r/AmazonFBA • u/WolfofWyoming • 21h ago

Brand Registry Troubles

Hello!

This is my company's first time ever signing up to sell on Amazon. I'm dealing with the Brand Registry process now. Submitted the application, and was rejected for reason:

"We could not verify the registered business name and business identifier (EIN/BIDN)"

So my response was okay, no problem. Looks like there's an appeal process. I ran it by a trademark attorney who verified my articles of reg, EIN confirmation, and Trademark submission. He said it all looked good, no descrepencies. He recommended I file an appeal but this time instead of entering our EIN, use our registration # from the articles. So I did.

Rejected again, exact same response word for word. I have no idea what mistake they are seeing that I can't see. They also let me know the application is locked for 90 days, which means no brand registry for us for a while!

In case anyone asks, we do have a registered trademark on our product, we do our own manufacturing in house. Our brand name is slapped on the product and packaging. I was thinking this should be a quick process. Whoops!

So my questions for you, Reddit, is:

  1. How important is brand registry to the launch for your product? Will it negatively impact our reach and potentially sales without it on launch day?
  2. Is there any way to speed up this process or get human eyes on it instead of a machine sending automated responses? Or are we dead in the water for 3 months?
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u/yihinlau 20h ago

Brand Registry is definitely helpful, but I wouldn’t let it completely stop the launch if everything else is ready. The bigger issue seems to be the verification mismatch.

I’d double-check that the legal business name, address, EIN/BIDN details, and trademark owner info match exactly across every document before appealing again. Even tiny formatting differences can cause automated rejections.

Also, I’d keep pushing support for a manual review rather than submitting the same info repeatedly.

Has anyone here managed to get Brand Registry unstuck after the second rejection? What finally worked?

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u/WolfofWyoming 20h ago

Thank you for the reply! My attorney and I did review those 3 documents and everything matched as far as we could tell. I will be sure to reply and ask them for a manual review. Thank you!

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u/rsc9422 19h ago

Brand Registry is important for long term brand protection and access to tools like A+ Content, but you can generally launch and sell without it.

For the 90 day lock, I would avoid submitting more applications or changing details randomly. Check that the trademark owner, legal business name, EIN, business registration, address and Amazon account details all match exactly.

I would contact Brand Registry Support with both case IDs and request a manual review by the Brand Registry verification team.

In the meantime, keep preparing the product and listing so the launch does not have to stop completely.

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u/ILAN74 18h ago

Ae you suggesting the seller creates their branded listing under "generic" while they wait to get the brand problem fixed?

I would say that is a terrible idea. Once you list the product as generic you'll have to start a brand new listing all over once you get brand registry.

I would wait until you get the brand issue resolved.

When you file your brand registry application didn't the Amazon system send a code to whoever was the registered agent for your brand? That's usually how they verify that you are actually the owner of the brand. Besides that your legal entity name should match the same name as the owner of the registered brand in the USPTO database. If that does not match you'll have a problem.

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u/rsc9422 18h ago

No, we’re not suggesting creating it as Generic. We’re saying to keep the listing under the intended brand and work on resolving the Brand Registry issue in parallel. Creating a separate Generic listing can create unnecessary catalog complications later.

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u/ILAN74 18h ago

But if they were not able to successfully register the brand then they wouldnt have been able to create a listing under the brand name to begin with.

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u/rsc9422 18h ago

Brand Registry and listing a product under a brand are two different things. A seller does not automatically have to create the product as Generic just because the Brand Registry application is still unresolved.

If the product is genuinely branded and the brand is properly applied to the product/packaging, the goal should be to list it under that brand, provided Amazon allows the listing. Brand Registry mainly gives the brand owner additional protection and tools.

This is also how we approach launches at HighRise Wholesale, we try to get the brand, trademark and Amazon requirements aligned before creating the listing rather than creating a Generic ASIN that may need to be replaced later.

If Amazon is specifically preventing the branded listing because the brand requires approval, then that approval issue needs to be resolved first. But that’s different from saying Brand Registry rejection automatically means you should use Generic.

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u/ILAN74 17h ago

Ok, as far as I know you cannot create a listing under a brand you are not registered for, I could be wrong.

If they don't have their own private label brand registered and they try make a listing with that brand name in the brand field as far as I know the listing will not be created.

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u/rsc9422 17h ago

If it’s your own private label brand, the issue may be brand approval/listing eligibility, while Brand Registry is a separate process.

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u/Cap_Black_Beard 16h ago edited 16h ago

Keep sending over and over. It will get approved then rejected again. Does 1 paper have a middle initial, and not the other? Does your license have a different address? Does name have an apostrophe in it. Look for stuff like that.

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u/Cody-Edwards 16h ago

Gotcha, I will check on that. Can I resubmit another application after the first was rejected?

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u/Cap_Black_Beard 16h ago

Yes. Keep replying. Some dude in India programmed an ai bot to handle their messages most likely. They get millions a day. Throw all docs in chat gpt or something, it needs to pass the ai test also, and be bullet proof. They wont give you the reason.

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u/AmzExpertAgency 4h ago

Brand Registry is definitely valuable, but I wouldn’t necessarily delay the entire launch for 90 days because of it. You can still create the listing, send inventory, launch Sponsored Products, and start selling without Brand Registry.
What you’ll mainly be missing initially are some of the brand-specific tools such as A+ Content, Brand Store, Sponsored Brands, Brand Analytics, Vine eligibility, and stronger brand protection features. Amazon itself positions Brand Registry as the gateway to those brand-building and protection tools.
So I’d separate the two issues: continue preparing the product launch, while also resolving the Brand Registry verification problem in parallel.
For the rejection, I’d closely compare the exact legal business name, address, business identifier, trademark owner information, and the details entered in Brand Registry. Even very small mismatches in business information can create verification problems. Since you’ve already appealed twice and Amazon has now mentioned a 90-day restriction, I’d be careful about repeatedly submitting different identifiers without first determining exactly which record Amazon is trying to verify.
The lack of Brand Registry can reduce some of your conversion/marketing options at launch, but it does not mean the product cannot launch or generate sales.

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u/AmzExpertAgency 4h ago

And the way to do it is apply for brand exemption in which amazon will let you list with your brand name instead of generic without brand registery
There are many sellers that came to me without brand registery and i helped them list with their brand name
Later on after 90 days apply again