before anything is filed, so your accuracy rate stays where it needs to be.
- Use the Brand Analytics data, which most brands never look at, to find where your search share is actually leaking.
Questions
We already have Brand Registry. Is there anything left to do?
Usually a great deal. Most brands enrol, claim the listings and stop. The analytics go unread, A+ never ships, and Transparency is never switched on.
Do we need a granted trade mark?
No. A pending application from UKIPO, EUIPO or USPTO is enough to enrol.
Will Brand Registry get rid of the other sellers?
No. That is the most common misconception about the programme and it is worth being clear about before you enrol expecting it.
Can using it badly hurt us?
Yes. Project Zero carries a takedown accuracy requirement above 99 per cent, and inaccurate removals are counted against your brand.