FBA 2026: The Core of Brand Registry

Amazon Brand Registry is more than just brand protection. It's an essential strategy for leveraging the benefits of FBA (Fulfillment By Amazon) policies, which will be strengthened starting in 2026, and for making effective infringement reports. Misusing it can lead to wasted time and money.

FBA Barcode Policy Changes: Key Benefits of Brand Registry

Starting March 31, 2026, Amazon's FBA barcode policy will undergo significant changes. After this date, only brand owners enrolled in Brand Registry will be able to send FBA inventory "stickerless" using manufacturer barcodes (UPC, EAN, etc.).

Conversely, resellers without Brand Registry will be required to affix an Amazon barcode (FNSKU) to all FBA products. While this offers significant operational efficiency and cost-saving benefits for Brand Registry sellers, it means additional labeling work and cost burdens for unregistered sellers.

The Importance of Intellectual Property Infringement Reporting

Amazon consistently emphasizes the accuracy of intellectual property (IP) infringement reports. Infringement reports submitted with inaccurate or insufficient evidence are highly likely to be rejected, directly leading to delayed brand protection and lost sales.

Furthermore, to access powerful proactive protection programs like Project Zero, your infringement report acceptance rate must be 90% or higher. Therefore, in 2026, it's more crucial than ever to not just register for Brand Registry, but to accurately understand and utilize its features.

Key Guidelines for Accurate Infringement Reporting

1. Select the correct infringement type: When reporting an infringement, you must accurately select which intellectual property right—trademark, copyright, or patent—has been violated. For example, a violation of an exclusive distribution agreement does not constitute intellectual property infringement, and such reports will be rejected. 2. Submit clear and sufficient evidence: You must provide specific evidence such as the infringing product's ASIN (Amazon Standard Identification Number), URL, detailed description, screenshots, and if necessary, a test buy order number. Reports with insufficient evidence will not be processed. 3. Verify trademark registration in the relevant marketplace: The trademark must be officially registered in the Amazon marketplace where you are reporting the infringement (e.g., Amazon.com, Amazon.co.jp). Amazon will not take action on infringement reports in countries where the trademark is not registered.

Major Risks of Not Utilizing Brand Registry

⚠️ Increased FBA Costs and Reduced Operational Efficiency: After March 31, 2026, sellers without Brand Registry will be required to affix FNSKU labels to all FBA products, incurring additional labeling costs and time, which can lead to reduced profitability. Rejected Infringement Reports and Delayed Brand Protection: Infringement reports submitted with incorrect information or insufficient evidence will be rejected by Amazon. This can result in prolonged brand infringement, exacerbating sales losses and damage to brand image. Limited Access to Powerful Protection Tools: If your infringement report accuracy is low, leading to a reduced acceptance rate, you will have difficulty accessing key tools like Project Zero, Amazon's proactive protection program. This weakens your long-term brand protection capabilities.

Recommendations for Successfully Leveraging Brand Registry

1. Understand and prepare for the 2026 FBA barcode policy changes: Re-evaluate your FBA inventory management plan after March 31, 2026, and establish a barcode strategy (maintaining manufacturer barcodes vs. switching to FNSKU) based on your Brand Registry status. 2. Prepare evidence in advance for each infringement type: Organize the necessary evidence (registration numbers, test buy details, detailed images, ASIN/URL, etc.) beforehand for each intellectual property right type (trademark, copyright, patent). 3. Familiarize yourself with the 'Report a Violation' tool within Brand Registry: Learn the precise reporting procedure via the path: Seller Central Brands Brand Registry Report a Violation, and review the guidelines for each infringement type to minimize errors.

Common Brand Registry Infringement Reporting Errors

1. Mistaking exclusive distribution agreement violations for intellectual property infringement: Amazon does not consider a violation of an exclusive distribution agreement between a manufacturer and a reseller to be intellectual property infringement. Therefore, reports based on such claims will be rejected. 2. Reporting infringement with an unregistered trademark: If the trademark is not officially registered in the Amazon marketplace where you are reporting the infringement, Amazon will not take action on that report. You must always verify the registered trademark in the relevant country.