New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
Amazon Brand Registry
Start Amazon Brand Registry
A key step in building a brand and increasing sales on Amazon.
Why do I need the Amazon Brand Registry?
ADVANTAGES OF BRAND REGISTRATION
When you sell products on Amazon, Amazon Brand Registry, or “brand filing,” can help you gain exposure for brands and products that other sellers don't have, and enjoy the full range of brand building and protection tools provided by Amazon, which can help you further expand your brand advantage!
Accurate brand presentation
On Amazon, your brand will gain more influence through exposure, and you can also have greater control over the use of the brand name, product information control, etc.
Powerful anti-infringement search tools
Amazon automatically monitors, blocks, and removes content suspected of infringing or inaccurate to your brand through different protection mechanisms prior to and after the fact. Brands can search and report potential infringements through images, keywords, etc.
Actively protect brands
30+ brand marketing and protection tools, 5 core operating directions to comprehensively accelerate brand growth, help launch new products quickly in multiple dimensions, and attract orders from new stores.
New Seller Incentives
Helping new brands grow: multi-site sales return of over 150,000 US dollars, up to 52,500* US
Complete the Amazon Brand Registry to unlock exclusive benefits for brand owners in the gift package:
✔ 5% of the first year or the first $1 million brand product turnover will be refunded. The refund amount will be deducted from the next month's sales commission
✔ Up to $150,000 rebate: Eligible brands can enjoy up to $52,500* in US, Europe, and Japan sites
✔ $200 Amazon Review Manager (Amazon Vine Plan) discount
✔ 5% of the first year or the first $1 million brand product turnover will be refunded. The refund amount will be deducted from the next month's sales commission
✔ Up to $150,000 rebate: Eligible brands can enjoy up to $52,500* in US, Europe, and Japan sites
✔ $200 Amazon Review Manager (Amazon Vine Plan) discount
*The first 50,000 US dollar sales will be refunded 10%, and the brand sales amount will be refunded 5% thereafter.
Preparing for brand registration
BEFORE YOU START
Completing overseas trademark registration is an important step in preparing for brand registration.
Apply for overseas trademarks
When carrying out cross-border e-commerce sales, it is necessary to first register a trademark at the target sales site. Generally speaking, trademark registration is divided into 4 steps:
01
Conduct a trademark search to see if the trademark you want to apply for has already been registered, or has the same or similar trademark
02
Determine the country or region to be applied for, and prepare the required trademark application materials
03
Submit a trademark registration application to the Trademark Office as required, and obtain a pending trademark (pendingTrademark) after receiving the notice of acceptance
04
Enter the announcement period, and you can get an R standard after the end
Which country or region to apply for a trademark
Currently, the Amazon Brand Registry accepts trademarks issued by government trademark offices in the following countries/regions:
Type of trademark applied for
The Amazon Brand Registry only accepts “text-based trademarks” or “image-based trademarks composed of words, letters, or numbers.”
Trademark status
Any pending trademark (Pending Trademark) or R mark can be registered as an Amazon Brand. Note that the acceptable trademark status varies from country to country.
Where to apply for a trademark
You can check the lawyers in Amazon IP Accelerator at ipaccelerator.com. (This list does not constitute Amazon's recommendation for any law firm; please consult your advisor for employment with relevant law firms)
Start brand registration now
START ON BRAND REGISTRATION
Brand registration preparation materials
01
The brand name is a valid registered trademark (TM mark or R mark)
02
A valid registered trademark must appear on the product or package
03
Trademark registration number provided by the Intellectual Property Office
04
List of product categories (such as clothing, sporting goods, electronics) to which the brand belongs
Brand Registration Process
Full coverage of brand rights protection
BRAND PROTECTION
By completing the Amazon Brand Registry, you'll unlock a variety of branding tools, as well as brand protection tools that are central to brand building.
Pre-automatic protection
01
Automated brand protection tools
Through machine learning, Amazon uses information provided by brands to implement predictive protection in an attempt to identify and remove potentially bad product information. Effectively protect brand names, logos (logos), restrictions on creating offers, and restrictions on creating ASINs.
Active protection after the fact
01
Tool for reporting violations
As an intellectual property rights owner and authorized agent, you can use the tool to search for, identify, and report infringements, and then track reporting records in a dedicated interface to effectively protect brand trademarks, copyrights, and patents.
