Amazon Brand Registry has shifted from being a “nice-to-have” to a must-have for sellers serious about protecting their brand and standing out in the crowded marketplace. But let’s be honest—Amazon hasn’t made the process exactly straightforward. Between the paperwork, trademarks, and eligibility criteria, it’s easy to feel overwhelmed before you even start.
If you’ve been wondering whether you qualify or what it takes to get your brand registered, you’re in the right place. In this blog, we’ll break down the eligibility requirements for the Amazon Brand Registry so you can navigate the process with confidence. Let’s get started!
A registered trademark is a must
Amazon requires that your brand have an active, registered trademark in the country where you want to enrol. This trademark should be in one of the accepted formats: text-based, an image (like a logo), or a combination of both. If you don’t already have a registered trademark, it’s worth starting the process now—it’s a dealbreaker for the Brand Registry.
Tip: In some regions, like for Brand Registry Amazon Australia, Amazon also accepts trademarks from international organisations such as the World Intellectual Property Organization (WIPO).
The trademark must be in a supported country
Amazon only supports trademarks issued by specific trademark offices. The country of your trademark matters because it must match the Amazon marketplace where you’re enrolling. For example, if you’re registering in the U.S., your trademark needs to be from the USPTO (United States Patent and Trademark Office).
For sellers expanding to international markets like Australia or Europe, you’ll need trademarks recognized in those regions to access the Brand Registry on their Amazon marketplaces.
You must be the brand owner
Only the actual brand owner can apply for Amazon Brand Registry. If you’re a distributor or reseller, you won’t qualify. Amazon needs to confirm that you own the rights to the brand.
If you’re managing a brand for someone else, consider teaming up with Amazon account management services to ensure all the necessary ownership details are properly handled.
Your product packaging must display the trademark
Amazon requires that your registered trademark appear on your product or its packaging. This is a way for Amazon to confirm that you’re actively using the trademark to represent your brand.
If your packaging doesn’t yet include the trademark, you’ll need to update it before applying for Brand Registry. This step might feel tedious, but it’s an important part of showing that you’re serious about your brand.
A professional Amazon seller account
While this isn’t always explicitly mentioned, having a professional Amazon seller account is essential for managing your brand effectively. While you might technically enrol without one, most of the Brand Registry features—like A+ Content, brand analytics, and IP protections—work seamlessly only if you’re a professional seller.
Active products in the marketplace
Amazon prefers working with brands that already have active listings on the platform. If your products aren’t live yet, consider launching them first and then applying for Brand Registry. Having active products with clear branding will make the approval process smoother.
Accurate and consistent brand information
When applying for Brand Registry, the brand name on your trademark must match exactly what you’re using on Amazon. Any inconsistencies, like spelling differences or extra spaces, can delay or even deny your registration. Double-check all your brand details before submitting the application.
Why it’s worth it
Meeting these requirements may seem like a lot of work, but the benefits of Brand Registry are undeniable. From protecting your intellectual property to accessing enhanced selling tools, this program helps you take full control of your brand on Amazon.
Need help navigating the process? Partnering with Amazon account management services can make the process smoother by ensuring every step is handled professionally and efficiently. Whether you’re enrolling in Brand Registry Amazon Australia or another marketplace, getting it right the first time can save you time and frustration.
By meeting these requirements, you’ll be well on your way to unlocking all the perks of Amazon Brand Registry and securing your brand in the competitive Amazon ecosystem.
