AMAZON
Amazon Brand Registry services, from trademark to protected listings
Our Amazon Brand Registry services take you from a filed trademark to an enrolled brand with its tools switched on. We check eligibility against Amazon's current rules, prepare an application that matches your trademark record field for field, check that your product photos will pass, and set up A+ Content, Sponsored Brands and violation reporting once you are approved. We do not file trademarks: an attorney or Amazon's IP Accelerator does that, and we tell you which route fits.
Included in Amazon Store Launch ($1,499) · Outside a launch, quoted in writing at $75 an hour before work starts · Brand Registry itself is free from Amazon
Quick answer
Amazon Brand Registry is Amazon's free program for brand owners. To enroll you need a registered or pending trademark from the designated government office of a country with an Amazon store, and your brand name or logo permanently on the product or its packaging. Enrollment opens brand protection tools, A+ Content, Brand Stores, Sponsored Brands and Brand Analytics.
What do you need for Amazon Brand Registry?
You need a trademark, a brand that is visibly on the product and an application that matches the trademark record exactly. Small mismatches, not a missing trademark, are what usually hold an application up.
| Requirement | Amazon's rule | What trips sellers up |
|---|---|---|
| Trademark | A pending or registered trademark for your brand name or logo, "issued by the designated government trademark office of a country with a corresponding Amazon store" | Filing in a country with no Amazon store, or filing in one name and applying in another |
| Type of mark | A word mark, or a design mark that includes words, letters or numbers | A pure picture logo with no text |
| Brand on the product | A logo with the brand name "permanently affixed" to products or packaging. Printing, sewing, laser etching and engraving count; stickers, labels, stamps and tags do not | A sticker on a plain box; a photo of a sample with a printed label |
| Product photo | A real photo of the product or packaging showing the brand name. Stock images, digitally altered images and computer mockups are not accepted | A designer's render sent before the first production run |
| Brand name | Must match the trademark text. Spacing and symbols matter; capitalization differences are accepted | "BlueCrest" on the trademark and "Blue Crest" in the application |
| Applicant | The trademark owner: the person or company that legally owns the rights | The founder applying personally when the company owns the mark, or the reverse |
| Other details | The registration or application number in the office's format, product categories, brand website and distribution details if applicable | A serial number typed in the wrong format |
Sources: Sell on Amazon, Brand Registry page and "Brand Registry requirements" (Aug 8, 2025), both checked Oct 20, 2026.
Can you join Brand Registry with a pending trademark?
Often, yes. Amazon's page says "in some cases, you may also enroll with a pending trademark registration," and its IP Accelerator page is explicit: "Once your application is pending, you can enroll in Brand Registry" (Sell on Amazon, checked Oct 20, 2026). That is why the order matters. The trademark has the longest clock in a launch, so it should be filed first.
Walmart is stricter. Its Brand Portal, which you need for Walmart's Sponsored Brands and Sponsored Videos ads, requires a trademark "fully registered" with the USPTO, with a seven-digit registration number in active status. If your number has eight digits, Walmart notes, it is a serial number that "may be pending" (Walmart Marketplace Learn, updated Oct 14, 2025). If you plan to sell on both, expect Amazon's brand tools to arrive well before Walmart's. Our Walmart advertising management page covers the Walmart side.
What does IP Accelerator cost, and should you use it?
IP Accelerator is Amazon's program that connects brands with Amazon-vetted trademark law firms at capped prices. Amazon charges no fee to connect you; you pay the firm directly. The published maximums (Sell on Amazon, checked Oct 20, 2026):
| Service from an IP Accelerator firm | Maximum service fee |
|---|---|
| US trademark application, one brand, one class | $700 plus government fees |
| High-level brand search | $650 |
| Comprehensive brand review | $1,800 |
| Other services | Vary by provider |
The USPTO's base application fee is $350 for each class of goods or services, and more can apply depending on how complete and complex the application is (USPTO, page updated Jan 18, 2025, checked Oct 20, 2026). IP Accelerator covers filings at 22 trademark offices worldwide, the USPTO included.
Use IP Accelerator if you have no trademark attorney and want a capped price from a vetted firm. Use your own attorney if your name is close to an existing mark or you need several classes or countries. We do not file trademarks or give legal advice.
