A flat monthly fee and nothing else. No percentage of sales, no commission, no add-ons. The fee is set by the size of your catalogue, and it covers the account, the listing rebuild, the brand protection work and the reporting. Everything the channel earns above that fee is yours. It is a rolling monthly retainer and we put the exact number in writing before anything starts.

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Amazon Brand Registry: What It Actually Gives You, and What It Does Not

Q: Do you need access to my Amazon account?

We open a Seller Central account in your company name, or work inside the one you already have. Either way it is registered to you, the bank details are yours, and the money lands with you. We are users on that account, not owners. If we ever part company you change our access and everything stays exactly where it is.

Q: What happens to my existing resellers and distributors?

Nothing changes in your trade and wholesale relationships. What changes is what happens on Amazon. We identify who is listing your products without authorisation and use Brand Registry to remove them. Your approved distributors carry on supplying the accounts they supply. It is the unauthorised sellers undercutting each other on your own product page that go.

Q: How quickly will I see anything?

Week one is the appraisal. By the end of week two the account is open and Brand Registry is in. Weeks three and four are the clean-up and the listing rebuild. You should be trading a full month under your own account inside thirty days, with the numbers reported back to you.

Q: What if it doesn't work?

The appraisal costs you nothing and you keep it either way. After that we work to an agreed term, and the account is in your name from day one, so there is nothing to unwind if you walk. You remove our access and carry on with a cleaner catalogue, a registered brand and listings that are better than when we found them.

Amazon Brand Registry gives you tools to report intellectual property infringement and far more control over how your listings look. It does not give you the power to remove a seller offering genuine, unaltered stock. Most brands enrol expecting the second and receive the first.

This page is general information about how Amazon Brand Registry works for UK brands. It is not legal advice and should not be relied on as such. Trade mark law depends heavily on the facts of each case, and you should take your own professional advice before acting.

The expectation most brands arrive with

Brand owners are usually told that Brand Registry is the answer to unauthorised sellers. Enrol your trade mark, the story goes, and you gain the ability to clear other sellers off your own listings.

That is not what it does, and the gap between the expectation and the reality accounts for a great deal of wasted effort. Brand Registry is an intellectual property enforcement and listing control programme. It is not a distribution control programme. If a seller has acquired genuine stock through lawful means and is offering it unaltered, enrolment does not hand you a mechanism to remove them.

This is the same exhaustion of rights principle that governs unauthorised sellers generally. Enrolment does not change it.

What enrolment genuinely gives you

Control over what the listing says

This is the most immediately useful part and the most often overlooked. Once enrolled you gain authority over your own product content: titles, bullet points, images, and access to A+ Content and Brand Story modules.

Before enrolment, any seller can contribute to a listing and Amazon may accept their version. After enrolment, your data is generally treated as authoritative. For a brand whose listings have been edited over the years by resellers with no knowledge of the product, this alone often justifies the exercise.

A route to report genuine infringement

Brand Registry gives you a structured process for reporting counterfeits, trade mark misuse and copyright breaches, and those reports are generally handled faster than the standard complaint form.

The important word is genuine. The tools address infringement, not competition you dislike.

Data you did not previously have

Enrolled brands gain Brand Analytics: search terms customers used before buying, what they bought instead, and repeat purchase behaviour. This is genuinely useful and is not available to unenrolled sellers.

The risk nobody mentions

Reporting a seller who turns out not to be infringing is not a neutral act.

Amazon treats unfounded notices as abuse of the programme. Repeated unfounded reports can result in enforcement against your own account, including loss of Brand Registry access. Sellers can also dispute a report, and a successful dispute counts against you.

There is a second issue specific to the United Kingdom that rarely appears in American guidance. Under section 21 of the Trade Marks Act 1994, as amended by the Intellectual Property (Unjustified Threats) Act 2017, a person aggrieved by a groundless threat of infringement proceedings may be able to bring a claim. Sending infringement notices you cannot substantiate is not risk-free, and a takedown notice can, depending on the circumstances, be treated as a threat.

This is precisely why the evidence work matters more than the reporting mechanism. A report supported by test purchases, batch codes and documented condition problems is a different proposition from a report that amounts to an assertion that a seller was never authorised.

What you need to enrol

You need a registered trade mark, or a pending application filed through Amazon's IP Accelerator, in the country where you want protection. A UK application typically takes around four months if unopposed. Enrolment itself usually takes around four weeks once the mark is in place.

The mark must match the brand name as it appears on your products and packaging. Word marks are generally the most straightforward; figurative marks can work but are narrower in scope.

Transparency and Project Zero

Two programmes sit above Brand Registry and are worth understanding before anyone sells them to you.

Transparency applies a unique code to every unit, which Amazon scans before shipping. It is effective against counterfeits because unlabelled units do not ship. It also has a real per-unit cost and requires changes to your packing line, so it suits high-value or heavily counterfeited products rather than every catalogue.

Project Zero allows enrolled brands to remove counterfeit listings directly, without going through Amazon first. It is invite-only and typically requires a demonstrated history of accurate reporting.

Neither addresses a seller offering genuine stock. Both address counterfeits.

So what should a brand actually do?

Enrol. The listing control and the analytics justify it on their own, and the infringement tools matter when there is real infringement.

But set the expectation correctly. Brand Registry is the foundation that makes other work possible; it is not the mechanism that clears your listing. What tends to change the position on the ground is controlling supply, building evidence where goods have genuinely been altered or impaired, and operating the listing properly yourself so that a small reseller cannot hold the Buy Box against a brand with full stock and strong metrics.

Enrolment is the first step. It is rarely the answer on its own.