Amazon Brand Registry: What You Need to Protect Your Brand

With trademark misappropriation and fraud on the rise, Amazon’s Brand Registry program has become an essential tool for sellers to protect their brand and reputation. By enrolling in the program, sellers can safeguard their trademarks and empower Amazon to remove listings that infringe on their intellectual property rights.

If you’re an Amazon seller with an original brand, this program is invaluable. But how do you qualify? Below is a step-by-step guide to getting your brand registered and ensuring you meet Amazon’s requirements.

Key Requirements for Amazon Brand Registry

  1. Accepted Trademark Offices
    Amazon only accepts trademark registrations from specific countries. These include:
    • United States
    • Canada
    • Mexico
    • India
    • Australia
    • Japan
    • France
    • Germany
    • Italy
    • Spain
    • United Kingdom
    • European Union
    Trademarks from other countries are not currently eligible for the Brand Registry program.
  2. Accepted Trademark Types
    Your trademark must be of an accepted “Mark Drawing Type” to qualify. The acceptable types are:
    • Typeset Word(s)/Letter(s)/Number(s)
      Older term for a “word mark,” encompassing trademarks with words or phrases without specifying font, color, or capitalization. Example: “MICROSOFT.”
    • Illustration with Words/Letters/Numbers
      Logos combining text and images, with or without color claims. Example: The Nike swoosh with the stylized word “NIKE.”
    • Standard Character Mark
      The modern equivalent of “Typeset Word(s),” covering words or phrases with no font, color, or design claims.
    • Words, Letters, or Numbers in a Stylized Form
      Includes stylized trademarks with specific font claims, with or without color. Example: “NETFLIX” in red stylized font.
  3. Registered Trademark Required
    Pending applications are not sufficient. Your trademark must already be registered with the relevant trademark office. For example, with the USPTO (United States Patent and Trademark Office), the registration process takes at least six months, and proof of U.S. sales must be submitted.Note: You cannot register for Amazon Brand Registry using a trademark intended for future use in the U.S.—proof of sales must precede registration.
  4. Goods Must Match Trademark Registration
    The goods listed in your trademark registration must align with the products you’re selling on Amazon. For example, if you sell cell phone cases, your trademark registration must explicitly include cell phone cases in the description.
  5. Manufacturing and Distribution Information
    Amazon requires you to provide a list of countries where your goods are manufactured and distributed. This information helps Amazon understand where your brand needs protection most.

Benefits of Amazon Brand Registry

Once enrolled, the Amazon Brand Registry offers several advantages:

  • Exclusive Rights: Safeguard your trademark against unauthorized use.
  • Listing Control: Easily report and remove counterfeit or infringing products.
  • Enhanced Brand Tools: Access features like A+ content and Amazon Stores to elevate your brand presence.

Start Protecting Your Brand Today

Navigating the Amazon Brand Registry process can be complex, but it’s a vital step in protecting your intellectual property and ensuring your brand’s long-term success. At Leonov Trademark Law, we specialize in trademark registration and enforcement. Let us guide you through every step of the process, from securing your registration to leveraging Amazon’s tools to protect your business.

Contact us today to discuss your trademark needs and take the first step toward securing your Amazon brand rights.

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