Amazon Brand Registry is no longer optional for serious FBA sellers — it is the foundation of everything that matters on the platform. A+ Content that doubles conversion rates. Sponsored Brands campaigns that dominate search results. Brand Analytics that tells you exactly what your customers are searching for. Counterfeit protection that removes fake listings automatically. All of it is locked behind one gate: Brand Registry.
At Digital InvestUp, Amazon Brand Registry is one of the first things we complete for every new FBA client we onboard. We have registered trademarks for clients in both the United States and the United Kingdom and guided countless brands through the Brand Registry application process. This guide gives you the complete picture — requirements, trademark options, step-by-step application, and everything international sellers need to know.
What is Amazon Brand Registry?
Amazon Brand Registry is a programme that gives brand owners enhanced control over their product listings and brand presence on Amazon. It was created to help legitimate brand owners protect their intellectual property and provide tools to build and differentiate their brand from competitors and counterfeiters.
Once enrolled, Brand Registry unlocks a suite of powerful tools across every Amazon marketplace where your brand is registered. These tools span listing control, advertising, analytics, counterfeit protection and customer engagement — and collectively represent a significant competitive advantage over sellers who are not enrolled.
What Brand Registry Unlocks
Brand Registry Requirements in 2026
To enrol in Amazon Brand Registry, you must meet the following requirements. All of these must be in place before you submit your application.
- An active registered trademark: This is the primary requirement. Your brand name or logo must be registered as a trademark with a government trademark office that Amazon recognises. A pending trademark application is also accepted in most Amazon marketplaces — you do not need to wait for full registration to apply.
- The trademark must appear on your products or packaging: Your brand name as it appears on the trademark must be physically present on your product or its packaging. Amazon verifies this during the application review.
- An active Amazon Seller Central or Vendor Central account: You must be an active seller on Amazon. You do not need to have any products listed yet, but your selling account must be active and in good standing.
- A Government-registered trademark number: You will need the exact registration or application number from the relevant trademark office to submit your Brand Registry application.
Step 1: Register Your Trademark
The trademark is the foundation of Brand Registry. Without a registered or pending trademark, the application cannot proceed. The two most important trademark offices for Amazon sellers are the USPTO (United States Patent and Trademark Office) for Amazon.com and the IPO (Intellectual Property Office) for Amazon.co.uk.
| Office | Covers | Application Cost | Processing Time | Amazon Accepts Pending? |
|---|---|---|---|---|
| USPTO (US) | Amazon.com and global brand credibility | $250 to $350 per class | 8 to 12 months for full registration | Yes — pending accepted |
| IPO (UK) | Amazon.co.uk | £170 to £200 per class | 4 to 6 months for full registration | Yes — pending accepted |
| EUIPO (EU) | Amazon.de, .fr, .it, .es, .nl | €850 for one class | 4 to 6 months | Yes — pending accepted |
| IP Australia | Amazon.com.au | AUD $250 per class | 7 to 13 months | Yes — pending accepted |
Word mark vs logo mark: which to register?
A word mark protects the brand name itself as text regardless of font or style. A logo mark protects a specific design or stylised version of your brand. For Amazon Brand Registry purposes, a word mark is almost always the better starting point because it gives broader protection and is simpler to apply. Register your brand name as a word mark first. You can add a logo mark later as your brand grows.
Which trademark class should you use?
Trademark classes define the category of goods and services your mark covers. For physical products sold on Amazon, the relevant class is almost always one of the Nice Classification product classes. Common classes for e-commerce sellers include Class 3 (cosmetics, skincare), Class 5 (supplements, health products), Class 18 (bags, accessories), Class 25 (clothing, footwear), and Class 35 (retail services). We help our clients identify the correct class or classes for their specific products as part of our trademark filing service.
We Handle Trademark Registration in the US and UK and Complete Your Amazon Brand Registry Application End to End
We have registered trademarks and completed Brand Registry applications for countless FBA clients including brands from Pakistan, Saudi Arabia, the UAE and the US. We also handle trademark transfers when brands change ownership. Book a free consultation.
Step 2: Submit Your Brand Registry Application
Once you have a trademark registration or application number, the Brand Registry application itself is completed through Amazon's Brand Registry portal. Here is the step-by-step process.
Common Rejection Reasons and How to Avoid Them
Amazon rejects a significant proportion of Brand Registry applications due to avoidable errors. Knowing the most common reasons in advance prevents unnecessary delays.
- Brand name on packaging does not match trademark exactly. If your trademark says "NovaBrand" and your packaging says "Nova Brand" with a space, Amazon may reject the application. The brand name must match character for character including capitalisation and spacing.
