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Amazon Brand Guide

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Amazon Brand Registry and brand protection

Enrollment, Brand Stores, reviews, Virtual Bundles and the tools Amazon keeps behind Brand Registry, plus what to do when someone copies you.

By XENA Intelligence · Updated Nov 5, 2026, 7:55 AM ET

Seller Guide

Step-by-step how-tos

Numbered steps, a tool to try and the Amazon pages behind every number.

  1. Brand RegistryNov 5How to create Amazon Virtual Product Bundles (2 to 5 ASINs, no tape)To create an Amazon Virtual Product Bundle you need a Brand Representative or Authorized Reseller role on a Brand Registry brand, then open Brands…Intermediate·6 min read·9 stepsCalculator
  2. Brand RegistryNov 4How to create an Amazon Brand Store, from requirements to reviewTo create an Amazon Brand Store you need a Professional selling plan, a brand enrolled in Amazon Brand Registry and an Amazon Ads account. The Store…Beginner·6 min read·8 stepsCalculator
  3. Brand RegistryNov 3How to get more Amazon reviews the allowed way: Request a Review, Vine and Review RequestsAmazon gives sellers three allowed ways to ask for reviews. Click Request a Review on an order's details page in Seller Central, once per order, 5…Beginner·5 min read·8 stepsCalculator
  4. Brand RegistryOct 27How to enroll in Amazon Brand Registry without a rejectionBrand Registry is free. You need a logo with your brand name permanently on the product or its packaging, and a registered trademark (in some cases…Beginner·3 min read·7 stepsChecklist

From the daily issues

Daily tips on this topic

Newest first. Each one opens in the issue it ran in, frozen as published.

  1. Brand Protection · No. 014 · · Lead tipYour infringement report now has a proofreader. Use it before Amazon does.Amazon added an AI helper to the Report Infringement form in Brand Registry. It won't argue your case, but it will tell you when you're about to file the wrong one.
  2. Brand Registry · No. 011 · If you own the brand, build the bundle without the tapeVirtual Bundles are the exception that needs no letter. The tool lets you combine 2 to 5 ASINs that customers buy together from one detail page, and nothing gets packed…
  3. Reviews · No. 006 · It's late October. Check the Ads Agent menu.Amazon said the Review Requests open beta would reach US sellers in late October, for products under 1,000 ratings and reviews. That's now. If it hasn't shown up in…
  4. Brand Registry · No. 004 · One desk for every complaint about your brandThe Report a Violation tool in Brand Registry now takes intellectual property infringement, store policy violations and regulatory compliance concerns in one place.…
  5. Reviews · No. 001 · Finally, a polite way to ask for reviews at scaleReview Requests, a new Amazon Ads format, opens in US beta in late October. It shows verified recent buyers a one-click rating prompt while they shop. It's only for…
  6. Brand Registry · No. 001 · Fifteen minutes of paranoia, well spentSearch your brand name and your top three keywords. Look for listings using your photos, sellers you don't recognize on your ASINs, and knockoffs with suspiciously…

Quick answers

Short answers, then the steps

Each answer is the one at the top of its guide.

How do I create Amazon Virtual Product Bundles?

To create an Amazon Virtual Product Bundle you need a Brand Representative or Authorized Reseller role on a Brand Registry brand, then open Brands and select Virtual Product Bundles in Seller Central. Pick two to five complementary ASINs that share the same fulfillment type, have active New-condition inventory, set a discount percentage, choose a main component, write the title and bullets, add images, and publish. Components ship separately from existing inventory. There is no extra fee to create or sell a virtual bundle.

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How do I create an Amazon Brand Store?

To create an Amazon Brand Store you need a Professional selling plan, a brand enrolled in Amazon Brand Registry and an Amazon Ads account. The Store itself is free. In Seller Central, hover over Stores, select Manage Stores, then Create Brand Store. Add a logo of at least 400 x 400 pixels, build at least three levels of pages, preview on mobile and desktop, then select Submit for publishing. Amazon says review usually takes under 24 hours, but may take longer.

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How do I get more Amazon reviews the allowed way?

Amazon gives sellers three allowed ways to ask for reviews. Click Request a Review on an order's details page in Seller Central, once per order, 5 to 30 days after delivery. Enroll new or lightly reviewed FBA products in Amazon Vine, which sends up to 30 free units to trusted reviewers for $0 to $200 per parent product. And if the product has fewer than 1,000 ratings and reviews, run Review Requests ads, now in US open beta. Never offer anything in return or ask only happy buyers.

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How do I enroll in Amazon Brand Registry without a rejection?

Brand Registry is free. You need a logo with your brand name permanently on the product or its packaging, and a registered trademark (in some cases a pending one) that you own, issued by the government office of a country with an Amazon store. Sign in with your Seller Central login, click Enroll your brand, add the trademark number, logo images and product categories, then track the application on the Brand Applications page.

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Terms

Words you will meet

Plain-English definitions from the glossary.

Brand Registry
Amazon's program for trademark owners. It brings brand protection plus A+ Content, Brand Stores, Brand Analytics and Vine.

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