Trademarks and the Amazon Brand Registry
Many Amazon sellers face the same problems: counterfeit listings, unauthorized sellers, and loss of control over how their products appear on the platform. Amazon Brand Registry is designed to solve these challenges. But there’s a catch: enrollment requires a trademark. Without one, your brand remains exposed.
This article explains what Amazon Brand Registry is, why a trademark is essential, the requirements you’ll need to meet, how to complete the registration process, and the benefits of being enrolled.
What Is the Amazon Brand Registry?
Amazon Brand Registry is Amazon’s program that allows brand owners to protect their intellectual property and gain access to exclusive tools. These include A+ Content, Brand Analytics, branded storefronts, and enhanced listing controls.
The foundation of Brand Registry is trademark ownership. Amazon requires a registered or pending trademark application that exactly matches the brand name used on your packaging and products. Without a trademark, you cannot enroll.
Why a Trademark Is Essential
Trademark registration is more than a formality. It establishes your legal right to use your brand name or logo and gives you enforcement power against infringers. On Amazon, it is also the ticket into Brand Registry.
Without a trademark, sellers cannot access Brand Registry’s protections, leaving them vulnerable to counterfeiters or listing hijacks. With a trademark, sellers gain both marketplace and legal protection.
For sellers considering brand protection beyond Amazon, understanding trademark infringement is critical.
Requirements for Amazon Brand Registry
To enroll, you’ll need the following:
Trademark registration or application: You must own a registered trademark or have a pending application in a relevant jurisdiction, such as the USPTO. Amazon also accepts filings through its IP Accelerator program. Learn more about trademark applications.
Exact name matching: The trademark must match the brand name displayed on your products and packaging, including spelling, punctuation, and capitalization.
Proof of use: Images showing your trademark on products or packaging.
Amazon account: An active Seller Central or Vendor Central account.
Brand details: Information on product categories, manufacturing, and distribution.
How to Register a Trademark and Enroll in the Amazon Brand Registry
Choose your trademark: Decide whether to file a word mark (brand name) or a design mark (logo). If you’re unsure, this guide on trademarking a logo is a good place to start.
File your trademark application: Submit your application to the USPTO or use Amazon’s IP Accelerator program. Our overview of trademark applications covers what you’ll need.
Obtain your serial or registration number: Amazon accepts pending trademarks if you can provide the application number.
Prepare product images: Your trademark must appear clearly on packaging or products.
Sign in to Brand Registry: Use your Seller or Vendor Central account.
Submit the enrollment form: Provide your trademark details, product images, and brand information.
Verification: Amazon may contact the owner or attorney of record for confirmation.
Approval: Once verified, you gain access to Brand Registry’s tools and protections.
Common Mistakes to Avoid
Trademark mismatch: Even small differences between your registered trademark and the brand name on your products can cause rejection.
Wrong type of mark: Submitting a logo trademark when Amazon expects the brand name in plain text.
Ownership issues: The trademark must be owned by the same entity as the Amazon account.
Insufficient proof of use: Images must clearly show the trademark on actual products or packaging.
Assuming pending marks don’t work: Amazon accepts pending applications, but you must submit the correct application number.
For disputes that go beyond simple mistakes, the TTAB proceedings guide explains how trademark conflicts are resolved.
Benefits of Brand Registry with a Trademark
Control over listings: Prevent unauthorized edits and reduce counterfeit listings.
Enhanced marketing tools: Access to A+ Content, branded storefronts, and product videos.
Brand insights: Analytics on search terms, competitors, and customer behavior.
Consumer trust: Registered brands appear more credible and professional, leading to higher conversion rates.
Maintaining Your Status
Trademark rights require maintenance. Renew your trademark on time, ensure consistent use of your brand name and logo, and update your Amazon account if ownership changes. For broader context, see our introduction to the Lanham Act and trademarks.
Conclusion
Amazon Brand Registry gives sellers stronger protection and better tools, but it starts with a trademark. Securing trademark rights ensures your brand is legally protected while unlocking the full benefits of Amazon’s platform.
If you’re ready to protect your brand and enroll in Amazon Brand Registry, consider starting with a trademark search and then filing an application.
About
Attorney Collier started his own law firm straight out of law school and has been practicing law in Ohio for 5+ years. During that time, Joe focused on business law and litigation, gaining some exposure to intellectual property law. While running his firm in 2021, Joe decided to go back to school and get his patent license. Since then, Attorney Collier has been focusing on protecting innovators and entrepreneurs through his expertise in intellectual property and business law.