Brand Registry was set up by Amazon to allow brands to lock down their brand content in the Amazon catalog. Brands are granted “content authority” to update content on all listings for their brand, though it can still be challenging for the brand to overwrite content that exists in Vendor Central today. By giving brands this permission to update content, Amazon acknowledges that brands should be better informed on their brands than any reseller. Brand Registry also makes it much easier than before for brands to file claims of counterfeit products being sold on Amazon; now brands can have counterfeit products removed within hours of reporting the issues, all without having to make test buys of the counterfeit products. Brand Registry also offers some functionality for brands to limit additional sellers from listing on product listings already in the Amazon catalog; however, Brand Registry is not designed to be a distribution control tool used by brands to remove unauthorized sellers.