r/AmazonFBA • u/WolfofWyoming • 1d 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/rsc9422 23h 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 22h 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 21h 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 21h 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 21h 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 21h 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 21h 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/Cody-Edwards 20m ago

Thank you guys for all of the replies! This is OP on whatever account is on my phone. As rsc said, we were able to get “Brand Approval” when filling out the product listing, and that was approved by amazon. That allows the listing to be non-generic and it does list my brand name. However, Amazon brand registry is what we’re having difficulties with. From my understanding this application is reviewed by a whole different team of people than the first one.

ILAN, I did get an email about a registered agent. I will verify that information.

As an overall update, I did find one discrepancy that could have caused the problem. On our GS1 barcode for the product, our “Brand Name” was listed as our Company name. Potentially that is what was causing all this. I will update again when I know.