Amazon Trademarks: Ultimate Guide


Having a business on Amazon can be a great deal if you prepare well enough. This is legitimate and profitable at the same time. If you are interested in selling on Amazon as a Private label, you may wonder how trademarks and brand registry work.


Real Business = Real Problems

Amazon has changed the rules recently. You now have to register your trademark for entering the Brand registry program.
Even those sellers who have already enrolled in the Brand Registry before, have to re-enter a renewed program. Here is the text of their email:

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But don’t panic, let’s manage this task together and find the benefits sellers can get from that.


Why Amazon Wants Seller to Register Their Brands?

Today, having a registered brand on Amazon is the sign of serious business. Moreover, having a trademark means additional benefits to Amazon sellers:

  • It is a guarantee that you will be protected from hijackers. Amazon will always be on your side in ambiguous situations.
  • It allows private label sellers to use ‘Enhanced brand content’ tools, so they can create visual and dynamic listings that attract customers.
  • You can even add a video to the main image using the Beta version. Here is an example:

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  • It gives tools for searching violations of the intellectual property rights.
  • Amazon keeps improving this service, adds new features, so if you want to access them, register your brand.

As you see, this is not obligatory but provides sellers with additional possibilities of working on Amazon.

Having a trademark is not a common experience for the majority of Amazon sellers, so this is a new territory to explore. The whole process may take months and cost a seller some money, but everything is not so bad as you finally get a trademark and become protected by Amazon--your property rights are protected by Amazon.


How to apply

For applying for your own trademark, you need:

  • A business entity (LLC) or registering as an individual seller.
  • A logo for your brand.
  • The legal name and address of a seller (business owner).
  • An example of your product (a picture of the products with a logo on it).
  • The first day when your logo was used and shared anywhere in public.
  • The International Class you are going to use.

How to Select a Brand Name

If you can’t decide which name to choose, here are some tips for you:

  • Try using a brand name generator (like Namestation) or SEO tools (some keywords may be helpful).
  • Pick up the most original and creative name.
  • List all your ideas even the strange ones.
  • Brainstorm for ideas with your family or friends.
  • Select the best fit for your products.

Try not to spend much energy on this step. Your brand name is a functional element and it should be available for registering.


Before applying, you have to find out whether your brand name is not registered by anyone. If it is, you won’t succeed in the Brand registry program and just spend your money and time with no result and even have problems with the trademarks’ owners.

There is a special USPTO database with all US trademarks. For Europe, use EUIPO. If you want to check them once more, try Google, it always can help. TMview is another tool that shows trademarks all over the world.

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If you don’t have time and will for doing this kind of research, hire a professional (a company or a freelancer).

International Classifications of Trademarks

While applying for a trademark, you have to apply in 1 or more such classifications that are also called ‘Nice classifications’. WIPO website lists all the classes and offers the details of every class (under the tab ‘Class Headings’).

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Applying for Own Trademark

You can apply by yourself using USPTO or EUIPO. However, some people find this process time-consuming and they apply via third-party services like or other.
If you want to have a serious business on Amazon, you should apply as soon as possible, but there are no special requirements for that.
To participate in the Brand registry program on Amazon, you need a name for your brand, logo or wordmark on your products’ packaging. So better do the research carefully before registering a trademark in order not to change your logo design on all boxes and another packaging, if it is already taken by someone.


Amazon: How to Register a Brand

First, celebrate the birth of your own trademark, then you can proceed to the Brand registry:

  1. Go to the Brand registry site from Seller Central. Log in with your usual account details.
  2. Select your trademark type.
  3. Upload photos of your product.
  4. Type in barcode or UPC data.
  5. Submit and wait for the answer.

Additional tips:

  • Keep in mind that your brand name has to be the same to what is written on your trademark certificate.
  • Add both images of the product itself and its packaging with logos on them.
  • Optionally, you can fill in fields for a website or social media links.

After submitting your application just wait for their answer. It usually takes a few days. Additionally, you can visit the website of the brand registry and check whether your products are already approved.

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