Amazon Brand Registry 2026: Requirements, Cost & How to Enroll

Amazon Brand Registry is Amazon's free program that lets a brand owner prove they own a brand on Amazon, which unlocks A+ Content, Brand Stores, Sponsored Brands ads, Brand Analytics and Amazon's brand protection tools. To enroll you need a registered or (in many cases) pending trademark from a government trademark office such as IP India or the USPTO, your brand name permanently printed on your product or packaging, and an Amazon account owned by the trademark owner.

Not sure you qualify? Run your details through our free Amazon Brand Registry Eligibility Checker — 7 quick questions, a clear verdict and a next-steps checklist.

That is the short answer. The rest of this guide covers everything that actually decides whether your application goes through in one attempt: which trademarks qualify, what it really costs in India and the US, the exact enrollment flow, the pending-trademark question, the most common rejection reasons and what to do the day you are approved.

Everything below was checked against Amazon's public Brand Registry pages, IP India and USPTO material as of October 2026. Where something varies by country or case, we say so.

What Brand Registry Unlocks

Per Amazon's Brand Registry page (sell.amazon.com/brand-registry), enrolled brands get access to a set of brand-building, advertising, analytics and protection tools. Some of these also require an active selling account (Seller Central or Vendor Central), not just a Brand Registry login.

Availability differs by marketplace: not every tool reaches Amazon.in when it launches on Amazon.com, so check Seller Central before planning around a specific feature. Amazon's US page also lists new-brand incentives (currently a percentage back on early branded sales and a Vine credit); these change often, so treat them as a bonus.

One newer reason matters for FBA sellers. Per Amazon's Seller Forums announcement, commingling of FBA inventory ended on March 31, 2026 in the stores where it applied. From then on, Brand Registry owners with the Brand Representative role can ship products with a manufacturer barcode (UPC or EAN) without Amazon stickers, while sellers who are not brand representatives need Amazon barcode labels. That alone saves real labelling time.

For most sellers, though, the headline benefit is A+ Content: image modules, comparison tables and a Brand Story carousel instead of a plain-text description. Our Basic vs Premium A+ Content comparison explains what each tier allows, and our Brand Story guide covers the carousel that sits above A+ Content.

Amazon Brand Registry Requirements

Amazon's public requirements boil down to four things.

1. A registered or pending trademark

Per Amazon's Brand Registry page, your brand must have a pending or registered trademark for your brand name or logo, issued by the government trademark office of a country that has an Amazon store. The trademark text must match the brand name you enter in the application, and you need the registration or application number.

What counts:

• Word mark (text mark): the brand name in plain text. This is the most flexible option because it protects the name in any font or logo.
• Design mark (image mark) with words, letters or numbers: a logo that contains your brand name. Amazon accepts these, but you must upload the logo exactly as it appears on the trademark record.
• Not accepted: a pure figurative mark with no words (for example, just a symbol). Amazon needs readable text to match against your brand name.

Which offices count: Amazon accepts trademarks from the national office of each country with an Amazon store, plus some regional offices. For the two markets this guide covers, that means IP India (the Office of the Controller General of Patents, Designs and Trade Marks) for Amazon.in and the USPTO for Amazon.com. Amazon's full country-by-country list, including which offices it accepts pending applications from, is shown inside the Brand Registry portal after you log in. If you sell in several countries, you do not need a trademark everywhere to enroll: one accepted trademark gets the brand enrolled, and you can add trademarks from other countries to the same brand later.

2. The brand name permanently affixed to the product or packaging

This is the requirement that catches the most sellers. Per Amazon's requirements page, the brand name must be permanently affixed to the product or its packaging. Stickers, removable labels, stamps and hang tags do not count. Printing, embossing, engraving, woven labels and printed boxes do.

You will upload a photo showing this. Amazon does not accept stock images, digitally altered images or computer-generated renders for this step, so take a real photo of a real unit.

3. You must be the trademark owner

Per Amazon, the application must come from the trademark owner. If your trademark is registered to a company, enroll from an account that company controls. If an agency or agent is helping you, the rights owner still has to create the Brand Registry account; the agent can be added as a user later. If you filed the trademark personally but sell through a company, make sure your documents tell one consistent story.

4. An Amazon account

Brand Registry uses the same login as Seller Central or Vendor Central. You can enroll a brand without a selling account (useful for brands that only want protection tools), but per Amazon's page, A+ Content and Stores need an active selling account.

What you need ready before you start

• Brand name exactly as it appears on the trademark record
• Trademark registration or application number, and the office that issued it
• A standalone logo image (and, for a design mark, the exact image from the record)
• A real photo of the product or packaging showing the brand name permanently affixed
• The product categories your brand sells in
• Your website or distribution details, if you have them (Amazon may ask for manufacturing or distribution information)
• Access to the email address of the trademark correspondent on file (more on this below)

How to Enroll: Step by Step

Amazon's enrollment flow is short. The delays almost always come from the verification step, not the form.

• Log in to Brand Registry. Go to brandregistry.amazon.com (or the Brand Registry link for your marketplace) and sign in with your Seller Central or Vendor Central credentials.
• Choose "Enroll a new brand". Confirm you meet the eligibility checklist.
• Enter brand and trademark details. Brand name, trademark office, registration or application number, logo, and the type of mark. You may be asked to upload your trademark certificate.
• Upload product images. At least one real photo showing the brand name permanently affixed to the product or packaging.
• Add selling and distribution details. Product categories, whether you sell on Amazon, whether you manufacture or source the product, your website, and where else you sell.
• Submit. Amazon reviews the application.
• Complete the trademark owner verification. Amazon contacts the person listed as correspondent or public contact on the trademark office record to confirm the application is genuine. Historically this was a verification code that the correspondent forwards to you and you paste into the Brand Registry case. Amazon's current enrollment guide describes an email asking the trademark contact to confirm the brand association, and says the confirmation must be completed within 7 days or the application is declined and must be resubmitted. Whichever format your case uses, the rule is the same: warn your trademark attorney or agent before you apply, and act on the email the day it arrives.
• Approval. Once verified, the brand appears in your Brand Registry account and Brand Registry features begin to show up in Seller Central for ASINs carrying that brand name.

