Amazon Brand Registry starts with a trademark
An eligible pending trademark application may let you apply before registration. MARQ provides attorney-led U.S. trademark application preparation and filing; Amazon decides Brand Registry eligibility and enrollment.
$649 + $350 USPTO fee per class
Amazon accepts eligible active registered trademarks and pending trademark applications. Eligibility depends on the trademark office, mark type, and Amazon’s current country-specific requirements. A pending filing is not automatic enrollment.
Your mark must be a word mark or a design mark containing words, letters, or numbers from an accepted intellectual property office. The brand name must match your trademark record, and your product or packaging must meet Amazon’s branding requirements. The trademark owner submits the enrollment application.
MARQ’s Complete Registration service includes attorney-led clearance, class and filing-basis guidance, application preparation, and USPTO filing. It does not guarantee trademark registration or Amazon enrollment. A standard MARQ-filed application may be eligible while pending if it meets Amazon’s rules; waiting for registration is not always required.
Read Amazon’s current enrollment requirements and confirm the requirements for your trademark office before applying. Guidance checked October 4, 2026.
Working through it now? The step-by-step enrollment walkthrough covers every field on Amazon’s application, both of its deadlines, and the verification code step that catches most sellers out.
What Brand Registry unlocks
| Benefit | What it does for you |
|---|---|
| A+ Content | Rich product descriptions with images and comparison charts, in place of a plain bullet list. |
| Brand Story | A branded module across your detail pages that cross-sells the rest of your catalog. |
| Amazon Stores | A multi-page storefront for your brand, with its own URL, that you control. |
| Sponsored Brands & Brand Analytics | Brand-level advertising formats, plus search and conversion data on your own customers. |
| Report a Violation | A direct channel to report infringing listings, counterfeit product, and misuse of your brand. Requires a fully registered mark. |
| Transparency & Project Zero | Unit-level authentication and, for eligible brands, self-service counterfeit removal. Both require a registered mark. |
| Amazon Vine | Access to reviewer programs that get early reviews onto new listings. |
| Listing control | Authority over your own detail pages — the practical end of hijackers rewriting your title and images. |
You can enroll for the protection tools even if you do not have a selling account — you simply will not get the seller-side features like A+ Content and Stores. Full breakdown of every tool, with Amazon’s real eligibility requirements →
How to get Amazon Brand Registry, step by step
- Get an eligible trademark. Amazon accepts a registered mark, and in some cases a pending application — acceptance of pending marks depends on the issuing trademark office. It must be a word mark, or a design mark containing words, letters, or numbers. Your brand name must be filed in the class that matches the goods you sell.
- Put the brand on the product — permanently. Amazon requires images showing your brand name permanently affixed to the product or its packaging: printed, sewn, laser-etched, or engraved. Stickers, labels, stamps, hang tags, stock photos, and computer-generated mockups are not accepted.
- Create a Brand Registry account. Use the same credentials as your Seller Central or Vendor Central account so the accounts link and your brand tools appear in both.
- Enroll the brand. Submit your brand name exactly as it appears on the trademark record, your logo image exactly as filed if you registered a design mark, your trademark or serial number in the issuing office’s format, and your product categories.
- Pass Amazon’s rights-owner verification. Amazon verifies you are the rights owner by sending a code to the public contact on the trademark record — for an attorney-filed application, that is your attorney of record, who passes it to you. Submitting the code is an ownership-verification step, not confirmation of final enrollment. Check Amazon’s decision in your Brand Registry account.
Step 5 is the one sellers do not see coming. Amazon verifies ownership by contacting the public contact on the trademark record — not the person filling in the Brand Registry form. If a filing service put its own address on your application, the verification code goes to them. For a MARQ filing, contact your attorney if Amazon sends an ownership-verification request to the attorney of record. Completing that request is not final enrollment approval. How the verification code works →
Filing, verification, and enrollment are separate steps
USPTO examination and Amazon enrollment follow different review processes. An eligible pending application may support an Amazon enrollment request before registration. Ownership verification confirms a step in Amazon’s review; it does not establish final approval. MARQ does not guarantee Amazon approval or timing.
