Does your brand manufacture products? Do you sell on Amazon?
Whether it’s board games, toys, or home goods, every brand that’s selling on Amazon.com can benefit from signing up for Amazon Brand Registry.
In order to do that, you’ll need to get a verification code. Let’s find out how.
Submitting your Amazon Brand Registry application
There are some requirements you need to meet before you can sign up, though. If you’re signing up for Amazon Brand Registry US, you’ll need to have a registered US trademark for the brand you’re applying for. For other countries, you’ll need a trademark in that country.
However, Amazon limits the countries that they accept trademarks from – these are:
- United States
- Saudi Arabia
- the United Kingdom
- the European Union
- the United Arab Emirates
If you’ve got the required trademark, then you need to gather the following info before applying:
- Your brand name/trademark that you’re applying for.
- The associated registration number from one of the countries listed above
- The product categories that you will associate with your brand
What about the Verification Code?
Once you’ve applied for your brand on Amazon Brand Registry, they need to confirm your ownership of the trademark. For that, they will contact the correspondent on the trademark registration with a verification code.
See the email below for one that I have received as the trademark attorney for Brand Registry trademarks (redacted, of course):
Once I, or whoever is the correspondent on the registration, receives the code sent to me by Amazon, I then provide you with that code. You then take the following actions:
- Log into your Brand Registry account dashboard
- Find the case log in your account
- Then open the case in your case log for this particular Brand Registry application (you might have many, if you have lots of brands)
- Enter the verification code that your trademark representative sends you
That’s it! You should have a verified trademark in Amazon Brand Registry, and you’ll be ready to really police your brand with a special branded storefront and Amazon’s tools to help stop counterfeits and infringement on the platform.
Note: Sometimes these Amazon emails go to spam or a Gmail folder that’s outside the inbox. If you are sending a verification code to your attorney or other contact, make sure you let them know to expect it and to look for it if it doesn’t arrive.
Frequently Asked Questions about Amazon Brand Registry
Do you need a trademark for Amazon Brand Registry?
Yes, and it needs to be a registered trademark in one of the countries I listed above. Just filing an application isn’t enough.
What are the Amazon Brand Registry trademark requirements?
I discussed this in the main post, but in short, you need a registered trademark in one of the countries listed in the main post above (or a mark filed through Amazon’s IP Accelerator program). There isn’t much more to it, but you do need to know your registration number, the country it’s in, the product types it’s connected with, and if you have an attorney on the registration, they will have to send you the verification code they receive from Amazon in order to register it with Brand Registry.
Additionally, from Amazon, “The trademark text must match the brand name on the application….Please ensure that this information matches before submitting your application.”
Can you use Amazon Brand Registry with a trademark on the Supplemental Register?
The Supplemental Register is a part of the US Trademark Registry that is for marks that don’t have exclusive rights. This is usually because they are “merely descriptive” and aren’t eligible for the stronger Principal Register. Since the Supplemental Register marks don’t have exclusive rights, they are ineligible for Amazon Brand Registry.
This is why it’s so important to do a proper clearance search and analysis of your trademark before you start using it or register it. If it’s not distinctive enough and only describes your goods and services, you won’t get on the Principal Register and won’t be able to register for Brand Registry.
What’s the Amazon Brand Registry contact phone number?
If you need to contact Amazon for help with Brand Registry, there aren’t many options. On the site, they offer a Contact Us page with a contact form you can fill out, and they will respond to you when they can. You can access that page here.
Unfortunately, they don’t offer a phone number to contact them.
Where is the Amazon Brand Registry login page?
If you need to log into your Amazon Brand Registry dashboard, you can do that by going to https://brandservices.amazon.com/ and clicking “Sign In”. You’ll need to select your country, and then log in with your Amazon account username and password.
How long does Amazon Brand Registry take?
If you don’t have any outstanding issues (for example, your trademark hasn’t fully registered yet), then the Amazon Brand Registry process will take about 2 weeks.
Obviously, if there are problems with your application or you can’t get your verification code, this may extend the time that it takes for you to register. Also, if you’ve just applied for a trademark application in the United States, the process for getting that trademark registered can take a year or longer. So it’s best to get that started as soon as possible!