Amazon Seller Central: A BRAND REGISTRATION

Tricks  of the Trade: Amazon Seller Central:


Amazon Brand Registry

The Amazon Brand Registry is a program for sellers who manufacture or sell their own branded products. The program's goal is to make it easier for sellers with their own brands to manage those brands and list their products on
The program delivers the following benefits:
  • Increased authority over listing content for your products: Registering your brand with Amazon gives you increased control over your products' titles, details, images, and other attributes.
  • Ability to list products without UPCs or EANs: Registering your brand allows you to specify an alternative key attribute that you can use to list your products instead of a standard product ID.
The following sellers are potential candidates for the Amazon Brand Registry:
  • Traditional manufacturers
  • Private label brand owners
  • Producers of branded white label products
  • Creators of custom or handmade products
  • Distributors that have received written authorization to own a brand's content on Amazon
The following sellers are not currently eligible to apply for the Amazon Brand Registry:
  • Sellers of Books, Media, Video, DVD (BMVD) products.
  • Sellers of used products and products in the Entertainment Collectibles and Sports Collectibles categories.
  • Individual sellers without UPC codes for their products who list their products with variations.
Note: If you also sell products in an Amazon Webstore, do not list those products in the Amazon Brand Registry; currently, Amazon Webstore is not compatible with the Amazon Brand Registry. Amazon Webstore sellers will need to create/modify Brand Registry-approved listings from the Selling on Amazon portion of their seller account only.

Key Attributes

Amazon uses key attributes to uniquely identify each of your products and to register your products in the Amazon Brand Registry. The key attribute is an attribute or combination of attributes that uniquely identifies each product and establishes your products as part of your brand. If you receive approval for the Amazon Brand Registry, you can use your key attribute values instead of the standard product ID (UPC, EAN, and JAN).
A good key attribute is unique to the product and will never change. It should be easily discoverable by your distributors and customers on your packaging or website, or in your catalog.
Some commonly used key attributes are:
  • Manufacturer part number
  • Style number
  • Model number
  • Catalog number
Note: Be sure the value for your key attribute is unique for each product. If they are not unique, your products will not be registered in the Amazon Brand Registry, you will receive error messages when you create or update your products on, or you may not be able to list your products.

Eligible Key Attributes

The following table lists eligible key attributes by product category.
Product Categories
Eligible Key Attributes
Auto Accessories, Beauty, Cell Phones & Accessories, Gift Cards, Health & Personal Care, Lighting, Office Products, Software & Video Games, Tires & Wheels, Tools & Home Improvement, Toys & Games, Watches
Part number, catalog number, product ID
Baby, Home & Garden, Industrial & Scientific (Lab & Scientific Supplies), Musical Instruments, Pet Supplies
Part number, catalog number, model number, product ID
Camera & Photo, Computers, Consumer Electronics, Industrial & Scientific (Fasteners, Food Service and Janitorial, Sanitation & Safety; Power Transmission; Raw Materials; Other), Miscellaneous
Part number, model number, product ID
Clothing & Accessories, Handbags & Sunglasses, Luggage & Travel Accessories, Shoes
Style number, model number, product ID
Grocery & Gourmet Food
Catalog number, product ID
Catalog number, model number, product ID
Sports & Outdoors
Part number, product ID

Standard Product IDs

We strongly recommend that you choose a key attribute other than the standard product ID (UPC, EAN, JAN). However, if you do not have a genuine manufacturer part number, style number, model number, or catalog number, you can use a standard product ID as your key attribute. To do so, you must be the legitimate owner of the standard product IDs for your products and they must correspond exclusively to your products.

Compound IDs

If you have key attribute values but they do not uniquely identify every product (including size and color variations), you can use a combination of attributes as your Brand Registry key attribute. For example, a compound ID of model number plus color or part number plus size are eligible compound key attributes.
In the example below of a compound key attribute, "Style Number," "Size," and "Color" are all key attributes, since they are all needed to uniquely identify each SKU.
Item/Product Name
Style Number
Long Sleeve Shirt, Blue
Long Sleeve Shirt, Red
Long Sleeve Shirt, Red

Global Catalog Identifier

When you successfully enroll your products in the Amazon Brand Registry by including unique values for your key attributes when you list, they are automatically assigned a unique product ID called the Global Catalog Identifier (GCID). The GCID does not change over time or across countries. It is 16 characters long, alphanumeric, and does not include spaces or hyphens. This is an example of a GCID: 5C5D36E689E591FF
The GCID differs from the ASIN in that the GCID is directly tied to a product. The ASIN, on the other hand, is tied to the product listing and can change. That is, ASINs may be deprecated or merged with other ASINs.
If a GCID is not successfully assigned to your products, you will not have greater control over your product detail pages. To ensure that GCIDs are assigned to your products, verify that your product listings have the following:
  • Brand name (case sensitive)
  • Key attribute

Viewing the GCID assigned to your product

The GCID that is created and automatically assigned to each of your products will not appear on the product detail pages or in your listings on the Manage Inventory page. To view the GCIDs that are assigned to your products, you can download an Inventory Report.
To view your products' GCIDs in an Inventory Report:
  1. In your seller account, under Inventory, select Inventory Reports.
  2. On the Inventory Reports page, select Active Listings Report from the Select Report Type drop-down list.
  3. Once the report has been generated, open the file using a spreadsheet program (for example, Microsoft Excel).
  4. In the report, locate column W (product-id).
    If your product has been assigned a GCID, you will see an alphanumeric, 16-character value with no spaces or hyphens. For example: 5C5D36E689E591FF

Applying for the Registry

To apply to the Amazon Brand Registry:
  1. Complete the online application and select your key attributes.
  2. Participate in a phone or e-mail interview with an Amazon representative, if Amazon deems necessary.
  3. Once you are enrolled, begin listing your products. Your products will automatically be assigned a unique product ID called the Global Catalog Identifier (GCID).
For information about what to do after you are enrolled, see Listing Your Products in the Amazon Brand Registry.
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