Amazon Brand Registry Requirements

The Amazon Brand Registry is a program created to give sellers legal protection and control over their brands and intellectual properties. It does this by providing a hub from which they can manage their product listings and report intellectual property violations to Amazon’s review teams. The program is free for sellers to enroll in, as long as they meet the Amazon Brand Registry requirements.

What are the Amazon Brand Registry Requirements?

In order to qualify for enrolment in the Amazon Brand Registry, businesses are required to satisfy the following legal criteria:

• Registered trademark: The seller must own an active registered trademark, issued by the relevant trademarking authority in the jurisdiction where they intend to operate. In the USA, this is the United States Patent and Trademark Office (USPTO). Ifyou’re unsure about the differences between a design patent and utility patent, it’s important to understand which protection best suits your brand.
• Brand name or logo: The sellers must also have a brand name or a logo that incorporates the brand name. This must match their registered trademark and must be permanently affixed to the seller’s products or packaging.

Amazon does not require sellers to have active product listings to enroll. This means that brands can join the Amazon Brand Registry even if they do not currently sell on the Amazon marketplace.

How long does it take to enroll on the Amazon Brand Registry?

The enrolment process for the Amazon Brand Registry application is reasonably fast, with applications typically being processed in approximately ten business days. This duration can vary, however, depending on Amazon’s review process and whether or not additional information is required to verify the applicant’s trademark. In some cases, some applicants can be declined, however, sellers have the option to file an Amazon suspension appeal and provide further information and documents to strengthen their application.

Is it required to be on the brand registry to advertise on Amazon?

No, sellers do not need to be enrolled in the Amazon Brand Registry to advertise on Amazon, however, it does provide access to additional exclusive advertising tools through Amazon’s Sponsored Brands feature. This allows sellers to avail of more extensive targeting options and ad placements with higher visibility. Additionally, brands that face issues such as Amazon seller account reinstatement after a suspension may find the Amazon brand registry benefits useful for regaining control over their product listings.