Amazon Brand Registry is one of the most valuable tools an e-commerce seller can access — but you can’t get in without a federally registered (or pending) trademark. This guide explains exactly what trademark you need for Amazon Brand Registry, what protection it unlocks, and how to get registered as efficiently as possible.
Amazon Brand Registry is a free program that gives brand owners direct control over their product listings on Amazon. Once enrolled, you can:
Without Brand Registry, any seller can hijack your product listing, change your content, and sell alongside you under your brand name. With it, you control the entire customer experience for your products on Amazon.
Amazon accepts two types of trademark documentation for Brand Registry enrollment:
A live trademark registration with the USPTO, in the name of the brand owner or their authorized representative. The mark must be a word mark or design mark. Amazon accepts registrations from many countries, but U.S. registration is the most common for U.S.-based sellers.
Amazon’s IP Accelerator program allows sellers to enroll in Brand Registry using a pending trademark application — before registration is complete. To qualify, the application must be filed through one of Amazon’s approved IP law firms. Pending application enrollment gives you Brand Registry access while you wait for registration, which typically takes 8–14 months.
Important: The trademark must cover the goods or services you sell on Amazon. A trademark registered in Class 9 (software) won’t qualify you to sell Class 25 (clothing) products under Brand Registry protection.
The numbers make a compelling argument for acting quickly:
For Amazon sellers doing $50K+ per year in revenue, the value of Brand Registry easily exceeds the cost of trademark registration by orders of magnitude in the first year alone.
You can trademark your brand name, logo, or both. For Amazon Brand Registry, a word mark (your brand name in standard characters) is the most flexible option — it protects the name in any font or color. A design mark (your logo) provides additional visual protection but is a separate registration.
Before filing, confirm no one else has already registered a confusingly similar mark in your product categories. A conflicting mark discovered after filing means wasted government fees and months of delay. Our comprehensive trademark search covers USPTO records, common law uses, and design codes.
Identify which of the 45 international trademark classes covers your products. Common classes for Amazon sellers:
File through the USPTO TEAS system ($250/class for TEAS Plus). You can file as “use in commerce” (if you’re already selling) or “intent to use” (if your product isn’t live yet). Our trademark registration service handles the full application with professional preparation and deadline management.
Once your application is filed, apply for Amazon IP Accelerator to get immediate Brand Registry access. Or wait for your registration certificate (8–14 months) and enroll directly through Brand Registry using your registration number.
Yes — through Amazon’s IP Accelerator program. You need a pending application filed through one of Amazon’s approved law firms to qualify for this pathway. Alternatively, you can enroll directly once your trademark is registered without using IP Accelerator.
No. You can sell on Amazon without a trademark. But without Brand Registry enrollment, you have no listing control and no access to Amazon’s proactive infringement detection tools. You can start selling while your application is pending.
Without a registered trademark and Brand Registry enrollment, your options are limited to Amazon’s standard seller complaint process, which is slow and inconsistent. With a registration, you can file a formal infringement report, and Amazon typically removes the infringing listing within 24–48 hours.
A USPTO application takes 8–14 months to reach registration in an uncontested case. However, through IP Accelerator, you can get Brand Registry access within weeks of filing. If speed matters, file immediately — every month of delay is a month without full listing control.
No. Amazon requires a federally registered trademark (USPTO) or a pending federal application. State trademark registrations are not accepted.
The earlier you file, the earlier your priority date — and the sooner you qualify for Brand Registry. Run a free trademark search to check availability, then file with our flat-fee registration service. Most applications are filed within 2 business days.