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How to Register Your Brand with Amazon

Amazon is one of the world’s top online marketplaces. However, as the ecommerce platform is getting bigger, its sellers are facing an ever-growing avalanche of challenges, such as unfair competition on the side of hijackes, stolen listings, counterfeits, and the like. To safeguard your business against these risks, you need to get your brand enrolled in the Amazon Brand Registry. In this guide, we’re going to walk you through the whole process from start to finish!

  1. Why Amazon sellers need a trademark
  2. What is Amazon Brand Registry 2.0?
  3. How to become eligible for the Amazon Brand Registry
  4. How to join the Amazon Brand Registry
  5. Final thoughts

Why Amazon sellers need a trademark 

Established in 2017, the Amazon Brand Registry program serves to help entrepreneurs protect intellectual property rights for the products they’re selling on the marketplace. As of this writing, over 700,000 brands are enrolled in the program. Let’s break down the benefits that a registered trademark provides to Amazon sellers.

trademark on webpage
  • Protection of intellectual property. The primary goal of the Amazon Brand Registry is to fight rogue sellers that copy your product listings and counterfeit your goods. 
  • Fast support. Upon detecting a violation, you can immediately contact the support team that will address your complaint within 4 hours. 
  • Amazon Patent Evaluation Express is a useful tool for resolving patent disputes that may arise between Amazon sellers. Since many patents nowadays contain a great deal of technical nuances, it may be difficult to determine whether, say, Patent A infringes on Patent B. This is where the Amazon Patent Evaluation Express program comes into play. To ensure unbiased judgment, the program appoints third-party patent attorneys that evaluate the situation and determine whether the infringement has taken place. 
  • Accountability for violations. Amazon is working closely with public authorities to fight counterfeiting. Some of the measures include exchanging information to expropriate counterfeit goods at the customs and prevent further violations by unauthorized Amazon sellers (hijackers).  
  • Additional brand promotion tools. Owners of trademarked brands get access to an entire arsenal of promotion services. Among other things, they get to publish different types of content and use advanced SEO tools. Read on to find out what else Amazon Brand Registry 2.0 has in store for sellers!

What is Amazon Brand Registry 2.0?

The original version of the Amazon Brand Registry was deeply flawed, providing little protection for Amazon sellers. To register a trademark on Amazon, it was enough to prove ownership of the domain name and provide photos of your products and branded packaging. With such lenient rules in place, proving an infringement of intellectual rights was an almost impossible task, and as a result fraudsters walked away with their violations. 

Reacting to numerous complaints on the part of unhappy sellers, Amazon developed a new protection tool, calling it Brand Registry 2.0. Let’s make a quick review of its key features.

  • User-friendly interface. The upgraded Amazon Brand Registry has a proprietary user interface and individual login which is different from that of the Seller Central Account. All this allows for easier brand management and violations tracking. 
  • Upgraded reporting tools. In the original Brand Registry version, a seller willing to report a suspected violation had to fill out a dedicated form which was hard to find among Amazon’s numerous guides and documents. Now you can do that right via your personal account in just one click.
  • Powerful search feature. The original Registry lacked tools to track violations. Sellers learned about copyright infringements post-factum, e.g. from negative reviews of customers who’d had the misfortune of buying a counterfeit. Now sellers can conveniently search for violations by product name, brand name, ASIN (product identification number), keywords, and photos.
  • Fast assistance. Violation reports are processed by a team of 300+ people that react to complaints in a fast and efficient way.  
  • А+ content. To keep ahead of competitors, sellers on the Amazon Brand Registry can enhance their listings with additional descriptions, photos, and videos. 
  • Brand growth tools. Amazon Brand Registry participants have access to detailed analytics, expert SEO recommendations, live broadcasts, and other sales-driving features. 

How to become eligible for the Amazon Brand Registry

As we’ve already discussed, to be eligible for the Amazon Brand Registry, you need to have an active trademark on your hands. Let’s see the things you need to consider when registering a trademark for your Amazon business.   

  • Amazon accepts trademarks issued by trademark agencies in the USA, Canada, Brazil, Mexico, Japan, India, Australia, Singapore, Turkey, France, Germany, Italy, Spain, the Netherlands, Sweden, Poland, Belgium, the United Kingdom, Saudi Arabia, Egypt, the UAE, and the European Union. 
  • You need to have a registered trademark. In some cases, however, the Amazon Brand Registry accepts trademarks with a pending status. (Click here to learn more). If your registration request is still in review, you can apply for Amazon IP Accelerator and get invited to join the Brand Registry without having to wait for your trademark to be approved.
  • Your trademark must be a text (word mark) or a combination of words, letters and digits (device mark). 
  • Depending on the country of registration, trademarks can have different classifications. For more information, see this Amazon guide or enquire with your local trademark agency, e.g. USPTO in the US.
  • If your trademark is a word mark, its text must match your brand name. If you have a device mark, you need to upload a copy of the design as it appears in your trademark registration document. 
  • You must put your trademark on your products or packaging. This is where you’re going to need a unique logo. With Logaster, you can put together a neat logo in just a few minutes!

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Here’s a few more things worth considering:

  • When choosing a country to register your trademark, think about your target markets. If you’re planning to do business exclusively in the USA, you’ll want to apply for a trademark with the USPTO. If, however, your ambition is to sell throughout the US as well as Europe, you should choose the World Intellectual Property Organization (WIPO) that allows you to manage your trademark worldwide under the Madrid Protocol.
  • Remember that filing for a trademark is a challenging and lengthy process that can take months, if not years. Don’t wait too long to apply for a trademark. Once you’ve made sure your test batch is selling well, you should initiate a trademark registration process at once.  
  • The cost of registration depends on the country and the particulars of the registration procedure. While some entrepreneurs handle the application process on their own, others prefer to delegate this task to patent attorneys. The latter option saves time but entails additional costs. If you’re registering your trademark in the US, prepare to pay around $250-400 to the USPTO and $500-700 to a patent attorney. 

How to join the Amazon Brand Registry

As the trademark owner, you need to apply for the Amazon Brand Registry yourself. Below we’ve outlined the steps to guide you through the whole process.

  • Go to the signup page to log into your Amazon account or create one.  
  • Enter your brand name and your trademark registration number (both active or pending trademarks will do). If your trademark is issued by the WIPO, be sure to provide the number assigned by the local trademark office as it may be different from your WIPO number. If your trademark is registered with the EUIPO, select EUIPO from the list.
  • Select the categories that your trademarked products fall into. It can be clothing, electronics, sports goods, and so on. 
  • Submit an application request and wait for the outcome. After Amazon makes sure you actually own the trademark, you’ll receive a code to complete your enrollment in the Amazon Brand Registry. You’ll get access to a huge suite of tools and features to protect and grow your brand. 

Final thoughts

While joining the Amazon Brand Registry may be tricky and time-consuming, it surely gives you a great number of perks and benefits.

  • By timely reporting counterfeits and other violations to Amazon, you avoid legal troubles, improve customer experience, and build trust with your audience.
  • By growing your brand, you can rise above your competitors and nurture a strong customer base. 
  • With advanced analytics tools at your fingertips, you can effectively drive shoppers to your product page and boost your sales.  

As you can see, you can’t hope to start a successful ecommerce business on Amazon without registering a trademark and enrolling it in the Amazon Brand Registry. It’s a direct way to increase your brand value and skyrocket your sales!


Marketing specialist at Logaster. Writes about smart ways of using web tools, plugins, and graphic editors. Manages visual content on Logaster’s website. Andriy’s passion is photography.

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