Trademarks for Amazon Brand Registry
Amazon Brand Registry gives a brand owner control over its product listings and the tools to report and remove counterfeits and copycats. To enroll in the U.S. store, Amazon requires a trademark from the USPTO, and a pending application can be enough to start. We file the trademark the way Amazon expects to see it, then help you enroll and enforce.
Control of your brand's listings, and the tools to protect them
Without Brand Registry, anyone selling your product can edit its listing, and you report infringement through the same channels as the public. With it, Amazon treats you as the owner of the brand.
Listing control
Greater authority over product titles, images, and descriptions for your brand, so resellers and hijackers cannot rewrite them.
Report a Violation
A single tool to search the store for your marks and images and report counterfeits, trademark and copyright infringement, and policy violations.
Proactive protection
Amazon uses your trademark and brand data to block suspect listings automatically. Eligible brands can also join Project Zero to remove counterfeit offers themselves.
Brand-only selling features
A+ Content, Brand Stores, Sponsored Brands advertising, and brand analytics are available only to enrolled brands.
Transparency serial codes
Unique codes on each unit let Amazon verify every item before it ships and let customers check authenticity. Amazon reports more than 2.7 billion units verified and more than 90,000 brands enrolled since 2017.
The trademark has to fit Amazon's rules, not just the USPTO's
A trademark can be perfectly valid and still be rejected by Brand Registry because the text does not match the brand name, the mark is the wrong type, or the record lists the wrong owner. These are the requirements Amazon sets for enrollment.
Status and office
- Registered or pendingRequired
Amazon accepts a registered trademark or, in many cases, a pending application with a serial number.
- Right office for the storeRequired
The trademark must come from the government office of a country with a matching Amazon store. For Amazon.com, that is the USPTO.
- State registrationsNot accepted
A Florida or other state registration does not qualify.
Type and text
- Word mark or design mark with textRequired
A text-based mark, or an image-based mark that contains words, letters, or numbers.
- Text matches the brand nameRequired
The trademark text must match the brand name in the application exactly. A design mark must match the trademark record.
- Brand on products or packagingRequired
A logo with the brand name permanently affixed to the products or packaging.
Ownership and verification
- Trademark owner enrollsRequired
The owner must enroll. Agents and distributors are added later as users.
- Contact on the trademark recordVerification
Amazon may send a verification code to the contact listed on the USPTO record, usually the attorney of record.
- Product categoriesAt enrollment
The categories you sell in, and your Seller Central or Vendor Central login if you have one.
Word mark or logo mark?
For most sellers, a standard-character word mark is the stronger choice for Brand Registry. It matches the brand name in any font and survives a logo redesign.
| Word markStandard characters | Design markLogo with words, letters, or numbers | |
|---|---|---|
| What it protects | The brand name in any font, color, or style | The logo as drawn, including its words and design |
| Brand Registry match | Text must match the brand name exactly | Logo on products must match the registered design |
| After a rebrand or new logo | Still covers the name | A new design may need a new application |
| Enforcement on Amazon | Covers listings that use the name in any form | Strongest against copies of the logo itself |
| Purely design logos | Not applicable | Not accepted unless the design contains text |
| Best suited for | Most Amazon sellers, as the primary filing | A second filing once the logo is settled |
◆ marks rows where the two differ. Spelling, spacing, and punctuation count: "Sun Ray," "SunRay," and "Sun-Ray" are different brand names to Amazon.
From filing to enrollment, step by step
A federal application receives its serial number when it is filed. In many cases that number is enough to begin enrollment while the USPTO examines the application.
- 3–5 daysClearance searchFederal, state, common-law, and Amazon marketplace search for the brand name.
- Filing dayUSPTO applicationMark, owner, and goods drafted to match your Amazon brand name and categories.
- Same daySerial number issuesThe number Amazon asks for at enrollment.
- DaysBrand Registry enrollmentBrand name, trademark number, logo, product images, and categories.
- Days to weeksVerificationAmazon sends a code to the contact on the trademark record. We relay it back.
- ≈4–6 monthsUSPTO examinationOffice actions answered to keep the application, and the enrollment, alive.
- On registrationFull protectionProject Zero eligibility and CBP recordation become available.
Brand protection on Amazon by the numbers, 2021 to 2025
Amazon's yearly brand-protection reports show enforcement shifting from brands reporting problems to Amazon blocking them first, using the trademark and product data brands give it through Brand Registry and Transparency.
Counterfeit products seized and disposed of
Products Amazon identified, seized, and disposed of worldwide each year, so they could not be resold elsewhere.
Units verified through Transparency
Total product units protected by Transparency serial codes, as reported each year. Enrolled brands grew from 23,000 in 2021 to more than 90,000.
View data table
| Year | Counterfeits seized | Transparency units | Fake seller-account attempts blocked | Valid infringement notices from brands |
|---|---|---|---|---|
| 2021 | 3M+ | 750M+ | 2.5M+ | Down 25% per brand from 2020 |
| 2022 | 6M+ | 900M+ | 800,000 | Down 35%+ from 2021 |
| 2023 | 7M+ | 1.6B+ | 700,000+ | Down 30%+ from 2020 |
| 2024 | 15M+ | 2.5B+ | — | Down about 35% from 2020 |
| 2025 | 15M+ | 2.7B+ | — | Not reported |
About these figures. Amazon's annual brand-protection reports published from 2022 through 2026, each covering the prior calendar year. Amazon reports most figures as minimums ("more than") and does not publish the number of infringement notices brands submit each year, only the percentage change. A dash means Amazon did not report the figure.
