Practical Guide for Canadian Amazon Sellers: Amazon Brand Registry Step-by-Step

If you’re preparing to launch or have just started selling on Amazon Canada, brand protection is no longer optional—it’s essential.In particular, enrolling in Amazon Brand Registry is more than just registering a name: it’s about protecting your brand identity, gaining control over your listings, and setting the foundation for sales growth.

Today, we’ll break down the entire Amazon Brand Registry process at a glance—from preparation to registration, key tips, and post-registration benefits.With Trufulfillment’s on-the-ground expertise, even first-time sellers can take immediate action.

What is Amazon Brand Registry?

Amazon Brand Registry is a program that allows brand owners to officially register and protect their brand on Amazon.Once enrolled, you gain access to powerful benefits:

• Tools to report intellectual property infringement

• Eligibility for A+ Content

• Ability to create an Amazon Storefront

• Access to Brand Analytics and valuable shopper insights

• Advertising programs (Sponsored Brands, Sponsored Display, etc.)

• Enhanced brand protection (Project Zero, Transparency, and more)

Pre-registration checklist

Before starting your registration, make sure you have the following ready:

✅ Trademark status

• In Canada, you can enroll with a trademark registered or pending at CIPO (Canadian Intellectual Property Office) or USPTO.

• Your brand name must match exactly, including capitalization and spacing, with the trademark office records.

✅ Allowed trademark types

• Word mark (text-based trademark)

• Design mark (images that contain words, letters, or numbers)

✅ Product photos

• At least one clear photo showing the brand name permanently affixed on the product or packaging(No stickers or hang tags. For apparel, sewn-in labels or laser printing are required.)

✅ Amazon account

• Must log in via your Amazon Seller Central or Vendor Central account.

Step-by-step registration process

1️⃣ Enter brand information

• Exact brand name: Ensure it exactly matches your registered trademark.

• Upload brand logo: High-resolution logo or image of the brand name (not a product image).

• Trademark details: Choose the country (e.g., CIPO for Canada) and enter the correct registration or serial number.

• Ownership confirmation:

  • Select "Yes" if you are the trademark owner.

  • If you have a license agreement or authorization letter, submit supporting documentation.

💡 Trufulfillment TIP: If you have only registered your trademark in Korea, we recommend checking WIPO (World Intellectual Property Organization) records to verify the status before proceeding internationally (searchable by country/category).

2️⃣ Link selling account information

• Select the relevant product categories.

• Provide ASINs if you already sell under your brand (optional).

• Provide your brand website URL if available (optional; must match your brand name exactly).

• List links to other e-commerce sites if applicable (optional).

3️⃣ Business relationship type

• Choose Seller / Vendor / Neither:

  • Seller: Enables FBA integration

  • Vendor: You sell directly to Amazon

  • Neither: Some tools like A+ Content and Analytics may be limited.

4️⃣ Provide manufacturing and distribution information

• Upload evidence depending on whether you manufacture or work with third-party manufacturers (e.g., contracts, invoices from the last 6 months).

💡 Trufulfillment TIP: If your products are for FBA, ensure your manufacturer prepares labels that meet Amazon’s requirements for permanent affixing before production.

Post-registration process

• After submission, Amazon will send a verification code to the official trademark correspondent listed with the trademark office.

• You must submit this code within 10 days for final approval.

• Once approved, your brand is fully enrolled and you can access Amazon’s Brand Registry tools and protections.

Key benefits after enrollment

📌 A+ Content → Higher conversion rates

📌 Amazon Storefront → Stronger branding and discovery

📌 Vine Program → Collect early customer reviews

📌 Brand Analytics → Access shopper behavior insights

📌 Transparency & Project Zero → Proactive counterfeit protection

Amazon Brand Registry is not just about protection—it’s the starting point for accelerating your brand’s growth.For Canadian sellers, it’s critical to thoroughly prepare: trademark registration, product readiness, and Seller Central integration are key success factors.

Trufulfillment provides end-to-end support for brand registration, FBA-compliant product photography, IP Accelerator guidance, verification code handling, and Brand Analytics utilization.

👉 Have questions? Contact Trufulfillment today at support@trufulfillment.ca