Registration Guides
Reviewed by MoxMark IP Operations
Guidance is checked against official filing sources and the practical trademark workflows MoxMark handles for e-commerce brands.
Official references
Amazon Brand Registry is one of the most consequential programs available to Amazon sellers, providing access to brand protection tools, enhanced content formats, and advertising features that are not available to unregistered sellers. As of 2026, understanding the exact requirements for Brand Registry enrollment—including which trademark types qualify, which IP offices are accepted, and how the application process works—is a foundational step for any seller building a branded product business on Amazon.
Key Takeaways
Amazon Brand Registry is Amazon's program for verified brand owners to access enhanced tools for protecting and promoting their brands on the Amazon marketplace. It functions as a gating mechanism—only sellers who have verified their trademark ownership with Amazon can access the full set of brand management features that the platform provides.
The program has two distinct functions that matter for different reasons. The protection function gives enrolled brand owners tools to identify and report counterfeit listings, listing hijackers, and unauthorized use of their brand assets. The merchandising function gives enrolled brand owners access to premium content formats and advertising products that help differentiate their listings from generic competitors.
Without Brand Registry access, a seller's options for addressing listing hijackers, counterfeit products, and brand content violations through Amazon's internal systems are significantly more limited. A well-understood trademark foundation is the prerequisite for accessing any of these capabilities.
The fundamental requirement for Amazon Brand Registry enrollment is a trademark that appears on the products or packaging being enrolled in the program. Amazon verifies this requirement—the trademark cannot be used solely in advertising, marketing materials, or digital storefronts if it does not also appear on the physical product or its packaging.
The trademark can be a text-based mark (word mark) or an image-based mark (logo or device mark). It must be the mark that appears on the enrolled product or packaging. Amazon reviews this requirement during the enrollment process, and applications may be rejected or subject to additional verification if the mark as submitted does not match what appears on the product.
The trademark must be registered with or applied for at an accepted IP office. Amazon does not accept common law trademark claims, unregistered marks, or registrations from IP offices that are not on its accepted list.
Amazon accepts trademark registrations and pending applications from a defined list of national and regional IP offices. As of 2026, the accepted offices include all major markets where Amazon operates storefronts, as well as several additional jurisdictions.
Confirmed accepted offices include the United States Patent and Trademark Office (USPTO), the European Union Intellectual Property Office (EUIPO), the UK Intellectual Property Office (UKIPO), the China National Intellectual Property Administration (CNIPA), IP Australia, the Canadian Intellectual Property Office (CIPO), the Japan Patent Office (JPO), the Korean Intellectual Property Office (KIPO), the Instituto Nacional da Propriedade Industrial (INPI Brazil), the Instituto Mexicano de la Propiedad Industrial (IMPI Mexico), and approximately 10 additional national offices.
Amazon's accepted office list is subject to change, and sellers should verify the current list directly on Amazon's Brand Registry support pages at the time of application. The list has expanded progressively over the years as Amazon has opened storefronts in new markets.
Trademarks registered under the WIPO Madrid System may qualify if the designated country is one of Amazon's accepted jurisdictions and the national registration has been granted in that country.
Amazon Brand Registry accepts pending trademark applications—not only granted registrations—from accepted IP offices. This means sellers can apply for Brand Registry enrollment using their application filing number before the trademark registration has been issued.
The pending application pathway is particularly useful for sellers in markets like the United States, where USPTO registration currently takes 8 to 14 months. A seller who files a US trademark application can apply for Brand Registry enrollment shortly after receiving the USPTO filing receipt, gaining access to brand protection tools while the registration is still pending.
Amazon verifies pending applications by cross-referencing the application number against the official database of the relevant IP office. The application must be actively pending—not withdrawn, abandoned, or refused—at the time of Brand Registry enrollment and during the review process.
When the trademark reaches registration, the seller should update their Brand Registry profile with the registration number. A registration provides stronger Brand Registry standing than a pending application, and Amazon's enforcement actions in response to infringement reports may be more decisive for sellers with full registrations.
The Brand Registry enrollment process is completed through Amazon's Brand Registry portal at brandregistry.amazon.com. The application requires the following information.
Brand name as it appears on the trademark and on the products or packaging. The brand name submitted must match the mark exactly as registered or applied for.
Trademark registration or application number from the accepted IP office. This is the identifier Amazon uses to verify the trademark against the official database.
IP office name identifying which of Amazon's accepted IP offices issued the registration or application.
Product categories where the brand's products appear on Amazon, used to configure brand protection monitoring.
Countries where the brand's products are manufactured and distributed, used to configure marketplace-specific enforcement.
