Amazon Brand Registry enrollment and brand protection.
We enroll brands in Amazon Brand Registry and then use it the way it was meant to be used: to control your product detail pages, report counterfeit and trademark violations, and keep hijackers off your listings.
Theory Road runs its own Professional Seller accounts with Brand Registry and holds the Buy Box at full price against resellers, so we work these tools on our own brands every week. We help with enrollment, including IP Accelerator when a trademark is still pending, file well documented reports through Report a Violation, sort real infringement from ordinary resale, set up Transparency or Project Zero where eligible, and help sellers facing suppression or suspension write clear plans of action. We do not promise outcomes that only Amazon controls.
Questions this page answers
- How do I enroll in Amazon Brand Registry?
- Do I need a registered trademark for Amazon Brand Registry?
- How do I remove a hijacker or counterfeit seller from my listing?
- Can Amazon remove unauthorized resellers of my brand?
- Does Amazon enforce MAP pricing?
- How do I write a plan of action for a suspended Amazon account?
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
Where Amazon Brand Registry pays off, and where it stalls.
Brand Registry is how Amazon decides who speaks for a brand. Enrollment requires an active registered trademark, or a pending application, from an eligible trademark office, and the name on the mark must match the brand on your products and packaging. Once enrolled, the brand gains stronger control over detail page content, access to A+ Content, Brand Stores, Sponsored Brands and Brand Analytics, and the Report a Violation tool for counterfeit, trademark, copyright and design patent issues. IP Accelerator connects brands with vetted law firms and can grant Brand Registry access while a filing is still pending.
Brands get stuck when they treat every other seller as an infringer. Someone reselling genuine product bought at retail is usually protected by the first sale doctrine, so an authorized seller complaint alone is not an intellectual property violation, and false reports can hurt the reporting account. MAP is a promise between you and your distributors that Amazon does not enforce, so MAP breaks are a distribution problem. Meanwhile real counterfeiters and hijackers who change listing content or ship a different product go unreported because the evidence was never gathered properly, and account health issues pile up unanswered.
We start by sorting the problem. Counterfeits, trademark misuse on listings and detail page hijacks go to Report a Violation with test buys, photos and clear side by side evidence. Genuine resale goes to your distribution: reseller agreements, supply chain tracing and, where it makes sense, Transparency codes so every unit can be verified. MAP enforcement goes to your sales team and distributor terms. For listing suppression and account health problems we read the notice closely, find the root cause, and write a plan of action that says what happened, what was fixed and what prevents it recurring.
Feeds it
- Trademark filings
- Test buys
- Offer and listing changes
- Account Health dashboard
- Distributor agreements
It feeds
- Brand Registry enrollment
- Report a Violation cases
- Corrected detail pages
- Reseller and MAP policy
- Plans of action
Every connection is built on your accounts and documented, so the data survives any change of vendor.
Amazon Brand Registry and brand protection, scoped to the result.
Brand Registry enrollment
We check your trademark status and office eligibility, match brand name to packaging, prepare the application and product images, and use IP Accelerator when a trademark is still pending.
Violation reporting
Counterfeit, trademark, copyright and design patent reports filed through Report a Violation with test buys, photographs and listing evidence, tracked case by case until Amazon reaches a decision.
Listing and hijacker monitoring
Daily checks for new sellers, changed titles, images or variations on your ASINs, with fast correction of brand content and reports when another seller breaks trademark or product rules.
Reseller and MAP program design
Authorized reseller terms, supply chain tracing from lot codes and test buys, and a MAP policy your sales team enforces with distributors, since Amazon does not enforce MAP for you.
Transparency and Project Zero
Where your brand qualifies, we set up Transparency unit serialization and packaging codes, or apply for Project Zero self service removals once your reporting history supports it.
Suppression and account health response
Root cause review of listing suppressions, policy warnings and deactivations, with clear plans of action and supporting documents. We never guarantee reinstatement, because only Amazon decides.
