In response to growing concerns over trademark infringement and counterfeit sales, Amazon has significantly upgraded its intellectual property enforcement tools in 2025. 

The Brand Registry platform now offers trademark owners enhanced control over product listings through features like Brand Catalog Lock, which prevents unauthorized changes to key listing details, such as titles, images, and product descriptions. 

Improvements to the Brand Registry’s “Report a Violation” tool now enable users with the ability to track the status of previously submitted infringement claims, allowing sellers to track Amazon’s enforcement processes in real-time. 

And expanded takedown capabilities via Transparency and Project Zero programs reflect Amazon’s shift toward proactive brand protection.  The Transparency program supports interoperability with existing product serial numbers, making it easier for brands to authenticate products without altering packaging. It also enables direct consumer engagement through QR code scanning, enhancing trust and product transparency among consumers and sellers. Meanwhile, Project Zero gives brands immediate takedown authority over counterfeit listings, streamlining enforcement and avoiding the involvement of Amazon’s review processes. 

These updates empower trademark owners to maintain brand consistency, monitor unauthorized sellers, and take swift action against infringing listings, all while reducing the need for manual enforcement.

And together, these tools transform Amazon’s Brand Registry from a passive registration system into a dynamic enforcement platform, offering trademark owners a robust framework for protecting their brand across Amazon’s global marketplace.

Hovey Williams LLP is proud to serve as one of Amazon’s curated US IP Accelerator law firms.  This allows our clients to benefit from accelerated brand protection features on Amazon, such as automated counterfeit detection, control over product listings, and access to enforcement tools like the Report a Violation dashboard.   This program is especially valuable for businesses looking to protect their brand while scaling on Amazon’s global marketplace.

To get in touch with Cheryl directly, contact her here, and to get in touch with Blair directly, contact here.