Amazon Brand Registry

New Amazon Brand Registry Requires Trademark Registration

The online marketplace can be a bit unwieldy when it comes to protecting your trademark rights.  That is the case whether you’re talking about Amazon, Etsy, eBay, or other sites.  But Amazon is taking steps to help business owners protect their trademarks through the Amazon Brand Registry program.  There are plenty of reasons for sellers to join this program.

Amazon Brand Registry Perks

Several groups of sellers can apply to enroll in the program.  These include product manufacturers, brand owners, and exclusive distributors of products.  In order to apply to the Amazon Brand Registry, you will need to submit information about the brand, and show that you are the actual brand owner.  This evidence might include photos of the product with the brand trademark, the product packaging with trademark, or images from a website showing the trademark.  These things are very similar to the specimen that you might submit with a trademark application.  The newest version of Amazon’s Brand Registry has an additional requirement: that you provide them with a trademark registration for your brand that shows that you are its proper owner.  More on that in a minute…

So what are the benefits of registering your brand?  First, it gives you more control over the content in your product listings.  This includes more customization in terms of titles, details, and images.  Amazon also will assign you a product ID.  That ID can be used in place of more traditional product codes, such as UPCs.  Of course, one of the main advantages to enrolling in the Amazon Brand Registry is that it makes it easier to request the removal of infringing content.  Trademark infringements are more easily removed because Amazon can verify that you are the true brand owner.

Trademark Registration Requirement

It makes sense that a brand owner needs to provide a trademark registration to join the Amazon Brand Registry.  Although a seller may own trademark rights in common law, that becomes very difficult to prove.  It is much easier to refer to a federal trademark registration, which does not have the same geographic limitations as a trademark in common law, either.

Amazon probably gets thousands of trademark infringement takedown notices a day.  This change should encourage sellers to enroll and expedite their infringement claims.  It might even help to reduce the amount of bogus trademark infringement claims that Amazon receives and processes.  And it should help to preserve the reputation of brand owners as they can quickly and more efficiently deal with knockoffs.

Do You Need a Trademark Registration for the Amazon Brand Registry?

While there are plenty of reasons that you should register your trademark aside from Amazon, I can assist you with completing this step for enrollment.  If you would like to discuss a potential registration please call me at (314) 479-3668, email me at, or complete the contact form found on this page to schedule your free initial consultation today.  I look forward to speaking with you.