Requirements and tips for enrolling a brand in Amazon Brand Registry


Hoping to build your brand with Amazon? Start the process by enrolling it in Amazon Brand Registry, a free program that unlocks your eligibility to access a suite of brand-building tools and protection benefits.

Before you enroll, it’s a good idea to review eligibility requirements and other key information about Brand Registry enrollment.

Let’s dive in.

Check your eligibility


To enroll a brand in Brand Registry, your brand must have an active registered trademark or a pending trademark registration. That trademark must be a text-based mark (word mark) or an image-based mark with words, letters, or numbers (design mark) from approved government intellectual property (IP) offices.

Pro Tip
Use IP Accelerator to secure a trademark
Securing IP rights can be complex and costly, but it’s a necessary step to protect your name, logo, product designs, and other aspects of your brand.

If you don’t yet have a trademark, you can enroll in Brand Registry with a pending trademark application filed through Amazon IP Accelerator. This program can help connect you with IP legal service providers that offer trademark-registration services at competitive rates. Brands who use IP Accelerator also get faster access to Brand Registry benefits, which they can enjoy while their trademark application is pending.

Gather required information

Before you start the enrollment process, make sure you collect the information Amazon will need to associate your products with your enrolled brand and intellectual property. That includes:

  1. Your brand name in the exact format it appears on your trademark record
  2. Your logo image exactly as it appears on your trademark record if your trademark is an image-based mark with words, letters, or numbers
  3. Your trademark registration number or pending trademark registration number in the exact format provided by the issuing IP office
  4. Product categories for your brand
  5. An image of your product or product packaging that clearly displays your brand’s name permanently affixed to the product
  6. Your brand’s website and distribution information, if applicable

Avoid common errors


While gathering your enrollment information, be mindful of common errors.

  1. Brand name discrepancies: Ensure that the brand name you provide during enrollment matches the trademark text exactly. Pay attention to spaces and symbols to prevent discrepancies. For example, if you register your trademark as “Buy with Prime” but your application shows “BuywithPrime,” it will not get approved. Capitalization differences are accepted.
  2. Image guidelines: Your brand name must be clearly visible and permanently affixed to your products or packaging in the images you provide during enrollment. Permanently affixed brand names are typically applied during production using methods like printing, sewing, laser etching, or engraving. Stickers, labels, stamps, and tags are not considered permanent since they can be easily added or removed after production. Stock images, digitally altered images, and computer-generated mockups are also not accepted.
  3. Mark type mismatch: The trademark type you entire during enrollment must match the trademark type listed on the trademark record. If your trademark is an image-based mark with words, letters, or numbers, you will need to upload an exact copy of the image as it appears on your trademark record. Please don’t upload your full trademark certificate if you have one.

Enroll your brand in Amazon Brand Registry


Importantly, Brand Registry applications must be submitted by the trademark owner. That’s the individual, business, organization, or entity that legally owns the rights to the trademark.

Enroll your brand in Amazon Brand Registry
Get step-by-step instruction for enrolling a brand in Brand Registry.

Step 1: Create a Brand Registry account

Before you can enroll with Brand Registry, you’ll need to create a Brand Registry account using the same credentials you use to log in to Seller Central or Vendor Central. Using the same username and password links your selling and Brand Registry accounts and ensures you’ll have access to brand tools in both portals.

After creating your account, click Enroll a new brand on your Brand Registry home page to start the enrollment process.

Download the Brand Registry Application Guide

Did you know?
You can enroll your brand even if you don’t sell with Amazon
Your brand can take advantage of Brand Registry protection benefits even if you don’t sell directly in the Amazon store. Without a selling account, you won’t have access to benefits like A+ Content and Stores, but you’ll be able to access tools like Report a Violation from the Brand Registry portal.

Step 2: Provide brand information

On the Enroll your brand page, fill out required information for your brand, including your trademark details, brand name, logo, and product categories. You may need to upload supporting documents, such as a copy of your trademark registration certificate.

Step 3: Submit photos of your product


Next, upload an image of your product or product packaging that clearly displays your brand’s name. As a reminder, the brand name on the product should exactly match the name on your trademark application. Your brand name must also be permanently affixed to the product or packaging.

Step 4: Verify your identity

We may require additional information or documentation from you, including your manufacturing or distribution information to verify your identity as the rights owner.

Step 5: Submit your application

Review the information you’ve provided to ensure that it’s accurate, then submit your application.

What happens after you submit an application to Brand Registry?


After you submit your application, we’ll verify that you’re the rights owner of the trademark. We do this by reaching out to a public contact associated with your trademark registration. This person will receive a verification code, which they must share with you. You’ll then send the code back to us to complete the enrollment process.

Explore Brand Registry resources

Get started with Brand Registry
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Lisienne Intumu
Lisienne Intumu
Lisienne is a Program Manager at Amazon who’s passionate about educating brands on how to grow and protect their intellectual properties. She enjoys travel, music, and the outdoors.