02
Self-serve counterfeit products remove Project Zero
Project Zero has three features: automated protection, self-service counterfeit product removal, and product serialization. It combines the power of Amazon technology with brand insight to detect and remove counterfeit products.
Amazon Global Brand Protection Initiatives
Amazon's global anti-counterfeiting team works with brands and law enforcement agencies around the world to gather rich information on intellectual property and products to monitor, investigate, and remove counterfeit products sold on Amazon, and hold counterfeit sellers to account.
In China, Amazon provides sellers with training on compliance and brand protection through multiple channels to help sellers understand relevant regulations and policies, and prevent counterfeit products from being listed; cooperates with relevant law enforcement departments and associations to promote the improvement and development of intellectual property protection rules, share information on confirmed counterfeiters, crack down on criminal acts such as counterfeiting, create a healthy business environment, and create a trustworthy shopping experience for consumers.
In China, Amazon provides sellers with training on compliance and brand protection through multiple channels to help sellers understand relevant regulations and policies, and prevent counterfeit products from being listed; cooperates with relevant law enforcement departments and associations to promote the improvement and development of intellectual property protection rules, share information on confirmed counterfeiters, crack down on criminal acts such as counterfeiting, create a healthy business environment, and create a trustworthy shopping experience for consumers.
Frequently asked questions
FAQ
Should I start a store or register a trademark before entering Amazon?
First, if you are a seller without a registered trademark, don't panic. If you don't have a trademark, you can also open a store on Amazon!However, trademark applications and Amazon brand registration are recommended to be put on the agenda early in the opening of a store and carried out simultaneously for the following reasons:
1. Accelerate new store orders: Only after brand registration can the brand name be used in the listing, as well as brand building tools such as graphics, videos, and brand flagship stores, and new stores can also place orders quickly.
2. Strengthen listing controls: Having a brand can also prevent misuse of your brand name and trademark, and report infringement to Amazon.
3. Avoid trademark squatting: Many sellers will have the idea of “selling first, then brand”, but this may cause later when applying for a trademark to find that the trademark has already been squatted.
1. Accelerate new store orders: Only after brand registration can the brand name be used in the listing, as well as brand building tools such as graphics, videos, and brand flagship stores, and new stores can also place orders quickly.
2. Strengthen listing controls: Having a brand can also prevent misuse of your brand name and trademark, and report infringement to Amazon.
3. Avoid trademark squatting: Many sellers will have the idea of “selling first, then brand”, but this may cause later when applying for a trademark to find that the trademark has already been squatted.
Who can do the Amazon Brand Registry?
Brand owners and brand insiders can register brands on Amazon. For example, Boss Wang went to the US Trademark Office to register a trademark for Brand A. Boss Wang is the brand owner, and he can personally register the brand on Amazon. In addition, Tony, who is responsible for the operation of Boss Wang's company, can also use this trademark to register the Amazon brand. However, during the brand registration process, Tony needed to obtain a verification code sent by Amazon from Boss Wang. ATTENTION! Brand agencies are not brand owners, so they cannot directly submit a brand registration application. The brand owner can complete Amazon brand registration and then add an agency seller account to obtain the corresponding sales tool benefits.
What are some things to keep in mind before submitting an Amazon Brand Registry (Brand Registry) application?
1. Make sure you have a valid registered trademark filed by a US practicing attorney.
2. Avoid using attorney services that have been penalized by the United States Patent and Trademark Office (USPTO) to prevent fraud.
3. It is recommended that you contact a US attorney directly to complete your trademark application rather than through another intermediary agency.
Note: If you use an intermediary for US trademark registration or brand registration rather than working directly with a US attorney, your application may be subject to additional review by Amazon and the United States Patent and Trademark Office (USPTO).
You can learn more about how to contact a reputable trademark registration law firm by visiting the Amazon IP Accelerator website by clicking on the following link: http://brandservices.amazon.com/ipaccelerator
2. Avoid using attorney services that have been penalized by the United States Patent and Trademark Office (USPTO) to prevent fraud.
3. It is recommended that you contact a US attorney directly to complete your trademark application rather than through another intermediary agency.
