Register and Launch your brand on Amazon UK

Sell your own unique products using the tools we've created to help customers find your brand on Amazon.
New to Amazon?
£25 (excl. VAT) per month + selling fees
Coconut Oil Amazon Selling partner
Over £42,000 in benefits exclusively for New Brands!
Launch on Amazon today with variety of incentives to help kickstart your business, including a 10% bonus on your first £40,000 in branded sales, followed by 5% through your first year until you reach £800,000, up to £42,000 in bonus value!*
*The New Seller Incentives are subject to the applicable Terms and conditions. Visit Seller Central for more details.

Free Soul

Pairing the creative art of telling your brand story with the analytical tools Amazon provides, it is a really great match.
Arjun SofatFounder, Free Soul

Ready to get started? Here’s how it works

Amazon offers an exclusive set of brand benefit tools to sellers who are brand owners. These tools can help your brand improve conversion, drive discoverability, and protect intellectual property. Follow the steps below and learn how to launch your brand with Amazon.


Get started: Create a Professional account

Teams around the world invent on behalf of our customers every day to meet their desire for lower prices, better selection, and convenient services. One way we guarantee a wide selection of products is through the over 550,000 European small and medium businesses selling on Amazon and offering more options for customers. Small and medium-sized businesses' sold more than 1.8 billion products from SMBs across Europe in 2020.*
* Amazon Internal data
New to Amazon? Sign up for professional account
Professional account amazon
Amy Perez
Founder & CEO, Primal Pit Paste


Enrol your brand

Amazon Brand Registry unlocks a suite of tools designed to help you build and protect your brand, creating a better experience for customers.

If you already have an active registered or pending trademark, you can start the enrollment process now.
If you need help registering a trademark? With IP Accelerator, you get access to a curated network of trusted IP law firms and trademark experts, providing support with all aspects of the trademark filing process with the EU and UK Intellectual Property Offices.

Need more info?

IP Accelerator


Prefer some takeaway reading?

Download the ebook

Brand Owner checklist

The journey of a Brand Owner on Amazon is a continuous and iterative process, and we are here to help! Here is an easy checklist that you can leverage to accelerate your brand growth.


Create A+

Customise product detail pages with A+ Content- A+ 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 to learn more? Log in to Seller Central to access and learn more about A+.
Prefer some takeaway reading?


Upload & Manage Videos

Video Shopping Experience - replace the 7th image of a listing with a video. Shoppers spend more and visit fewer detail pages when a video is available.
Want to learn more? Log in to Seller Central to access and learn more about product videos.


Manage Your Experiments

Release your inner scientist to decisively know which product content is better. Run experiments like A/B testing to see what content drives more sales.

Start experimenting with your product Images, Titles, and A+ Content. Optimizing your content with experiments can help to drive incremental sales.
Want to learn more? Log in to Seller Central to access and learn more about running experiments.


Increase visibility and sales on Amazon with advertising

Did you know that sponsored ads can help you boost your visibility, reach more shoppers and increase your sales?

Sponsored Products are ads for individual product listings on Amazon. They appear within shopping results pages and on product detail pages.

Sponsored Brands showcase your brand and product portfolio. Featuring your brand logo, a custom headline, and a selection of your products, these ads appear in shopping results pages, helping drive sales and product visibility.

Sponsored Display is a self-service advertising solution that helps advertisers reach relevant audiences across the shopper journey, with ad placements that appear on and off Amazon.
This apparel brand increased sales in Germany, France, Italy and Spain by 145% three months after launching Sponsored Products ads in UK.
Want to learn more? Visit Amazon Advertising to learn more.


Amazon Stores

No matter the size of your brand, Amazon Stores gives you an immersive place to introduce customers to your story, mission, and products. Using the Store Builder in the advertising console, you can create an ecommerce storefront on Amazon—no coding or design expertise required. The page is automatically set up for desktop, mobile, and tablet browsers.

