Overview

Amazon Brand Registry is a free program that gives trademark owners a suite of tools to protect their brand, enhance product listings, and gain greater control over their catalog on Amazon. Understanding how Brand Registry works is essential for any seller looking to build a legitimate, defensible brand on the platform.

Key Points / What Sellers Need to Know

• Trademark requirement — To enroll in Brand Registry, you must have an active registered trademark (or a pending trademark in some regions). The trademark must appear on your products or packaging.
• Global availability — Brand Registry accepts trademarks from dozens of countries and regions, including the US, EU, UK, Japan, Canada, Australia, India, Mexico, and many others. Each jurisdiction has specific trademark requirements.
• Enrollment is free — There is no fee to join Amazon Brand Registry. The primary cost is obtaining a qualifying trademark, which varies by country.
• Identity verification required — Amazon requires brand owners to complete an identity verification process, which may include facial data verification, before gaining full access to Brand Registry tools.
• Multiple user roles — Brand Registry accounts support different roles, including brand protection roles and selling roles, allowing you to delegate responsibilities within your organization.

How Enrollment Works

The Brand Registry enrollment process begins with submitting an application through Amazon's dedicated portal. Sellers must provide their registered trademark number, the country where the trademark is registered, and images showing the trademark on their products or packaging. Amazon then verifies the information by sending a verification code to the trademark office's contact on file. Once the code is submitted back to Amazon, enrollment is typically completed within a few days. Sellers who encounter application issues can review Amazon's troubleshooting resources or contact Brand Registry support for assistance.

Country-Specific Trademark Requirements

Amazon Brand Registry accepts trademarks from a wide range of international trademark offices. Each country has its own requirements regarding trademark format, registration status, and documentation. For example, US-based sellers need a trademark registered with the USPTO, while EU sellers can use trademarks registered with the EUIPO or individual national offices. Sellers expanding internationally should verify that their trademark qualifies in each target marketplace before attempting enrollment. Amazon maintains dedicated help pages with trademark guidance for each supported country, so it is worth reviewing the requirements specific to your region before applying.