Why Amazon’s Brand Registry 2.0 Isn't Enough for Serious Marketplace Protection

Key Takeaways

• 🔸 Amazon Brand Registry 2.0 offers limited protection against counterfeits.
• 🔸 Unauthorized sellers often bypass current enforcement tools.
• 🔸 Proactive measures like MAP enforcement strengthen defenses.
• 🔸 Combining automation with manual monitoring is critical in 2025.
• 🔸 Partnering with experts ensures complete brand control on Amazon.

Limitations of Amazon’s Brand Registry 2.0

Though Amazon’s Brand Registry 2.0 aims to help sellers protect their intellectual property, it often fails to address more complex issues such as unauthorized sellers, MAP violators, and aggressive counterfeiters. In 2025, these flaws are becoming more evident, with scammers employing increasingly sophisticated tactics to bypass controls.

For example, counterfeiters can still create listing variations or use deceptive keywords to evade detection. According to Marketplace Pulse, nearly 25% of sellers reported counterfeit issues in 2024 despite being enrolled in Brand Registry.

MAP Enforcement: A Missing Piece

One significant shortcoming of Brand Registry 2.0 is the lack of Minimum Advertised Price (MAP) enforcement. MAP violations not only erode your brand value but also harm relationships with authorized resellers. Manual tracking isn’t scalable, especially as your marketplace footprint grows. Investing in MAP enforcement tools or expert-led outsourcing, as outlined in our Amazon 1P strategy guide, will minimize these risks.

Addressing Unauthorized Sellers

Amazon’s communication tools, like the buyer messaging system, are limited when it comes to addressing unauthorized sellers. A three-strike reporting system may take weeks to resolve disputes, during which your revenue and reputation might be adversely impacted. Tools like automated monitoring software and manual audits, combined with expert intervention, make it easier to keep unauthorized sellers off your listings.

For private-label brands, working with a growth partner like Fifth Shelf ensures comprehensive protection through proactive measures. Fifth Shelf’s Direct Wholesale Partnership model offers a seamless path to brand control while optimizing operational efficiency.

The Value of Growth Partners in 2025

As Amazon evolves, brands must go beyond basic tools like Brand Registry. Partnering with an ecommerce accelerator like Fifth Shelf brings a multi-pronged approach to marketplace protection, including unauthorized seller removal, branded packaging, EDI/API integration, and customized growth solutions.

Learn more about how experts handle complex issues in our comprehensive Amazon PPC management guide, which also highlights ways to scale branded ad campaigns in tandem with seller enforcement practices.

In 2025, marketplaces demand vigilance. Protecting your brand depends on leveraging the right mix of automated and manual interventions, while scaling growth through innovation. Fifth Shelf is here to help you lead with customized, scalable solutions.