Amazon Brand Registry: Who Qualifies, What You Get, and the Patent Deposit

Here's the catch, and it works in your favour. You don't need the trademark certificate in your hand to start, because a pending application can be enough. What stops people is the logo rule and the ownership rule. The brand name has to be part of a logo that's permanently on the product or its packaging, and the person enrolling has to be the trademark owner. An agent can't enrol for you: the owner enrols the brand first, then adds the agent as an extra Brand Registry user.

Everything on this page comes from Amazon's US seller pages as of October 2026, so these are US prices and rules. UK, Canadian and Australian sellers will see local versions.

What Amazon asks for before you can enrol

Requirement	What Amazon asks for
Logo	Includes your brand name, permanently on products or packaging
Trademark	Pending or registered, a word mark or a design mark with words, letters or numbers
Who enrols	The trademark owner, with any agent added as a user afterwards
Application number	The registration or application number from the trademark office
Categories	A list of product categories for the brand
Countries	One global account: pick one trademark office at enrolment, add others after approval

Two details on the trademark itself. It has to be a text-based word mark, or an image-based design mark that contains words, letters or numbers. And the text in the trademark has to match the brand name you type on the application. If your trademark says one thing and your packaging says another, sort that out before you apply.

No trademark yet? The IP Accelerator route

If you haven't filed anything, Amazon's IP Accelerator connects brands without a trademark to legal service providers Amazon has vetted, at what Amazon calls competitive rates. The point is to get your brand name and logo trademarked and get you into Brand Registry faster. Get a quote from the provider before you commit, so you know what the filing will cost you.

How to enrol, step by step

1. Sort out your login. If you already have a Seller Central or Vendor Central account, use the same username and password for Brand Registry.
2. Gather two images: a standalone image of your logo, and an image showing the logo on your product or packaging.
3. Have your trademark registration or application number ready, along with the list of product categories your brand covers.
4. Enrol the brand from the Brand Registry page. At this stage you can pick only one country's trademark office.
5. Once you're approved, add trademarks for other countries. One global Brand Registry account covers all of them, and you can add more brands later with Enroll a new brand.
6. Switch on the tools you want, such as A+ Content, Brand Stores and Report a Violation.

Growth tools and protection tools you get once you're in

Amazon's list of brand tools is long. On the growth side it includes A+ Content, Amazon Vine, Subscribe & Save, Brand Tailored Promotions, Virtual Bundles, Brand Stores, Posts, Amazon Live, Manage Your Experiments, Brand Analytics, Amazon Attribution, Brand Metrics and Brand Referral Bonus.

Amazon makes big claims for some of these. It says shoppers who visit a Brand Store buy more often and spend more per order than shoppers who don't, and that Subscribe & Save products with a discount can drive up to a 1.8x increase in conversion on average. Those are Amazon's own figures, so treat them as Amazon's pitch rather than a promise for your shop.

The protection side is where Brand Registry earns its keep for a small brand:

• Transparency puts unique serial codes on your units. Amazon says more than 2.7 billion units have been verified as authentic this way.
• Report a Violation lets you report listings that infringe your brand.
• Project Zero lets you block and remove listings immediately.
• The Counterfeit Crimes Unit is the part of Amazon's protection setup that goes after counterfeiters.
• Automated protections scan for suspected counterfeits and IP violations and remove them before a transaction takes place.

New seller incentives and the invitation-only extra

Amazon's brand services page lists New Seller Incentives as of October 2026: ten percent back on your first $50,000 in branded sales, then five percent back through your first year until you reach $1,000,000, plus a $200 credit for Amazon Vine. Because the clock runs from your first year, it pays to be enrolled before your sales start, not after.

There's also New Seller Success, which pairs select brands with a dedicated Amazon account representative for up to 12 months at no added cost. It's invitation only, so don't plan around it.

Patent disputes and the $5,000 deposit

This is the part most people never hear about. If you're a US brand with a utility patent, Amazon's Patent Evaluation Express program sends a dispute to a neutral third-party attorney evaluator. As of October 2026, both sides deposit $5,000 with the evaluator. Amazon doesn't hold the deposit or take any of the fee, the winner gets their $5,000 back, and Amazon follows the decision in its US store.

If you hold a utility patent and someone's copying your product in the US store, it's worth knowing this route exists before a dispute starts, and having the deposit set aside.

My verdict on Amazon Brand Registry

I'd enrol as soon as your trademark application is filed and your logo's on the packaging. Waiting for the certificate only delays the protection tools and the incentives, and the program itself is free. If you're picking tools for the rest of your shop, my list of the best Amazon seller tools is the next stop, and if Vine's the tool that caught your eye, here's how Amazon Vine works.

Brand Registry protects the brand. Getting people to find it, in search and in AI answers, is the work I do. I run AI training and workshops for teams, and help businesses with AI enablement, AI automation and GEO, which is about getting your business seen and cited in AI answers. Most of that work is with SaaS marketing teams, telecom companies and small businesses. Here's how we can work together.

Frequently asked questions

Is Amazon Brand Registry free?

Yes. Amazon describes Brand Registry as a free program, and you can join even if you don't sell in the Amazon store.

Can I enrol with a pending trademark?

Yes. Amazon accepts a pending or registered trademark, as long as it's from the trademark office of a country with an Amazon store and you're the owner.

How many countries does one Brand Registry account cover?

One global account covers all countries. You pick one trademark office at enrolment and add trademarks for other countries after approval.

What is Amazon IP Accelerator?

It's Amazon's route for brands without a trademark. It connects you to Amazon-vetted legal service providers so you can trademark your brand name and logo and enrol faster.

What is the Patent Evaluation Express deposit?

For US brands with a utility patent, both sides of a dispute deposit $5,000 with a neutral attorney evaluator. Amazon doesn't take any of it, and the winner gets the $5,000 back.