Amazon Brand Registry and your trademark
Amazon Brand Registry generally asks for a trademark, registered or in some cases pending. Amazon changes its rules often, so confirm the current terms.
Amazon Brand Registry is a programme for brand owners who sell on Amazon. In general it asks for a trademark, either registered or, in some cases, pending. Amazon changes its rules often, so treat every detail on this page as something to confirm with Amazon's current requirements before you plan around it.
What the programme generally asks for
| Requirement | What it means for your filing |
|---|---|
| A trademark that matches your brand | The mark must be the brand name or logo on your products and listings |
| A text mark or an image mark with text | A word mark covers the name in any style. A logo filing covers the design |
| Goods that match the products you list | The application's class and description should include what you sell |
| Proof that you own the mark | The applicant should be the business or person who sells the products |
Whether Amazon accepts a pending application, and what it unlocks, depends on the programme at the time you apply.
Why the mark matters to your account
Registry tools are built around a trademark on record. A mark that is registered and active gives you a verified link between your brand and your catalogue. A mark with a different name, or in the wrong class, can leave a gap between what you sell and what the filing covers. Matching the filing to the products is the part we do carefully.
Our role and yours
We prepare and file the trademark application with the USPTO, through the US-licensed attorney named in your engagement letter. You apply to Amazon yourself from your seller account, using the application or registration number. We do not apply to the programme for you, and nobody can promise that Amazon will accept an application or approve it by a given date.
Plan for the review time
Recent USPTO data shows about 5.6 months to a first review and about 11.7 months to a final outcome. If a launch or a brand-protection need is coming, file early. See how long a trademark takes for the stages and what makes a filing longer.
Before you file
- Confirm the brand name on your packaging and listings is the same spelling everywhere.
- Search the name. Our free name search compares it against USPTO records.
- Decide the classes from your products: clothing is class 25, devices and apps are class 9, and the store itself is class 35.
- Name the right owner, usually the business that sells the products under the brand.
Sellers on other platforms
If you also sell on Etsy or run your own Shopify store, one filing can serve all of them. Read trademarks for Etsy and Shopify sellers for the shop-side questions. The pricing page shows the total before you commit.
Talk to us: Call +1 (619) 782-6859 or email hello@argostrademark.com
This is general information, not legal advice.