Each Amazon store has its own trademark offices
A registration from your home country usually does not open Brand Registry in the U.S. store. Latin American and European brands selling on Amazon.com typically need a U.S. filing, which can be a direct application or a Madrid designation of the United States.
| Amazon store | Qualifying trademark office | What a foreign brand needs |
|---|---|---|
| Amazon.com (United States) | USPTO | A U.S. application or registration, filed through a U.S.-licensed attorney if the owner is domiciled abroad |
| Amazon.com.mx (Mexico) | IMPI | A Mexican registration or application |
| Amazon.com.br (Brazil) | INPI | A Brazilian registration or application |
| Amazon.ca (Canada) | CIPO | A Canadian registration or application |
| European Amazon stores | EUIPO, or the national office of that store's country | An EU trade mark or a national filing in the store's country |
| Amazon.co.uk (United Kingdom) | UKIPO | A UK registration or application; EU trade marks no longer cover the UK |
Amazon's accepted offices and rules differ by store and change from time to time. We confirm the current requirements for each store before filing.
After enrollment: reporting, escalating, and stopping repeat infringers
Report a Violation
We prepare reports that name the correct right (trademark, copyright, or design patent), the specific listings, and the evidence. Accurate reports get acted on and build the record Amazon uses for proactive blocking.
Watch for: inaccurate reports can cost a brand access to tools such as Project Zero.
Brand Registry · Report a ViolationProject Zero
Brands with a registered trademark, a history of accurate reports, and a 90% acceptance rate on reports in the past six months can remove counterfeit offers directly. A pending application is not enough for Project Zero.
Watch for: test-buy before removing; every removal sends a notice to the seller.
Amazon Project Zero eligibilityLetters, CBP, and court
When the same sellers return under new accounts, we send cease-and-desist letters, record the mark with CBP to stop inventory at the border, and, where justified, file suit to reach the people behind the storefronts.
Watch for: no outcome is guaranteed; we evaluate cost and recovery before suing.
CBP Recordation · Counterfeiting ClaimsReceived an infringement complaint or a frozen account?
Amazon removes listings and can suspend accounts based on rights-owner complaints, and some brands file federal lawsuits against many sellers at once, often called "Schedule A" cases, with asset freezes. Response windows are short.
Do not admit infringement, contact the complaining brand, or delete records before getting advice. Send us the notice, your account details, and your supplier invoices, and we will assess the complaint and your options.
Why a Florida trademark does not qualify
Amazon accepts trademarks from national and regional trademark offices, such as the USPTO, not state registries. A Florida registration under Chapter 495 protects a local business in Florida, but it cannot be used to enroll in Brand Registry or to record with U.S. Customs.
Florida businesses selling on Amazon need a federal application. A Florida registration can still be useful alongside it for local enforcement.
What it costs to become Amazon-ready
Brand Registry itself is free. The cost is the trademark filing, charged by the USPTO per class of goods.
See the full USPTO fee schedule and estimator on Federal Trademark Applications.
Five common mistakes with trademarks for Amazon
Most Brand Registry problems trace back to how the trademark was filed.
A brand name that does not match the trademark
Filing "SunRay Swim" when products say "SUNRAY," or registering a logo when the listings use the plain name, leads to rejection or a weak enrollment.
Name mismatchFile the exact brand name that appears on the products and in your listings, as a word mark.
The wrong owner on the application
A trademark filed by a manufacturer, distributor, or marketing agency belongs to them, and so does the Brand Registry account. Ownership disputes with a former partner can lock a brand out.
OwnershipFile in the name of the company that controls the brand, and put agency and manufacturing roles in writing.
Abandoning the application after enrolling
Enrollment on a pending application depends on that application. If it is abandoned after an office action goes unanswered, the brand's standing in Brand Registry is at risk.
AbandonmentAnswer every USPTO office action and see the application through to registration.
Using a filing mill or an unknown contact address
Low-cost filers often list themselves as the contact, so Amazon's verification code goes to someone you cannot reach. Some U.S. filings have also been flagged for improper signatures or fake specimens.
Verification · specimen fraudUse a U.S.-licensed attorney of record you can contact, with real specimens of use.
Over-reporting competitors
Reporting listings that do not actually infringe, or using Brand Registry against legitimate resellers, can lead Amazon to restrict a brand's tools and invite lawsuits for false complaints.
Report accuracyReport only clear infringement, keep evidence, and get advice on resale and first-sale questions.
Frequently asked questions
Do I need a registered trademark for Amazon Brand Registry?
Not always. Amazon accepts a pending USPTO application in many cases, so you can begin enrollment after filing. Some tools, such as Project Zero, require a registered trademark.
How fast can I get a trademark number for Amazon?
A federal application receives a serial number when it is filed. Preparing the application properly, with a clearance search, usually takes a few days.
Can I use my Florida trademark for Brand Registry?
No. Amazon does not accept state registrations. You need a federal application or registration from the USPTO for the U.S. store.
Should I register my brand name or my logo?
Usually the brand name, as a standard-character word mark. It matches your brand in any style and survives a logo change. A logo can be filed later.
My brand is registered in Mexico or the EU. Can I enroll on Amazon.com?
Usually not. Each Amazon store accepts its own country's trademark office. For Amazon.com you need a USPTO filing, which a foreign owner must make through a U.S.-licensed attorney.
Does Amazon charge for Brand Registry?
No. Brand Registry is free. The costs are the trademark filing and, if you use one, attorney fees.
What if I receive an IP complaint on Amazon?
Do not admit infringement or contact the complaining party until you get advice. Gather your supplier invoices and the complaint details and contact counsel promptly.
Start your Amazon-ready trademark filing
Tell us your brand name, what you sell, and which Amazon stores you sell in. We will clear the name, file the right mark with the right owner, and help you enroll.
- Clearance searches that include Amazon listings
- USPTO applications drafted for Brand Registry
- Enrollment support and verification handling
- Infringement reporting, CBP recordation, and escalation