Amazon Seller News: Amazon Brand Registry & Ungating Issues
Throughout this year so far, the team at Amazon Sellers Lawyer has seen a massive uptick in issues related to brand registry and ungating for Amazon sellers. These issues both relate to major policy changes made by Amazon earlier this year that will continue to shape the experience that sellers have on the platform. In this blog, we walk you through these changes, present information about the process of brand registry and ungating, and finally discuss recent Amazon Sellers Lawyer cases that exemplify the difference experience makes in winning cases.
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Amazon Policy News: Branded Crackdown
Earlier this year, Amazon made a major shift in policy orientation, tipping the favor massively to brand owners over resellers. Under previous policy, Amazon allowed resellers to register products as long as they could verify the integrity of their inventory from a manufacturer. Now, if Amazon detects that a product is branded and you are not the brand owner, you will be required to show a letter of authorization from the owner, or receive a verified reseller role assigned to your seller account.
If you do not have either of these forms of approval, your product may become stuck in the process of ungating. Getting a product ungated can take multiple forms of verification, direct contact with the brand owner, supply chain documentation, and more information from your manufacturer.
Although this creates more hurdles for independent resellers, this also means that Amazon has become more strict with its brand registry tools. Brand Registry includes all tools that Amazon has for brands to enforce their protected intellectual property on products. With these new changes, it can be harder for sellers to obtain brand registry privileges, and easier for them to lose access if Amazon’s enforcement team believes the privileges have been misused.
Amazon Brand Registry Case Wins
In 2026, the Amazon Sellers Lawyer team has seen a major uptick in requests for assistance with brand registry and ungating issues. Here, we highlight one recent case that shows the interactive nature of our firm and how the interplay between our teams creates a major advantage for sellers.
Recently, a client contacted us with a complex case of brand registry, where they had lost the privileges to use the tools necessary to enforce their intellectual property. When we received the case, we used the combined knowledge of our brand protection and former Amazonian teams to assess the problem and the steps necessary to resolve it.
First, we filed a traditional appeal to Amazon’s brand team, letting them know that we were serious about resolving the issue as soon as possible. When this appeal was denied, we used escalation tactics available to law firms that put additional pressure on Amazon’s team to resolve the issue as fast as possible. After the escalation appeal, the client’s brand registry privileges were restored and they were able to continue focusing on enforcing their protected brand.
Contact Amazon Sellers Lawyer Today!
If you are facing issues getting your branded product ungated, or restoring brand registry privileges to your account, the team at Amazon Sellers Lawyer is here to help. We have been focused exclusively on helping sellers for over a decade and our teams constantly monitor how policy changes can impact our clients.
Regardless of if you are a brand owner or an independent reseller, the Amazon Sellers Lawyer team is your friend in restoring normalcy to your seller account. Give us a call today at 212-256-1109 or fill out our online form linked here.
About the Author
CJ Rosenbaum, Esq.
CJ Rosenbaum is the founding partner of Amazon Sellers Lawyer. He’s been practicing law since 1995, and since 2016 his firm has focused exclusively on helping Amazon sellers deal with issues like suspensions, intellectual property disputes, and withheld funds.
CJ has written seven books on Amazon seller legal issues including the Amazon Sellers’ Guide to Copyright Law. He has spoken at major industry events like the Prosper Show, Global Sources Summit, Retail Global. CJ also works with the Amazon Sellers Lawyer team to provide free content for Amazon sellers. This is available through their online blog and YouTube channel, frequently covering major Amazon updates and important topics relevant to the seller space.
Through BrandProtectionAmazon.com, the firm also supports brands in protecting their products. This gives the team the unique opportunity to learn from case wins on both sides of the fence, strengthening protection for both the sellers and brands that Rosenbaum & Segall P.C. represents.
Amazon repeatedly rejecting your Plan of Action? Amazon Sellers Lawyer handles suspension appeals and account reinstatement cases – including arbitration against Amazon when they’re withholding seller money. Contact us to discuss your situation and figure out the best path forward.