There are now updated rules from Amazon that explain how to enroll a brand for the first time or enroll a new brand into Amazon’s Brand Registry.
The process consists of 3 basic steps.
- You review if you are eligible for Brand Registry
- you sign into your account and
- you enroll your brand.
What was before October 7?
Before October 7, Amazon simply needed to see a trademark registration number, trademark name (and logo), country of registration.
Since October 7, the rules have tightened and now in addition to previous requirements, you now need to show a photograph of your product or packaging showing the trademark. Amazon also wants to see ASIN or you can self-report product categories instead of providing an ASIN. Basically, they now want to see the same as you would submit to the US Patent and Trademark Office when submitting a Statement of use.
What does it mean? It means that you need to have physical products in order to be able to take a photo or if this is not possible, you need to ask your manufacturer to take a photo of your product or packaging so that the trademark is clearly visible.
See notice that came out on October 7:
Amazon Brand Registry
Amazon notice: New Brand Registry enrollment process
If you want to enroll in Amazon’s Brand Registry program for the first time or enroll in a new brand, we have an updated enrollment process involving two new requirements.
If you are a brand owner, you will need to provide at least one image that shows your brand name, logo, or other identifying mark on a product and/or packaging. You will also need to provide at least one ASIN for each product category in which the brand is sold. This will help Brand Registry better identify the brand being enrolled. For brands not sold on Amazon, there will be an option to self-report product categories instead of providing an ASIN.
If you are not sure whether you qualify to apply for Brand Registry, please contact us.
What do you no longer need?
You no longer need to provide a website address.
It’s a good idea if you have a website even though it’s optional. You need to enter the URL of the website you’re selling products from outside of Amazon. If your website simply points to an Amazon listing, then do not include this URL (you can leave blank).
How long will you wait?
After you apply for Brand Registry, Amazon will review all the information. If everything is accurate, Amazon will approve your application within 2 days. However, the process may take longer. Unfortunately, with Amazon, we noticed some inconsistencies and in some cases, the process may take longer. Also, Amazon may randomly refuse your application giving a reason that’s actually not true. In this case, you should simply re-apply. In some instances, you will need to re-apply a few times until you are accepted.
What happens once you are approved?
Once you submit your application to Amazon and it is approved, Amazon will send you the following email:
We will get a code from Amazon Brand Registry. Most likely it will come to us as your agent. Once we get it, we will forward it to you. You don’t need to ask us.
Using this code you will be able to enroll to Brand Registry by providing the code back to Amazon. You will need to provide the code to Amazon support (will need to call them or post the code in your brand registry application, if this option is available).
Amazon Brand Registry
To open in a new tab, click: Amazon Brand Registry enrollment rules
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