Enrolling in Amazon Brand Registry is a pivotal step for brand owners seeking to protect their intellectual property, enhance their product listings, and build credibility within Amazon’s vast online marketplace. However, many business owners wonder if registration with other e-commerce platforms, trademark organizations, or marketplaces qualifies them for Amazon’s Brand Registry program. The answer lies in understanding Amazon’s unique registration requirements and how they compare with those of other platforms.
Can a Brand Registered on Another Platform Join Amazon Brand Registry?
Simply being a registered brand on another platform does not automatically qualify you for Amazon Brand Registry. Amazon maintains its own set of eligibility criteria, with a principal focus on formal trademark registration from recognized government intellectual property offices.
This means if your brand is approved and registered on platforms such as Shopify, Walmart Marketplace, or even smaller e-commerce ecosystems, that status alone is not sufficient to qualify for Amazon Brand Registry unless it also meets Amazon’s trademark requirements.
Basic Eligibility Criteria for Amazon Brand Registry
To be considered for Amazon Brand Registry, your brand must fulfill the following core requirements:
- A registered and active trademark in each country where you wish to enroll. The trademark must be issued by one of the following IP offices:
- United States Patent and Trademark Office (USPTO)
- European Union Intellectual Property Office (EUIPO)
- United Kingdom Intellectual Property Office (UKIPO)
- And many others approved by Amazon based on your country
- An Amazon account (either Vendor or Seller Central)
- A clear, visible brand name printed on your products and packaging
Note that pending trademark applications are no longer accepted in most regions. You must have a fully approved and functioning trademark before applying.
Benefits of Enrolling in Amazon Brand Registry
Once enrolled, businesses can leverage a wide range of tools and features to protect and grow their brand presence on Amazon. These include:
- Access to advanced search tools such as Global Search and Image Search for monitoring intellectual property violations
- Exclusive A+ Content for enhanced product descriptions and storytelling
- Amazon Stores to create a branded shopping experience
- Brand Analytics to gain deeper insights into customer behavior and performance
How to Transition from Other Platforms to Amazon
If you are already managing your brand successfully on another platform, it is crucial to ensure that your intellectual property protections align with Amazon’s system. Here’s a simplified path:
- Apply for a Trademark: If your brand isn’t registered through a government IP office, begin the application process immediately, as trademark approvals often take several months.
- Prepare Brand Documentation: Gather images showing your brand name on products and packaging, which will be requested during Amazon’s verification process.
- Create a Seller or Vendor Account: A functional Amazon account is required to initiate Brand Registry enrollment.
- Submit an Application via Amazon Brand Registry Portal: Once all documentation is ready, visit Amazon Brand Services and begin your registration.
What If I Use an International Trademark?
Amazon recognizes trademarks from multiple jurisdictions, but you must use a trademark that is registered in the country associated with the Amazon marketplace where you plan to sell. For example, to register on Amazon.com (U.S. marketplace), your trademark must be registered in the United States and issued by the USPTO.
Likewise, if your primary market is the European Union, then a trademark from the EUIPO is acceptable. Using trademarks from unrelated regions may delay or prevent approval.
Final Thoughts
While accomplishments and brand recognition on other platforms are valuable, they do not substitute for the specific legal and operational criteria Amazon requires. Amazon Brand Registry is a separate, trademark-based process that exists to protect brands within the Amazon ecosystem.
If your business is serious about maintaining a professional presence and minimizing the risk of counterfeiting or listing hijacks on Amazon, then obtaining a trademark and applying for Brand Registry should be a strategic priority. Take the time to ensure your brand is legally protected—not just visible—before expanding to this competitive marketplace.
In summary, registration on other platforms may demonstrate your brand’s success, but for Amazon’s purposes, only a recognized trademark can open the doors to Brand Registry’s full advantages.