What you need
- A trademark: registered, or a pending application in a country Amazon accepts, in the same text or image that appears on your product or packaging.
- Rights to the brand: you are the trademark owner or an agent authorised by them.
- An Amazon account to sign in to Brand Registry with, ideally the Seller Central account you sell through.
If you have no trademark yet, Amazon's IP Accelerator connects you with vetted law firms that file one at pre-negotiated rates, and can give access to Brand Registry while the application is pending.
How to enroll
- Sign in to Brand Registry with your Amazon account and choose to enroll a brand.
- Enter the brand name and the trademark registration or application number.
- Add images of the brand on your product and packaging, the product categories, and where you manufacture and sell.
- Amazon sends a verification code to the contact on the trademark filing, usually your attorney. Enter it to finish.
What it costs
Enrolling is free. The cost is the trademark: the national office's filing fee per class of goods, plus attorney fees if you use one. Budget for that before you plan Sponsored Brands or Brand Analytics into a launch.
What it unlocks for growth
- Brand Analytics, including Search Query Performance: your share of impressions, clicks, cart adds and purchases for every search that led to your brand.
- Sponsored Brands and Sponsored Display, the two ad types beyond Sponsored Products. Compare the three.
- A Store, your own multi-page brand storefront on Amazon.
- Protection tools for reporting listings that misuse your trademark.
Questions
- Is Amazon Brand Registry free?
- Yes. Enrollment costs nothing; the trademark it requires has its own filing and legal costs.
- Can I join Brand Registry without a trademark?
- You need at least a pending trademark application. Amazon's IP Accelerator can help you file one and enroll while it is pending.
- How long does Brand Registry take?
- Once you submit, the time is mostly waiting for the trademark contact to pass on the verification code. With the code in hand, enrollment completes quickly.
Keep going
GuidesSearch Query PerformanceHow to read your share of impressions, clicks, cart adds and purchases.GuidesSponsored Products, Brands and DisplayThe three ad types side by side, and when each one earns its spend.GuidesAmazon Seller CentralThe menus, health targets and reports a seller uses every week.GuidesAmazon seller glossaryOne-line definitions of 40 Amazon seller terms and acronyms.