How do you get Amazon Brand Registry in the UK and USA?

To enroll in Amazon Brand Registry you need a word or word-and-design trademark, registered or pending, with an intellectual property office Amazon accepts for that marketplace: the UK IPO for Amazon.co.uk and the USPTO for Amazon.com are the usual routes. Amazon sends a verification code to the contact listed on the trademark record, so you need access to that inbox, which is often your trademark attorney’s.

What do you get with Brand Registry?

• A+ content and Brand Story on your listings.
• Sponsored Brands and Sponsored Display ads.
• A free Brand Store.
• Amazon Vine for new products.
• Tools to report counterfeits, hijackers and incorrect listing edits.

Can you apply with a pending trademark?

Yes. Amazon accepts pending applications from eligible offices, so you don’t need to wait months for registration to complete before enrolling.

Does a UK trademark cover Amazon.com?

Generally, no. Each marketplace needs a trademark from an office Amazon accepts for that region. A UK brand expanding to the USA should file with the USPTO before launch.

What are the steps?

1. File the trademark, or confirm the application number if it’s pending.
2. Sign in to Brand Registry with your Seller Central account.
3. Enter the brand name exactly as it appears on the trademark, and product images showing the brand on the product or packaging.
4. Pass on the verification code that Amazon sends to the trademark contact.
5. Add the people who will manage the brand as users.

How long does it take?

Once the code is returned, approval often takes a few days. The slow part is usually getting the code back from whoever holds the trademark email, so arrange that before you apply.

We handle Brand Registry as part of marketplace management, and use it to remove hijackers in our reputation service.