How to enroll in Amazon Brand Registry
Every screen, every field, and every deadline — from Amazon’s own Application Guide.
Brand Registry enrollment is free and mostly mechanical — but it is unforgiving about detail. Amazon checks your entries against the trademark record character by character, checks your photographs against a specific definition of “permanently affixed,” and runs two clocks you can quietly lose to. This page walks the whole thing.
Before you open the application, understand what Amazon is actually doing. It is not checking whether you have a nice brand. It is checking whether the person filling in this form is the same person who owns the trademark on file at a government IP office — because Brand Registry hands you the power to take down other people’s listings. Every requirement below exists to answer that one question.
Before you start: three things that must already be true
1. You have an eligible trademark
Amazon requires “a pending or registered trademark for your brand name or logo that’s issued by the designated government trademark office of a country with a corresponding Amazon store.” The mark must be a text-based word mark, or an image-based mark that contains words, letters, or numbers. A purely graphic logo with no wording is not among the types Amazon lists as accepted.
Registered marks are accepted everywhere Brand Registry operates. Pending applications are accepted in some cases — Amazon’s wording is that it “may also consider brands with pending registrations under specific trademark offices,” and its country-specific requirements page sits behind a Seller Central login. We break the pending route down here.
2. Your brand is permanently on your product
Amazon requires real photographs of the brand name permanently affixed to the product or its packaging. This is the requirement that fails the most applications, and it has specific rules — the full image rules are here.
3. You are the trademark owner, or you have paperwork
Amazon states that applications “must be submitted by the trademark owner.” The form does allow two alternatives — an authorization letter, or a licensee agreement, each with a document upload — but Amazon’s own recommendation is that the owner enrols the brand and then adds everyone else as users.
The application, screen by screen
Amazon’s Application Guide breaks the form into brand information, selling account information, and manufacturing and distribution information. Here is what each one asks for.
Getting in
Log in to Brand Registry, hover Manage, choose Enroll a brand, and select I have a pending or registered trademark. Use the same username and password as your Seller Central or Vendor Central account — Amazon says this is what links the accounts so your brand tools show up in both places. Creating a separate login is a self-inflicted wound that is annoying to unwind later.
Clock one starts here. Amazon’s Application Guide states that once you start an application, you have three days to submit it before it automatically expires. Gather your images and numbers before you begin, not halfway through.
Brand information
| Field | What Amazon requires |
|---|---|
| Brand name | The same capitalization, spaces, and special characters as your trademark. Amazon’s own example: a mark registered as “Buy with Prime” entered as “BuywithPrime” will not be approved. |
| Brand logo | An image that represents the brand, filling the frame or on a white or transparent background. If you have no logo, upload a high-resolution image of the brand name. Do not upload product photos here — and do not upload your trademark certificate. |
| Trademark office | A single dropdown selection. Amazon states plainly that if you pick the wrong office, the application will not be approved. |
| Registration or serial number | An exact match to the number on your certificate or application, in the issuing office’s format. Some offices validate automatically through a Verify button; Amazon notes IP Australia, IMPI (Mexico), and the UAE office do not. For a WIPO mark, enter the local national number. |
| Ownership | Yes I own it, or an authorization letter, or a licensee agreement — the latter two require a document upload. |
Selling account information
- Product categories — at least one is required.
- ASINs — optional, and genuinely dangerous. Amazon warns that if you already have ASINs under a different brand, adding them here will get the application denied.
- Brand website — optional, but if you give one it must be live, owned by you, and contain the exact brand name. Sites under construction and provider-allocated domains such as myshopify or tumblr subdomains are not accepted.
- Product images — at least one required. JPG, PNG, or GIF, up to 5 MB.
- Business relationship — Seller, Vendor, or Neither. Vendors supply a five-character vendor code. “Neither” is a valid answer: you can enroll for the protection tools without a selling account, you simply will not get A+ Content, Brand Analytics, or Stores.
