Amazon Brand Registry: Step-by-step Guide

Trademark registration serves as a vital shield, safeguarding your brand name, logo, and unique elements that distinguish your products or services. Additionally, registering your trademark with the Amazon Brand Registry USA amplifies this trademark protection, especially for Amazon sellers, offering a suite of tools to manage and optimize their brand on Amazon. In this article, Solver will spill the beans on this topic.

What is Amazon Brand Registry?

Amazon's Brand Registry is a program designed for brand owners to protect their intellectual property and improve their customers' shopping experience on Amazon. When you enrol in Brand Registry, Amazon sellers can access tools to remove counterfeit listings, manage their product detail page, and use features like enhanced brand content and image search, significantly impacting their brand strategy and customer engagement.

Related: Amazon Account Health: A Guide for FBA Sellers in 2023

Amazon Product Policy Compliance - Guide For Sellers

What is a Trademark (TM)?

Definition of a Trademark

A trademark is a symbol, word, or phrase legally registered or established by use as representing a company or product. Trademarks are essential in establishing a brand on Amazon and legal ownership, providing exclusive rights to use them in connection with specific goods or services.

Related: Amazon Restricted Brands

What Can I Sell on Amazon Without Approval in 2023?

Types of Trademark Applications

When applying for a trademark in the United States, there are mainly two types of applications based on the usage status of the mark: "Intent-to-Use" and "Use in Commerce."

Related: Seller Assistant App Extension Review

Seller Assistant App — the Ultimate Tool for Amazon Online Arbitrage

Intent-to-Use Application

An "Intent-to-Use" (ITU) application is for those who have not yet used the trademark in commerce but plan to do so in the future. This type of application is beneficial for businesses in the planning phase or for protecting an idea before it officially hits the market.

Fee Difference: The registers trademarks typically charges a fee for filing an ITU application. Additionally, once the trademark is ready to be used in commerce, an additional "Statement of Use" fee is required to finalize the registration.

Use in Commerce Application

A "Use in Commerce" application applies to trademarks already being used in the marketplace. This application indicates that the brand trademark is actively associated with goods or services being sold or distributed.

Fee Difference: The filing fee for a "Use in Commerce" application may differ slightly from an ITU application. Since the mark is already in use, there is no need for a subsequent "Statement of Use" filing and its associated fee.

Understanding the trademark application is crucial for businesses to align their trademark strategy with their current status and future plans. Whether just starting out or already established in the market, choosing the right type of application is a pivotal step in securing trademark protection effectively.

Related: Amazon IP Complaint: What Amazon Sellers Need to Know About

How To Avoid Amazon Seller Account Suspension?

The Importance of Preliminary Research

Why Research is Crucial

Conducting thorough preliminary research before filing a trademark application is indispensable. This research ensures that your proposed trademark is unique, not infringing on existing trademarks, and thereby reduces the risk of legal challenges or rejection of your application.

Steps to Conduct Effective Trademark Research

Effective brand trademark research is typically divided into three distinct parts:

Grocery (Classification Research):

• Objective: To accurately classify your products or services according to the United States Patent and Trademark Office (USPTO) guidelines.
• Process: List your products detail page or services and match them with the correct class as per the USPTO's classification system. This helps in identifying the specific category your trademark application should fall under.

Trademark Research:

• Objective: To identify similar or identical trademarks in your chosen class or related classes.
• Process: Conduct a detailed search in the USPTO database and other relevant sources for trademarks that may be similar or identical to yours, not only in your class but also in related classes. For example, in the cosmetics industry, classes 003 and 005 are related but have different specifications.

General Market Search:

• Objective: To identify unregistered trademarks that are in use in the market.
• Process: Perform a general market search to find brands that may be using the trademark without having registered it. This step is crucial to gauge the likelihood of opposition or claims of squatting, ensuring a smoother registration process.

This comprehensive approach to research not only streamlines to register a trademark but also provides a clearer understanding of the competitive landscape and potential challenges in your trademark's path. By meticulously following these steps, you can significantly enhance the probability of successfully brand protection.

Related: Avoid IP Complaints on Amazon

What is A-to-Z Claim Amazon - Complete Guide for Sellers

Stages of TM Registration in the USA

The process of registering a trademark in the USA involves several steps, from selecting the appropriate trademark class to finally receiving your trademark certificate. It's a comprehensive process that grants robust brand protection.

Step-by-step Guide

Selecting the Appropriate Trademark Class

Choose the class that best represents your goods or services from the available options.

Preparing Necessary Documentation and Information

Gather all required documentation, including proof of brand use and a clear representation of the brand trademark.

Applying with the USPTO

File your trademark application with the United States Patent and Trademark Office (USPTO), detailing your brand and the classes of goods or services it covers.

Responding to USPTO Actions or Objections

Address any queries or objections raised by the USPTO during the examination process.

Final Registration and Receiving the Trademark Certificate

Upon approval, you will receive your trademark certificate from the appropriate trademark offices, marking the completion of the registration process.

Related: Amazon Seller Compliance Documents

What is Amazon Seller Account Health Rating?

Stages of TM Registration in Amazon Brand Registry

Benefits of Registering Your Trademark with Amazon Brand Registry

The opportunity to enrol in Brand Registry USA offers numerous benefits, including enhanced brand content, targeted advertising through sponsored brands ads, and a more secure platform to protect your brand from counterfeit listings.