Note: If you use an intermediary for US trademark registration or brand registration rather than working directly with a US attorney, your application may be subject to additional review by Amazon and the United States Patent and Trademark Office (USPTO).
You can learn more about how to contact a reputable trademark registration law firm by visiting the Amazon IP Accelerator website by clicking on the following link: http://brandservices.amazon.com/ipaccelerator
How can I improve my brand registration acceptance rate?
Seller friends can review the following before starting to apply for the Amazon Brand Registry (Brand Registry) to help you improve your acceptance rate:
1. Check whether the brand already has an R mark or a pending trademark (Pending Trademark) in the country applying for registration, and that it is a trademark based on valid text or images.
2. Make sure that the submitted brand name is exactly the same as the Mark Name registered with the local trademark office (capitalization can be entered according to preference).
3. Ensure that the submitted trademark number is exactly the same as the registration information in the local trademark office.
4. Make sure that the trademark type is filled in correctly.
5. Make sure that the trademark image you upload matches the records on the official website of your local trademark office.
6. Ensure that trademark contact information is current and valid in all public resources.
7. Make sure you return the verification code as soon as you receive the verification code email.
8. Once submitted, please stay tuned for email notifications from brand-registry-support@amazon.com
9. Make sure you submit at least one clear image of the product or product packaging. (The images are for review purposes only and cannot be viewed by buyers. )
10. Be sure to shoot with your phone's camera, ensure that the images are authentic, and that digitally modified images are not accepted.
11. Make sure that the image clearly shows the brand name, and that the brand name matches the trademark name in the application.
12. Make sure the brand name is permanently attached to the product or product packaging. The brand name is usually added during production; stickers, labels, tags, or stamps do not count.
Once you've made sure the above items are ready, you can start your Brand Registry (Brand Registry) journey!
1. Check whether the brand already has an R mark or a pending trademark (Pending Trademark) in the country applying for registration, and that it is a trademark based on valid text or images.
2. Make sure that the submitted brand name is exactly the same as the Mark Name registered with the local trademark office (capitalization can be entered according to preference).
3. Ensure that the submitted trademark number is exactly the same as the registration information in the local trademark office.
4. Make sure that the trademark type is filled in correctly.
5. Make sure that the trademark image you upload matches the records on the official website of your local trademark office.
6. Ensure that trademark contact information is current and valid in all public resources.
7. Make sure you return the verification code as soon as you receive the verification code email.
8. Once submitted, please stay tuned for email notifications from brand-registry-support@amazon.com
9. Make sure you submit at least one clear image of the product or product packaging. (The images are for review purposes only and cannot be viewed by buyers. )
10. Be sure to shoot with your phone's camera, ensure that the images are authentic, and that digitally modified images are not accepted.
11. Make sure that the image clearly shows the brand name, and that the brand name matches the trademark name in the application.
12. Make sure the brand name is permanently attached to the product or product packaging. The brand name is usually added during production; stickers, labels, tags, or stamps do not count.
Once you've made sure the above items are ready, you can start your Brand Registry (Brand Registry) journey!
What are the roles of the Brand Registry account?
When you can access the Brand Registry account, your same account can have one or two of the following three roles, which will determine the account management rights and protection tools that your Brand Registry account has:
1. Administrator (Administrator): Has permission to add and remove users, and can assign roles to other users.
2. Rights owner (Rights Owner): A trademark owner or an employee affiliated with the right to report violations. Rights holders have the right to use the “Report a Violation” tool.
3. Registered Agent (Registered Agent): A third party authorized by the rights holder who can use the “Report Violation” tool.
If you are an applicant for brand registration, submit a trademark and successfully complete brand registration, your brand registration account will automatically become a “rights owner+administrator”. As an administrator, you have account management rights, and can add other users and assign them 1-2 account roles. Only administrators have permission to assign account roles to other users.
1. Administrator (Administrator): Has permission to add and remove users, and can assign roles to other users.
2. Rights owner (Rights Owner): A trademark owner or an employee affiliated with the right to report violations. Rights holders have the right to use the “Report a Violation” tool.
3. Registered Agent (Registered Agent): A third party authorized by the rights holder who can use the “Report Violation” tool.
