Launch your brand on Amazon

No, it's not mandatory to enrol your brand to sell on Amazon; however, enrolling in the Amazon Brand Registry is the first step in becoming eligible for many brand building programmes to grow your business on Amazon.

Registering a brand on Amazon is a free service.

Enrolling a brand in the Amazon Brand Registry has numerous benefits.

It allows you to build and protect your brand and intellectual property, report violations, automate protections, detect counterfeits, and protect your product listings using advanced programmes like Project Zero, Transparency and Counterfeit Crimes Unit.

Brand owners can access exclusive brand-building programmes like A+ Content, Sponsored Brands, Customer Engagement and strategy programmes such as Amazon Brand Analytics to improve conversion and drive visibility.

Eligible new sellers can take advantage of incentives that can help them get potential benefits and accelerate their brand performance during the first 90 days of launching.

By selling on Amazon, you will have the opportunity to access millions of customers already shopping for products they love. This guide will take you through all the tools that can help you build and protect your brand, connect to customers, grow your audience and inform your strategy.

There are numerous tactics you can use to develop your brand on Amazon, such as enhancing your product pages with Video Shopping experiences, conducting experiments to optimise your content, running sponsored ads to promote your products, sharing your brand's story and mission with customers, analysing your brand's performance, and focusing on improving the customer experience.

Brand Registry applications must be submitted by the trademark owner by providing the following eligibility requirements:

• Registered or pending trademark: To be eligible for the Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enrol or have a pending trademark application filed through the Amazon IP Accelerator.

Trademarks issued by government trademark offices in the European Union are currently accepted. You can find the full list of countries, requirements and enrolment guidelines here.

• Text-based or image-based trademark: The trademark for your brand must be in the form of a text-based mark (word mark) or an image-based mark with words, letters or numbers (design mark).

• Trademark match: The trademark text must match the brand name on the application. If your trademark is an image-based mark with words, letters or numbers, you will need to upload a copy of the image exactly as it appears on your trademark registration. Please ensure that this information matches before submitting your application.

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

Following submission of the eligibility requirements, the information will be verified to ensure the authenticity of your trademark.

A code will be sent to a registered trademark office or a contact who meets our criteria and forwarded to you. To complete the enrolment process, you must send back this code to Amazon.

You will have access to Brand Registry resources once you have been verified.

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

If you need help registering a brand, the Amazon IP Accelerator can help you obtain intellectual property (IP) rights and brand protection in Amazon’s stores more quickly. Amazon IP Accelerator connects businesses with a curated network of trusted IP law firms which provide high-quality trademark registration services at competitive rates.

Yes, WIPO trademarks are accepted by the Amazon Brand Registry.

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

Yes, EUIPO trademarks are accepted by the 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 any of these offices; please do not contact them for Brand Registry information.