Amazon has recently updated its brand registry.  The main change for sellers is that their brand must be a live registered trademark.  That is, in order to be eligible for the Amazon Brand Registry, the brand can no longer be just a name or logo, it needs to be one that has been the subject of a formal trademark registration with a government intellectual property office.

Enrolling your brand in the new Amazon Brand Registry provides you with many benefits including:

  • Increased authority over your product listings that have your brand name;
  • Amazon will work with you to reduce intellectual property and trademark violations, and they do so more efficiently than court proceedings, so enforcing your brand is easier;
  • Amazon will give you access to powerful tools including proprietary text and image search, and predictive automation based on your reports of suspected intellectual property rights violations.

The Amazon Brand Registry is a separate trademark registry from the government trademark registries, such as that of the USPTO or IP Australia.   However, as explained, you must now have a live registered trademark with either the USPTO or IP Australia in order to apply for the Amazon Brand Registry.

What types of trademarks will Amazon accept?

Currently, Amazon will only accept word marks or graphical trademarks with a text component (words, letters, or numbers) that have been issued by government trademark offices in certain countries, including Australia and the United States.

The brand used on packaging and products must match the registered trademark.

How can Trademarkings help me?

We will do everything required to get your trademark registered in Australia or the United States.  Even if you are an Australia citizen or Australian company, we can also get your trademark registered in the United States.

Once the trademark is registered, you can then submit the details to the Amazon Brand Registry.

It is better to act quickly because it takes 7 months for your trademark to be formally registered, and you will need to wait until your trademark has been issued before you can participate in Amazon Brand Registry.

However, it is not a requirement to enter the Amazon Brand Registry prior to selling your product.  So the best advice is to apply for your trademark and then start to generate sales, build your rank, brand and reviews.   Then when your trademark certificate comes through, you can apply for the Amazon Brand Registry and this will give you greater control and promotion for your products.


Need some advice on this?

If you need some more advice in your particualr case, we offer a free initial consultation.

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