If you are an applicant for brand registration, submit a trademark and successfully complete brand registration, your brand registration account will automatically become a “rights owner+administrator”. As an administrator, you have account management rights, and can add other users and assign them 1-2 account roles. Only administrators have permission to assign account roles to other users.
What benefits will I receive after completing my registration?
Advantage 1: Unlock 30+ brand marketing and protection tools, and get support from the five core operating directions of “brand strategy”, “brand image”, “brand growth”, “brand user” and “brand protection”. It helps launch new products quickly in multiple dimensions and helps new stores attract orders.
Advantage 2: 5% rebate on the first year or the first $1 million brand product turnover. The refund amount will be deducted from the next month's sales commission; up to $150,000 rebate: Eligible brands can each enjoy a refund of up to $50,000 on the US, Europe, and Japan sites; and a $200 Amazon Review Management Tool (Amazon Vine Program) discount.
Advantage 3: Obtain special courses and training on brand growth; the professional team continuously conducts research and tracking, fully explores pain points and needs, summarizes overseas operation methodologies, and customizes localized brand building suggestions; and obtain more support in various areas such as content marketing and creative design through a strong overseas brand service provider system.
For more information on the 2023 New Seller Package offers, please check the “Important | 2023 New Seller Starter Pack” effective March 1! Up to $150,000 rebate for multiple sites》
Advantage 2: 5% rebate on the first year or the first $1 million brand product turnover. The refund amount will be deducted from the next month's sales commission; up to $150,000 rebate: Eligible brands can each enjoy a refund of up to $50,000 on the US, Europe, and Japan sites; and a $200 Amazon Review Management Tool (Amazon Vine Program) discount.
Advantage 3: Obtain special courses and training on brand growth; the professional team continuously conducts research and tracking, fully explores pain points and needs, summarizes overseas operation methodologies, and customizes localized brand building suggestions; and obtain more support in various areas such as content marketing and creative design through a strong overseas brand service provider system.
For more information on the 2023 New Seller Package offers, please check the “Important | 2023 New Seller Starter Pack” effective March 1! Up to $150,000 rebate for multiple sites》
I am the trademark owner, have a store on Amazon, and have completed the Amazon Brand Registry. If I want to authorize a reseller to link to my brand, how should I do it?
First, your reseller needs to register a store on Amazon and get a store account. Next, resellers need to go to the Amazon Brand Registry back office and use their Amazon Seller Central account and password to activate and open an Amazon Brand Registry account. You can then go to the Amazon Brand Registry backend and use your administrator privileges to add the reseller's Brand Registry account to your brand's account and assign account roles to it. After a few steps above, your dealer is connected to the brand.
How does the Admin account (Admin) manage and link sales accounts?
As of November 2023, the Seller Selling Role Self-Service (SRSS) feature on the Brand Registry portal has been updated to allow brand administrators to:
1. Invite any third party sales partner to connect to their brand as a brand representative or reseller through the Brand Registry portal.
2. Manage sales roles by editing/removing third party sales partners already associated with their brand.
Brand admins can find this feature by clicking on the “Manage” tab on the Brand Registry home page or “Get Selling Benefits” under the quick link. From there, they can manage sales accounts and associated sales accounts. To link sales accounts, brand admins can enter the merchant token to identify any selling account they wish to link, then select the preferred brand.
1. Invite any third party sales partner to connect to their brand as a brand representative or reseller through the Brand Registry portal.
2. Manage sales roles by editing/removing third party sales partners already associated with their brand.
Brand admins can find this feature by clicking on the “Manage” tab on the Brand Registry home page or “Get Selling Benefits” under the quick link. From there, they can manage sales accounts and associated sales accounts. To link sales accounts, brand admins can enter the merchant token to identify any selling account they wish to link, then select the preferred brand.
What are the rules of the United States Patent and Trademark Office (USPTO) on US trademark applications?
1. If you wish to file a US trademark application, according to the US Legal Counsel Rules, you must:
• Have an attorney with a US attorney's license act as your direct agent
• The attorney actually prepares and submits the application materials to the US Patent and Trademark Office
Click here for more rules
2. Lawyers and third party service providers without a US attorney's license cannot independently complete the above matters, and therefore cannot represent you in USPTO related trademark matters. If you seek advice or assistance from someone not authorized to engage in legal matters relating to the USPTO, your trademark application may be rejected, or the legal effect of your trademark registration may be adversely affected.