- Trademark verification email is inaccessible. Amazon sends the verification code to the email registered with the trademark office — not to your Amazon email. If you filed the trademark using a solicitor or agent's email and no longer have access to it, you cannot receive the code. Ensure the trademark is registered under an email address you control before applying.
- Images show a sticker or label with the brand name rather than printed text. Amazon requires the brand name to be permanently printed or embossed on the product or packaging — not applied as a removable label. If your products are not yet manufactured with the brand name, use packaging with the brand name printed directly.
- Applying with a trademark in the wrong class. If your trademark covers Class 25 (clothing) but you are selling electronics, Amazon may question the relevance. Apply with a trademark in the class that covers your actual product category.
- Trademark application is too new. Some trademark offices take several weeks to process applications to the point where they appear in the public database. Amazon verifies trademark status in real time. If your application was filed very recently and does not yet appear in the trademark office database, wait until it is publicly searchable before submitting Brand Registry.
Brand Registry for International Sellers
Non-US and non-UK sellers can absolutely get Amazon Brand Registry — and we do this regularly for clients based in Pakistan, Saudi Arabia, the UAE and elsewhere. Here is what international sellers need to know.
- You do not need to be a US or UK resident to file a trademark. The USPTO and UK IPO both accept trademark applications from individuals and businesses anywhere in the world. A US LLC or UK Ltd entity strengthens the application but is not required — you can file as a foreign individual or foreign company.
- You do not need a US or UK address for trademark registration. Your home country address is acceptable for trademark filings with both offices. For USPTO filings, non-US applicants are required to use a US-licensed attorney to file on their behalf — we handle this as part of our service.
- You can file in the US and UK simultaneously. Many of our clients register trademarks in both jurisdictions at the same time to cover both Amazon.com and Amazon.co.uk from the outset. The two applications are independent — each has its own filing fee and timeline.
- The Brand Registry application itself has no nationality restrictions. Once you have a qualifying trademark, the Brand Registry application process is identical regardless of where you are based. Amazon does not discriminate by seller location.
Trademark Transfers When Selling a Brand
When an Amazon FBA brand changes ownership — through a full brand sale, an acquisition or a partial ownership transfer — the trademark must be formally transferred alongside the business assets. This is one of the most commonly overlooked steps in brand acquisitions and it causes significant problems when neglected.
A trademark transfer involves filing an assignment with the relevant trademark office to update the registered owner from the seller to the buyer. Until this is completed, the original owner technically retains the intellectual property rights even if a business sale agreement says otherwise. Amazon Brand Registry also needs to be updated to reflect the new ownership — the brand registry cannot be transferred without the underlying trademark assignment being completed first.
- USPTO trademark assignments are filed through the Electronic Trademark Assignment System (ETAS). The assignment must identify the trademark by registration or serial number, identify both the assignor (seller) and assignee (buyer), and be signed by the assignor. There is a $40 per trademark filing fee.
- UK IPO trademark assignments are filed using form TM16 with the UK Intellectual Property Office. Both parties must sign the assignment document and the new owner must provide contact details for the updated registration.
- After the trademark assignment is recorded by the trademark office — which typically takes 2 to 6 weeks — the new owner can update the Brand Registry to reflect the change of ownership using their Seller Central account.
After Approval: What to Do First
Once Amazon approves your Brand Registry application, prioritise these steps in order to maximise the impact immediately.
- Enable A+ Content on your top five ASINs. Go to Advertising in Seller Central, select A+ Content Manager, and build enhanced product descriptions for your best-selling products first. Focus on the comparison module and the brand story module which consistently drive the strongest conversion lifts.
- Build your Amazon Storefront. A brand storefront takes 4 to 8 hours to build properly but pays dividends from Sponsored Brands campaigns that send traffic there. Structure it by product category and include lifestyle imagery that reflects your brand positioning.
- Set up Sponsored Brands campaigns. Create at least one Sponsored Brands campaign targeting your highest-volume keywords with a video ad or image banner. This ad format sits above all Sponsored Products and drives significantly higher brand awareness than standard ads alone.
- Review Brand Analytics weekly. Check the Top Search Terms report in Brand Analytics every week. This shows you the actual search terms Amazon shoppers used, the top three clicked ASINs for each term, and your brand's click share. This data is more accurate and more specific than any third-party keyword tool.
- Set up automated brand protection. In Brand Registry, configure Project Zero and the automated protections to scan and remove counterfeit listings proactively. This takes 30 minutes to set up and saves hours of manual reporting per month for brands with multiple SKUs.
Every FBA brand we onboard gets Brand Registry completed as one of the first steps. Not because it is optional — it is not. Without it you are competing on Amazon with one hand tied behind your back. With it, you have tools that the majority of your competitors do not use effectively. The trademark cost and the application time are among the best investments a new FBA brand can make.