Where Amazon Brand Registry setups break.
The problems we are most often hired to fix, in the order they tend to cost money.
Reporting resellers as counterfeiters
Filing trademark or counterfeit reports against sellers of genuine product is not a valid claim and can be treated as abuse of the reporting tools, putting your own Brand Registry privileges and account at risk.
Trademark not matching the brand
The brand name on products and packaging must match the registered or pending mark. Mismatched spelling, a different word mark or a mark owned by another entity stalls enrollment or makes later reports harder.
Reports without evidence
A report that says counterfeit with no test buy, no photos and no specific difference gets closed. Clear evidence of what differs from genuine product is what moves Amazon to act.
Generic plans of action
Templated appeals that apologize without naming the root cause, the fix and the prevention steps get rejected, and repeated weak appeals make reinstatement harder, not easier.
Amazon Brand Registry, wired into the rest of the business.
USPTO Trademark Center
Checks filing status and ownership before Brand Registry enrollment and violation reports.
Keepa
Alerts on new offers, price changes and listing edits across your ASINs.
Helium 10
Monitors listing changes and hijacker activity on your catalog each day.
Amazon Transparency
Unit-level codes that let Amazon and shoppers verify each unit is genuine.
Google Sheets
Case log with report IDs, evidence links, dates and Amazon outcomes.
Google Drive
Evidence folders for test buys, invoices and photographs attached to each case.
From audit to running it.
Audit.
We review trademark status, Brand Registry roles, every seller on your ASINs, detail page accuracy and Account Health, then sort each problem into infringement, resale, distribution or policy.
Fix.
We enroll or repair Brand Registry, correct detail pages, file evidenced reports for real violations and write plans of action for any open suppression or health issues.
Connect.
We set monitoring on offers and listing changes, build the case log, and work with your sales team on reseller terms, lot tracing and MAP policy with distributors.
Run or hand over.
Ongoing monitoring and reporting each week with a monthly summary, or a documented playbook your team runs, with our help on hard cases and appeals.
A good fit
- Brand owners with a registered or pending trademark who are not yet enrolled in Brand Registry or are enrolled with the wrong roles.
- Brands seeing counterfeit units, hijacked detail pages or sellers shipping a different product under their listing.
- Manufacturers whose distributors leak product to Amazon and who need a reseller and MAP program with teeth.
- Sellers facing a listing suppression or policy warning who want a clear, honest plan of action.
Probably not a fit
- Brands without any trademark filing need a trademark attorney first; Brand Registry requires an eligible registered or pending mark.
- Anyone wanting to remove lawful resellers of genuine product through false IP reports should not hire us.
- Suspensions involving legal disputes or large withheld funds need a qualified attorney, which we will say plainly.
Pricing, plainly.
Amazon Brand Registry is free to enroll, though the trademark it requires has its own filing and attorney costs, and IP Accelerator firms set their own fees. Report a Violation, Project Zero and A+ Content carry no Amazon charge. Transparency is priced per code, so costs scale with units produced. Our work is scoped after a short call: enrollment or cleanup as a fixed project, violation reporting and appeals quoted by case load, and ongoing monitoring as a monthly retainer, month to month after an initial term. We do not provide legal advice, and we never price on guaranteed outcomes, because Amazon makes every final decision.
Amazon Brand Registry by business type.
- Product brandsMarketing agency and e-commerce builder for product brands: headless Shopify storefronts, Amazon Brand Registry and listings, Klaviyo, ads tracked to orders.
- ManufacturersManufacturing marketing agency for industrial and B2B manufacturers: spec-ready websites, catalog search, RFQ systems, dealer marketing and CRM integration.
- Supplement brandsA supplement marketing agency running Amazon and Shopify as one system: compliant claims, TIC testing, subscriptions, creators and paid media that hold margin.
- Beauty and skincare brandsA skincare marketing agency for beauty brands selling on Amazon, TikTok Shop and Shopify: creator content, MoCRA-aware claims, sampling and replenishment.
