What Trademark Do You Need for Amazon Brand Registry?

Seller guide · Amazon

What trademark do you need for Amazon Brand Registry?

Brand Registry gives you more control over your listings and tools to report copycats, but only if your trademark checks Amazon's boxes. Here is exactly what qualifies, which mark to file, and how to enroll with a pending application.

By , Business Growth Expert · Verified and checked on October 20, 2026

Short answer

For the U.S. store you need a USPTO trademark, either registered or pending, for your brand name as a word mark, or a logo that contains it. The name must appear permanently on your products or packaging. Amazon says it accepts pending applications in some cases, so you usually don't have to wait about ten months for registration. File, get your serial number, and enroll. Brand Registry itself is free. The USPTO fee is $350 per class.

Word mark (usually the better first filing)

Protects the name itself in any font, color or style. It still covers you after a logo redesign, and the text matches your Amazon brand name exactly, which is what Amazon checks.

Logo (design mark)

Accepted only if it includes words, letters or numbers, and the image you upload must match the USPTO record. A redesign can mean a new filing. Worth adding later if the logo itself is valuable.

The trademark text has to match the brand name you enter in Brand Registry. “Northpeak” and “Northpeak Outdoors” are different brand names. Decide which one you will sell under before you file. Our guide to trademarking a logo explains how design marks work.

Which class do Amazon sellers need?

There is no single “Amazon class”. You file in the class for the products you sell: Class 25 for clothing, Class 3 for cosmetics, Class 21 for kitchenware, Class 28 for toys, and so on. Selling on Amazon does not add Class 35. That class is for retail services selling other companies' goods.

If your catalogue spans several categories, start with the class that brings in most of your revenue. You can file for others later. Each class costs $350. See our trademark classes guide and our guide to trademarking an e-commerce brand.

How do you get from no trademark to Brand Registry?

Step 1

Search

Check the name in the USPTO database, including similar spellings, before you spend on inventory.

Step 2

File

File with the USPTO and receive a serial number the same day.

Step 3

Brand the product

Put the brand name permanently on the product or its packaging. Photograph it.

Step 4

Enroll

Enroll in Brand Registry as the trademark owner with your serial number, logo image and product photo.

Step 5

Follow through

Answer any USPTO Office Action and, if you filed before selling, file the Statement of Use, so the application doesn’t lapse.

One caution on pending applications: if the application is later refused or abandoned, it can no longer support your enrollment. Treat the USPTO process as part of keeping Brand Registry, not a box you tick once. The USPTO reported about 4.5 months to a first examination decision and about 10 months total, as of May 2026.

Is Amazon IP Accelerator worth it?

IP Accelerator is Amazon's program for brands without a trademark yet. It connects you with Amazon-vetted law firms that file your trademark, and Amazon says it can speed up your Brand Registry access. Those firms are attorneys, so you get legal advice, and you pay their fees on top of the USPTO's $350 per class.

It makes sense if you want an attorney anyway, for example because your search showed a similar mark or your brand is a large investment. If your name is distinctive and clear, filing yourself or through a filing service and enrolling with your serial number is the lower-cost route. Secure Mark USA is a filing service, not a law firm, and is not part of IP Accelerator.

What mistakes block Brand Registry approval?

  • Filing in a different name than the seller account owner. The trademark owner enrolls. If the mark is in your personal name but the store belongs to your LLC, sort out ownership first.
  • Brand name only on the listing, not the product. Amazon checks for the brand permanently affixed to the product or packaging.
  • Filing a picture-only logo. Without words, letters or numbers it doesn’t qualify.
  • Choosing a name already used by a bigger seller. That leads to a refused application at best, and a takedown or dispute at worst. Search first.
  • Letting the pending application lapse. Missed Office Action or Statement of Use deadlines end the application that your enrollment relies on.

For the wider question of whether you need a trademark to sell at all, see do you need a trademark to sell on Amazon?.

Get a USPTO serial number for your Amazon brand.

Start your trademark application

Brand Registry questions

Can I join Amazon Brand Registry with a pending trademark?

Often yes. Amazon says that in some cases you may enroll with a pending trademark application, using the serial number the USPTO gives you when you file.

What kind of trademark does Amazon Brand Registry accept?

A text-based word mark, or an image-based mark that includes words, letters or numbers. For the U.S. store, it must come from the USPTO, and the brand name must appear permanently on your products or packaging.

How much does Amazon Brand Registry cost?

Enrolling in Brand Registry is free. Your cost is the trademark: the USPTO charges $350 per class, plus any service or attorney fees.

Does selling on Amazon require Class 35?

No. File in the class that covers your products, such as Class 25 for apparel. Class 35 retail services are for selling other companies’ goods.

How long does a USPTO trademark take?

The USPTO reported about 4.5 months to a first decision and about 10 months total processing time as of May 2026. You usually don’t have to wait for registration to apply for Brand Registry.

Disclaimer: This guide is general information, not legal advice. Secure Mark USA is a trademark filing service, not a law firm, and is not affiliated with Amazon. Amazon and Amazon Brand Registry are trademarks of their owner. Amazon’s requirements can change. Check the current Brand Registry rules before enrolling.

Sources

Verified and checked on October 20, 2026.

About the author:

Bill is a Business Growth Expert at Secure Mark USA with two years of Business Growth experience. He works daily with our technical team and senior case analysts to optimize our automated platform, ensuring e-commerce entrepreneurs can seamlessly discover, search, and secure real-time trademark protection. Every fee and deadline in his guides is checked against USPTO sources before publication. This article is for informational purposes only and is not legal advice; Bill is not an attorney.