Manufacturing and distribution
This section is the one most walkthroughs skip. Amazon asks whether you are the manufacturer or use a third party. If you use a third party, proof of the arrangement is a required upload. Either way Amazon asks for recent sourcing, manufacturing, or supply invoices — published in the last six months, showing one or more of the brand’s product names, with pricing and other sensitive data redacted. Then distribution and licensee questions, then submit.
Rights-owner verification: the step that surprises people
After review, Amazon may tell you it has “provided a verification code to the public contact listed on the agency website where the trademark for your brand is registered,” and that to receive it you must contact the trademark correspondent.
Read that carefully: Amazon does not send the code to you. It sends it to whoever is listed as the correspondent on your trademark record. Amazon defines that as “your attorney, the company owner, or anyone else that has been designated by the trademark office.” For an attorney-filed U.S. application, that is your attorney of record.
Clock two. Amazon’s Application Guide gives you ten days to submit the code in your Brand Registry case log — Manage → Brand Applications → open the case → Reply. Miss it and the case closes, the code is void, and you file a new application.
This is where a filing service that put its own address on your application becomes a real problem: the code goes to a support queue, not to you. The full verification code walkthrough, including what to do when you cannot reach the correspondent, is here.
Once you submit the code, Amazon says the application moves into a final round of evaluation with no further action required from you. Amazon also notes that some applications are subject to enhanced verification procedures requiring additional information.
How long approval takes
Amazon does not publish a service-level commitment for Brand Registry approval. Its only public statement is that approval times “vary” and that if you already have a registered trademark, approval “can take several weeks or longer.”
You will find confident numbers on seller blogs — ten business days, two weeks, two to ten business days. None of those come from Amazon. We are not going to repeat them as fact. Here is the honest timeline, with the parts Amazon does put a number on.
The gate is the trademark, not the form
Enrollment is free and takes an afternoon. Getting a trademark that actually qualifies you — right class, right mark type, right owner, clean enough to register — is the part worth doing properly. Free search now, $49 comprehensive attorney search, $499 + USPTO fees to register.
Run a free searchSee flat pricingFree DIY search · $49 comprehensive attorney search · $499 + USPTO fees to register
Sources. Everything on this page about Amazon’s program comes from Amazon’s own published documentation: Amazon Brand Registry program page and FAQ, Requirements and tips for enrolling a brand in Amazon Brand Registry, What is Amazon Brand Registry? How does it work?, Amazon Brand Registry Application Guide (rev. March 2025), Brand Registry roles and permissions. Verified July 2026. Amazon revises its program terms without notice — check Amazon’s pages for current requirements before you rely on any detail here. MARQ is not affiliated with, endorsed by, or sponsored by Amazon. This page is general information about U.S. trademark law, not legal advice, and reading it does not create an attorney–client relationship.
Enrollment questions
How do I enroll in Amazon Brand Registry?
Create a Brand Registry account using your Seller Central or Vendor Central credentials, choose Enroll a brand, and submit your brand name exactly as it appears on your trademark record, your issuing trademark office, your registration or serial number, product images showing the brand permanently affixed, your product categories, and your manufacturing details. Amazon then verifies you are the rights owner by sending a code to the public contact on your trademark record, which you submit back to Amazon within ten days.
Do I need a seller account to enroll in Brand Registry?
No. Amazon states you can enroll a brand without a selling account, and the application has a "Neither" option for business relationship. Without a selling account you will not get A+ Content, Brand Analytics, or Stores, but you can still use the brand protection tools from the Brand Registry portal.
How long do I have to finish a Brand Registry application?
Amazon’s Application Guide states that once you start an application you have three days to submit it before it automatically expires. If it expires you start again.
What information does Amazon ask for during enrollment?
Your brand name, brand logo image, the issuing trademark office, your registration or serial number, whether you own the mark, at least one product category, at least one product image, your business relationship with Amazon, and manufacturing and distribution information including recent sourcing invoices. A brand website and ASINs are optional.
Can I enroll one Brand Registry account for multiple countries?
Yes. Amazon says you create a single global account and select one country-based trademark office during enrollment, then add trademarks from other offices after your enrollment is approved.
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