Hi Sellers,

Do you know the difference between Brand Approvals and Brand Registry on Amazon? I’m here to explain. 🙋‍♀️

Think of it this way: Brand Approval is getting permission to sell someone else's brand, while Brand Registry is registering and protecting your own brand on Amazon with a trademark.

Here’s a break down on what each program offers!

Brand Approvals: Permission to sell someone else's brand

• Required permission to sell specific brands
• Applies to sellers wanting to sell existing brands
• Requires documentation (invoices, authorization letters, etc.)
• You don't own the brand, you're getting permission to sell it

Brand Registry: Registering and protecting your own brand on Amazon with a trademark.

Note: If you are not the trademark owner but have a relationship with the brand owner, you can also request a selling role or a protection role and be added to represent the brand.

• Brand Registry is a program for brand owners to protect their own brands
• You must own/represent the trademarked brand
• Requires registered or pending trademarks
• Gives brand owners tools such as...Enhanced content (A+ Content), Brand store creation, Brand analytics, Protection against intellectual property violations, Brand reporting tools and more!

If sellers don’t have a trademark but want to list under a brand that does not exist on Amazon, please reference the Brand name approval requirements and issue resolution.

If you applied, how did you decide what was right for your business? Let me know in the comments if you have any specific questions!