Unlocking Growth and Protection in the Amazon Jungle
By Sean Swidler (Swidler Law Group)
In the competitive world of e-commerce, small businesses often face uphill battles: counterfeit products, unauthorized sellers, and limited visibility. Amazon Brand Registry equips brand owners with tools to protect their intellectual property, enhance product listings, and build customer trust on the Amazon platform. The program is available both to brand owners selling product on Amazon and brand owners just looking to protect their brands on the Amazon platform. To qualify, you must have an active, registered trademark (word trademark on your brand or design trademark encompassing your logo and brand name) in the country where you sell. A pending application for registration of your trademark will provide early access to the program.
Benefits for Small Businesses:
🤝 Building a Brand Presence and Relationships that Last. Brand Registry provides sellers with enhanced product pages that include rich visuals, comparison charts, and videos. Sellers can also create a customizable storefront showcasing full product lines and telling the brand story. For small businesses, this is a chance to improve the customer experience and build credibility, connect with customers on a deeper level, and boost conversation rates.
📊 Insights That Drive Smarter Decisions. Brand Registry members can tap into real-time brand analytics and search query performance tools to understand customer behavior, track trends, and refine marketing strategies. These tools help small businesses make informed decisions without needing a full-time data team.
🛡️ Protecting What You Have Built. Without adequate protection, the investment into building brand identity is vulnerable to copycats and unauthorized sellers. Automated Brand Registry tools flag and remove suspicious listings, reducing revenue loss. Unique product codes are used to verify authenticity of listings, and brand owners can take direct action against infringing listings.
Why GTINs Matter to Brand Registry.
Global Trade Item Numbers (GTINs) – UPCs, EANs, and ISBNs – are the standardized product codes used across global supply chains. GTINs play a critical role in product listing, brand protection, and approval within Amazon Brand Registry. For small businesses, using valid GTINs, or securing an exemption when appropriate, is essential to maintaining a trusted brand presence on Amazon.
✅ Product Authentication. Amazon uses GTINs to verify that products listed under a brand are legitimate. This helps prevent counterfeit listings and protects brand integrity.
✅ Listing Accuracy. GTINs ensure that each product is uniquely identified, reducing catalog duplication and misidentification.
✅ Brand Approval Process. When applying for Brand Registry, sellers may be required to submit GTINs for their products to confirm authenticity and ownership.
For products without GTINs, such as handmade items, private-label products, or custom bundles, sellers can apply for a GTIN exemption. An exemption enables sellers to list products and enroll in Brand Registry without a GTIN. Amazon verifies GTINs against the GS1 database, meaning GTINs purchased from third-party resellers may be flagged as invalid, potentially leading to listing removal or loss of Brand Registry status. To avoid issues, always license GS1 GTINs from Barcode US.
How to Register for Amazon Brand Registry. Getting started is straightforward. First, your brand must be registered as a trademark in the US Patent and Trademark Office or pending in a filed trademark application. The trademark registration process can be nuanced with a number of twists and turns affecting registrability and the ability to access the Brand Registry program and maximize program benefits. Working with an experienced trademark attorney will ensure your trademark application best reflects your business and ensure the application process proceeds smoothly. Next, create an Amazon Seller or Vendor account at sellercentral.amazon.com and submit your Brand Registry application, including information about your business and trademark, at brandregistry.amazon.com. Registration typically takes a few days, and once approved, you will gain access to your Brand Registry dashboard.
Amazon Brand Registry provides a strategic advantage for small businesses ready to grow. By protecting your brand, enhancing your listings, and leveraging data-driven tools, you can compete more effectively and build a lasting presence on Amazon.
About the Author: Sean Swidler (sswidler@swidlerlaw.com) has been practicing intellectual property law for 25+ years and founded Chicago-based Swidler Law Group (www.swidlerlaw.com) in 2019 to provide intellectual property, corporate and commercial, and FDA regulatory counselling to the CPG, OTC pharmaceutical and medical device industries. He works with large companies with global reach and portfolios, mid-size companies whose growth rides on protecting their innovations, and solo inventors and start-ups launching businesses from new ideas.
Disclaimer: The information provided in this article does not constitute legal advice. All content and opinions in this article are for general informational purposes only.
© 2025. Sean S. Swidler. All rights reserved.
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