What kind of bike, what kind of rim? Is the rear rim the same model? Does it do what the front does? Is the bike under warranty? Did you buy it from a local shop?

Seamed rims will have some sort of thing you can feel, but what no one reading this can determine is if the OP's rim has too much.

Rims are pinned well above the rim hook, so if there's any "twist" in the rim the hook (bead) area at the bottom of the brake track can be off by quite a bit. If so, two large crescent wrenches placed on each side of the seam can align them very easily.