Amazon Vendor Central Brand Registry: What Changes for a 1P Account

You open A+ Content Manager in Vendor Central to rework a detail page and can't build anything, or someone asks for search term data and Brand Analytics isn't under Reports. Both come back to the same two questions: is your brand enrolled in Amazon Brand Registry, and who enrolled it?

Most of what ranks for "amazon vendor central brand registry" is written for third-party sellers and mentions Vendor Central only as a login option. This guide covers the vendor side: how enrollment works from a 1P account, what appears in Vendor Central once the brand is enrolled, where vendor setups get tangled, and who on your team should hold the enrollment.

What Brand Registry Is

Brand Registry is Amazon's program for trademark owners. Enrolling a brand opens Amazon's brand-building tools, such as A+ Content, Brand Stores, Sponsored Brands, and Brand Analytics, along with its protection tools: Report a Violation, Project Zero, Transparency, and the Counterfeit Crimes Unit. Amazon's own Brand Registry page has the full list and is the place to check current terms.

That page also lists a cash-back incentive for newly enrolled brands: 10% back on the first $50,000 in branded sales, then 5% back through the first year until you reach $1,000,000, plus a $200 credit for Amazon Vine. Like the rest of the page, it draws no line between sellers and vendors, so confirm with Amazon how it applies to your 1P sales before you plan around it.

How Enrollment Works for a 1P Vendor

Eligibility is the same whichever side of Amazon you sell through. You need two things:

1. Your brand name, or a logo that includes it, permanently affixed to your products or packaging.
2. A pending or registered trademark for that name or logo, issued by the designated government trademark office in a country or region that has an Amazon store.

The application itself runs like this:

1. Go to brandregistry.amazon.com.
2. Sign in with your existing Vendor Central credentials. Brand Registry accepts the same login from either Seller Central or Vendor Central, so you don't need a seller account to enroll.
3. Enter the brand details: brand name, trademark type and office, registration or application number, product categories, the countries where you sell, logo files, and product and packaging images that show the brand name.
4. Get the verification code. Amazon sends it to the trademark correspondent email on file with the trademark office, which is usually your trademark attorney or whoever is listed on the trademark, and that person forwards it to you to enter in the Brand Registry portal.

Line up step 4 before you start. If the correspondent is outside counsel, tell them a code from Amazon is coming and who should receive it.

What Changes Inside Vendor Central

Two parts of Vendor Central depend directly on your account being enrolled as the brand owner.

A+ Content Manager. A+ Content is the image-rich module content brand owners add to an ASIN's detail page, offered as Basic A+ and a Premium A+ tier. In Vendor Central it sits under Merchandising > A+ Content Manager, and Basic A+ is free for vendors enrolled in Brand Registry. There is no setting that switches on Premium; eligibility depends on what you've already published. The A+ Content glossary entry has the module counts and the Premium criteria.

Brand Analytics. Once the brand is enrolled, it appears under the Reports tab, with dashboards that include Search Terms, Market Basket Analysis, and Repeat Purchase Behavior. It only shows up for accounts enrolled as the brand owner, and only for users internal to the brand. The Brand Analytics glossary entry covers which of its report types the API serves to vendors.

Keep Brand Analytics apart from Retail Analytics, which reports on your own business with Amazon: ordered and shipped sales, inventory, cost, margin, and forecast. The two have different access requirements and refresh timing, so don't expect a figure in one to reconcile with the other. For Sponsored Brands and Stores, see the Vendor Central ads guide.

If you came from Seller Central

In Seller Central you'll know A+ Content Manager under Advertising; in Vendor Central look under Merchandising. Brand Analytics exists on both sides, but in Vendor Central an agency user working in your account won't see it, even when the brand is enrolled.

The spring 2026 rule tying manufacturer UPCs to Brand Registry is an FBA rule: sellers without Brand Registry have to label each FBA unit with an Amazon barcode (FNSKU). If you run a hybrid account and send 3P inventory to FBA under manufacturer UPCs, it applies to that side of your business.

Where It Gets Complicated for Vendors

Brand Registry is keyed to the trademark, and a vendor relationship with Amazon doesn't always line up with who owns the trademark.

• A distributor holds the Vendor Central relationship. Only the trademark owner can enroll. A distributor or other authorized agent gets in after the owner enrolls the brand and adds them as an additional Brand Registry user. Because A+ Content Manager and Brand Analytics in Vendor Central depend on enrollment as the brand owner, a distributor running the vendor account needs to agree with the owner on who handles detail page content and who pulls the reporting.
• Several resellers carry the same brand. Enrollment still sits with the one trademark owner, and every other party gets access as a user the owner adds. Find out who that owner contact is before anyone applies.
• An agency runs the account day to day. An agency can be added as a Brand Registry user, but Brand Analytics in Vendor Central is limited to users internal to the brand, so someone on your own team has to pull those reports.
• You sell in more than one marketplace. The trademark has to come from the designated office of a country or region that has an Amazon store, and the application asks for every country where you sell, so have the full list of marketplaces ready alongside the trademark number when you apply.

Who Should Hold the Enrollment

A setup that holds up when people and agencies change:

1. Enroll from a login that belongs to the trademark owner's own team, never an agency's or a distributor's.
2. Keep the owner's access to the enrollment inside the company, because the owner is the one who adds every other user.
3. Agree with the trademark correspondent ahead of time on where the verification code goes.
4. Add agencies, distributors, and other agents as additional users once the owner has enrolled.
5. Make sure at least one internal Vendor Central user can open Brand Analytics, since agency users can't.
6. Write down which login holds the enrollment, so it doesn't leave with the person who applied.

Before you apply, confirm who owns the trademark, whose inbox gets the verification code, and which internal login will hold the enrollment. Once those are settled, enrolling from Vendor Central takes the same steps a seller's enrollment does, and A+ Content Manager and Brand Analytics show up in the Vendor Central console your team already works in.

Related Reading

• A+ Content (and Premium A+): tiers, modules, and Premium eligibility
• Brand Analytics (Vendor Central): dashboards, access rules, and API report types
• Comparing Vendor Central, Seller Central, and hybrid selling
• Amazon Vendor Central account