Do you need a trademark for Amazon Brand Registry?

If you are an Amazon seller, you may have heard of the Amazon Brand Registry. This program is designed to help protect your brand and grow your business by providing access to its powerful tools. Many sellers wonder whether they need a trademark to be eligible for the Brand Registry.

In short, yes. In this post, we’ll explore this question in more detail.

What is the Amazon Brand Registry?

First, a brief review of the Amazon Brand Registry is conducive to understanding why a registered trademark is necessary.

The Amazon Brand Registry helps brand owners protect their registered trademarks on Amazon. By enrolling in the Amazon Brand Registry, sellers can access a broad range of tools and features, including:

  • Brand protection: Amazon can help remove infringing listings and prevent other sellers from using your trademarks without permission.
  • Enhanced brand content: Sellers can create more attractive product listings using videos, images, and other customizations.
  • Amazon storefronts: Sellers can showcase products and branding materials via a custom Amazon storefront.
  • Sponsored Brands: Sellers can sponsor ads featuring their brand logo(s), custom headlines, and products.

Do You Need a Trademark to Enroll in the Amazon Brand Registry?

As mentioned above, an Amazon seller must have a registered trademark in order to enroll in the program. This means the seller must have already registered their trademark(s) with the US Patent and Trademark Office (USPTO).

Why is a trademark required for the Amazon Brand Registry? There are a few reasons:

  • Brand protection: By ensuring that only genuine brand owners are able to participate, Amazon helps prevent counterfeit brands from establishing a foothold in its online marketplace.
  • Verification: Requiring a trademark helps Amazon verify the authenticity of a brand and its products, ensuring a better experience for both buyers and sellers.
  • Legal compliance: Requiring a trademark for the Amazon Brand Registry helps the company comply with various laws and regulations related to trademarks.

How Do You Register a Trademark?

If you don’t already have a registered trademark for your brand, you will need to register your trademark with the USPTO before enrolling in the Amazon Brand Registry. Please ensure you have adequate time to go through the following process, as it can take several months. Here are the basic steps:

  1. Conduct a trademark search: Before applying for a trademark, it is a good idea to conduct a search to make sure no one else is using a similar mark. You can do this through either the USPTO’s trademark database or a trademark attorney.
  2. File a trademark application: After completing your search, you can file a trademark application with the USPTO. This can be done online through the USPTO’s website.
  3. Wait for approval: The USPTO will review your registration. They may ask questions before approving your trademark. This process can take several months.
  4. Enroll in the Amazon Brand Registry: Once the USPTO approves your trademark, you can enroll in the Amazon Brand Registry.
  5. Engage with the Amazon Brand Registry: Start taking advantage of its features and benefits.

What Are the Benefits of Registering a Trademark?

While the process of registering a trademark may seem daunting, there are many benefits to doing so. Here are a few:

  • Legal protection: A registered trademark gives you legal protection for your brand. This can help prevent others from using your brand name or logo without permission. Benefits of federal trademark registration include:
    • A legal presumption that you own the trademark;
    • Use the federal trademark registration symbol, ®;
    • The ability to enforce your trademark rights, no matter which state in the country an infringement occurred; and
    • The ability to halt importation of infringing goods.
  • Brand recognition: A registered trademark can help you build brand recognition and customer loyalty. Customers will be able to associate your logos with your brand.


Hopefully this post helped you to understand the benefits and importance of having a trademark registration and using Amazon’s Brand Registry. If you need help getting your trademark on file in the US, you can set up a consultation on my contact page here.

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Zachary Strebeck

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