- Tools and hardware brandsTool brand marketing and Amazon agency work for tools and hardware brands: demo video, Buy Box and MAP defense, dealer programs and home center listings.
- Pet product brandsA pet product marketing agency for brands selling on Amazon, Chewy and Shopify: autoship, compliant pet food and supplement claims, and ads pet parents trust.
Reading on Amazon Brand Registry.
- E-commerce · Takeaway
Amazon Brand Registry requires a registered or pending trademark from an eligible trademark office, and the mark must match the brand name printed permanently on your products or packaging.
E-commerce · 10 min read
How to Get Amazon Brand Registry: Eligibility, Steps and Fixes.
Amazon Brand Registry is free, but enrollment fails for boring reasons: the wrong trademark office, a sticker instead of a printed logo, an attorney who never forwards the code. Here is the path we use on our own seller accounts.
Read - E-commerce · Takeaway
A counterfeiter sells fake goods and can be reported through Brand Registry; an unauthorized reseller selling genuine goods is usually not an intellectual property violation and has to be solved through distribution.
E-commerce · 11 min read
Amazon MAP Pricing and Unauthorized Sellers: A Brand Protection Guide.
Most brands fighting resellers on Amazon are using the wrong tool for the problem they have. Counterfeits are an Amazon problem; genuine goods sold below MAP are a distribution problem. Here is how to tell them apart and act on each.
Read - E-commerce · Takeaway
An Amazon suspension, usually shown as a deactivation, means Amazon wants a specific answer to a specific problem, and the fastest reinstatements answer exactly that problem with evidence.
E-commerce · 11 min read
Amazon Account Suspended: How Reinstatement Actually Works.
A suspension notice is not a verdict, it is a request for evidence. Here is how to read it, find the real root cause, write a plan of action Amazon can act on, and avoid the moves that make it worse.
Read
Hiring help with Amazon Brand Registry.
- Do you run Brand Registry on your own brands?
- Yes. Theory Road runs its own Amazon Professional Seller accounts with Brand Registry, uses Report a Violation, and holds the Buy Box at full price against resellers on its own listings. We have filed these reports and dealt with these sellers ourselves, which is why we are careful about which problems Amazon will act on and which it will not.
- Do I need a registered trademark for Brand Registry?
- You need an active registered trademark or a pending application from a trademark office Amazon accepts, and the mark must match the brand name on your products or packaging. If you have not filed yet, IP Accelerator connects you with law firms that can file for you and can grant Brand Registry access while the application is pending.
- Can Amazon remove unauthorized resellers?
- Not simply for being unauthorized. Reselling genuine product is generally protected by the first sale doctrine, so Amazon treats it as lawful unless there is a real IP issue, such as counterfeit goods, materially different product or misuse of your trademark. The durable fix is controlling distribution: reseller agreements, lot tracing and ending supply to accounts that leak.
- Does Amazon enforce MAP pricing?
- No. Minimum advertised price is an agreement between you and your resellers or distributors, and Amazon does not police it. Amazon may separately stop showing the Buy Box when a price looks uncompetitive. MAP breaks are solved in your distribution terms and by your sales team, not through Amazon reports.
- Can you get my suspended account reinstated?
- We cannot promise that, and nobody honestly can. Amazon decides every appeal. What we do is read the notice closely, find the real root cause, fix it, and write a plan of action that explains what happened, what changed and how it will not happen again, with supporting documents. For legal disputes or large withheld balances we recommend an attorney.
- What are Transparency and Project Zero?
- Transparency puts a unique code on every unit so Amazon can verify authenticity before shipping and shoppers can check it too. Project Zero lets eligible brands remove counterfeit listings directly, after showing a history of accurate reports. Both have eligibility requirements, and we tell you whether your brand qualifies before recommending either.
Let’s get Amazon Brand Registry working for you.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.