Amazon Brand Registry requirements
The complete eligibility checklist — and the three mistakes that get enrollments rejected.
Brand Registry has one hard requirement and several unforgiving details. The hard requirement is an eligible trademark. The details — exact name match, permanently affixed branding, correct mark type — are where most rejections actually happen.
1. An eligible trademark
- Active registered trademark, or a pending application filed through Amazon IP Accelerator. A standard pending application, filed outside IP Accelerator, does not qualify until it registers.
- Word mark (text-based), or a design mark that contains words, letters, or numbers. A wordless logo does not qualify by itself.
- From an IP office Amazon accepts — the USPTO qualifies for the U.S. store.
- Filed in the class that covers the goods you sell, in the name of the entity that owns the brand.
2. The information Amazon will ask for
- Your brand name exactly as it appears on the trademark record.
- Your logo image exactly as filed, if the trademark is a design mark with words.
- Your trademark registration or serial number, in the issuing office’s format.
- Product categories for the brand.
- An image of the product or packaging showing the brand name permanently affixed.
- Your brand’s website and distribution information, if you have them.
3. The submission has to come from the trademark owner
Amazon requires the enrollment to be submitted by the individual or entity that legally owns the trademark, and it verifies that by sending a code to the public contact on the trademark record. If your filing service listed itself as the correspondent, the code lands in their inbox, not yours. This is a small detail that turns into a support ticket at the worst possible time.
The three errors that get enrollments rejected
| Error | What Amazon expects |
|---|---|
| Brand name mismatch | The name you enter must match the trademark text exactly — spaces and symbols included. “Buy with Prime” and “BuywithPrime” are different names. Capitalization differences are accepted; nothing else is. |
| Image problems | The brand name must be clearly visible and permanently affixed to the product or packaging — printed, sewn, laser-etched, engraved. Stickers, labels, stamps, and tags are not permanent. Stock images, digitally altered images, and CGI mockups are rejected. |
| Mark type mismatch | The trademark type you enter must match the record. If the mark is a design mark with words, upload an exact copy of the image as it appears on the record — not the registration certificate. |
Two of those three are decided months earlier, at filing. If you file a stylized logo when the brand on your packaging is the plain word, or you file the name with a hyphen your product does not have, you have built the mismatch into the record. Fixing it means filing again.
This is the practical case for a word mark. A word mark protects the name in any font, any color, any styling — which is exactly the flexibility a growing product brand needs, and it removes the image-matching problem from enrollment entirely.
Requirements checklist
- Trademark registered (or pending via IP Accelerator)
- Word mark, or design mark containing words
- Filed in the class of the goods you sell
- Owned by the entity that will enroll
- Brand name on product matches the trademark record character for character
- Brand permanently affixed to product or packaging — no stickers, no mockups
- Registration or serial number in hand
- Seller Central credentials used to create the Brand Registry account
- Access to the public contact on the trademark record for the verification code
Requirement questions
What are the requirements for Amazon Brand Registry?
An active registered trademark or a pending application filed through Amazon IP Accelerator; a text-based word mark or a design mark containing words, letters, or numbers; a brand name that matches the trademark record exactly; images showing the brand permanently affixed to the product or packaging; your trademark or serial number; and product categories. The application must be submitted by the trademark owner.
Why was my Brand Registry application rejected?
The three most common reasons are a brand-name mismatch between your enrollment and the trademark record (spaces and symbols count; capitalization does not), product images where the brand is on a sticker, label, tag, or mockup rather than permanently affixed, and a mark-type mismatch — entering a design mark when the record shows a word mark, or uploading the wrong image.
Does Amazon accept a logo trademark?
Yes, if the design mark contains words, letters, or numbers. A purely graphic logo with no wording is not eligible on its own. If you have one logo and one name, the word mark is generally the more flexible and more useful registration — it covers the name however it is styled.
Can a sticker or hang tag show my brand for Brand Registry?
No. Amazon states that permanently affixed brand names are applied during production — printing, sewing, laser etching, engraving. Stickers, labels, stamps, and tags can be added or removed after production, so they are not accepted. Neither are stock photos, digitally altered images, or computer-generated mockups.
Get the trademark right the first time
The requirements that reject Brand Registry enrollments are set at filing. A comprehensive attorney search ($49) tells you whether your brand name is clearable; registration is a flat $499 plus USPTO fees at cost.
Run a free searchSee flat pricingFree DIY search · $49 comprehensive attorney search · $499 + 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.