Strengthening Trademark Integrity on E-Commerce Platforms: The Promise and Gaps of Amazon Brand Registry

The Amazon Brand Registry is a private internal policy implemented to protect the intellectual rights of the seller to showcase their brand in its truest form. From an intellectual property rights (IPR) perspective, the program represents a major step forward in the growth of a genuine marketplace which in a whole enhances trademark enforcement, improves listing accuracy, and creates an ecosystem where brand owners can protect and build their identity. This not only is a benefit to the sellers, but also to the buyers to purchase renowned products, which creates a fair Marketplace for both the buyers and the sellers. While on The Other hand there are other genuine sellers who do not fall under the purview of Amazon brand registry, which means that they don't hold any, registered intellectual property rights, which becomes difficult for such sellers to improve the genuineness of the brand which leads to reduced brand reach itself, lack of customer trust which affects the overall performance of a genuine brand that is not registered. Focusing on both the pros and cons of Amazon brand registry. This paper aims to understand both the perspectives of a brand registered seller and a non-brand registered seller also analyzing their reach, performance genuineity etc. and lastly, recommending few policy changes and implementations that Amazon needs to make keeping in mind the overall seller community that is currently contributing to the Growth of Amazon .Strengthening trademark integrity should not come at the cost of squeezing out genuine sellers who contribute to consumer choice and healthy market dynamics.