Amazon marketplace brings together over 5 million sellers, with a total product sales value exceeding $120 billion per year, clearly representing “the place to be” when selling online. In May 2017, Amazon Brand Registry was launched, bringing additional benefits for merchants. Trademark registration is, however, a key requirement for making use of this program, and this article covers all you need to know about this process. 

Why Amazon Brand Registry?

Let’s start with the WHY e-commerce merchants may wish to join Amazon Brand Registry. A+ content represents a feature that enables sellers to showcase the story of their brand and to display product offerings using a multimedia format. The use of targeted advertisement, multi-page store design and enhanced brand analytics are additional features clearly motivating over 350,000 brands that have joined this program.

Proactive brand protection, taking the form of automatic removal of any suspected infringement and inaccurate content, is a further gain derived from the Amazon Brand Registry, one tied very closely to the use of a registered trademark. Statistics published by Amazon reveal that proactive brand protection has led to a 99% decline in the number of suspected infringements, blocking 2.5 bad actor accounts and 6 billion bad listings.

Trademark registration as a requirement for joining Amazon Brand Registry

Trademark registration signals the uniqueness of a brand and therefore represents a key requirement for joining Amazon Brand Registry. Merchants with already registered trademarks can use their existing brands; however, a new application needs to be filed for e-commerce retailers who have not yet registered their trademark. Amazon accepts registrations made in 19 jurisdictions, namely the US, Canada, Brazil, Mexico, India, Japan, Australia, Singapore, Turkey, Saudi Arabia, United Arab Emirates, the UK, the EU, Netherlands, France, Germany, Italy and Spain.

How it works

Amazon Brand Registry accepts both already registered trademarks and new applications. Depending on the jurisdiction, it takes a few weeks until a serial number for new applications is issued, granting access to Amazon Brand Registry. However, a word of warning should trademark application not be successful, the access to Amazon Brand Registry will be revoked.

How can Trama help?

Trademark one-stop-shop Trama offers trademark registration services in numerous jurisdictions, including the US, the UK, the EU, Australia, Canada, France and Netherlands, all of which are accepted by Amazon Brand Registry. Moreover, the process of this legal-tech startup starts with a free assessment and similarity screening of the trademark to be registered, thus minimising the risk of the application being refused and your access to the Amazon Brand Registry being revoked. Transparent pricing, quick process and dedicated support are only a few of the perks offered by Trama, which has already registered over 1,900 trademarks for its clients in 2021.

The best place to start would be on, with a free verification of your trademark, the result of which you will receive within 24 hours.

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