Amazon Brand Registry and Trademarks
Written by Law on Call Staff | Reviewed by Andrew Olmsted, Esq.|Last Updated July 31, 2026
Amazon Brand Registry helps sellers protect against copycats and unlock marketing tools. But first, you need a pending or registered trademark.
Understanding the requirements and how trademarks work can help you protect your brand while gaining access to one of the world’s largest online marketplaces.
main takeaways
- Brand Registry gives sellers access to powerful business tools like sales analytics, counterfeit protection, and an online storefront.
- A registered trademark or pending application is required to join Amazon Brand Registry.
- Trademarks can take months or longer to register, which means you should plan ahead when launching your brand.
What Is Amazon Brand Registry?
Amazon Brand Registry is a free program that helps people protect their intellectual property when they sell products on Amazon. Brand Registry is Amazon’s way of proving a brand is really yours while giving you more power to market and protect it.
To join, you need a pending or registered trademark for your brand name or logo. Once you’re in, Amazon gives you special tools to control how your product listings look, report copycats or fake versions of your items, and get better search results, sales analytics, and advertising features.
How Do You Get Approved for Brand Registry?
To get approved for Brand Registry, you’ll need an active trademark registration (or pending application), plus proof that you’re the rightful owner. Amazon reviews each application to verify ownership and ensure the trademark information matches the brand displayed on your products or packaging. Once approved, you can access additional brand management features that help protect and grow your presence on Amazon.
To improve your chances of approval:
- Your trademark must be registered or in an eligible pending status through an accepted trademark office.
- The trademark name or logo should be identical to the branding shown on your products, packaging, and Amazon listings.
- Business details, contact information, and trademark ownership information should match your official records.
- Amazon may review your product images, packaging, or listings to confirm that the brand is actively used in commerce.
Have questions about trademarks? We can help.
What Does Amazon Require for Brand Registry?
To join Amazon Brand Registry, you need a pending or registered trademark for your brand name or logo. The trademark must match the brand shown on your products or packaging.
You do not always need a U.S. trademark. Sellers outside the U.S. may be able to use a trademark from their home country if Amazon accepts that country’s trademark office. For example, a U.S. seller would register a trademark with the USPTO. A seller in the U.K. may register with the U.K. Intellectual Property Office. Amazon accepts trademarks from several countries, but its list can change, so check the current requirements before filing.
Your trademark application must include the appropriate classes and descriptions of goods for what you’re selling. For example, a clothing brand likely needs protection in relation to the jeans or socks it sells, while a coffee company relates to food and beverages.
Note: Use the USPTO’s ID Manual to search for terms like “jeans,” “coffee,” or whatever words align with your product and brand.
Why Are Trademarks Important for Amazon Sellers?
Amazon has made trademarks an important part of building a brand online. Many small sellers now register trademarks not just for legal protection, but because Brand Registry gives them access to valuable tools that can help boost sales and profit.
A trademark helps you:
- Create long-term value for your business: A registered trademark is an intangible asset of your business that provides meaningful value in the event you ever decide to sell your the brand, or you entire business in the future.
- Build a recognizable brand: A registered trademark lets customers instantly associate your logo or name with your products, which builds trust.
- Protect your products from copycats: A registered trademark gives you the legal standing to sue for infringement in federal court. It also lets you report counterfeit or knockoff listings to Amazon and get the copycat removed before they steal your sales.
How Long do Trademark Registrations Take?
Trademark applications can take a year or more, and some may take even longer depending on the specifics of the application and review process.
Because of this, sellers should consider filing before they are ready to launch on Amazon.
How to sign up for amazon brand registry
Signing up for Amazon Brand Registry helps protect your brand and unlocks valuable seller tools.
7 steps to register with amazon
Here’s how to complete the registration process in seven easy steps.
1. Make Sure You Qualify
You need both of these before applying:
- A registered trademark or pending trademark application from a trademark office Amazon accepts.
- Your brand name or logo permanently shown on your product or packaging.
2. Collect Your Information
Have these ready before you start the application:
- Brand website (optional, but recommended)
- Brand name (must match your trademark exactly)
- Trademark serial or registration number
- Trademark office (e.g., USPTO)
- Product categories
- Photos showing your brand permanently on the product/packaging
- Brand logo (if you have one)
3. Log In
Go to Amazon Brand Registry and sign in with your Seller Central information.
4. Start Enrollment
Click Enroll a New Brand, then select I have a pending or registered trademark. Haven’t applied for trademark registration yet? (We can help with that.)
5. Fill Out the Application
You’ll need to enter the following information:
- Brand info
- Trademark details
- Product categories
- Product and packaging photos
- Manufacturing/distribution info
6. Verify Ownership
Amazon emails a verification code to the contact on file with your trademark (often your attorney). Enter that code in Brand Registry to confirm.
7. Wait for Approval
Most sellers see approval in 1-3 business days when everything is submitted correctly, though approval can take longer, especially if Amazon needs to verify anything.
Frequently Asked Questions
If another business already owns trademark rights to a similar name, your application may be rejected. Before filing, search existing trademarks to make sure your brand name is available within your industry.
Changing a brand name can be difficult. In many cases, you may need a new trademark and a new Brand Registry application, so choose your brand name carefully at the start.
Yes. Brand Registry is optional. You can sell products without it, but you won’t have access to all of Amazon’s marketing tools.