Overview

Amazon Brand Registry is a program designed to help brand owners protect their intellectual property across Amazon's marketplace. The application process involves submitting trademark information, product images, and identity verification to enroll your brand. Understanding the requirements and common mistakes before you apply can save significant time and prevent rejections.

Key Points / What Sellers Need to Know

• Trademark is required — You must have a registered or pending trademark to apply for Brand Registry, and country-specific trademark requirements vary depending on the marketplace.
• Product images must be genuine — Amazon requires unaltered photographs of your actual product or packaging showing the brand name permanently affixed. Mockups, digitally altered images, and logo-only submissions will be rejected.
• Applications expire in three days — If you start an application but don't submit it within three days, it will expire. You can copy an expired application to start a new one without re-entering all details.
• Verification code is required — After submission, Amazon may send a verification code to a contact associated with your trademark. You must return this code within 10 days to complete enrollment.
• Review takes approximately 10 business days — Processing times may extend if Amazon needs additional identity verification from you.

Application Requirements and Image Guidelines

One of the most common reasons Brand Registry applications get rejected is improper product imagery. Amazon requires at least one clear, unaltered photograph of your physical product or its packaging that prominently displays your brand name. The brand name shown in the image must exactly match the trademark name on your application. Critically, Amazon requires the brand name to be permanently affixed to the product, meaning it was added during production through methods like printing, sewing, laser-etching, or engraving. Stickers, hang tags, labels, and stamps are not considered permanently affixed because they can be added or removed after manufacturing.

For certain product categories where permanent branding on the product itself is impractical — such as furniture, jewelry, soft toys, wigs, and handmade goods — the brand name must instead be permanently affixed to the packaging. Other products like phone cases or clothing can incorporate branding as part of the product design itself. Sellers should never upload images of logos alone, trademark certificates, or anything other than actual product or packaging photos, as doing so will likely result in application rejection.