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Selling on Amazon gives your brand access to a global customer base, but it also exposes your products to imitation and unauthorised listings. Amazon Brand Registry is designed to address these issues by verifying brand ownership and providing enhanced protection tools. To enrol, you must hold a registered trade mark. A pending application is not sufficient, and the registration must come from a jurisdiction recognised by Amazon.
For Amazon UK sellers, a United Kingdom trade mark remains the most straightforward and reliable option.
We support businesses through every stage of the UK trade mark process. You do not need to navigate terminology, forms or UKIPO procedures. You tell us about your brand and your products, and we take care of the rest.
Why Amazon asks for a registered trade mark?
Amazon Brand Registry offers tools that are only available to verified brand owners. These include the ability to report suspicious listings, remove unauthorised sellers, protect variations of your brand name and improve the visibility of genuine products.
Amazon requires a registered trade mark because it provides legal certainty. It confirms that you are the legitimate owner of the brand and gives Amazon a clear basis to enforce your rights.
For Amazon UK sellers, a UK registration is one of the strongest assets you can hold.
Requirements for Amazon Brand Registry
Joining Amazon Brand Registry involves a short verification process that is designed to confirm genuine brand ownership. To submit an enrolment request, the brand owner or authorised representative will need the following information:
- Amazon account
An active Amazon Seller Central account is required to begin the enrolment request.
- A registered trade mark
Brands must hold a registered trade mark that appears on their products or packaging. Amazon generally requires an active registration rather than a pending application.
For Amazon UK sellers, a UK trade mark registration is the most straightforward route. Amazon may also recognise registrations from certain approved jurisdictions, although a UK registration offers the clearest and most reliable path for UK marketplace verification.
- Evidence of brand use
Amazon requires photographs showing the brand name or logo applied directly to the product or its packaging. The branding should be permanently affixed. Temporary stickers or digitally altered images are unlikely to satisfy Amazon’s review.
- Product category information
Applicants must identify the categories in which their products are listed on Amazon. These may differ from the goods descriptions used in the trade mark registration.
- Manufacturing and distribution details
Amazon requests basic information about where the brand’s products are manufactured and distributed.
- Verification as the rights holder
The applicant must be able to demonstrate that they are the trade mark owner or that they have permission from the rights owner to manage the brand. This may include acting as an authorised agent.
What happens after submission?
After you submit an enrolment request, Amazon contacts the owner of the registered trade mark directly. For security reasons, Amazon treats the applicant and the trade mark owner as separate parties.
A verification code is sent to the email address associated with the trade mark registration. This code must then be shared with the applicant through Seller Central to complete the process.
Most verifications are completed quickly, provided the trade mark details and supporting evidence are accurate.
How We Support Amazon Sellers?
We assist brand owners in securing the trade mark protection needed for Amazon Brand Registry.
We assess whether your brand name is suitable for UK registration and identify any potential issues.
We prepare the application, draft a suitable specification and file it on your behalf.
If the UKIPO raises any issues, we prepare the response and guide your application forward.
We handle all correspondence with the UKIPO so you do not need to contact the office directly.
If your product has distinctive visual features, we can assist with UK design filings to strengthen your overall protection strategy.
If you have any questions about Amazon Brand Registry or need assistance with securing the trade mark protection required for enrolment, our team would be pleased to advise. We can also act as your representative before the UKIPO or other relevant offices where needed.