How to Register a Brand on Amazon: Requirements, Costs, and Steps

01. What Amazon Brand Registration Means

Amazon brand registration usually refers to enrolling your brand in Amazon Brand Registry, a free program for brands with a qualifying registered or pending trademark.

Once enrolled, you can use Brand Registry to report suspected intellectual property violations. Eligible sellers can also access tools such as A+ Content, Brand Stores, and Brand Analytics to improve product pages and review customer shopping data.

Before you apply, it helps to understand three terms you’ll come across during the process:

For example, you may receive approval to create a product listing under your brand name before your trademark is registered. To access Brand Registry, you still need to complete a separate enrollment application with an eligible trademark.

Brand Registry also does not automatically stop other sellers from offering genuine products from your brand. It gives you tools to report suspected infringement and other qualifying violations.

02. Who Can Enroll in Amazon Brand Registry?

You can apply for Amazon Brand Registry if your brand has a registered trademark or an eligible pending trademark application from an accepted government trademark office.

You’ll also need to show that the brand appears on your products or packaging and provide information about your business and manufacturing arrangements.

Trademark Requirements

Amazon accepts eligible word marks and design marks that contain words, letters, or numbers. A word mark protects the brand name as text, while a design mark includes a visual design, such as a logo containing the brand name.

Your trademark does not always need to be fully registered before you apply. A pending application may qualify, depending on its status and the trademark office where it was filed.

The brand name you enter in Brand Registry must match the name on your trademark record. You’ll also need the application serial number or registration number.

Who Should Submit the Application?

The recommended approach is for the trademark owner to enroll the brand. Once approved, the owner can give employees, agencies, or other representatives the access they need.

The application guide also includes options for someone with an authorization letter or licensee agreement from the trademark owner. These options require supporting documents, so choose the answer that accurately describes your relationship with the brand.

Do You Need to Be Selling on Amazon Already?

No. You can apply before making your first sale, and an existing Amazon listing or brand website is optional in the standard application.

You will still need real photos of your branded product or packaging and the manufacturing documents requested during enrollment. For example, if a supplier makes your products, prepare the evidence of that arrangement and the requested invoices before starting your application.

03. How to Get a Trademark Before Applying

If you don’t have a trademark yet, start by checking whether your brand name could conflict with an existing one. You can then file an application with a trademark office accepted by Amazon.

For a US trademark, the application is filed with the United States Patent and Trademark Office (USPTO).

Search Your Brand Name

Open the USPTO Trademark Search system and search for your proposed brand name. Then try similar spellings and names that sound alike.

For each relevant result, check the owner and the products or services covered. A name can present a possible conflict even if its spelling differs, especially if it is used for related products.

A search of the federal database is a starting point. Other businesses may have rights in names that do not appear there, so consider having a trademark attorney conduct a broader search before you commit to packaging or file your application.

Choose How to File

You can work with a US-licensed trademark attorney to review your brand name, prepare the application, and submit it to the USPTO. If you or your business are domiciled outside the US, a US-licensed attorney is required to represent you before the USPTO.

Another option is Amazon IP Accelerator, which connects sellers with participating legal service providers. To find one, open Seller Central and select Apps and Services → Explore Services, then choose IP Accelerator. Review the provider’s services and fees before moving forward.

US-domiciled applicants can also file directly through the USPTO’s Trademark Center.

Check Your Trademark Record

After filing, you’ll receive an application serial number. Use it to check your record in the USPTO’s Trademark Status and Document Retrieval (TSDR) system.

Keep the following details ready for your Brand Registry application:

• Brand name as it appears on the trademark record.
• Trademark owner’s name.
• Application serial number or registration number.
• Trademark status and type.
• Attorney or public contact listed on the record.

You can apply for Brand Registry with an eligible pending trademark. Keep monitoring the trademark application after enrollment, since the government office must still review it.

