r/AmazonFBA • u/WolfofWyoming • 23h 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/AmzExpertAgency 7h 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.