Amazon is in the midst of testing a new brand registry system designed to reassure vendors that sell on its marketplace that their intellectual property will be protected – which, up to this point, is something that Amazon has struggled to do.

In their latest announcement, Amazon said that they will now let any brand register its logo and other IP with Amazon starting sometime in April; thereby enabling Amazon to remove listings for counterfeit products.

The move is just part of Amazon’s larger initiative to reassure prospective brands that their trademarks and other IP are safe on its Marketplace.

According to Peter Faricy, VP of Amazon Marketplace, last year, 100,000 sellers sold at least $100,000 worth of goods in 2016. “This puts Amazon in the position where we can protect your product across the Amazon Marketplace,” Faricy said.

The brand registry, first tested in 2016, will be free to North America vendors.

So, What’s the Big Deal?

There are a number of things that brands should be excited about:

  • Brands don’t need to be sellers to join the registry anymore.
  • Brands can take down sellers for infringement which includes things like logos, using their name, trademarks, copyrights and IP, even if a seller used their own UPC code instead of the brand’s UPC.
  • It will be easy for brands to do this without the need for lawyers and the long time it takes now.

Why Amazon Brand Registry 2.0?

Accurate brand representation

Once you enroll, Brand Registry gives you greater influence and control over your brand’s product listings on Amazon.


Powerful search tools

Amazon Brand Registry enables you to easily find content in different Amazon stores. Search for content using images, keywords, or a list of ASINs in bulk and report suspected violations through a simple, guided workflow.


Proactive brand protection

Our automated protections use information about your brand to proactively remove suspected infringing or inaccurate content. The more information you provide, the better Brand Registry can help you protect and improve your brand experience.


We can Help

At Jim’s Whims, we have demonstrated experience spanning years assisting brands with Amazon.

Additionally, we can bring value to our brand partners by improving Amazon listings optimizations and Pay Per Click (PPC) Advertising campaigns at a very reasonable cost while building your brand with your image. We’re upbeat about the future, and would love to talk further, call us at (469) 487 8221.

About Jim’s Whims

We’ve built relationships on trust, results, and a long-term vision for growth and sustainability. Ultimately, we are passionate about creating a business of quality endeavor and connectivity. This is how we seek out partnerships with brands and distributors; a genuine, personal investment in the lives of customers. We will get to know you. You will get to know us. Let’s get to mixing!

By: The Team @ Jim’s Whims