Amazon Brand Registry requirements: what you need to enroll
Amazon Brand Registry is free, and it unlocks most of the tools that make a branded listing stand out — A+ Content, Brand Stores, Sponsored Brands — plus tools to report counterfeits. Getting in comes down to two things: a logo on the product and a trademark.
The two basic requirements
- Brand name and logo: a logo that includes your brand name, permanently affixed to your products or packaging.
- Trademark: a registered trademark or a pending application for your brand name or logo, from the government trademark office of a country with a corresponding Amazon store.
The details that trip people up
- You must own the trademark. An authorized agent can’t enroll the brand — the owner enrolls it, then adds the agent as a user.
- Type of mark: a word mark (text) or a design mark with words, letters or numbers. A purely graphic logo with no text doesn’t qualify.
- The trademark text must match the brand name on your application exactly. For a design mark, upload the image — it should match the trademark record exactly.
- Pending trademarks: Amazon says you can enroll with a pending application in some cases; check the country-specific requirements in Brand Registry.
- Photos: you’ll upload a standalone image of the logo and a photo of the logo on your product or packaging. A sticker or a listing-only logo won’t do — it has to be permanently on the product or packaging.
What you need ready
- the trademark registration or application number;
- your logo image and a photo of the branded product or packaging;
- the list of product categories your brand should be listed in;
- your Seller Central login — use the same username and password to create the Brand Registry account.
You only need one global account. During enrollment you pick one country’s trademark office; you can add trademarks from other countries after you’re approved. You can enroll more brands later with Enroll a new brand, and track applications on the Brand Applications page — including copying and correcting a rejected one.
No trademark yet?
Amazon’s IP Accelerator connects you with Amazon-vetted law firms at competitive rates to file a trademark, so you can enroll faster.
What you get
- Listings: A+ Content, Amazon Vine, review insights.
- Promotions: Subscribe & Save, Brand Tailored Promotions, Virtual Bundles.
- Advertising: a free Brand Store, Sponsored Brands, Sponsored Display, Posts.
- Data: Brand Analytics, Manage Your Experiments, Amazon Attribution.
- Protection: Report a Violation, Transparency serial codes, Project Zero, and — for US utility patents — the Amazon Patent Evaluation Express, where each side deposits $5,000 with a neutral evaluator and the winner gets theirs back.
Amazon also lists new-seller incentives for newly enrolled brands, such as a percentage back on branded sales and a Vine credit — check the current terms on Amazon’s page.
Amazon says Brand Registry adds protections for your brand’s product information, which can mean more accurate listings. If your listing has gone missing from search, see Amazon listing suppressed; for title rules, see Amazon product title length.