If you’re an official Amazon Brand, it’s time to get excited! There’s a new way to get even more visibility and sales on Amazon. Read up on requirements, check your eligibility for enrollment, and enjoy tips and tricks for a smooth application process.

While the use of billboards may not be as prominent as they used to be, it’s undeniable that they are impossible to miss. Even if you don’t care for the product or service they are selling, you will be reminded of it every time you drive home from work or to your local grocery store. 

While the image and sales copy of the billboard has to be enticing, their placement is what gets them noticed over an ad at the gym or a clipping in the newspaper. 

The same is true with online marketplaces like Amazon. Utilizing Sponsored Brands Ads is a great way to showcase your products in an effective manner that gives you an advantage over your competitors. Enrolling in the Amazon brand registry program enables you to start curating groups of your products together to advertise and add custom text/

Sponsored Brands Ads in Seller Central are only available to sellers who have Brand Registry on Amazon (which is essentially just a fancy way of saying you need to get your Brand trademarked). All brand owners and brand agents with owner permission can apply for a brand registry on amazon, which allows you to tell your story and have an edge over the competition. If you’re a seller who already has Brand Registry, then you’re able to start the Sponsored Brands Ads setup process. For those who do not have Brand Registry and want to start a brand registry application, we’ve put together tips to apply for it and take advantage of Sponsored Brands Ads. 

Amazon Brand Registry Requirements

Before you get started applying for Brand Registry, make sure you fulfill the following requirements: 

1. Brand name that has a live registered trademark. This must be displayed as a word mark and NOT a stylized illustration or design mark.
2. Government Registered Principal Trademark Registration or Serial Number.

• For USPTO marks, the Mark Drawing Type must be equal to “4 – STANDARD CHARACTER MARK” or “1 – TYPESET WORD(S)/LETTER(S)/NUMBER(S)”.

3. Images of the brand’s logo.
4. Images of products and packaging that carry the trademarked brand name. If the product is not branded, the packaging must be branded.
5. A list of product categories (e.g., apparel, sporting goods, electronics) in which the brand should be listed.
6. A list of countries where the brand’s products are manufactured and distributed.

Accessing the Brand Registry Application

Brand owners can apply for Amazon Brand Registry by visiting the brand registry homepage and logging in with their Seller Central account using this link to enroll: https://brandregistry.amazon.com/brand/enroll

Completing the Brand Registry Application

Amazon brand registry login is the first step of the amazon brand registry process.Once logged in, brand owners are presented with a three-part application to complete to be considered for the Brand Registry Program.

Part One: Amazon Brand Registry Eligibility

When starting out the application process, Amazon sellers will confirm that they have an active government-approved, trademarked brand name to be registered.

Part Two: Identification

Amazon Sellers must include their brand’s logo and images that clearly show the product and packaging that carry the trademarked brand name.

Part Three: Characteristics

On the last step of the Brand Registry application, sellers will confirm if they have unique identifiers for their products. Once a brand is registered, sellers who do not have UPCs, EANs, or JANs as their unique product identifiers will need to create them for their products.

You may be wondering “How long does the Amazon brand registry take?” Once submitted, it can take Amazon up to 14 days to review the application and reach out via the Case Log in Seller Central with their decision. The Case Log can be found in the top right corner of your Seller Central dashboard.

If all criteria in the application are met, Amazon Seller will then reach out to the public contact listed on the website for the agency that was used to register the brand trademark. This public contact is typically the law group used for registration. Amazon Seller will provide this contact with a verification code that must be obtained by the brand owner and relayed back to Amazon within 30 days. Once this code is provided, the brand owner will receive an email confirming approval for Amazon Brand Registry.

Tips for a Smooth Application Process for Amazon Brand Registry

• Make sure the trademark status is listed as “Live” by the United States Patent and Trademark Office (USPTO) prior to applying. Brands with trademarks that are not active will not be approved. Brands can quickly check their trademark status by utilizing the Trademark Electronic Search System (TESS), which Amazon also uses to verify trademark status. Link to the TESS: https://www.uspto.gov/trademark
• If you are planning on enrolling more than 10 brands, only fill out one application and make sure to select “Yes” when asked “Do you intend to enroll more than 10 brands in the Brand Registry?”. A member of the amazon brand registry support team will contact you with instructions for enrolling the remaining brands in bulk to help save you time.
• Keep in mind that the brand name is case-sensitive and must match the trademarked brand name exactly.
• It is also helpful to verify that the brand name used for all existing products in Amazon Seller Central matches as well. If the name does not match on these products, they will not be linked to the brand in Brand Registry. The Amazon brand name for products can be changed manually, via upload, or by contacting Ss, ISBNs, EANs, or other GTINs and have been uploaded into Seller Central with teller Support.
• Ensure all products contain either UPChese correctly. Products without a unique identifier will not be linked to the brand name in Brand Registry.
• Provide external website and social media links in all fields on the application. Although external website links and social media accounts are optional, it can make it easier for Amazon to identify the brand and speed up the application process.
• Reach out to the public contact for the agency used to register the brand trademark immediately after submitting your application. Giving the agency advanced notice that an email from Amazon will be coming with a verification code can avoid confusion and possible deletion of the email from Amazon. If you are unsure which agency was used, the agency name is listed on the TESS.