Amazon Storefront is available for sellers enrolled in Amazon Brand Registry, vendors, and agencies. You do not 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 to learn more? Log in to Seller Central to access and learn more about stores.


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 to learn more? Log in to Seller Central to access Amazon Attribution. Visit Amazon Advertising to learn more.


Iterate - Brand Analytics

Tap directly into Amazon’s largest aggregated data reports, available exclusively to brand owners: Amazon search terms, repeat purchase behavior, market basket analysis, item comparison, alternate purchase behavior, and demographics.
Want to learn more? Log in to Seller Central to access and learn more about Brand Analytics.


Customer Reviews

Drive brand loyalty and customer engagement by responding to reviews with three or less stars. Brand Owners can reach out to customers who have left critical reviews on their products with courtesy refunds or provide support directly through the Customer Reviews feature in Seller Central. The Customer Reviews feature is available to Brand Owners in the ‘Brands’ tab on Seller Central.
Flywheel attracting customers
Want to learn more? Log in to Seller Central to access and learn more about Customer Reviews


Protect your Brand


Transparency is a tracing service that helps brand owners protect their brand against counterfeits. By allowing brands to associate each unit they manufacture with a unique code, it offers a proactive solution to prevent counterfeit infringement that might be compromising your brand, sales and your customers' shopping experience,
Flywheel attracting customers
Learn more about Brand protection on Amazon Seller Central.

Project Zero

Project Zero leverages the combined strengths of Amazon and brands to drive counterfeits to zero through automated protections, self-service counterfeit removal, and product serialization.
Learn more about Project Zero.

Strategic Account Services

Have you started selling on Amazon? Our Strategic Account Services team will connect you with a Marketplace Consultant, your reliable guide within Amazon.

Interested in taking the first step? Submit your application today to discover ways to expand your business, attract new customers, and boost your sales.
Thumbnail for Strategic Account Services video

Seller University

Seller University is a one stop shop for all your learning needs. The educational resources help brands, businesses, and entrepreneurs learn how to succeed as Amazon selling partners.

Access more resources for Brand Owners in Seller University.

Want to accelerate your business growth?

Submit your application today.
Already selling on Amazon?
Please Note: All new Selling on Amazon subscriptions include access to sell on,,,, and Fees, available product categories, and selling requirements may vary between the 6 countries.

Frequently Asked Questions

What is Amazon Brand Registry?
Amazon Brand Registry is a free service which helps you protect your intellectual property (IP), secure your brand and manage the accuracy of your listings regardless of whether you sell in our store(s) or not.

Additionally, Brand Owners who enrol their brand(s) in Amazon Brand Registry get access to an exclusive set of brand benefit tools to help improve customer service experience, their brand’s discoverability and sales on Amazon.
Do I need Brand Registry to Sell on Amazon?
No, Brand Registry is not mandatory to sell on Amazon; however, enrolling in Brand Registry is the first step to 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 in Amazon Brand Registry
Enrolling a brand in the Amazon Brand Registry has numerous benefits for your brand.

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 or Transparency

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 discoverability.

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 launch.
How do I start buiding a Brand on Amazon?
By selling on Amazon, you have potential 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 optimize your content, running sponsored ads to promote your products, sharing your brand's story and mission with customers, analyzing your brand's performance, and focusing on improving the customer experience.
Who can enroll in 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 Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enroll or have a pending trademark application filed through 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 enrollment 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 record. 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 enrollment 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 trademark, Amazon IP Accelerator can help you obtain intellectual property (IP) rights and brand protection in Amazon’s stores more quickly. 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 trademarks accepted by Amazon Brand Registry?
Yes, WIPO trademarks are accepted by Amazon Brand Registry.

We currently accept trademarks from the following countries: the 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.
Are EUIPO trademarks accepted by Amazon Brand Registry?
Yes, EUIPO trademarks are accepted by 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.
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