What Brand Registry gives you
Enrollment is free and opens a set of tools that unenrolled sellers cannot use. Here are the ones that matter most to a growing brand, grouped as Amazon groups them.
| Group | Tools | What we do with them |
|---|---|---|
| Protect | Report a Violation; Transparency (unique serial codes on units); Project Zero (self-service removal of counterfeit listings, for eligible brands); Counterfeit Crimes Unit; Brand Protection Report | Report infringing listings with the evidence Amazon asks for; tell you whether Transparency or Project Zero is worth applying for |
| Build and optimize listings | A+ Content; Amazon Vine; Subscribe & Save; Brand Tailored Promotions; Virtual Bundles | Write A+ modules to Amazon's content rules; plan Vine enrollment; set up bundles where they make sense |
| Advertise | Brand Stores; Sponsored Brands; Sponsored Display (now called display ads); Posts | Build a simple Brand Store; run ads on our flat-fee ad management |
| Measure and decide | Brand Analytics; Manage Your Experiments; Amazon Attribution; Brand Metrics; Brand Referral Bonus | Use search and purchase data to fix titles and keywords; test main images and A+ versions |
Source: Sell on Amazon, Brand Registry, checked Oct 20, 2026. Some tools have their own eligibility rules; Amazon decides.
New-to-Amazon sellers may also qualify for New Seller Incentives tied to Brand Registry. Amazon lists 10% back on your first $50,000 of branded sales, then 5% through your first year up to $1,000,000, plus a $200 Amazon Vine credit (Sell on Amazon, checked Oct 20, 2026). Each comes with conditions and deadlines that Amazon sets and can change, so we check your eligibility in Seller Central rather than promising an amount.
How we handle a Brand Registry application
The application is made in the trademark owner's name. We prepare everything around it so it goes in once, correctly.
- 01Check the mark.
Confirm the office, the status (pending or registered), the owner name and the mark type against the trademark record. If there is no filing yet, we point you to IP Accelerator or an attorney and plan the launch around the filing date.
- 02Check the product.
Confirm the brand name or logo is permanently on the product or packaging. If it is only on a sticker, we flag it before you order production.
- 03Collect the photos.
Real photos of the branded product and packaging, no renders.
- 04Prepare the fields.
Brand name exactly as on the record, the logo if it is a design mark, the number in the office's format, categories and distribution details.
- 05Submit with your approval.
The application goes in under the trademark owner's name, and we log the case number and every follow-up from Amazon.
- 06Warn your attorney.
Amazon usually contacts the person listed on the trademark record, often your attorney, to confirm the application, and enrollment waits until they respond (as trademark firms describe the process). We tell them to expect the email so it does not sit unanswered.
- 07Switch on the tools.
Once approved: A+ Content on your top ASINs, a basic Brand Store, Sponsored Brands if you advertise and a short routine for checking your listings for other sellers' changes and infringing offers.
After enrollment, someone has to use it
Enrollment gives you more say over your detail pages, but changes from other sellers and from Amazon's catalog tools still appear, and a brand owner who never checks them slowly loses control of the page. Our Amazon listing and catalog management work includes that check on your top listings. When a listing infringes your mark or copies your images, we prepare the Report a Violation submission with the evidence and send it only with your approval.
What Amazon Brand Registry services cost
Brand Registry is free from Amazon. What costs money is the trademark, which you pay to an attorney or an IP Accelerator firm, and the work around it.
| Option | What you get | Price |
|---|---|---|
| Amazon Store Launch | Seller account setup support, Brand Registry application support, up to 10 listings, first FBA shipment, launch ads on rules you approve, 30 days of support | $1,499 |
| Brand Registry work outside a launch | Eligibility check, application preparation and tool setup for a brand already selling | Quoted in writing at $75 an hour before work starts |
| A+ Content | Copy and layout per ASIN; Brand Registry required | $249 per ASIN |
| Store Care | Daily store running for new and small stores, including listing upkeep and account health checks | From $399 a month |
| Ops Desk | Daily operations for brands at $1M+ a year | From $1,499 a month |
| Trademark filing | Not offered by us. IP Accelerator firm maximum $700 plus government fees; USPTO base fee $350 per class | Paid to the firm and the USPTO |
Prices exclude sales tax where it applies. Founding offer: 20% off launch fees, add-ons and the Foundation, plus 20% off monthly plans for the first 6 months, for the first 25 clients or until Jan 31, 2027, whichever comes first. Every price and term is on our pricing page.
Who this is for
- Founders launching on Amazon with a real product and a brand name they own. Brand Registry support is part of Amazon store launch, and our Amazon store management plans keep the brand tools in use afterward. Most new stores take months to find steady sales, and some never do. Inventory, platform fees, freight and ad spend are paid by you.
- Brands already selling without Brand Registry who want A+ Content, Sponsored Brands and a way to act on copycat listings.
- Brands with a pending application who want to enroll as soon as Amazon allows.
It is not for resellers of other companies' brands (only the trademark owner can enroll), anyone who wants a trademark filed by us or anyone hoping Brand Registry will remove legitimate competitors. It protects your rights; it does not remove fair competition.