Eligibility Criteria for Amazon Brand Registry

To be eligible for Amazon Brand Registry, you must have an active registered trademark in the country where you wish of enrolling in Amazon Brand Registry.

Related: How Does Amazon FBA Work. Is Amazon FBA worth it in 2023?

Amazon Private Label vs Online Arbitrage. What is the difference?

Step-by-Step Guide to Applying for Amazon Brand Registry

With recent updates to Amazon's policy, it is now crucial for the account owner and the trademark owner to be the same individual or entity. This alignment is essential to ensure compliance with Amazon's guidelines and to fully leverage the benefits of Amazon Brand Registry.

How to Apply for Amazon Brand Registry

• Access Amazon Seller Central: Begin the application process by logging into your Amazon Seller Central account.
• Provide Trademark Details: Submit detailed information about your registered trademark, including the trademark registration number and the brand name.

Necessary Documents and Information Required

As part of the updated requirements, you will need to furnish several key documents:

• Proof of Tax Residency: Submit a document confirming tax residency at the address provided during brand trademark registration. This aligns with Amazon's updated policy emphasizing the importance of consistency in ownership details.
• Factory Agreement: Provide an agreement with your manufacturing factory. Preferably, the factory should have an online presence or a website to add credibility to your application.
• Invoice from the Factory: An invoice or a purchase order from the factory is required to demonstrate the business relationship and the authenticity of your products.

Linking Your Registered Trademark with Your Amazon Seller Account

• Trademark and Account Alignment: Ensure that the details on your Amazon business, including the name and address, align perfectly with those on your trademark registration.
• Associate Your Trademark: Link your registered trademark with your Amazon seller account. This is a critical step to activate the full range of features offered by the Amazon Brand Registry.

Adhering to these updated guidelines and preparing the necessary documentation will streamline your application process for the Amazon Brand Registry. It ensures that you are in compliance with Amazon's policies and positions your brand for enhanced brand protection and growth on the platform.

Related: Amazon Glossary for Sellers

FAQ

How long does it take to enroll in Amazon Brand Registry?

‍The enrollment process duration for Amazon Brand Registry can vary. Typically, it may take a few weeks to a couple of months to complete, considering the verification and validation processes involved.

How do I register as a brand owner on Amazon?

‍To register as a brand owner on Amazon, you need to apply for Amazon Brand Registry. Ensure you have an active registered trademark for your brand in the country where you plan to enroll in the registry. Then, follow the step-by-step process provided by Amazon through Seller Central to submit your application.

Is Amazon Brand Registry worth it?

‍Yes, Amazon Brand Registry can be highly beneficial for brand owners. It provides various tools and features to protect your brand from counterfeit listings, enhance brand content, and gain more control over your product listings. It also offers increased protection against unauthorized use of your brand's intellectual property on Amazon.

How much does it cost to get Amazon Brand Registry?

‍Enrolling in Amazon Brand Registry itself doesn’t typically have a direct cost. However, to be eligible, you must have an active registered trademark for your brand. Trademark registration costs vary by country and depend on factors such as the type of trademark and legal fees involved.

Final Thoughts

To register a trademark is a fundamental aspect of a successful brand strategy, both for legal brand protection and enhanced online presence. Platforms like Amazon's Brand Registry further bolster this by offering tools specifically designed to protect your brand, improve product listings, and drive repeat purchase behavior.
Following this streamlined guide will help you navigate the complexities of trademark registration and Amazon Brand Registry.

Trademark Application Registration Steps

• Determine Your Application Type:

• Choose between "Intent-to-Use" or "Use in Commerce" based on whether your trademark is already in use or planned for future use.

• Conduct Preliminary Research:

• Perform classification research to align your products or services with the correct classes in the USPTO system.
• Conduct trademark research to identify similar or identical trademarks in your chosen and related classes.
• Engage in general market research to identify unregistered trademark use.

• Prepare and File Your Application:

• Gather necessary documentation, including proof of brand use and representation of your trademark.
• File your application with the United States Patent and Trademark Office (USPTO).

• Respond to USPTO Actions:

• Address any objections or queries from the USPTO during the examination process.

• Finalize Registration:

• Upon approval, receive your trademark certificate.

Amazon Brand Registry Enrolment Steps

• Check Eligibility:

• Ensure you have an active registered trademark that matches your Amazon business.

• Update Amazon Policy Compliance:

• Verify that the account owners and brand owners are the same.
• Prepare a document confirming tax residency at the address used for trademark application.

• Gather Additional Documents:

• Obtain an agreement with your manufacturing factory, preferably with an online presence.
• Acquire an invoice or purchase order from the factory.

• Apply through Amazon Seller Central:

• Log into your Amazon Seller Central account.
• Submit detailed information about your registered trademark.

• Link Trademark with Amazon Account:

• Ensure details on your Amazon business account align with your trademark registration.
• Associate your registered trademark with your Amazon seller account.

Moreover, for those seeking expert guidance in navigating the complexities of trademark registration and leveraging Amazon Brand Registry USA, consider Solver. Our team provides tailored solutions, ensuring your brand strategy is not just robust, but also beautifully aligned with your business goals to find your target audience.