How to Enroll in Amazon Brand Registry: Requirements, Trademark and Steps

Short answer: to enroll in Amazon Brand Registry, your brand needs a registered or pending trademark from the government trademark office of a country that has an Amazon store. You sign in to Brand Registry with your Seller Central credentials, choose "Enroll a brand", and enter the brand name, trademark office and registration or serial number, your logo, and an image of the product or packaging with the brand permanently affixed. The program is free.

After you submit, Amazon sends a verification to the contact listed on the trademark record, and enrollment completes once that is confirmed. Below are the requirements, IP Accelerator and the steps, based on Amazon's own pages.

What Brand Registry unlocks

Amazon describes Brand Registry as a free program to protect your intellectual property and manage the accuracy of your listings. Highlights from Amazon's list:

• Protection tools: Report a Violation, automated protections and Brand Registry support
• A+ Content: visual modules, comparison charts and brand story on the product page (A+ content guide)
• Stores: a free brand storefront inside Amazon
• Sponsored Brands: cost-per-click ads featuring multiple products; sellers need Brand Registry to use them
• Amazon Vine: reviews from Amazon's invited Vine Voices (FBA and enrollment fees apply)
• Brand Analytics: reports on customer search and purchase trends

Note: per Amazon, you can use protection tools such as Report a Violation without a selling account, but A+ Content and Stores need one. Each tool also has its own access requirements.

Requirement: which trademark qualifies?

Amazon's official requirements:

• The mark must come from the designated government trademark office of a country with an Amazon store; registered or pending marks qualify.
• It must be a word mark (text-based) or a design mark containing words, letters or numbers.
• The application must be submitted by the trademark owner (the person or entity that legally owns the mark).
• You select one country's trademark office during enrollment; trademarks from other countries can be added after approval.

Selling in more than one country: Amazon notes you may need an active trademark in each country where you plan to enroll and sell. If the US store is your main market, a US trademark (registered or pending at the USPTO) is the most robust route.

Two ways to get a US trademark:

• Filing directly with the USPTO: the USPTO requires foreign-domiciled applicants to be represented by a US-licensed attorney.
• The Madrid Protocol: extending a mark registered outside the US to the US through an international application, which WIPO administers.

Registration times vary by trademark office, so start the trademark in parallel with product development to protect your launch calendar.

IP Accelerator: enroll while pending

IP Accelerator connects you with vetted law firms that offer trademark and other IP services. According to Amazon's page:

• Once your application is pending you can enroll in Brand Registry, and participants can access a broader range of protection benefits sooner, even before registration. Each tool still has its own access requirements.
• Amazon doesn't charge for the connection; you work with and pay the provider directly.
• Amazon has pre-negotiated maximum rates for certain services (single brand, single class). Check current amounts on the IP Accelerator page.
• The program is available to brands worldwide.

Amazon doesn't promise a specific time saving; it says registration times vary by office.

Enrollment steps

1. File or register a trademark in a country with an Amazon store (optionally through IP Accelerator).
2. Sign in to Brand Registry with your Seller Central (or Vendor Central) credentials so your selling and Brand Registry accounts are linked.
3. Choose "Enroll a brand" and enter the brand name exactly as it appears on the trademark record, plus the trademark office and number.
4. Upload your logo if it's a design mark, and an image of a product or packaging with the brand permanently affixed.
5. Add product categories, seller/vendor details, and manufacturing and distribution information. Amazon may ask for more documents.
6. Submit. Amazon sends a verification to the contact on the trademark record (often your trademark attorney). Per Amazon's requirements page, if it isn't confirmed within 7 days the application is declined and must be resubmitted, so tell your attorney to expect it.

Amazon says approval "can take several weeks or longer" if you already have a registered trademark, and likely longer for new or pending applications.

FAQ

Do I need a trademark for Amazon Brand Registry? Yes. Amazon requires a registered or pending trademark from the government office of a country that has an Amazon store.

Can I enroll with a pending trademark? Amazon's requirements accept pending marks, and the IP Accelerator page says you can enroll once your application is pending. Individual tools have their own access requirements.

Does a trademark from my home country cover the US store? Amazon notes you may need a trademark in each country where you plan to enroll and sell. For the US store, a USPTO filing or a Madrid Protocol extension to the US is the most robust route.

Is Brand Registry free? Yes, Amazon describes it as free. Trademark filing, attorney fees and some tools (such as Vine) have their own costs.

How long does Brand Registry approval take? Amazon gives no fixed timeline: "several weeks or longer" with a registered trademark, and likely longer with a pending one.

The takeaway

Brand Registry is the key to branded selling and brand protection on Amazon, and it depends on a trademark. Start the filing early in the country you'll sell in; if you're in a hurry, IP Accelerator lets you enroll while the application is pending.

For the full journey see the Amazon guide. To build titles that lead with your brand, try the Amazon title generator. To have us handle setup end to end, there's Amazon Brand Launch, and Amazon consulting for existing accounts.

Sources and scope

• Amazon, Amazon Brand Registry: free program, trademark office requirement (country with an Amazon store), single office at enrollment, logo/packaging requirement, Stores, A+, Sponsored Brands, Vine, Brand Analytics
• Amazon, Brand Registry requirements: registered/pending marks, word and design marks, owner must apply, required information, 7-day verification, tools available without a selling account
• Amazon, What is Amazon Brand Registry?: tool list, trademark per country, enrollment steps, approval-time wording
• Amazon, IP Accelerator: enrolling while pending, fees, availability, registration times by office
• Amazon Ads, Sponsored Brands: Brand Registry requirement for sellers
• Amazon, Amazon Vine: Vine eligibility and fees
• USPTO, Do I need an attorney?: US-licensed attorney requirement for foreign-domiciled applicants
• USPTO, Madrid Protocol: applying to the US via the Madrid Protocol, WIPO's role

This article is general information, not legal advice. Amazon's requirements and fees can change; check the official pages and your trademark attorney before filing. Information checked on October 14, 2026.