What is Amazon Brand Registry?
At its core, Amazon Brand Registry is a service that provides tools to help you protect your brand’s intellectual property. It also makes it easier to find and report IP violations to Amazon. However, there are a variety of other features and benefits available to assist brands with discoverability, improving conversions, and building customer loyalty.
Brand registered sellers get exclusive access to features designed to help build and increase brand presence on Amazon. Being enrolled in Brand Registry also allows brands to access detailed analytics and other information to help increase sales and continue to provide a better experience for Amazon customers.
Amazon Brand Registry was initially introduced in 2017 to help brands protect their trademarks and intellectual property. Counterfeit products, fake reviews, and other challenges are still an issue for brands as well as for Amazon, but Brand Registry continues to add sophisticated features to help brands protect their presence on the platform.
This program is available in United States, Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Spain, United Kingdom, United Arab Emirates, Turkey, Singapore, Netherlands, Saudi Arabia, Egypt, Sweden, Poland, and Belgium.
How to Enroll Your Brand
Before you get started, make sure you know the Amazon Brand Registry requirements and have all of the information you need to provide to Amazon.
You’ll need to include an active registered trademark or a pending trademark application in each country where you want to enroll. Your trademark should be a text-based mark or an image-based mark with words, numbers, or letters. Trademark text must be included on your products or packaging and the trademark must match the brand name included on your application. If you have an image-based trademark, be sure to upload a copy of the image exactly as it looks on your trademark record. Your Amazon Brand Registry trademark should also appear on your products or packaging. You’ll also need to review all country-specific trademark requirements.
Sign in to Seller Central and enroll in Brand Registry by clicking Enroll now on the eligibility page.
Provide the list of product categories your brand should be listed in.
After your Brand Registry application is submitted to Amazon, it will verify that you are the Rights Owner for the brand trademark. Amazon will also send a verification code to a contact that meets its requirements. You’ll need to get the code to send back to Amazon to complete your Brand Registry enrollment. After your information has been verified, you’ll have access to Brand Registry features to help protect your brand.
Amazon IP Accelerator
If you’re interested in the Brand Registry but don’t have a registered trademark, Amazon’s IP Accelerator program may be a good option for you. IP Accelerator connects brands with trusted Amazon-vetted IP law firms that offer trademark registration services at competitive, pre-negotiated rates that cover a single brand for a single class of goods or services.
Additional fees will apply for other services, and service fees will apply. For example, a high-level brand search of Trademark Office records for relevant pending applications or registrations will cost you $650. You can receive a comprehensive brand review, including Trademark Office records and unregistered uses, for $1,800. Keep in mind that you may also work with law firms participating in IP Accelerator for other IP-related services like filing design patent or copyright applications.
Trademark registration is a lengthy process that can take months or even years to complete. However, once Amazon sees that a trademark application has been filed, you’ll receive an invitation to the Brand Registry and can begin receiving brand protections. In this way, it’s essentially a fast track to the Brand Registry.
You’re probably wondering how much Amazon Brand Registry costs. Good news! It’s free to apply. However, you should expect to pay approximately $750 to $1000 for your trademark. The USPTO charges a flat rate of $250 or $350 per class of goods. Trademark attorneys typically charge $500-700 for their services in addition to the filing fee. You can fast-track the application process with participating Amazon IP Accelerator law firms.