Click here to learn why you need to hire an attorney with a US attorney's license
3. If the trademark applicant's domicile is outside of the United States, such trademark applicant may entrust a local law firm to find and hire a US attorney to handle the USPTO trademark application. If a trademark applicant hires a US attorney through a third party service provider, please be careful.
Click here to learn about cases of non-compliance by third party service providers
4. Such applicant agencies may claim that they can assist in filing new applications, responding to official reviews, or assisting in submitting other documents to the USPTO, but their actions may violate US law (for example, non-attorney employees are not authorized to conduct legal matters). Amazon recommends that you confirm in all circumstances that the person handling US trademark matters for you meets the minimum standards set by the USPTO.
Click here for specific standards
5. Personnel who can provide you with legal advice or act on your behalf at the USPTO are limited to US licensed attorneys and do not include agents and experts. Any US attorney handling trademark matters for you must actually provide legal services, not just the signing or means for you to sign the relevant documents. Note that according to the special notes provided by the USPTO, professional attorneys:
• You will not be asked to complete a questionnaire or similar document as the only way to complete a trademark application
• We will not only communicate with you via email
• The applicant agency will not be referred to as your legal representative in the application materials
• Have an attorney with a US attorney's license act as your direct agent
• The attorney actually prepares and submits the application materials to the US Patent and Trademark Office
Click here for more rules
2. Lawyers and third party service providers without a US attorney's license cannot independently complete the above matters, and therefore cannot represent you in USPTO related trademark matters. If you seek advice or assistance from someone not authorized to engage in legal matters relating to the USPTO, your trademark application may be rejected, or the legal effect of your trademark registration may be adversely affected.
Click here to learn why you need to hire an attorney with a US attorney's license
3. If the trademark applicant's domicile is outside of the United States, such trademark applicant may entrust a local law firm to find and hire a US attorney to handle the USPTO trademark application. If a trademark applicant hires a US attorney through a third party service provider, please be careful.
Click here to learn about cases of non-compliance by third party service providers
4. Such applicant agencies may claim that they can assist in filing new applications, responding to official reviews, or assisting in submitting other documents to the USPTO, but their actions may violate US law (for example, non-attorney employees are not authorized to conduct legal matters). Amazon recommends that you confirm in all circumstances that the person handling US trademark matters for you meets the minimum standards set by the USPTO.
Click here for specific standards
5. Personnel who can provide you with legal advice or act on your behalf at the USPTO are limited to US licensed attorneys and do not include agents and experts. Any US attorney handling trademark matters for you must actually provide legal services, not just the signing or means for you to sign the relevant documents. Note that according to the special notes provided by the USPTO, professional attorneys:
• You will not be asked to complete a questionnaire or similar document as the only way to complete a trademark application
• We will not only communicate with you via email
• The applicant agency will not be referred to as your legal representative in the application materials
How do I contact a compliant US law firm?
Solution 1: Hire a local law firm to assist with US trademark applications
For any local law firm that coordinates your US trademark application, it is recommended that you ask them to confirm that any US attorney you work with will abide by the US Legal Counsel Rules.
1. A Chinese law firm with experience in assisting with US trademark applications
Log in to the Amazon Brand Registry homepage and click “Support > Contact Brand Support > Update Your Brand Information > Fix Issues Related to User Roles”.
2. Avoid using an attorney who has been penalized by the US Patent and Trademark Office
Before hiring a US attorney or using a third-party service provider, you need to confirm whether they are on the US Patent and Trademark Office's penalty list or listed as an entity on a potentially misleading solicitation page.
Click to view the US Patent and Trademark Office's list of penalties and entities listed as potentially misleading solicitation pages
Solution 2: Hire a law firm from Amazon IP Accelerator (IPA) to assist with US trademark applications
Amazon has created an IPA program specifically for small to medium businesses to make it easier and more cost-effective to protect your brand. The advantages of using IPA are:
• Reviewed intellectual property law firms to help you save time and money
• Visit a network of trusted intellectual property law firms to avoid trademark registration detours and obtain high-quality services at highly competitive prices.
