Amazon Brand Registry Registration User Guide

Amazon Brand Registry Registration User Guide

Amazon provides sellers with a full range of brand-building and protection tools. Follow our step-by-step guide to learn how to enrol on Amazon Brand Registry.

How to register the brand on Amazon?

Trademark registration

When conducting cross-border e-commerce sales, it is necessary to register a trademark in the target sales locale first. Generally speaking, trademark registration is divided into 4 steps:

Note!
Since trademark registration requires an Amazon Brand registry, sellers need to know in advance:

Which country or region to apply for a trademark

• Currently, Amazon’s Brand registry accepts trademarks from the following countries or regions, including:
• The country and region of the trademark application should correspond to the place of sale, to ensure that after the Amazon Brand registry, it has the authority to use more and more comprehensive brand functions.
• For example: If you are selling on Amazon America, it is recommended that you use trademarks with the US Trademark Office to apply.

What kind of trademark to apply for
Currently, Amazon’s Brand registry only accepts “text-based trademarks” or “image-based trademarks: consists of words, letters or numbers”, sellers need to pay special attention to the type of trademark they apply for when registering a trademark. Click here to view the points to note for trademark registration in different countries.

The latest process of Amazon Brand registry also accepts applications for pending trademarks (Pending Trademark) to help sellers enjoy brand tools and protection features in advance!

Where to apply:
You can easily apply through the relevant trademark service provider, or directly search the relevant trademark registration service provider in the “Applications and Services” menu bar of the Seller Central > click “Explore Service”.

Trademark registration takes time, and the duration is different in different countries, please prepare in advance!

Step-by-step guide on Brand Registry enrollment

Step 1
Go to the official website of Amazon Brand Registry. Click “Login” in the upper right corner and select the corresponding site of the country/region where you want to register. For example, if you want to register a brand on the US site, select “United States” here. Click here to start registration.

Step 2
Log in with your selling account

To help you quickly obtain the related functions of brand building and protection after registering with the Amazon Brand Registry, please log in with your existing Seller Central credentials. If you haven’t opened a store yet, it is recommended to apply for Amazon Brand Registry after opening a store.
Note: If you want to apply for Amazon Brand registry in different country sites, you need to log in with the seller account on the corresponding site.

Step 3
Start to enrol a new brand After the account is created, click “Enroll a new brand” on the left section, and you will see a list of materials that need to be prepared during the registration process. If ready, click “Register your brand”.

Step 4
Provide brand information and apply for the Amazon Brand registry . In the form below, fill in and submit the brand name, trademark office, trademark number, product and other information:

Trademark status
For the pending trademarks applied for with different trademark offices, the steps here are slightly different, so please make sure that in the question of “choose a trademark office”, choose the correct one according to your trademark.

Trademark type
If your trademark is image-based, you also need to upload an image of the trademark.

Logo image
The uploaded product image must display brand information on the product or packaging and the brand logo must be a permanent logo.

Step 5
Provide selling account information Click to select “Seller”, and select “All seller accounts that sell the brand you are applying for”.

Choose your brand type

Step 6
Provide distribution information Please choose according to the specific situation of your brand:

Step 7
After submission, wait for approvals. After the above key steps are completed, follow the instructions on the page, submit the information and verification code, and wait for the review of the Amazon Brand Registry.

• Make sure to enter the verification code within 30 days after receiving the verification code email;
• After submission, look out for email notifications from [email protected].

Things to Note for Amazon Brand Registration
When registering the Amazon brand registry please check the following carefully to help increase your pass rate:

• Does your brand have an R mark or Pending Trademark in the country of application for registration
• Ensure that the type of trademark is correctly entered (word mark/ design mark etc.)
• Upload the trademark image exactly as it appears in the local trademark office records.
• Ensure that the contact information for the trademark is up to date and valid in all public information.
• Make sure you return the verification code within 30 days of receiving the verification code email.
• Ensure that the contact information for the trademark is up to date and valid in all public information.

How to extend brand trademark access to other Amazon Stores?
You may enjoy brand-building tools (e.g. A+ Content and Stores) across all Amazon Stores with one registered trademark.

