Amazon's Brand Registry Program

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Program Overview

At ChannelAdvisor we hear concerns from retailers who manufacturer and sell their own products. Often the feeling is that they do not have control over the product details for products that they manufacturer. Additionally, some manufacturers may have private label brands or specialized products that do not have UPCs/EANs. Some categories may allow sellers to request exemptions to list products that do not have standard product IDs via this program.

To address this concern, Amazon created the Amazon Brand Registry 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 following benefits are cited from Amazon's Seller Central:

  • 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. It also has the potential to reduce matching errors that may occur during listing.
  • Amazon-issued product IDs that can be used in place of UPCs: Registering your brand allows you to list your products without standard product identifiers, such as UPCs and EANs. Enrollment assigns a Global Catalog Identifier (GCID) to your products, which you can use in place of the standard product ID. (Although we recommend that you continue to include your products' standard IDs if they exist.)


Types of Sellers

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 hand-made products
  • Sole or exclusive distributors of a product on Amazon


Applying to Brand Registry Program and Brand Registry Support

To apply for acceptance into the program, you will need to complete the application located in your Seller Central account – Amazon Brand Registry Enrollment Request .

In the UK, visit this Amazon page Amazon Brand Registry Approval Request .

Email for Amazon's group amazon- brand .

Addtionally, you can send support enqueries to .


Listing Your Products in the Brand Registry

  • Spell and capitalize your product's' brand name the same as you did during the enrollment process.
  • Include your identifying attribute , confirming that it is unique and filled in for all products in the registered brand. No two SKUs should have the same identifying attribute value.

See Amazon Brand Registry for information about enrollment and identifying attributes.


Identifying Attributes

During the registration process, you will be asked to provide an identifying attribute type. The type may depend on the category of the product you are selling.

1. Manufacturer's Part Number (MPN)

This is the preferred identifying attribute for the Amazon Brand Registry. Use this number only if no two SKUs share the same part number. Part numbers often (and preferably) are printed on the product packaging. The Manufacturer Part Number field is located on your ChannelAdvisor Common Template.

2. Catalog Number (Merchant Catalog #)

Some products, such as grocery items, are uniquely identified by a Catalog Number. This is often listed on a website or in a catalog. Catalog numbers are different than manufacturer's part numbers because they are less discoverable but still uniquely identify your products for a given brand. The Catalog Number is located on your ChannelAdvisor Common Template and the field is called Merchant Catalog Number .

3. Style Number (Manufacturer Style #) 

If you are listing in the US in the Clothing category, you may be asked by Amazon to provide a Style Number to uniquely identify your products. The Style Number is locted on your ChannelAdvisor Clothing Category Template. Many soft good sellers continue to use the MPN as the identifying attribute and the MPN field is located on your ChannelAdvisor Common Template.

4. Model Number

If you are listing in the categories below, there is a Model Number field that may be used to uniquely identify your products:

  • Jewelry (UK and EU locations)
  • Shoes, Handbags & Eyewear
  • Camera & Photo
  • Musical Instruments

5. Standard Product IDs

If you own your standard product IDs (UPCs, EANs, JANs, etc.) and do not ever re-use them on different products, you can use standard-product-id as your identifying attribute.

6. Compound IDs

If you do not have a single eligible attribute, you can use a combination of attributes for your identifying attribute. For example, a compound ID of model number plus year or part number plus size are eligible compound identifying attributes.


GCID Product IDs

When you enroll your products in the Brand Registry, they are automatically assigned a unique product ID called the Global Catalog Identifier (GCID). Brand owners can find their products' GCIDs in their inventory reports. The GCID can be used in place of the standard product IDs. This allows the seller to list their products on Amazon even if they don't have a standard product ID, such as a UPC or EAN. On your ChannelAdvisor template, you can map the GCID as your primary Product ID.

If your product does have a UPC, Amazon recommends that you continue using it in your listings. While it isn't required, the UPC helps Amazon and customers to locate your product. UPCs are also important to include in your product feeds if you use Fulfillment by Amazon (FBA).

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.)


Resolving Product Listing Errors

If you have established product listings under your Brand Registry designation and then you attempt to edit those product details, you may receive a listing error. The error will indicate that it is a GCID error and that you cannot change the value that you are attempting to change. In this case, you will need to engage Amazon to change the product details. Amazon suggests that you log an Amazon support case and indicate that you are a Brand Registry seller attempting to change the product details.



Amazon US Brand Registry (Seller Central Login Required)

Amazon UK Brand Registry (Seller Central Login Required)

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