Amazon Brand Registry

Amazon’s public enrollment guidance currently identifies these core requirements:

• A logo containing the brand name must be permanently affixed to the products or packaging.
• The brand must have an active registered trademark or an eligible pending trademark application issued by a designated government trademark office.
• The applicant must be the trademark owner. An authorized agent generally needs the owner to enroll the brand first and then add the agent as another account user.
• The trademark must be a text-based mark, or an image-based mark containing words, letters, or numbers.
• The trademark text must match the brand name entered in the Brand Registry application.
• The applicant must provide the government-issued trademark registration or application number.
• The applicant must identify the product categories associated with the brand.

Amazon’s rules can change, and some country-specific information requires a signed-in Amazon account. Confirm the current official requirements immediately before applying.

Read Amazon’s Brand Name Policy →

Not always. Amazon states that Brand Registry may accept a pending trademark application in supported circumstances. Eligibility for pending applications can depend on the issuing trademark office and Amazon’s country-specific rules.

Do not assume that every pending application in every country is eligible. Use Amazon’s official enrollment flow to confirm the status accepted for the relevant store and trademark office.

Amazon states that the trademark should be either:

• A text-based mark, often described as a word mark; or
• An image-based mark that contains words, letters, or numbers.

If the mark is image-based, Amazon may require an image that matches the trademark record exactly. A purely figurative design with no words, letters, or numbers may not satisfy the published Brand Registry format requirement.

The trademark text, the name entered in the Brand Registry application, and the branding shown on the product or packaging should align. Amazon’s published guidance warns that discrepancies in spacing or symbols can prevent approval, although capitalization differences may be accepted.

Choose the name carefully before filing. A rushed filing can create problems if the marketplace name, packaging, and trademark record later use different wording.

Amazon asks for a standalone logo image and an image showing the brand name permanently affixed to the product or packaging. Its guidance distinguishes production-applied branding, such as printing, sewing, laser etching, or engraving, from removable additions.

Amazon states that easily removable stickers, labels, stamps, and tags are not treated as permanently affixed for this purpose. It also states that stock images, digitally altered images, and computer-generated mockups are not accepted as product evidence.

Read Amazon’s Brand Name Policy →

Prepare the following before beginning the application:

1. The brand name exactly as shown in the trademark record.
2. The logo image, if the trademark is image-based.
3. The registration or eligible pending-application number.
4. The issuing trademark office and country.
5. The relevant product categories.
6. Real product or packaging photographs showing the permanently affixed brand.
7. The same credentials used for Seller Central or Vendor Central, if applicable.
8. Manufacturing, distribution, website, or other business information Amazon requests during verification.

Follow Amazon’s step-by-step Brand Registry application guide →

Brand Registry eligibility does not mean that a proposed name is legally available. Before filing, search the relevant trademark records for exact and potentially similar marks used with related goods or services.

For a U.S. application, review the USPTO database and investigate broader marketplace and common-law use. If the brand will operate in several countries, search the markets that matter to the launch plan.

Zylmark can help with preliminary searching, name variations, and class suggestions across supported sources. It does not file the trademark, enroll a brand with Amazon, or provide a legal clearance opinion.

Open Amazon’s Intellectual Property Policy →

• Filing a trademark for wording that does not match the intended marketplace brand.
• Selecting an incorrect mark type during Brand Registry enrollment.
• Uploading an image that differs from the image-based trademark record.
• Using temporary labels or digital mockups instead of real permanently branded products or packaging.
• Applying through an agent before the trademark owner has enrolled the brand.
• Assuming a pending application is accepted without checking the relevant country rules.