04. Documents and Photos to Prepare Before Enrollment

Before you start your Brand Registry application, gather your trademark details, product photos, and manufacturing documents. The application asks for information about your brand and how your products are made, so having these ready can help you complete it without interruptions.

1. Brand and Trademark Information

Keep these details from your trademark record nearby:

• Brand name as it appears on the trademark application or registration.
• Trademark office, such as the USPTO for a US trademark.
• Application serial number or registration number.
• Trademark type, such as a word mark or a design mark.
• Trademark owner’s name and the contact listed on the record.

You’ll also need a standalone image of your brand logo. If you don’t have a logo, prepare a high-resolution image of your brand name. For a design mark, the trademark image must match the one on your trademark record.

2. Photos of Your Branded Product or Packaging

Prepare at least one clear photo of the actual product or packaging you plan to sell. Your brand name must be readable and permanently applied to the product or packaging.

For example, you could photograph a water bottle with your brand name printed on it, or a box with your brand name printed directly on the packaging.

Your photos should show the real product and branding. Digital mockups, photos with a logo added afterward, and removable stickers or tags are not acceptable.

Take a close-up if needed so the brand name is easy to read. Keep the product photo separate from the standalone logo image because the application asks for them in different places.

3. Manufacturing Documents and Invoices

The documents you prepare depend on who manufactures your products:

• If you manufacture them yourself: You can provide a document showing that you qualify as a manufacturer. This particular document is optional in the standard application.
• If a third-party manufacturer makes them: Prepare proof of the arrangement between your brand and that manufacturer, such as the relevant manufacturing agreement.

For either setup, the application guide also requests one or more recent sourcing, manufacturing, or supply invoices. The invoice should be from the last six months and include one or more of your brand’s product names. Hide sensitive information, such as pricing, as instructed in the application.

For example, if a supplier in China makes your branded water bottles, gather the document showing your manufacturing arrangement and a recent invoice identifying at least one of those products.

4. Authorization or Licensing Documents, If Applicable

If you are applying using an authorization-letter or licensee-agreement option, prepare the document showing your relationship with the trademark owner.

The trademark owner can also enroll the brand and give you the appropriate access afterward.

05. How Much Does Amazon Brand Registry Cost?

Amazon does not charge a fee to enroll in Brand Registry. However, if you need to apply for a trademark first, you will need to budget for government filing fees and any legal services you use.

Amazon also offers an Individual selling plan at $0.99 per item sold. Referral fees and other applicable selling costs are separate from both plans.

How Much Does a US Trademark Application Cost?

For a qualifying Section 1 or Section 44 application, the USPTO base fee is $350 for each class of goods or services.

For example, if your application covers products in two classes, the base government filing fee would be $700. Additional fees can apply depending on how the application is prepared and filed.

If you file on an intent-to-use basis, you will also need to file evidence of use later. The USPTO currently charges $150 per class for an amendment to allege use or a statement of use. An extension request, if needed, has a separate fee.

Example: Filing Through IP Accelerator

Amazon lists a maximum service fee of $700, plus government fees, for the specified service of filing a US trademark application through an IP Accelerator provider.

For a single-brand, single-class application, an example starting budget would be:

• USPTO base filing fee: $350
• Provider filing service: up to $700
• Example total: up to $1,050, based on those two charges

This example excludes trademark searches, additional classes, later intent-to-use filings, and other services. Ask the provider for a written quote so you know which services and government fees are included.

You may also have costs for preparing a branded sample or packaging for the product photos required during enrollment.

06. How to Register Your Brand on Amazon: Step by Step

Once your trademark, product photos, and manufacturing documents are ready, you can start the application in the Brand Registry portal.

The steps below follow Amazon’s standard enrollment process. Your application may include additional questions or verification requests depending on your circumstances.

Step 1: Sign In to Amazon Brand Registry

Go to the Amazon Brand Registry portal and sign in.

If you already have a Seller Central or Vendor Central account, use the same login credentials. This helps Amazon connect your selling account with your Brand Registry account.

