When you enroll in Amazon Brand Registry it gives you the ability to protect your brand on Amazon from infringement as well as giving you greater control over your Amazon Product detail pages. It’s totally free to register even and if you don’t sell on Amazon you can decide what information about your products appears on Amazon as well as ensuring that only authorised retailers are selling your products.
To enroll in Amazon Brand Registry you’ll need to complete three steps:
1) Review eligibility requirements
To be eligible for Amazon Brand Registry, your brand must have an active registered trademark in each country where you wish to enroll. This is important as if you are in the EU then you can register with the European Union Intellectual Property Office (EUIPO) which covers all five EU Amazon sites. However if you wish to enroll in Amazon Brand Registry in the US then you’ll also need trademark protection from the United States Patent and Trademark Office (USPTO). Similarly Canada, Mexico, Brazil, Australia, Japan and India all have different trade mark authorities and you’ll need registrations with each to register your brand on every Amazon site.
The trademark for your brand must be in the form of a text-based mark or an image-based mark with words, letters, or numbers. Depending on where your trademark is registered, eligible trademarks can have different classifications based on their issuing trademark office.
NB The trademark text must match the brand name on the application so if you hold multiple Brands you may need to enroll in Amazon Brand Registry multiple times.
2) Sign in to Amazon Brand Registry
If you are a Vendor or Seller on Amazon then you can use your existing Vendor or Seller Central credentials to sign in. Using the same username and password will enable you to access Brand Registry features and benefits that are linked to Vendor and Seller services.
If you don’t yet have an Amazon account, you can create one for free and you don’t have to sell on Amazon as either a Vendor or a Seller to enroll in Amazon Brand Registry.
Links to country sites to enroll in Amazon Brand Registry
- Enroll in the UK
- Enroll in Germany
- Enroll in France
- Enroll in Italy
- Enroll in Spain
- Enroll in America
- Enroll in Canada
- Enroll in Mexico
- Enroll in Brazil
- Enroll in Australia
- Enroll in Japan
- Enroll in India
3) Enroll your brand
To enroll a brand, you will need to provide the following information:
- Your brand name that has an active registered trademark.
- The associated government-registered trademark number.
- A list of product categories (e.g., apparel, sporting goods, electronics) in which your brand should be listed.
- A list of countries where your brand’s products are manufactured and distributed.
After you submit this information, Amazon will attempt to reach out to a contact associated with the registered trademark you provided in your application. If Amazon are able to verify a contact that meets their requirements, this person will receive a verification code. You will need to send this code back to Amazon to complete the enrolment process.
Once Amazon has verified the information you provide, you will get access to the full suite of Amazon Brand Registry’s benefits and features that help you protect your brand.
3 Responses
It might also be worth mentioning that your brand name or logo have to be either printed on your packaging (stickers aren’t enough) or etched onto your product (again, stickers or similar aren’t enough). You have to submit photographic evidence of this.
This is required to be able to identify potential copycat products and other potential scam attempts.
We have found the Brand Registry to be useful, but is has its limitations in the sense that any product that was listed BEFORE your brand was approved doesn’t have the same level of protection, i.e. it’s harder to remove third-party sellers.
We’ve raised many claims that have been declined, seemingly because some other seller had stock at FBA for a particular ASIN we were disputing.
Does it cover and protect against issues of parallel imports into a country or region?
I have used brand registry for about 3/4 years and can only report my success as sporadic at best.
The major issue? They do not understand UK & European law with regard to trademark infringement and I have many cases rejected because of this. Amazon Seller Support do not understand the concept of Passing Off especially when other sellers slightly alter my word mark to create a separate listing.
A word of advice, find and locate the ‘escalate an infringement’ help field, you will need it!