How to Qualify for Amazon Brand Registry with a Trademark

If you sell on Amazon and want to stop hijackers, knockoffs, or listing sabotage, the most important step you can take is to enroll in Amazon Brand Registry. But there’s a catch: you can’t get in without a trademark.

In this guide, we’ll break down exactly how Brand Registry works, what you need to qualify, and how Harrigan IP helps small businesses navigate the process quickly and affordably. We’ll also show you real-world examples of what happens when sellers go it alone—and how you can avoid costly mistakes.

What Is Amazon Brand Registry?

Amazon Brand Registry is a free program that helps you protect your brand, control your product listings, and get counterfeiters off the platform.

Unlike Amazon’s standard seller tools, Brand Registry acts as a proactive defense system. For example, when a skincare brand saw counterfeiters selling diluted versions of its serum under their name, it took 11 weeks to remove fakes through regular support channels. Once they enrolled in Brand Registry, the counterfeits were removed in just 48 hours.

• Listing control: stop unauthorized edits and inaccurate content
• Counterfeit detection: Amazon’s AI blocks 93% of suspicious edits automatically
• Priority reporting: your takedown requests move to the front of the line
• Access to Project Zero: invite-only tool that removes suspected counterfeits instantly

Choosing a Strong Trademark: What Every Small Business Needs to Know

What You Gain from Amazon Brand Registry

1. Full Listing Control = Higher Conversions

When Toronto-based board game maker Rolltop Games enrolled in Brand Registry, they were able to eliminate unauthorized sellers who were offering damaged or opened boxes as new. Their product listings became more consistent, and their conversion rate jumped by 17%.

• Block third-party sellers from altering your titles and images
• Use A+ Content to add image-rich descriptions, videos, and comparison charts
• Ensure your listings reflect your actual brand voice

Should Your Small Business Register Its Word Mark, Logo, or Both?

2. Brand Analytics: Your Amazon SEO Secret Weapon

Once enrolled, you’ll get access to Amazon’s Brand Analytics dashboard, including:

• Amazon Search Term Reports, which show what customers are actually typing in before they find you
• Market basket analysis to identify common add-on purchases
• Demographic data to better tailor marketing or new products

One pet brand learned that 28% of their traffic came from the phrase “organic cotton dog beds”—a term they had never included. After updating their listings, their organic traffic rose 41% in 60 days.

What Are the Trademark Requirements?

Amazon doesn’t accept common-law rights, social media handles, or state-level trademarks. To qualify for Brand Registry, you must own either:

• A federally registered trademark with the USPTO
• Or, a pending application that has reached initial review

The trademark must:

• Match the brand name on your Amazon listings
• Be in standard character format or a design/logo mark
• Be on the Principal Register

To qualify for Brand Registry, you’ll need to own a federal trademark through the U.S. Patent and Trademark Office (USPTO). If you’re not sure what counts as a trademark—or how the process works—you can start by reviewing our guide on what a trademark is and how it protects your brand.

Common Trademark Mistakes (and How to Avoid Them)

Filing the Wrong Mark

Many sellers apply for a logo when they need a word mark. If your logo changes or you offer multiple variations, you’re stuck. A word mark is often the most flexible and widely enforceable option.

Specimen Rejections

One Amazon seller filed their own application with a screenshot of their Amazon product listing. It was rejected—the USPTO doesn’t consider that “use in commerce.” The seller had to start over.

At Harrigan IP, we help clients:

• Choose the right mark and filing basis
• Submit proper specimens (like branded packaging photos)
• Avoid delays and unnecessary rejections

How Do I File a Trademark?

What’s the Timeline?

• Month 1: Trademark clearance and strategy session
• Months 2–4: Application prep and submission
• Months 5–8: USPTO review period (you may receive an Office Action)
• Months 9–12: Approval and registration

However, Amazon allows access to Brand Registry before registration in many cases. Once you file, you can submit your serial number to Amazon and often get provisional enrollment within 1–2 weeks.

Register a Trademark

DIY vs. Attorney Filing: Why It Matters

The USPTO reports that self-filed applications are 3× more likely to be abandoned. Common mistakes include:

• Filing under the wrong class (e.g., Class 30 vs. Class 29)
• Choosing a descriptive name that gets rejected
• Providing incorrect or insufficient specimens

When you work with Harrigan IP, you get:

• Flat-fee service with no hourly surprises
• Direct attorney access
• Full clearance review and Office Action response handling
• Fast turnaround and help with Amazon documentation

Flat Fee Trademark Services

Monitoring & Enforcement After You Enroll

Amazon is powerful—but not perfect. Some infringing sellers may slip through, or similar marks may be filed at the USPTO.

We recommend setting up a trademark monitoring service to keep an eye on new filings. This lets you object early, before confusion or brand damage sets in.

What Is a Trademark Monitoring Service?
What Happens If Someone Infringes My Trademark?

Final Checklist for Amazon Sellers

• ✅ Run a trademark clearance search
• ✅ Choose the right type of mark (word mark vs. logo)
• ✅ Document first use (photos, invoices, ads)
• ✅ Consider filing under Section 1(b) if not selling yet
• ✅ Work with an experienced trademark attorney

Ready to Protect Your Amazon Brand?

Amazon Brand Registry isn’t just about legal protection—it’s about building trust with your customers and gaining control over your marketplace presence.

Learn more about Amazon’s official Brand Registry requirements, or reach out to Harrigan IP for a flat-fee consultation.