From the Brand Registry homepage:

1. Open Manage.
2. Select Enroll a brand.
3. Choose I have a pending or registered trademark.
4. Select Enroll your brand to begin.

Amazon’s application guide shows a notice that a started application must be submitted within three days before it expires. Check the deadline displayed in your application and have your documents ready before you begin.

Step 2: Enter Your Brand Name and Trademark Details

The first part of the application asks for information about your brand and trademark.

Enter the following:

• Brand name: Use the name shown on your trademark record. Pay close attention to spaces and special characters.
• Brand logo: Upload a standalone image of your logo. If you don’t have a logo, Amazon’s guide allows a high-resolution image of your brand name.
• Trademark office: Select the office where your trademark was filed or registered, such as the USPTO for a US trademark.
• Registration or serial number: Enter the number exactly as it appears on the trademark record.

The standalone logo field is separate from the product-photo upload you’ll complete later.

Some trademark offices support automatic verification. If a Verify button appears beside your trademark number, select it and follow the instructions. For other offices, Amazon may ask you to enter the trademark status and type manually.

Before continuing: Compare the brand name and number in your application with your trademark record. A missing space, incorrect office, or wrong number can prevent Amazon from matching the information.

Step 3: Answer the Trademark Ownership Question

Amazon asks whether you own the trademark associated with the brand. The application guide describes three possible answers:

1. You own the trademark.
2. You have authorization from the trademark owner to represent and manage the brand.
3. You have a licensee agreement or contract with the trademark owner.

Choose the answer that reflects your relationship with the trademark. If you select an authorization or licensee option, Amazon asks for the supporting letter or agreement.

Amazon recommends that the trademark owner enroll the brand and then assign the appropriate role to other users. Its public requirements page also directs authorized agents to follow this owner-led approach.

Step 4: Complete Your Brand and Selling Information

Next, provide information about the products sold under your brand and your relationship with Amazon.

Product categories: Select at least one category that describes your branded products. If your brand sells kitchen storage containers, choose the applicable category for those products.

Existing ASINs: If your branded products are already listed on Amazon, you can add their ASINs. This field is optional. Only add ASINs that already display the brand you are enrolling.

Brand website: If you have a live website for the brand, you can provide its URL. This field is also optional. The website should be owned by your business and clearly relate to the brand.

Other ecommerce sites: You can add relevant links where your branded products are sold, including an Amazon storefront if applicable.

Amazon also asks how you work with Amazon:

• Seller: You sell directly to customers through Seller Central, using FBA or fulfilling orders yourself.
• Vendor: You sell to Amazon through Vendor Central. The application asks for your five-character vendor code.
• Neither: You are enrolling without connecting a Seller Central or Vendor Central account.

Select the option that matches your business. You can apply without an existing ASIN or brand website, provided you meet the other enrollment requirements.

Step 5: Upload Your Product or Packaging Photos

Upload at least one clear photo of the actual product or packaging you plan to sell under your brand.

Before submitting it, check that:

• The brand name is easy to read.
• The branding is permanently applied to the product or packaging.
• The name matches the brand in your application.
• The photo has not been digitally altered to add the branding.

For example, if your product is a water bottle with the brand name printed on the bottle, photograph the actual bottle with the printed name clearly visible. If the branding is printed on the packaging instead, upload a clear photo of the branded packaging.

Amazon does not accept removable stickers or computer-generated mockups as proof of permanent branding. For apparel, follow the specific image requirements for branding inside the garment.

Step 6: Provide Manufacturing and Distribution Information

Amazon asks how the majority or all of your branded products are manufactured. Choose the answer that describes your business.

If you manufacture the products yourself: Select the option for your own manufacturing setup. Amazon’s guide says you may upload a document showing that you qualify as a manufacturer, but marks that particular document as optional.

If another company manufactures your products: Select the third-party manufacturer option. Amazon asks you to upload proof of the arrangement between your brand and the manufacturer.

