What does the Wehoz Brand Registry do?

An approved registry lets a brand control which sellers may list its products (depending on the registry's enforcement mode), set minimum advertised price floors per product or GTIN, and report problem listings to Wehoz for review.

Does the Brand Registry cost anything?

No. Registration and the brand dashboard are free.

Does Wehoz proactively scan for counterfeits of my brand?

No. Enforcement is driven by publish-time checks (reseller allowlists, MAP floors) and by reports you or buyers file. There is no automated marketplace-wide scanning today.

What the Wehoz Brand Registry is

title: What the Wehoz Brand Registry is description: What registering your brand gets you, what it costs, and how it fits alongside the DMCA and counterfeit-report channels. topic: brand-help order: 10 updated_at: "2026-08-07" tags: [brand, registry, overview] related: [eligibility-and-documents, authorized-resellers, map-floors] schema_type: FAQPage faq:

question: "What does the Wehoz Brand Registry do?" answer: "An approved registry lets a brand control which sellers may list its products (depending on the registry's enforcement mode), set minimum advertised price floors per product or GTIN, and report problem listings to Wehoz for review."
question: "Does the Brand Registry cost anything?" answer: "No. Registration and the brand dashboard are free."
question: "Does Wehoz proactively scan for counterfeits of my brand?" answer: "No. Enforcement is driven by publish-time checks (reseller allowlists, MAP floors) and by reports you or buyers file. There is no automated marketplace-wide scanning today."

The Brand Registry is Wehoz's control surface for brand owners, exclusive licensees, and authorized agents. Registration is free, and an approved registry gives you three concrete powers.

What an approved registry can do

Control who sells your brand. Maintain an authorized-reseller list. Depending on your registry's enforcement mode, listings from sellers not on your list are blocked before they go live, or routed to Wehoz review. See Controlling who may sell your brand — including the honest caveat about enforcement modes.
Set MAP floors. Publish a minimum advertised price per product or per GTIN. Third-party listings priced below your floor are blocked from publishing. See Setting MAP floors.
Report problem listings. Flag a listing from your dashboard; it goes to Wehoz's review queue and you get a reference number. See Reporting a problem listing.

These checks run at publish time — they're wired directly into the listing pipeline every seller goes through, not a separate complaint process.

What it is not

The registry is one of three channels, each with a different job:

Brand Registry — ongoing channel control (resellers, pricing) and marketplace-policy reports.
DMCA (/policies/dmca) — formal copyright takedowns, with sworn statements and legal consequences.
Authenticity reports (/policies/authenticity) — counterfeit suspicion, open to anyone including buyers.

Picking the right one matters — see Which channel to use.

We're also explicit about limits: no proactive scanning, no image matching, no serialization program. Read What the registry does not do before you build your brand-protection plan around us.

Getting started

Apply at /brands/register. You'll want your trademark details handy — see Who can register, and what we ask for — and review typically takes 5 to 10 business days (how review works).

What an approved registry can do

Control who sells your brand. Maintain an authorized-reseller list. Depending on your registry's enforcement mode, listings from sellers not on your list are blocked before they go live, or routed to Wehoz review. See Controlling who may sell your brand — including the honest caveat about enforcement modes.

Set MAP floors. Publish a minimum advertised price per product or per GTIN. Third-party listings priced below your floor are blocked from publishing. See Setting MAP floors.

Report problem listings. Flag a listing from your dashboard; it goes to Wehoz's review queue and you get a reference number. See Reporting a problem listing.

These checks run at publish time — they're wired directly into the listing pipeline every seller goes through, not a separate complaint process.

What it is not

The registry is one of three channels, each with a different job:

Brand Registry — ongoing channel control (resellers, pricing) and marketplace-policy reports.

DMCA (/policies/dmca) — formal copyright takedowns, with sworn statements and legal consequences.

Authenticity reports (/policies/authenticity) — counterfeit suspicion, open to anyone including buyers.

Picking the right one matters — see Which channel to use.

We're also explicit about limits: no proactive scanning, no image matching, no serialization program. Read What the registry does not do before you build your brand-protection plan around us.