Amazon Brand Registry: Step-by-Step Brand Registration Guide

Why Brand Registry?

With Brand Registry you get access to exclusive features:

🛡️ Brand protection

• Report tool for violations
• Proactive removal of counterfeits
• Control over listings

✨ Enhanced Content

• A+ Content
• Brand Story
• Brand Store

📊 Analytics

• Brand Analytics
• Search Query Performance
• Customer Demographics

📢 Advertising

• Sponsored Brands
• Sponsored Display
• Video Ads

Requirements

Before you can get started, you need:

Checklist

Registered trademark – at the DPMA, EUIPO or USPTO

Word mark or figurative mark with text – pure figurative marks don't work

Trademark registration number – from the trademark register

Product images with a visible logo – for verification

Amazon Seller Account – active and in good standing

Important: The trademark must already be registered, not just filed. In Germany, DPMA registration takes around 3-6 months.

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Step 1: Register your trademark with the patent office

If you don't have a trademark yet, here's the path to registration:

Option A: DPMA (Germany)

Cost: 290 € (electronic) for up to 3 classes
Duration: 3-6 months
Scope of protection: Germany only
Website: dpma.de

Option B: EUIPO (EU)

Cost: 850 € for 1 class
Duration: 4-6 months
Scope of protection: Entire EU
Website: euipo.europa.eu

Recommendation: For Amazon sellers, a DPMA trademark is often enough. It's cheaper and faster. An EU trademark is worthwhile if you sell on several EU marketplaces.

Step 2: Brand Registry enrolment

Open Brand Registry

Go to brandregistry.amazon.de and sign in with your Seller Account.

Add your brand

Click on "Enroll a new brand" and enter your brand name exactly as it appears in the register.

Select the trademark office

Choose the office where your trademark is registered (DPMA, EUIPO, etc.).

Enter the registration number

You'll find the number in your trademark certificate or in the online register.

Specify product categories

Choose the categories in which you use your brand.

Upload images

Show your brand logo on products or packaging.

Receive the verification code

Amazon sends a code to the contact address on file with the trademark office.

Step 3: Complete the verification

The verification code arrives in one of two ways:

Email: To the email address registered with the trademark office
Post: To the postal address registered with the trademark office (rare)

Common problem: If the email address on file with the trademark office is no longer up to date, you won't be able to receive the code. If necessary, update your contact details at the DPMA/EUIPO before enrolling.

After entering the code, your account is activated within 24-48 hours.

After registration

Once you're registered, you should do the following:

Create A+ Content: For all your listings
Set up a Brand Store: Your own landing page on Amazon
Launch Sponsored Brands: Banner advertising for your brand
Use Brand Analytics: Analyse valuable market data
Add more users: Invite team members

Common problems & solutions

Brand not found

Check the exact spelling as it appears in the register. Sometimes it takes a few days after registration for the trademark to be picked up by the Amazon system.

Verification code doesn't arrive

Check your spam folder. If the email on file with the trademark office is out of date, you'll first need to update it there.

Application rejected

Usually due to missing product images with a logo or a pure figurative mark. Upload better images or check your type of trademark.

Conclusion

The Brand Registry is a must-have for serious Amazon sellers. The most important points:

Register your trademark: DPMA for DE, EUIPO for EU-wide
Choose a word mark: Pure figurative marks don't work
Prepare images: Show your logo on products/packaging
Check your email: Verification goes to the trademark office address
Use the features: A+ Content, Brand Store, Analytics – set everything up

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