Hello Sellers,

Do you know the difference between Brand Approvals and Brand Registry on Amazon?

Brand Approval is obtaining permission to sell someone else's brand, whilst Brand Registry is registering and protecting your own brand on Amazon with a trademark.

Here's a breakdown of what each programme 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, authorisation letters, etc.)
• You don't own the brand, you're obtaining 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 programme 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!

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

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Regards, Ezra!