Registered or pending: check eligibility before applying
| Trademark status | What to check |
|---|---|
| Registered trademark | An active registration must still meet Amazon’s accepted-office, mark-type, brand-name, and other enrollment requirements. |
| Pending application | An eligible pending application can support enrollment before registration. Confirm Amazon’s current requirements for the issuing trademark office and supply the application number. Filing alone does not establish eligibility or approval. |
MARQ offers standard attorney-led USPTO filing. This service is not presented as Amazon IP Accelerator participation or expedited Amazon access. More about pending marks and feature eligibility →
File in the class of what you sell
The most common Brand Registry-related filing mistake is a seller registering “online retail store services” in Class 35 because they sell online. If you private-label a product, you are selling goods. The registration should cover the thing in the box.
| If you sell… | File in… |
|---|---|
| Apparel, hats, footwear | Class 25 |
| Supplements, vitamins, medicated products | Class 5 |
| Skincare, cosmetics, haircare, soap | Class 3 |
| Electronics, phone accessories, downloadable apps | Class 9 |
| Coffee, sauces, snacks, baked goods | Class 30 |
| Other people’s brands, as a reseller or store | Class 35 |
Selling in more than one category? Each class adds $350 in base USPTO fees. MARQ’s $649 attorney fee stays flat regardless of how many classes the application covers. See all 45 classes →
Amazon Brand Registry questions
Do you need a trademark for Amazon Brand Registry?
Yes. Amazon requires a pending or registered trademark for your brand name or logo, issued by the government trademark office of a country with a corresponding Amazon store. The mark must be a text-based word mark, or a design mark containing words, letters, or numbers, from a government IP office Amazon accepts — the USPTO is one of them.
How long does it take to get Amazon Brand Registry?
An eligible pending application may allow you to apply before trademark registration. Amazon reviews eligibility and ownership separately from USPTO examination. Neither filing nor ownership verification guarantees enrollment, and MARQ does not guarantee Amazon approval or timing.
How much does it cost to get Amazon Brand Registry?
Amazon enrollment is free. MARQ’s Complete Registration service is $649 in attorney fees plus $350 per class in base USPTO fees: $999 USD for one application in one class. Additional services and government surcharges may apply under the service agreement.
What class should an Amazon seller file in?
The class that covers the goods you actually sell — Class 25 for apparel, Class 5 for supplements, Class 3 for skincare, Class 9 for electronics, Class 30 for food. Private-label sellers are selling goods, not retail services, so filing “online retail store services” in Class 35 usually protects the wrong thing.
Can I get Brand Registry with a pending trademark?
In some cases. Amazon’s current guidance says you can apply with a pending application filed through the trademark office of your choice or through Amazon IP Accelerator, while also noting that pending enrollment applies under specific trademark offices — and Amazon does not publish that list. IP Accelerator is the route Amazon promotes for faster access. Note that a pending mark does not unlock everything: Report a Violation and Transparency both require full registration.
What does Amazon Brand Registry actually unlock?
A+ Content, Brand Story, Amazon Stores, Sponsored Brands advertising, Brand Analytics, Amazon Vine, the Report a Violation tool, Transparency and Project Zero for counterfeit control, and greater control over your own listings. You can enroll for the protection tools even without a selling account.
Start with the trademark
Run a free search on your brand name right now. If it looks clear, the $249 comprehensive attorney search tells you whether it will survive examination in your class — before you commit. Registration is a flat $649 plus USPTO fees at cost.
Run a free searchSee flat pricingFree DIY search · $249 comprehensive attorney search · $649 + USPTO fees to register
Amazon Brand Registry requirements described here follow Amazon’s published seller guidance: requirements for enrolling a brand in Amazon Brand Registry and Amazon IP Accelerator. Amazon changes its program terms from time to time — check Amazon’s pages for current requirements. MARQ is not affiliated with, endorsed by, or sponsored by Amazon.