Checklist: is your brand ready?
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What Brand Registry is and what it costs
Brand Registry is Amazon's free program for brand owners. It gives you tools to design your product pages, protect your brand and run ads that aren't available without a brand. What costs money is everything around it: the trademark at the office, an attorney if you hire one, and individual tools such as Vine or Transparency.
The requirements
- An active trademark, registered or pending, from the trademark office of a country with its own Amazon store. Only some offices allow pending applications.
- A word mark or a logo with words. Marks on the US Supplemental Register don't count.
- The name exactly as registered. “Buy with Prime” must not become “BuywithPrime” in the application.
- Permanently on the product or packaging: printed, sewn, laser-etched or engraved. Stickers and hang tags don't count.
- A real photo of the product or packaging with the name clearly readable. No mockups.
- Invoices from the last 6 months for purchasing or manufacturing, showing the brand's product names.
- The brand owner applies. Agencies are added as users afterwards.
Filing the trademark: cost and time by office
| Office | Office fee (online) | Until registration |
|---|---|---|
| USPTO (USA) | $350 per class, plus surcharges for free-form text | 10.4 months on average (as of Oct 1, 2026) |
| UKIPO (UK) | £205 for 1 class, £60 per extra class | around 3 to 4 months |
| EUIPO (EU) | €850 for 1 class, 2nd class €50, from the 3rd €150 each | only after a 3-month opposition period |
| DPMA (Germany) | €290 including 3 classes, €100 per extra class | usually a few months |
If you are based outside the US, you need a US-licensed attorney to file with the USPTO. A trademark only protects you in the territory it is registered for. The UK fee rose from £170 to £205 on April 1, 2026, so older guides are out of date.
IP Accelerator: Amazon connects you with vetted law firms at capped prices, in the US $700 plus government fees for a trademark application, $650 for a basic search. With a pending application filed this way you can already enroll in Brand Registry and get access to more protection tools sooner. Amazon charges no referral fee.
Applying step by step
- Sign in to Brand Registry with your Seller Central login and choose to enroll a brand.
- Enter brand name, logo, trademark office and registration or serial number exactly as on the certificate.
- State whether you own the trademark, and upload proof of an authorization or license if not.
- Add at least one product category, photos and optionally your brand's ASINs. ASINs of another brand lead to a rejection.
- Say whether you manufacture or source, and upload invoices from the last 6 months.
- Submit. Amazon contacts the correspondent from the trademark record, who has to confirm within a few days.
An application you start expires if you don't submit it within 3 days. According to Amazon, approval can take several weeks or longer, longer still with a pending trademark.
What it unlocks
| Tool | What it does | Good to know |
|---|---|---|
| A+ content | images, text and comparison tables below the description, up to 5 modules | free; Premium A+ with up to 7 modules for brands meeting Amazon's criteria; all sizes: A+ content sizes |
| Brand Story | a “From the brand” section on every product page | with images and links to products and store |
| Brand store | your own store pages on Amazon | free, also with a pending trademark |
| Sponsored Brands | ads with logo, video and several products at the top of search | for brands enrolled in Brand Registry with a professional account |
| Amazon Vine | first reviews from selected testers, up to 30 units | US: 1 to 2 units free, $75 for 3 to 10, $200 for 11 to 30; only with fewer than 30 reviews |
| Brand Analytics | search terms, search query performance, repeat purchases | only with the Brand Representative role |
| Report a Violation | find and report counterfeits and infringements in the catalog | for rights owners |
| Project Zero, Transparency | remove counterfeits yourself, unique codes per unit | registered trademark only |
| Brand Tailored Promotions | discounts of 10 to 50 % for new, repeat or lapsed customers | audience of at least 1,000 |
According to Amazon, new brand sellers in the US also get 10 % back on the first $50,000 of branded sales, then 5 % up to $1,000,000 in the first year, plus $200 in Vine credit. The terms are in Seller Central.
Common reasons for rejection
- The brand name in the application differs from the record, for example in spaces, hyphens or special characters.
- Wrong trademark office, or the number not exactly as on the certificate; for international registrations the local office number is needed.
- Logo not as in the record, or the whole certificate uploaded instead of the logo.
- A mockup, stock photo or edited image instead of a real photo.
- The name only on a sticker, label or hang tag.
- A website without the exact brand name, under construction or on a third-party subdomain.
- The correspondent doesn't confirm in time. Then you have to apply again.
Frequently asked questions
How much does Amazon Brand Registry cost?
Nothing. Brand Registry is a free program. What costs money is the trademark (at the USPTO $350 per class online), an attorney if you hire one, and individual tools such as Vine or Transparency.
Is a pending trademark enough?
With some trademark offices, yes: you enter the serial number instead of a registration number, and applications filed through IP Accelerator are explicitly accepted. Project Zero and Transparency still need a registered trademark.
Which trademark do I need for amazon.com?
A trademark from the office of a country with an Amazon store; for amazon.com that is usually a USPTO trademark. Amazon recommends a trademark for each country store you sell in.
Is a logo without words enough?
No. Amazon accepts word marks and image-based marks with words, letters or numbers. The name also has to be permanently on the product or packaging.
How long does Brand Registry approval take?
According to Amazon several weeks or longer, longer with a pending trademark. It goes faster when name, number and logo match the record exactly and the correspondent confirms right away.
What is an Amazon brand store?
Your brand's own store pages on Amazon. Creating and managing one is free; you need Brand Registry with a registered or pending trademark.
Can my agency apply for me?
Amazon recommends that the brand owner applies and then adds agencies as users. Anyone who isn't the owner needs an authorization or a license agreement.
More free tools: check which Amazon reviews you can get removed, Amazon FBA calculator for the UK and Europe, Amazon FBA calculator for amazon.com, FNSKU label generator, UPC code generator with how to get real UPCs, EAN and UPC check digit calculator, Amazon image requirements checker, A+ content image sizes for every module, GPSR checklist for Amazon, unit price calculator for the German Grundpreis, ACOS and ROAS calculator for your ads, search terms byte counter for backend keywords and titles, listing checker with a score from 0 to 100. All in one place: free Amazon seller tools. Numbers from over 1,200 checked listings: Amazon Listing Study 2026.
Sources
Updated October 21, 2026. Not legal advice. Which offices accept pending applications Amazon only shows after you sign in to Brand Registry.
- Amazon: Brand Registry (US)
- Amazon: Brand Registry (UK)
- Amazon: Brand Registry requirements
- Amazon: What is Brand Registry (June 5, 2026)
- Amazon: Brand Registry Application Guide, version 6.3
- Amazon: IP Accelerator (US)
- Amazon: Vine
- Amazon: Brand Registry roles
- Amazon: Project Zero (Germany)
- Amazon Ads: Stores
- USPTO: Fee schedule
- USPTO: Application timeline
- USPTO: Why hire a trademark attorney
- GOV.UK: Register a trade mark
- EUIPO: Fees and payments
- DPMA: trademark fees (German)