For either option, the guide also asks for one or more sourcing, manufacturing, or supply invoices issued within the last six months. The invoice must include one or more of your brand’s product names. Amazon instructs applicants to hide sensitive information, such as pricing details.

Amazon also asks questions about:

• Whether your brand sells to distributors.
• Whether those distributors sell on Amazon.
• Where your products are distributed, if you choose to provide that optional information.
• Whether your brand licenses its trademark to others who manufacture products, and whether those licensees sell on Amazon.

Answer according to your actual business arrangements.

Step 7: Review and Submit Your Application

Before selecting Submit, check the details that are most likely to cause problems:

• Does the brand name match your trademark record and product photos?
• Did you select the correct trademark office and enter the correct number?
• Did you choose the right ownership and manufacturing options?
• Have you provided the documents requested for those answers?
• If you added ASINs, do they belong to the brand you are enrolling?

After submission, Amazon creates an enrollment case and begins reviewing the application. Monitor the case for messages or requests for additional information.

Step 8: Complete Trademark Verification and Check Your Status

After you submit the application, tell the trademark correspondent or public contact listed on your trademark record to watch for an email from Amazon. This may be your attorney, your company, or another designated contact.

Amazon’s enrollment guide says the email contains a link to confirm the brand association. The contact must complete that confirmation within seven days; otherwise, the application may be declined and require a new submission. Follow the instructions and deadline in the email and your application case.

To check your application:

1. Sign in to Brand Registry.
2. Open Manage and select Brand Applications.
3. Find your application and select View Progress.

Continue checking the application case until Amazon completes its review. If Amazon requests another document or clarification, respond through the case with the information requested.

07. How Long Does Brand Registry Approval Take?

Amazon Brand Registry approval can take several weeks or longer after you submit your application. The timeline depends on how quickly Amazon can verify your trademark, review your documents, and resolve any additional requests.

Your trademark application and Brand Registry application have separate timelines. Trademark registration can take months, but an eligible pending trademark allows you to apply for Brand Registry before the trademark is fully registered.

For example, as of October 2026, the average time from filing a US trademark application to its first examining action was approximately 4.3 months. This is the initial review stage; the complete registration process can take longer.

After submitting your Brand Registry application, check the enrollment case for document requests and make sure your trademark contact responds to the verification email.

To check your status, sign in to Brand Registry and select Manage → Brand Applications → View Progress.

08. Why Amazon Rejects Brand Registry Applications

A Brand Registry application can be rejected when the trademark details, product photos, or supporting documents do not establish the required connection between the applicant and the brand.

Start by opening the application under Manage → Brand Applications and reading the case message. The next step depends on the reason given and whether the application is still under review or has already been rejected.

1. The Brand Name or Trademark Details Don’t Match

Compare these three places:

• Your trademark record.
• The brand name entered in Brand Registry.
• The brand name visible on your product or packaging.

Check the spelling, spaces, special characters, trademark office, and serial or registration number. For example, “North Peak” and “NorthPeak” are different entries in the application.

If your trademark number cannot be found, check that you selected the correct trademark office and entered the number from the official record. Also check the trademark’s current status before trying again.

2. The Product Photos Don’t Meet the Requirements

A common issue is submitting a photo where the branding is blurry, removable, or digitally added.

Take a new photo of the actual product or packaging with the brand name clearly visible. The branding should be permanently applied, such as printing on the box or engraving on the product.

A logo file by itself does not replace the product photo. Upload the standalone logo in its designated field and the branded product or packaging photo in the product-image field.

3. Manufacturing or Ownership Evidence Is Missing

Check whether your answers match the documents you submitted.

If a third-party manufacturer makes your products, review the proof of arrangement with that manufacturer. Also check the requested invoices for their issue dates and product names.

If you selected an authorization or licensee option, review the document connecting you to the trademark owner. When the relationship or required evidence is unclear, the trademark owner can enroll the brand and assign access afterward.

4. The Trademark Contact Did Not Complete Verification

The verification email can go to the correspondent or public contact on the trademark record, which may be your attorney.

