Amazon Brand Registry is Amazon's free program for trademark owners: it lets you search Amazon's stores, report infringing listings and track each report. Independent brand protection software works outside Amazon too, finding copies on other marketplaces and keeping evidence across channels. The two are complementary: software finds and documents copies, and Brand Registry is where Amazon reports are filed.
Amazon Brand Registry is Amazon's free program for trademark owners. It gives you tools to search Amazon's stores, report listings that infringe your rights and follow each report, and it opens access to Project Zero and Transparency. Independent brand protection software works across marketplaces: it looks for copies on eBay, Walmart, Temu, AliExpress and many other sites, and keeps one record of the evidence for each listing. The two do different jobs and work best together.
This article explains what Brand Registry does inside Amazon, what it leaves to you, and what independent software adds. It is based on public information as of September 2026 from Amazon's own pages.
What Amazon Brand Registry does
Amazon describes Brand Registry as a free program. To enroll, your brand needs an active registered trademark or a pending application from an approved government IP office, as a text mark or an image mark containing words, letters or numbers. The application is submitted by the trademark owner, and Amazon recommends adding trademarks for each country-based Amazon store where you sell. Brands without a trademark can use Amazon's IP Accelerator to find a law firm and enroll with a pending application.
Once enrolled, the protection tools include:
- Report a Violation. A single, guided place to report IP infringement, store policy violations and regulatory compliance concerns, updated in July 2026. You can search by product name, ASIN, image or order number, and check up to 50 ASINs or product URLs at once.
- Submission History. A tab that shows the status and outcome of each report as it progresses.
- Automated blocking. Amazon says accurate reports feed its systems so that similar violations can be blocked automatically.
- Project Zero. For eligible brands, a self-service tool to remove counterfeit listings directly, plus automated protections. Eligibility requires the Rights Owner role and Report a Violation submissions over the last six months with an acceptance rate of at least 90%.
- Transparency. Optional product serialization with unit codes, charged separately.
Brand Registry also unlocks growth tools such as A+ Content, Brand Stores, Brand Analytics and Sponsored Brands. Our guide to what Brand Registry covers goes through each tool, and our guide to Transparency and Project Zero explains those programs.
What Brand Registry leaves to you
Brand Registry is built for Amazon. Its limits are those of any single marketplace program:
- It only sees Amazon. It does not search eBay, Walmart, Temu, AliExpress, Alibaba.com, Etsy, TikTok Shop, Facebook, Instagram or independent web shops.
- You still find the listings. The tools make searching Amazon easier, but someone on your team runs the searches and decides what to report.
- Evidence stays per marketplace. Your Amazon reports live in Submission History; your eBay or Walmart reports live elsewhere. There is no single record of the same copy across marketplaces.
- Relisting across channels. A seller removed from Amazon may keep selling the same copy on another marketplace, which Brand Registry cannot show you.
What independent brand protection software adds
Independent software varies, but most tools aim to fill the gaps above.
| Amazon Brand Registry | Independent brand protection software | |
|---|---|---|
| Cost | Free | Depends on the provider: subscription, contract or pay-as-you-go |
| Marketplaces | Amazon's stores only | Several marketplaces, depending on the tool |
| Discovery | Search Amazon by text, ASIN, image or order number | Automated searches across marketplaces, by name, by image or both |
| Reporting | Report a Violation, inside Amazon | Varies: some file for you, others prepare evidence and you file |
| Evidence | Report details in Submission History | Records per listing, often with a saved copy of the page and seller details |
| Tracking | Status of each Amazon report | Status across marketplaces, including removed and relisted listings |
| Other channels | Not covered | Some platforms also cover domains, websites and social media |
The most important addition is coverage. If your products are copied, the same copy is often offered on several marketplaces and regional stores in the same period. Software lets you see the whole picture, then report on each marketplace through its own program.
How the two work together
- Enroll in Brand Registry. If you sell on Amazon and have a registered or pending trademark, enroll first: it is free and it is where Amazon reports are decided.
- Search across marketplaces. Use software to find copies on Amazon's stores and on the other marketplaces that matter to you.
