Amazon Brand Registry: International Brand Guide

• Amazon US: Active US trademark registration from USPTO, or pending application. Word mark or design mark. Classes 5 (supplements/health) or 3 (cosmetics) typically.
• Amazon UK: UK trademark from UKIPO, or pending. EU trademark (EUTM) was accepted pre-Brexit; now UK-specific trademark required.
• Amazon.de / EU marketplaces: EU trademark (EUTM) from EUIPO covers all EU Amazon marketplaces (Germany, France, Italy, Spain, Netherlands, Poland, Sweden). Single EUTM registration covers all.
• Amazon Canada: Canadian trademark from CIPO required.
• Amazon Japan: Japanese trademark from JPO required.
• Amazon Australia: Australian trademark from IP Australia required.

• A+ Content: Enhanced product detail pages with custom images, comparison charts, and brand story modules. A+ Content typically increases conversion by 3–10%.
• Sponsored Brands advertising: Banner ads at the top of search results — not available without Brand Registry.
• Brand Analytics: Access to search term reports, demographic data, and competitive benchmarking.
• Manage Your Experiments: A/B test titles, A+ Content, and images.
• IP Accelerator programme: Amazon partners with approved IP law firms to expedite trademark applications specifically for Brand Registry purposes.

Brand Registry gives you access to: (1) Report a Violation: Tool to report counterfeit products, trademark infringement, or listing hijacking. (2) Transparency Programme: Apply unique barcodes to each unit — consumers can verify authenticity. Particularly valuable for premium supplement brands with counterfeiting problems. (3) Project Zero: Automated brand protection using machine learning — scans and automatically removes infringing listings without manual reporting. (4) Amazon Counterfeit Crimes Unit: For brands with significant counterfeiting issues, this specialist unit can pursue legal action.

Amazon's IP Accelerator programme partners with trademark law firms who can file trademark applications and provide an expedited path to Brand Registry — even before the trademark is officially registered. Amazon accepts the IP Accelerator application reference number to grant provisional Brand Registry access. This can save 6–12 months of waiting for formal trademark registration. IP Accelerator is available for US, EU, UK, Canada, and Japan marketplaces.

• Applying with a trademark in the wrong class — ensure your trademark covers your product category (Class 5 for supplements, Class 3 for cosmetics).
• Brand name on Amazon must exactly match the trademark. Apostrophes, hyphens, and capitalisation mismatches cause rejections.
• Not enrolling all ASINs — Brand Registry must be applied to each marketplace separately; enroll all relevant ASINs to get full protection.
• Waiting for trademark registration before applying — use IP Accelerator to get faster access.