Ask that contact to check for Amazon’s email and follow its instructions within the stated deadline. If the application has already been declined, review the case for the next step rather than submitting the same information again.

5. The Brand Is Already Enrolled or the Account Is Ineligible

If the brand is already enrolled, check who currently manages it. The existing Brand Registry administrator may be able to add you as a user.

If the application is marked ineligible, review the reason and use the appeal option if it appears. Account verification or policy issues may need to be resolved before enrollment can continue.

How to Correct a Rejected Application

From Brand Applications, you can review the status and case details. Depending on the stage, you may be able to add requested documents to a submitted application or copy and correct a rejected application. Address the stated issue before resubmitting.

Getting error 5665 while creating a listing? That is a brand name approval issue in Seller Central. Follow the instructions in the listing error; the process is separate from reviewing a rejected Brand Registry application.

09. What to Do After Brand Registry Approval

Once your brand is approved, check that the right selling account and products are connected before setting up your brand content and advertising.

Check Your Account and Existing Listings

Sign in to Seller Central and confirm that your brand is available under the Brands section. If you used the same credentials for Seller Central and Brand Registry as the trademark owner, the Brand Representative selling role is normally assigned to your selling account after enrollment.

Next, review your existing product listings:

• Listings already using your brand name: If they are not connected to the enrolled brand, contact Seller Support for help syncing them.
• Listings created under “Generic”: These generally require new listings under the registered brand name. Contact Seller Support before making changes to existing listings.

Give Your Team the Right Access

If employees or an agency will manage the brand, assign access based on their responsibilities. Brand Registry has separate protection roles and selling roles, so access to infringement reporting does not automatically provide access to every selling tool.

Review permissions carefully before giving someone administrator access or access to brand data.

Start Using Your Brand Tools

Once your account and ASINs are connected, review the tools available to your brand:

• A+ Content: Add images and text modules to eligible product detail pages.
• Brand Store: Create a storefront for your product range.
• Brand Analytics: Review customer search and purchase data.
• Sponsored Brands: Create ads featuring your brand and products.
• Report a Violation: Report suspected intellectual property infringement.

Each tool has its own eligibility and permission requirements. For example, Brand Analytics requires a Brand Representative role and a Professional selling account.

10. Frequently Asked Questions

Can I Enroll With a Pending Trademark?

Yes. An eligible pending trademark application can be used for Brand Registry. The application must meet Amazon’s requirements for the selected trademark office and mark type.

Can I Join Brand Registry Without a Trademark?

Your brand needs a qualifying pending or registered trademark to enroll. If you manage a brand owned by someone else, the trademark owner can enroll it and assign you an appropriate role.

Do I Need Products Already Listed on Amazon?

No. Existing ASINs are optional during enrollment. You still need to provide actual photos of your branded product or packaging and the other information requested in the application.

Is a Brand Website Required?

No. A brand website is optional in the standard application. If you provide one, it should be live, owned by your business, and related to the brand you are enrolling.

Can My Brand Name Appear on the Packaging Instead of the Product?

Yes. You can provide a photo of the packaging if the brand name is permanently applied and clearly visible. For example, the name can be printed directly on the box. A removable sticker does not meet the permanent-branding requirement.

What If I Don’t Have a Manufacturing Invoice Yet?

The standard application guide asks for recent sourcing, manufacturing, or supply invoices for both manufacturing options. Ask your supplier what documentation is available. If you cannot provide the requested evidence, contact Brand Registry Support for guidance before submitting the application.

Can an Agency or Licensee Submit the Application?

The application guide includes authorization-letter and licensee-agreement options. However, the recommended route is for the trademark owner to enroll the brand and then assign the appropriate access to the agency or other representative.

Does One Brand Registry Enrollment Protect My Trademark Worldwide?

No. A single Brand Registry account can manage trademarks from multiple countries, but trademark protection depends on the rights you hold in each jurisdiction. Additional trademarks can be connected to an enrolled brand after approval.