Start with the paperwork, not the listings
Starting a new store? Get a free Launch Readiness Check. You send us your product, landed cost, planned price, packed size and where your paperwork stands, and you get a written plan within 3 business days that checks your entity, tax ID, barcodes, brand and trademark. No sales call required. Already selling? Talk to an ops lead for free about your brand and your listings.
A real person replies within one business hour, 9am to 6pm US Central, Monday to Friday. +1 (469) 331-3129 · contact@ecomrelays.com
This page is not legal advice. Ask a trademark attorney about your name, classes and ownership.
How much do Amazon Brand Registry services cost?
Brand Registry itself is free from Amazon. Our application support is included in Amazon Store Launch at $1,499. For a brand already selling, we quote the work in writing at $75 an hour before starting. The trademark is separate: an IP Accelerator firm charges at most $700 plus government fees for one US class, and the USPTO base fee is $350 per class.
Can I enroll in Brand Registry with a pending trademark?
In many cases, yes. Amazon says you can enroll once your application is pending, and its IP Accelerator page states it plainly. The trademark must come from the designated office of a country with an Amazon store. Walmart's Brand Portal is different: it needs a fully registered USPTO mark, so plan for that gap if you sell on both.
Do you file trademarks?
No. Trademark filing is legal work, so we refer you to a trademark attorney or to Amazon's IP Accelerator, which connects you with vetted firms at capped prices. We handle the Brand Registry application and the setup once the mark is filed, and we say plainly when a name looks risky enough to need an attorney first.
Why was my Brand Registry application rejected?
Usually a mismatch: the brand name typed differently from the trademark record, the wrong mark type, the wrong owner, or a photo that shows a sticker, label or computer mockup instead of a permanently marked product. Amazon accepts printing, sewing, laser etching and engraving. Fix the mismatch and apply again with real photos.
Do I need Brand Registry to sell on Amazon?
No, you can sell without it. But you cannot run Sponsored Brands or display ads, use A+ Content or build a Brand Store, and you have fewer tools when another seller changes your listing or sells counterfeits. New-to-Amazon sellers may also miss incentives tied to enrollment.
Can Brand Registry stop other sellers on my listing?
It gives you tools to report sellers who infringe your trademark, copyright or design, or sell counterfeits. It does not let you remove sellers offering genuine goods they bought legitimately. Reports must be accurate and made in good faith, so we check the evidence before anything is sent.
Is there a Brand Registry for Walmart?
Walmart's equivalent is Brand Portal, and it is stricter. It needs a trademark fully registered with the USPTO, with a seven-digit registration number in active status, so a pending application is not enough. Brand Portal is also what opens Walmart's Sponsored Brands and Sponsored Videos ads. If you sell on both, expect Amazon's brand tools well before Walmart's.
How long does Brand Registry approval take?
That depends on Amazon's review and on how quickly any follow-up questions are answered, so we do not promise a date. What you control is the paperwork: a correct application with real photos goes through once. The trademark filing itself is the longest clock, so start it first.
Sources7 sources
- 01sell.amazon.comSell on Amazon, Brand Registry: free; pending or registered trademark from the designated office of a country with an Amazon store; logo with brand name permanently affixed; tools grouped as Protect, Build and optimize listings, Advertise, Measure and decide; New Seller Incentives: 10% back on the first $50,000 of branded sales, then 5% through the first year up to $1,000,000, and a $200 Vine credit; checked Oct 20, 2026Primary
- 02legalmoveslawfirm.comLegal Moves Law Firm, Mar 7, 2024: Amazon emails the contact listed on the trademark record to approve the application; third-party description; checked Oct 20, 2026Primary
- 03sell.amazon.comSell on Amazon blog, Brand Registry requirements, Aug 8, 2025: word or design marks with words, letters or numbers; information needed; permanent marking; trademark owner must apply; checked Oct 20, 2026Primary
- 04sell.amazon.comSell on Amazon, IP Accelerator: no fee to connect; $700 plus government fees maximum for a US trademark application; $650 brand search; $1,800 comprehensive review; filings across 22 trademark offices; enroll once pending; checked Oct 20, 2026Primary
- 05uspto.govUSPTO: base application fee $350 per class; page updated Jan 18, 2025; checked Oct 20, 2026Primary
- 06advertising.amazon.comAmazon Ads: Sponsored Brands for professional sellers enrolled in Brand Registry; checked Oct 20, 2026Primary
- 07marketplacelearn.walmart.comWalmart Marketplace Learn, Brand Portal: fully registered USPTO mark with a seven-digit registration number in active status; an eight-digit serial number "may be pending"; updated Oct 14, 2025; checked Oct 20, 2026Primary
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