Brand Registry

This page explains how the Brand Registry works: what a registry record holds, how a brand enters the registry, how brand status changes, and how to fix common registry problems. This page summarizes the Brand Registry Policy, which governs.

What the registry is

Every brand sold on the Platform is held in one registry, with one record per brand. That record is the source the rest of the Platform reads to answer who owns a brand, whether the brand is gated, and who is allowed to sell it.

A registry record holds the brand name, public address, description, logo, website, pricing tier, owner of record, status, and publication date. The owner of record and the status matter most in daily use: the owner of record is the seller account that owns the brand, and the status controls whether the brand is visible and sellable on the Platform.

Two other brand lists exist, and they do different work

• The admin brand list is a small presentation list managed by the Company (logo, sort order, active flag). It is not the registry.
• The public A–Z brand directory is built from the brand names on sellable catalog products. It is not built from the registry or the admin list.

If a brand appears in the public directory but has no registry record, the brand is selling without a governing record. Register the brand or confirm it is a first-party-only brand the Company sources directly.

How a brand enters the registry

A brand enters the registry in one of two ways

1. Submit the brand partner application on the seller page under "Own a pet brand? Claim your brand portal." The application goes to the brand team's review queue.
2. The Company creates the record directly during onboarding or catalog work.

In either case, the record starts in pending status and is not visible to shoppers. Visibility is held until ownership is verified and the brand team approves the record.

Requirements before you apply

Prepare the following before you submit

• Brand name, website, and logo.
• Proof that you own the brand or are authorized to represent it, such as a trademark registration, a letter from the manufacturer, or a distributor agreement naming you.

Screenshots of a storefront on another marketplace do not meet the evidence standard. The evidence standard is stated in the Brand Registry Policy and the Brand Ownership Verification Policy, which govern.

Brand status

A brand record moves through four statuses

• Pending: application received and not yet reviewed. The brand is not visible to shoppers and cannot be attached to listings as a governed brand.
• Active: verified and published. The brand appears in governed contexts and its gating rules, if any, are enforced.
• Suspended: removed from visibility while the Company investigates, for example after counterfeit reports, a disputed Minimum Advertised Price matter, or an ownership challenge. Existing listings are not deleted, but the brand no longer resolves as active.
• Removed: the brand is out of the registry. The effect of removal on listings, authorizations, and historical records is governed by the Brand Registry Removal & Termination Policy.

Only the Company changes a brand's status, and every change is recorded. A brand owner does not change the status of their own brand.

Owner of record

The owner of record is exactly one seller account. One brand has one owner of record; shared ownership is not recorded.

If a brand changes hands through an acquisition, a rebrand, or a distributor taking over, ownership is verified again

1. Notify the Company that ownership has changed.
2. The new owner provides ownership evidence that meets the same standard as the first verification.
3. The Company updates the owner of record only after verification is complete.

If ownership is disputed, the Company holds the record at its current status until the dispute is resolved with documents. The Company does not decide trademark disputes; it holds the record still until a party produces conclusive paperwork.

Fixing common registry problems

Two records for the same brand

This happens when a brand applies twice or a record is created for a brand that already applied. The Company merges the records: one record survives with the public address and history, references such as ownership links, authorizations, and catalog brand names are moved to the surviving record, and the duplicate is then removed.

Public address conflicts

The public address is the URL-safe identifier for the brand. If two brands would produce the same address, the second brand receives a distinguishing addition. The public address of an active brand does not change, because changing it breaks links and embeds that refer to it.

Brand selling with no registry record

Because the public directory is built from catalog brand names, a brand can appear publicly without a registry record. When you find one

1. Register the brand through the application process above, or
2. Confirm with the brand team that it is a first-party-only brand the Company sources directly.

Do not leave the brand unrecorded.

Broken logo link

If a logo was uploaded and the storage path later changed, the record may still point to the old link. Re-upload the logo through the brand admin tools so the correct public link is written. Do not edit the link by hand.