• Get your brand benefits quickly
• Get faster access to the brand protection and creation tools provided by the Brand Registry, even when your trademark application is being processed (TM mark).
• Protect your brand globally
• As you expand your brand influence on the new Amazon site, you can use trusted experts to establish intellectual property rights in other countries.
Visit the IPA website to learn more about how this program can help you connect with a trusted intellectual property law firm.
For any local law firm that coordinates your US trademark application, it is recommended that you ask them to confirm that any US attorney you work with will abide by the US Legal Counsel Rules.
1. A Chinese law firm with experience in assisting with US trademark applications
Log in to the Amazon Brand Registry homepage and click “Support > Contact Brand Support > Update Your Brand Information > Fix Issues Related to User Roles”.
2. Avoid using an attorney who has been penalized by the US Patent and Trademark Office
Before hiring a US attorney or using a third-party service provider, you need to confirm whether they are on the US Patent and Trademark Office's penalty list or listed as an entity on a potentially misleading solicitation page.
Click to view the US Patent and Trademark Office's list of penalties and entities listed as potentially misleading solicitation pages
Solution 2: Hire a law firm from Amazon IP Accelerator (IPA) to assist with US trademark applications
Amazon has created an IPA program specifically for small to medium businesses to make it easier and more cost-effective to protect your brand. The advantages of using IPA are:
• Reviewed intellectual property law firms to help you save time and money
• Visit a network of trusted intellectual property law firms to avoid trademark registration detours and obtain high-quality services at highly competitive prices.
• Get your brand benefits quickly
• Get faster access to the brand protection and creation tools provided by the Brand Registry, even when your trademark application is being processed (TM mark).
• Protect your brand globally
• As you expand your brand influence on the new Amazon site, you can use trusted experts to establish intellectual property rights in other countries.
Visit the IPA website to learn more about how this program can help you connect with a trusted intellectual property law firm.
Why are my materials ready and still haven't passed the Brand Registry application?
When you apply for the Amazon Brand Registry (Brand Registry), the trademark you submitted will not be able to pass the registration application if:
1. Your trademark has been penalized by the United States Patent and Trademark Office (USPTO).
2. The attorney or law firm responsible for filing your trademark application has previously been penalized or reported by the United States Patent and Trademark Office (USPTO) for violating the rules and regulations of the United States Patent and Trademark Office (USPTO).
You can visit the official website of the United States Patent and Trademark Office (USPTO) by clicking the link: https://www.uspto.gov/
1. Your trademark has been penalized by the United States Patent and Trademark Office (USPTO).
2. The attorney or law firm responsible for filing your trademark application has previously been penalized or reported by the United States Patent and Trademark Office (USPTO) for violating the rules and regulations of the United States Patent and Trademark Office (USPTO).
You can visit the official website of the United States Patent and Trademark Office (USPTO) by clicking the link: https://www.uspto.gov/
I'm preparing to register my brand recently, but my account has just been suspended. What impact will that have on my registration?
If you have not completed the verification of your new seller account, or if your account has been suspended for violating Amazon policies, you will not be able to apply through the Amazon Brand Registry (Brand Registry).
Therefore, before you apply for the Amazon Brand Registry (Brand Registry), please ensure the health and effectiveness of your seller account:
1. If you are a new seller, ensure that you have completed the verification of your new seller account for at least 48 hours before submitting an Amazon Brand Registry (Brand Registry) application.
2. If your seller account has been suspended for violating Amazon policies, and you dispute this decision, you will need to reactivate your seller account by appealing on the Account Status page before submitting an Amazon Brand Registry application.
For the seller account appeal process, please refer to “Important|Amazon Account Appeal Process Update”
Therefore, before you apply for the Amazon Brand Registry (Brand Registry), please ensure the health and effectiveness of your seller account:
1. If you are a new seller, ensure that you have completed the verification of your new seller account for at least 48 hours before submitting an Amazon Brand Registry (Brand Registry) application.
2. If your seller account has been suspended for violating Amazon policies, and you dispute this decision, you will need to reactivate your seller account by appealing on the Account Status page before submitting an Amazon Brand Registry application.
For the seller account appeal process, please refer to “Important|Amazon Account Appeal Process Update”
Start Amazon Brand Registry Today
Getting Started: New Seller Guide
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