U.S

|

•     Trademark Organization : United States Patent and Trademark Office (USPTO)

•     law : The trademark must be issued for the current valid registration and be registered in the main registry

•     Text-based trademarks : 1-Typeset text/letters/numbers 4-Standard character trademark

•     Image-based trademarks :    3-Schematic    drawing    containing text, letters/numbers 5-Stylized words, letters or numbers

Canada

|

•     Trademark Organization : Canadian Intellectual Property Office (CIPO)

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Design trademark

Mexico

|

•     Trademark Organization : Marcas Instituto Mexicano de Propiedad Industrial (IMPI)

•     law : Trademark must be registered

•     Text-based trademarks : Nominativa

•     Image-based trademarks : Mixta; Nominativa + Innominada o Diseño; Innominada o Diseño

Brazil

|

•     Trademark Organization : Instituto Nacional da Propriedade Industrial (INPI)

•     law : Trademark must be registered

•     Text-based trademarks : Nominativa

•     Image-based trademarks : Mista contendo elementos nominativos

Germany

|

•     Trademark Organization : European Union Intellectual Property Office (EUIPO); Deutsches Patent und Markenamt (DPMA)

•     law : Trademark must be registered

•     Text-based trademarks : Word mark (EUIPO); Wortmarke (DPMA)

•     Image-based trademarks : Graphic mark; Graphic mark containing text elements (EUIPO); Wort-Bildmarke (DPMA)

France

|

•     Trademark Organization : European Union Intellectual Property Office (EUIPO); Institut national de la propriété industrielle (INPI)

•     law : Trademark must be registered

•     Text-based trademarks : Word mark (EUIPO); Marque verbale (INPI)

•     Image-based trademarks : Graphic trademark; graphic trademark containing text elements (EUIPO); Marque figurative (INPI)

Italy

|

•     Trademark Organization : European Union Intellectual Property Office (EUIPO); Ufficio

Italiano Brevetti e Marchi (UIBM)

•     law : Trademark must be registered

•     Text-based trademarks : Word mark (EUIPO); Marchio verbali (UIBM)

•     Image-based trademarks : Graphic trademarks; graphic trademarks containing text elements (EUIPO); Marchio figurativi (UIBM); Marchio figurativi a colori (UIBM)

Spain

|

•     Trademark Organization : European Union Intellectual Property Office (EUIPO); Oficina Española de Patentes y Marcas (OEPM)

•     law : Trademark must be registered

•     Text-based trademarks : Word mark (EUIPO); Marca denominative (OEPM)

•     Image-based trademarks : Graphic mark; Graphic mark containing text elements (EUIPO); Mixta-Denominativo con gráfico (OEPM)

United Arab Emirates

|

•     Trademark Organization : Trademark Department, Ministry of Economy, United Arab Emirates

•     law : The trademark must be issued for the current valid registration and be registered in the main registry

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Design mark; design mark containing text elements; stylized word mark

Note ：

Amazon currently only accepts United Arab Emirates trademarks in which the text in

the trademark is expressed in standard English characters

Japan

|

•     Trademark Organization : Japan Patent Office

•     law : Trademark must be registered

•     Text-based trademarks : Word mark (word mark)

•     Image-based trademarks : Graphic trademarks containing text elements; stylized characters/combinations (combined with trademarks)

India

|

•     Trademark Organization : Indian Patent, Designs and Trademark Office

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Pattern/combination

Australia

|

•     Trademark Organization : Intellectual Property Australia

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Pattern; text; decorative pattern

Turkey

|

•     Trademark Organization : Turkish Patent Office

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Pattern/combination

UK

|

•     Trademark Organization : European Union Intellectual Property Office (EUIPO); United Kingdom Intellectual Property Office (UKIPO)

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Graphical trademark (EUIPO); Graphical trademark containing text elements (EUIPO); Graphical trademark (UKIPO)

Kingdom of Saudi Arabia

|

•     Trademark Organization : Saudi Intellectual Property Office

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Design trademark, Text-based trademarks

Netherlands

|

•     Trademark Organization : BOIP-Benelux Organization for Intellectual Property

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Design trademark

Sweden

|

•     Trademark Organization : Swedish Patent and Registration Office-PRV

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Graphic trademark

Singapore

|

•     Trademark Organization : Intellectual Property Office of Singapore

•     law : Trademark must be registered

•     Text-based trademarks : Wordmark

•     Image-based trademarks : Design trademark

However, you are unable to enjoy brand protection (e.g. Automated Brand Protection and Report a Violation) unless you own the local trademark in the country of sale. Therefore Amazon strongly recommends: that sellers start to apply for local trademarks as soon as they open their selling accounts.

1. Log in: https://brandregistry.amazon.com, click “Brand Registry Support”;
2. Select “Fix issues related to user roles” and indicate the target account to receive brand access.
3. “Hi, I would like to extend marketing feature access (A+ Content and Stores) to my XX selling account
4. Find your respective selling account Merchant Token from Settings →Account Info

How to add new trademarks?
Sellers who have completed the Amazon Brand registry, do not need to go through the Brand Registry process again., You may directly add more trademarks to your brand. Click “Brand Registry Support”, select “Provide other trademarks”, and fill in the required information:

Amazon provides sellers with a full range of brand-building and protection tools. Follow our step-by-step guide to learn how to enrol on Amazon Brand Registry. Starting the Path for Branding on Amazon Operational Guide – Starting Amazon Brand Registry Copyright © 2021 Amazon. All rights reserved.

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