Amazon also requires the seller to verify the email address associated with the trademark agent or attorney who handled the application, as a verification step to confirm the applicant's relationship to the trademark. This verification step is sent to the contact email on file with the IP office.
After submission, Amazon reviews the application and may request additional information. Enrollment approval typically takes a few days to a few weeks depending on the complexity of the verification.
Amazon Brand Registry provides access to a set of tools and features that are not available to sellers who have not enrolled. The most significant of these fall into three categories.
The Report a Violation (RAV) tool allows enrolled brand owners to search Amazon's catalog for infringing listings and submit removal requests directly, specifying the type of IP right infringed and the relevant registration details. Amazon reviews RAV submissions and takes action on confirmed infringements.
Proactive Brand Protection is Amazon's automated system that uses information about the enrolled brand to scan for and remove suspected infringements without requiring the brand owner to identify and report each violation individually. The system becomes more effective as the brand owner provides more detailed brand information including logo files, product images, and listing examples.
Project Zero is an enhanced brand protection program available to qualifying enrolled brands that allows brand owners to remove counterfeit listings directly without waiting for Amazon review. Project Zero eligibility requires a registration (not just a pending application) and consistent use of the standard reporting tools.
A+ Content allows enrolled brands to enhance product listing pages with expanded product descriptions, comparison charts, image modules, and brand story content that is not available to standard sellers. A+ Content has been shown to improve conversion rates on product listings.
Amazon Stores allows enrolled brands to create a dedicated multi-page brand storefront within Amazon, with custom layout, brand imagery, and product organization that functions as a curated brand destination within the marketplace.
Sponsored Brand ads are keyword-triggered advertising placements that appear at the top of Amazon search results pages, featuring the brand logo, a custom headline, and multiple products. Access to Sponsored Brand advertising is restricted to Brand Registry enrollees.
Brand Analytics provides enrolled brands with search term reports, demographic data, market basket analysis, and repeat purchase rate data that is not available to non-enrolled sellers. This data is used to inform product development, listing optimization, and advertising strategy decisions.
Several recurring mistakes cause Brand Registry applications to be rejected or delayed. Submitting a trademark that does not match the brand name as it appears on the physical product is the most common cause of rejection—the mark on the product and the mark in the application must match exactly.
Using an IP office that is not on Amazon's accepted list is another frequent issue, particularly for sellers who have registered trademarks in smaller markets not covered by Amazon's program. Sellers who have only a trademark from a non-accepted office should file in at least one accepted jurisdiction to gain Brand Registry eligibility.
Failing to complete the email verification step delays enrollment. Amazon sends a verification email to the contact address on file with the IP office, and this step cannot be bypassed. If the contact email address in the trademark record is outdated or incorrect, the verification cannot be completed without first updating the records at the IP office.
MoxMark handles trademark registration in all major Amazon-accepted IP offices, including the USPTO, EUIPO, UKIPO, and CNIPA, with transparent pricing that separates service fees from official government fees.
View US Trademark Registration Pricing
Q: Can I enroll in Amazon Brand Registry with a pending trademark application?
A: Yes. Amazon accepts pending trademark applications from accepted IP offices as a qualifying credential for Brand Registry enrollment. The application must be actively pending at the time of enrollment. Sellers can apply for Brand Registry using their USPTO, EUIPO, or other accepted office application filing number before the registration has been granted.
Q: Which trademark types does Amazon accept for Brand Registry?
A: Amazon accepts text-based marks (word marks) and image-based marks (logo or device marks) that appear on the products or packaging being enrolled. The mark must be registered with or applied for at one of Amazon's accepted IP offices. Common law marks, unregistered marks, and registrations from non-accepted IP offices do not qualify.
Q: Do I need a separate Brand Registry enrollment for each Amazon marketplace?
A: A single Brand Registry enrollment can cover multiple Amazon marketplaces. However, the trademark used for enrollment must be relevant to the storefronts being covered. A US trademark is most directly relevant for amazon.com enrollment, while an EUIPO trademark is most relevant for EU storefronts. Sellers with multi-region trademark portfolios can typically cover their corresponding Amazon storefronts under a unified Brand Registry brand account.
Q: What happens to my Brand Registry access if my trademark expires or is cancelled?
A: Amazon may revoke Brand Registry access if the underlying trademark registration is no longer valid. Maintaining active trademark registrations through timely renewals is therefore part of maintaining Brand Registry eligibility. Amazon performs periodic verification of the trademark status against the IP office records.
Q: How long does Brand Registry enrollment take after submitting the application?
A: The enrollment timeline varies. Straightforward applications with complete information and a trademark that can be quickly verified against the IP office database are often approved within a few business days. Applications that require additional verification, have discrepancies in the trademark information, or involve the email verification step taking additional time may take two to four weeks.
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