Overview

Amazon has just published a full‑screen, step‑by‑step manual that walks sellers through every stage of Brand Registry enrollment. The guide, released in March 2024, combines screen captures, a document checklist, and a list of frequent pitfalls. Sellers who already own a trademark—or have a pending application—can now complete the process faster and with fewer rejections, unlocking tools that directly affect visibility and sales.

Key Points

• Visual walkthrough — The new PDF contains over 30 annotated screenshots that show exactly which fields to fill on the enrollment portal, such as the “Trademark Number” box on the first screen.
• Mistake‑avoidance checklist – Amazon highlights three common errors—mismatched trademark numbers, wrong product category selection, and missing brand‑on‑pack images—that previously caused a 22 % rejection rate.
• Eligibility criteria – Only brands with a registered or pending trademark in the target marketplace qualify; the mark can be text‑only or contain words, letters, or numbers, and must be filed with offices like USPTO, EUIPO, or UK IPO.
• Processing timeline – When all required data are correct, Amazon typically validates the application within two to ten business days, compared with the earlier average of 15 days for incomplete submissions.
• Link to IP Accelerator – Sellers lacking a trademark can join Amazon’s IP Accelerator, which pairs them with vetted law firms that can file a trademark in as little as 30 days, granting provisional Brand Registry access while the application is pending.
• Program benefits – Enrolled brands gain access to A+ Content, Sponsored Brands ads, Transparency authentication, and a dedicated brand analytics dashboard that reports impression share, click share, and purchase share.

How Brand Registry Enrollment Works

1. Collect required assets — Pull the trademark registration number, the legal name of the trademark owner, and high‑resolution images that display the brand logo on product packaging; for example, a 300 dpi photo of a cereal box showing the brand name.