Amazon Brand Registry
Short answer: Brand Registry ties your brand to a trademark that matches the marketplace you sell in, so a US store needs a US trademark, a European store needs an EU or matching national mark, and the owner of record must match the store or authorise it. A registered mark opens the full set of tools; an application pending status gives limited access in some marketplaces.
How we work
Match the mark, the classes and the goods you actually list
The trademark owner and the brand owner in Seller Central must be the same entity or formally linked
Submit the registration number, evidence of use and the brand name as displayed on products
Amazon may send a code to the trademark owner or the listed contact, or ask for images of the branded product
Add A+ content, build a Store, enrol in Transparency or brand analytics, and set up the complaint workflow
What you need to prepare
- Trademark registration or application number and the jurisdiction
- Brand name exactly as it appears on products and packaging
- Photos showing the brand permanently applied to the product or packaging
- Seller Central account in the matching marketplace
- Trademark owner contact details for verification
Frequently asked questions
Can I enrol with only a pending application?
In the United States a pending application can be used with limited access — the full set of registered-brand tools unlocks when the registration issues. Several other marketplaces require a registered mark before they accept the brand at all.
The trademark holder and the store owner are different entities. Is that a problem?
It is the most common rejection reason. Either assign the mark to the operating entity, or have the owner formally associate the brand and approve the enrolment. Amazon cross-checks the register against the account, so records that do not line up stall the review.
What can I actually do about hijackers and copycats once enrolled?
Registered brands get a faster, structured complaint route for trademark, copyright and design issues, plus image-based tools for stolen photos. Combine this with a US design patent or a copyright deposit for the listing images, because complaints succeed far more often when backed by a registered right rather than a claim of goodwill.
Are TEMU and SHEIN the same as Amazon?
The logic is similar — each platform wants an owned, registrable right in the market where the listing sits — but the tooling and evidence standards differ, and some accept a pending application where Amazon requires registration. Confirm what each platform needs before you budget for trademarks.
Want an assessment first?
Tell us the product and target marketplaces and we will give you a registrability opinion, a realistic timeline and a cost breakdown. Files can be submitted within 48 hours of confirmation.
