Overview

Amazon’s Brand Registry demands that a seller own a valid trademark—either already registered or pending—in each marketplace where they wish to enroll. Because trademark laws differ worldwide, Amazon sets distinct criteria for every country it serves, making it essential for sellers to align their intellectual‑property strategy with each region’s rules.

Key Points

• Active or pending trademark required — Enrollment is possible only if the brand holds a registered trademark or a pending application in the target country.
• IP Accelerator as a shortcut — Sellers without a trademark can start a pending application through Amazon’s IP Accelerator, which links them with pre‑approved law firms and may grant early Registry access.
• Country‑specific rules — Each Amazon marketplace follows the guidelines of its local trademark office, so sellers must confirm the exact requirements for every nation they target.
• Separate trademarks for multiple markets — Registering in several Amazon regions usually means filing individual trademark applications or registrations in each jurisdiction.
• EU trademark covers many sites — One European Union trademark (EUTM) filed with the EU Intellectual Property Office can satisfy the trademark condition for all EU Amazon marketplaces, such as Germany, France, Italy, Spain and the Netherlands.
• Accepted mark types — Amazon generally accepts word marks and design marks that contain text; however, the admissible categories can vary by country.

How Brand Registry Enrollment Works

1. Submit the application — The seller logs into the Brand Registry portal and enters the trademark’s registration or application number, the issuing office, and the list of goods/services. Example: A U.S. seller entering “US1234567” from the United States Patent and Trademark Office for a line of kitchen appliances.
2. Amazon validates the data — Amazon cross‑checks the submitted information against the official records of the relevant trademark office.