How to get a trademark for Amazon
Brand Registry requires a trademark. Getting one that actually qualifies you — correct class, correct mark type, correct owner, clean enough to register — is the part worth doing properly. A licensed U.S. trademark attorney files it for a flat $499 plus the USPTO fee at cost.
$499 + $350 USPTO fee per class
Amazon does not care that you have a trademark. It cares that you have the right one. A registration in the wrong class, in the wrong entity’s name, or for a logo when your product carries a name will get you through the USPTO and still leave you stuck at Brand Registry — or enrolled with protection that does not cover what you sell.
The four decisions that matter
1. Is the name even available?
This is the decision that determines everything downstream, and it is the one sellers most often skip. If a confusingly similar mark is already registered for related goods, your application will draw a likelihood-of-confusion refusal — months later, after you have printed packaging and built listings.
Run the free preliminary search now. If it looks clear, the $49 comprehensive attorney search covers far more than exact matches and comes with a written likelihood-of-confusion opinion, so you know where you stand before you commit.
2. Word mark or design mark?
Amazon accepts both a text-based word mark and an image-based mark containing words, letters, or numbers. For most sellers, file the word mark. It protects your brand name however it is styled, which means it survives every logo refresh. A design mark protects one specific rendering — and at Brand Registry enrollment it adds a requirement, because you must upload the mark image exactly as it appears on the record.
A purely graphic logo with no wording is not among the mark types Amazon lists as accepted, which is another reason the name is the safer filing.
3. Which class?
The class that covers the thing in the box. This is the most common expensive mistake in Amazon trademark filings: a seller registers “online retail store services” in Class 35 because they sell online, when they actually private-label goods. Selling online is not a retail service in the trademark sense if you are selling your own product.
| 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 |
| Reselling other people’s brands | Class 35 |
Selling across categories? Each class adds $350 in USPTO fees; MARQ’s $499 fee stays flat however many classes the application covers. All 45 classes →
4. Who owns it?
The applicant must be the entity that actually owns the brand — your LLC or corporation if you have one, you personally if you do not. Amazon requires Brand Registry applications to be submitted by the trademark owner, and a mismatch between the registered owner and the enrolling entity is a real problem to unwind later. Get this right at filing.
The Amazon-specific detail almost nobody mentions
When you file, someone is named as the correspondent on the trademark record. Months later, when you enroll in Brand Registry, Amazon sends the rights-owner verification code to that correspondent — not to you, and not to your Amazon account.
If a high-volume filing service named itself as correspondent, that code lands in a support queue, and you have ten days to produce it before Amazon closes the case. This is a routine cause of stalled enrollments and it is decided entirely at filing time. Here is how the code process works.
It is a small thing that tells you something larger: the filing decisions that look purely administrative — correspondent, mark type, exact wording, capitalization, spacing — are the ones that surface at Amazon a year later. That is the case for having an actual attorney on the file, rather than a form.
What happens after you file
- Filing: days. Your application gets a filing date and serial number, and your priority runs from that date.
- Examination: the USPTO’s targets run to roughly five months to a first action and about eleven months of total pendency, longer when an application is suspended or contested.
- Office action, if one issues: more than half of applications get at least one. The deadline is three months from the issue date, with one paid extension available.
- Publication and registration: straightforward applications typically land in the 8–14 month window overall.
- Brand Registry: enroll on registration — or, in some cases, on the pending application. What pending unlocks.
Start with the free search
Check your brand name against federal records in seconds. If it looks clear, the $49 comprehensive attorney search tells you whether it survives examination in your class. Registration is a flat $499 plus the USPTO fee at cost — $849 all in for one class.
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, What is Amazon Brand Registry? How does it work?. Verified July 2026. Amazon revises its program terms without notice — check Amazon’s pages for current requirements. U.S. fee and pendency figures come from the USPTO fee schedule and the USPTO trademarks dashboard. MARQ is not affiliated with, endorsed by, or sponsored by Amazon. General information about U.S. trademark law, not legal advice; reading it does not create an attorney–client relationship.
Trademark questions from Amazon sellers
How do I get a trademark for Amazon?
Run a clearance search on your brand name, choose the class that covers the goods you actually sell, and file a federal application with the USPTO. A licensed U.S. trademark attorney prepares and files it; through MARQ that is a flat $499 plus the USPTO’s $350 per-class fee at cost. Filing takes days; registration typically takes 8 to 14 months, and in some cases you can enroll in Brand Registry while it is pending.
What kind of trademark do I need for Amazon?
Amazon accepts a text-based word mark, or an image-based mark containing words, letters, or numbers. For most sellers the word mark is the better filing: it protects the brand name however it is styled, which is more flexible than protecting one specific logo treatment. It also makes Brand Registry enrollment simpler, since there is no mark image to match.
What class should an Amazon seller file in?
The class covering the goods you actually sell — Class 25 for apparel, Class 5 for supplements, Class 3 for skincare, Class 9 for electronics and apps, Class 30 for coffee and packaged foods, Class 21 for kitchenware. If you private-label a product you are selling goods, not retail services, so filing “online retail store services” in Class 35 usually protects the wrong thing.
Can I file the trademark myself?
U.S.-domiciled applicants may file without an attorney; foreign-domiciled applicants are required by USPTO rule to use a licensed U.S. attorney. But most refusals come from avoidable errors in the search, class, identification of goods, or specimen — and there is a specific Amazon consequence, because the correspondent you name on the application is who receives the Brand Registry verification code later.
Should I trademark my brand name or my logo?
Usually the name first. A word mark covers the name in any font, colour, or styling, so it keeps protecting you through every rebrand of your visual identity. A design mark protects one specific logo. Established brands often register both; sellers choosing one should almost always start with the name.
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