Are you a brand owner? Register your brand with Amazon

No, brand registration is not mandatory to sell on Amazon. However, enrolling in Brand Registry is the first step to being eligible for many brand building programmes that can help you grow your business on Amazon.

Registering a brand on Amazon is free.

Registering a brand in the Amazon Brand Registry offers numerous benefits for your brand.

It allows you to build and protect your brand and intellectual property, report violations, automate protective measures, detect counterfeits and protect your product listings using advanced programs such as Project Zero, Transparency or Counterfeit Crimes Unit.

Brand owners can access exclusive brand programmes such as A+ content, Sponsored Brands, customer reviews and strategy programmes such as Brand Analytics to improve their conversion rate and boost their brand visibility.

New selling partners can benefit from a variety of incentives that can help them gain potential benefits and optimise their brand's performance during the first 90 days after launch.

By selling on Amazon, you have the potential to reach millions of customers who are already browsing for products they love. This guide will walk you through all the tools that can help you build and protect your brand, connect with customers, grow your audience and inform your strategy.

There are numerous tactics you can use to develop your brand on Amazon, such as improving your product detail pages by adding video shopping experiences, running experiments to optimise your content, using Sponsored Products to promote your products, telling your brand story, Brand Analytics and by improving the customer experience.

Brand applications for Amazon Brand Registry must be submitted by the brand owner and fulfil the following requirements:

• Trademark registration or pending trademark registration: To be eligible for Amazon Brand Registry, your trademark must be actively registered or have a pending trademark registration through the Amazon IP Accelerator in each country in which you wish to enrol.

Trademarks issued by European Union trademark offices are currently accepted. The full list of countries, requirements and registration instructions can be found here.

• Text or image-based brand: The brand must be either a text-based mark (word mark) or an image-based mark (word/figurative mark).

• Brand compliance: The trademark text must match the trademark name on the trademark registration application. If your brand is an image-based brand with words, letters or numbers, you'll need to upload an exact copy of the image from your trademark listing. Please ensure that this information matches before submitting your application.

• A list of product categories in which the brand should be included.

Once the required information has been submitted, it is reviewed to ensure the authenticity of your brand.

After you have submitted your application, we will verify that you are the owner of the trademark rights and will contact the contact person listed in the trademark entry or a contact person who fulfils our criteria. This person will receive a code that you must send us so that we can verify your identity and complete the registration process.

Once we've verified your identity, you'll have access to the benefits and features of Brand Registry.

Yes, to enrol in the Amazon Brand Registry, your brand must have an active registered trademark or pending registration in a subset of the accepted trademark offices in each country or in the European Union Intellectual Property Office (EUIPO).

If you need help registering a trademark, Amazon IP Accelerator can help you get intellectual property rights and brand protection on Amazon Stores faster. IP Accelerator connects companies with a select network of trusted law firms and trademark experts who provide high-quality trademark registration services at competitive prices.

Yes, WIPO trademarks are accepted by Amazon Brand Registry.

We currently accept trademarks from the following countries: USA, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, Benelux, Turkey, Singapore, Saudi Arabia, Sweden, Poland, Egypt, Great Britain, the European Union and the United Arab Emirates. If your trademark is registered with the World Intellectual Property Organization (WIPO), please provide the corresponding trademark number issued by the national trademark office, as this may differ from the WIPO trademark number. Brand Registry is not affiliated with these offices; please do not contact them for Brand Registry information.

Yes, EUIPO trademarks are accepted by Amazon Brand Registry.

If your trademark is registered with the European Union Intellectual Property Office (EUIPO), please indicate this in your application. Brand Registry is not affiliated with these offices; please do not contact them for Brand Registry information.