Amazon Brand Registry and Trademarks: What They Unlock
If you sell your own brand on Amazon, you will soon hear about Brand Registry. Many sellers know it is important but are not sure what it actually does, or why a trademark is needed first. This guide explains both in plain language. It is general information, not legal advice.
What is a trademark?
A trademark is a legal right to a name, logo or other sign that identifies your goods. You apply for it at a government trademark office, such as the UK Intellectual Property Office, the United States Patent and Trademark Office, or the office of another country or region. Each trademark covers specific countries and specific classes of goods, so a mark registered for clothing does not automatically cover kitchenware.
A trademark belongs to you or your company whether or not you sell on Amazon. It is the foundation; Brand Registry is a programme that Amazon builds on top of it.
What is Amazon Brand Registry?
Brand Registry is Amazon's programme for brand owners. You enrol your brand by showing that you own a registered trademark, or in some cases a pending application, from an office that Amazon accepts. Amazon then verifies that you are the rights owner, usually by sending a code to the contact listed on the trademark record.
The list of accepted trademark offices, the types of mark allowed (for example word marks or image marks) and whether pending applications qualify can change. Always check the current requirements on Amazon's Brand Registry pages before you apply.
What Brand Registry can unlock
- More control over your listings. As the brand owner, your information carries more weight when other sellers try to change your product detail pages.
- A+ Content. You can add richer images, comparison charts and text blocks lower on the product page. Our listing optimisation guide explains how to use this space well.
- Brand advertising. Ad types such as Sponsored Brands and some display options are generally only open to brand owners. If you are new to ads, start with our Amazon PPC basics guide.
- A Brand Store. A free, multi-page store on Amazon with its own address, where you can show your whole range.
- Protection tools. Search and report tools help you find and report listings that may infringe your trademark, and some programmes give extra protection against counterfeits.
- Brand reports. Access to brand-level reports, such as search term data, that help with keyword and product decisions.
Exactly which tools you get can depend on your marketplace and your account, and Amazon adds and changes features over time.
What Brand Registry does not do
- It does not guarantee more sales, better rankings or a lower advertising cost.
- It does not stop all copycats. You still need to monitor your listings and report problems.
- It does not replace a trademark. If the trademark lapses or is challenged, your enrolment can be affected.
- It does not make you the only seller on your listing. Other sellers may still be able to sell genuine products of your brand in some situations.
Choosing a brand name that can be protected
Before you print packaging, check that your name can actually be registered. Very descriptive names, such as a word that simply describes the product, are often hard to register. A name that is already used by someone else in a similar class can be refused or opposed. Search the official trademark databases, and consider asking a trademark attorney or agent to check and file for you. Mistakes in the application, such as the wrong class or owner name, can be slow to fix.
Who should own the trademark?
Think about whether the trademark should belong to you personally or to your company. Many sellers prefer the company to own it, so the brand stays with the business if it grows or is sold. Our guide on a UK Ltd company for Amazon sellers covers this in more detail.
A simple path to Brand Registry
- Pick a distinctive brand name and check it in the official trademark databases.
- Decide which countries and classes you need, based on where you will sell.
- File the application, ideally with professional help, in the name of the right owner.
- Put the brand name on your product or packaging, as Amazon may ask for photos.
- Check that your trademark office and mark type are accepted, then apply in Brand Registry.
- Complete the verification step, then set up A+ Content, your Brand Store and protection tools.
Trademark offices work at their own pace, so build the timeline into your launch plan rather than leaving it to the last week.
Need help with Brand Registry? We help sellers prepare and submit Amazon Brand Registry applications and set up the brand tools once approved. We are not a law firm and do not give legal advice on trademarks. See our services, our monthly plans, or learn the full selling process in our Amazon selling course.
This guide is general information, not financial or legal advice. Amazon's fees and rules change, so always check the current pages in Seller Central before you decide.