- Keep the evidence. Save the listing URL, a dated copy of the page and the seller's details for each copy.
- Report on each marketplace. File Amazon listings through Report a Violation, and the others through each marketplace's own program. Our guide to reporting counterfeits on Amazon covers the Amazon steps.
- Track the outcome. Log each report and check which listings were removed or came back.
When Brand Registry alone is enough
Brand Registry on its own can be enough when:
- Amazon is your only or main sales channel, and the copies you see are on Amazon;
- your catalog is small enough to search by hand in Report a Violation;
- copies usually carry your brand name, so a text search finds them;
- your team has time to run the searches and follow Submission History.
When you need more than Brand Registry
Independent software becomes useful when:
- the same copies appear on other marketplaces, such as eBay, Walmart, Temu or AliExpress, or on regional Amazon stores where you have no trademark registered yet;
- copies reuse your product photos without your brand name;
- you need one record of evidence per listing across marketplaces, for your team, a marketplace or counsel;
- sellers relist after removals and you need to see which listings came back.
If you also need domains, fake websites or social media impersonation watched, look at enterprise platforms that cover those channels: our guide to brand protection software for small businesses compares the service models.
Where Valigard fits
Valigard is pay-as-you-go brand protection software. It searches marketplaces worldwide, including all of Amazon's stores, eBay, Walmart, AliExpress, Alibaba.com, Temu, Etsy, TikTok Shop, Facebook and Instagram, as well as regional stores and small web shops, for listings that reuse your official product photos. It therefore finds copies even when your brand name is not in the title.
For each listing you mark as likely counterfeit, Valigard keeps the URL and title, price, seller, country, the photo match, a saved timestamped copy of the page and whether the listing was removed or relisted. The Amazon reporting guide explains the steps and what to have ready, and Valigard prepares the text to copy into Amazon's form. You can see the marketplaces covered on the Amazon page and the prices on the pricing page.
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New searchENWhat Valigard does not do
Valigard does not file reports in Brand Registry or anywhere else: you submit them on the marketplace, then log the status and case number. It does not replace Brand Registry, and it cannot use Project Zero or Transparency for you. It does not monitor trademark office filings, domain names or social media impersonation accounts beyond listings that use your photos, and it does not send legal letters. Valigard does not determine with legal certainty that a product is counterfeit, and it cannot guarantee that Amazon or any marketplace will remove a listing.
Frequently asked questions
Is Amazon Brand Registry enough to protect my brand?
It is enough for reporting on Amazon, and it is free. It does not look at eBay, Walmart, Temu, AliExpress, TikTok Shop or independent web shops, where the same copies are often sold. If your products are copied outside Amazon, you need another way to find and document those listings.
Does Brand Registry search for counterfeits automatically?
Amazon says that accurate reports feed its systems so that similar violations can be blocked automatically, and Project Zero adds automated protections for eligible brands. You still search and report yourself with the Report a Violation tool, which accepts text, ASINs, images and order numbers.
Can brand protection software file reports in Brand Registry for me?
Some managed services file reports as your registered agent. Self-serve tools such as Valigard do not: they help you find listings, keep evidence and prepare the report text, and you file it yourself in Brand Registry or through Amazon's public Report Infringement form.
Do I need Brand Registry if I use brand protection software?
If you sell on Amazon and have a registered or pending trademark, yes. Brand Registry is free, gives you the Report a Violation tool and its Submission History, and is the entry point to Project Zero and Transparency. Brand protection software does not replace it; it adds coverage outside Amazon.
What does Project Zero add to Brand Registry?
Project Zero gives eligible brands a self-service tool to remove counterfeit listings from Amazon's store directly, plus automated protections. Amazon requires a registered trademark, the Rights Owner role and Report a Violation submissions over the last six months with at least a 90% acceptance rate.
Sources
- Sell on Amazon: Amazon Brand Registry
- Sell on Amazon: Brand Registry requirements and tips
- Sell on Amazon: Report brand violations faster with one guided experience
- Sell on Amazon: Project Zero
Last reviewed 27 Sep 2026. Marketplace procedures change; check the official pages before you file. This guide is general information, not legal advice.