How long does review take? Amazon does not publish an official turnaround. Seller reports on Amazon's own forums range from a few days to a few weeks, with roughly 10 business days often quoted, and longer if Amazon asks for more information. The verification email is the single biggest variable.

One more tip: your brand name on existing listings must match the enrolled brand exactly. If your listings say "Zenleaf" and your trademark says "ZENLEAF Naturals", fix the listing brand field or Brand Registry tools may not attach to those ASINs.

Amazon Brand Registry in India

Filing a trademark with IP India

In India, trademarks are filed with the Trade Marks Registry under IP India, online at ipindiaonline.gov.in, using Form TM-A. The application is filed per class (the Nice classification has 45 classes; most products fall in classes 1 to 34). You get an application number on the day you file online, and that number is what you use for Brand Registry if you are enrolling with a pending mark.

Government fees per class

Under the Trade Marks Rules, the official fee for a new application (Form TM-A) is:

Fees are per class, so a brand selling skincare (class 3) and supplements (class 5) pays twice. Government fees are revised from time to time, so confirm the current schedule on the IP India website before you pay. Most small sellers qualify for the lower fee, either as an individual applicant or by getting a free Udyam registration first.

Timeline and the TM vs ® question

A straightforward Indian application moves through filing, formality check, examination, a reply to any objection (you typically get one month to respond to an examination report), publication in the Trade Marks Journal, a four-month opposition window, and finally registration. IP India has cut its examination backlog considerably, but end-to-end registration still commonly takes around 12 to 18 months for an unopposed mark, and longer if there is an objection hearing or opposition. Amazon itself, when launching IP Accelerator in India, cited registration times of up to 18 to 24 months.

Symbols matter here. You can use the TM symbol from the day you file, because it just signals that you claim the mark. You may only use ® after registration is granted. Using ® on an unregistered mark is treated as falsely representing a trademark as registered under the Trade Marks Act, 1999, which is an offence. Do not print ® on packaging while the application is pending.

Does Amazon.in accept pending trademarks?

Per Amazon India's Brand Registry page (sell.amazon.in/brand-registry), you need a pending or registered trademark, and "in some cases" you may enroll with a pending registration. In practice, many Indian sellers do enroll on an IP India application number, but Amazon applies its own case-by-case checks, so do not plan your launch on the assumption that every pending application will be accepted on the first try.

IP Accelerator in India

Amazon launched IP Accelerator in India in July 2021, per its India press release. It connects sellers with Amazon-vetted IP law firms that file your trademark at pre-negotiated rates. Joining is free; you pay the firm directly. The main benefit is speed of access, not speed of registration: when you file through an IP Accelerator firm, Amazon can give you Brand Registry access while the trademark is still pending. Check the current firm list and rates on Amazon's Service Provider Network in Seller Central.

If you are still setting up your seller account itself, our Amazon India seller setup guide covers GST, documents and account verification.

Amazon Brand Registry in the US

Filing with the USPTO

US trademarks are filed online with the USPTO. Since January 18, 2025, the USPTO uses a single base application fee of $350 per class, replacing the older TEAS Plus and TEAS Standard options. Surcharges apply on top:

• $100 per class if the application is missing required information at filing
• $200 per class if you write a free-form description of goods instead of choosing from the USPTO's ID Manual
• $200 for each additional 1,000 characters in a long free-form description

So a clean single-class application costs $350, and a sloppy one can easily cost $650 or more for the same class. Use the ID Manual wherever possible.

Applicants based outside the US (including Indian sellers filing in the US) must be represented by a US-licensed attorney. Budget for that from the start.

US timeline

Per the USPTO's own figures for the first half of fiscal year 2026, average first-action pendency was about 4.5 months and total pendency (to registration, allowance or abandonment) was about 10 months. Applications that get an office action, or that were filed on an intent-to-use basis and need a statement of use, take longer, so plan for roughly 10 to 18 months.

IP Accelerator in the US

IP Accelerator started in the US, and works the same way: an Amazon-vetted firm files your USPTO application at capped fees, and Amazon invites you to enroll in Brand Registry once it learns the application has been filed. Amazon does not charge for the program. Published rate caps have changed over the years, so check Amazon's IP Accelerator page for current numbers rather than relying on older blog figures.

Amazon Brand Registry Without a Trademark: The Honest Answer

You cannot enroll in Amazon Brand Registry with no trademark at all. There is no workaround, and anyone selling "Brand Registry without trademark" is either selling a trademark filing under a different name or misleading you.

What you can do is enroll before your trademark is registered:

• Pending application filed through IP Accelerator: Amazon's eligibility guidance explicitly accepts this route.
• Pending application from an accepted office, filed by yourself or any attorney: Amazon accepts pending applications from a subset of trademark offices, and its US and India pages both say you can enroll with a pending trademark "in some cases". The live list is inside the Brand Registry portal.
• Keep the application alive: if your pending trademark is later refused, abandoned or opposed successfully, you can lose Brand Registry. Respond to every examination report and office action on time.

So the realistic minimum is: file a trademark today, get the application number, then apply. In India, that can be the same day.

Our trademark guide goes deeper on choosing classes, word vs logo marks and handling objections.

How Much Does Amazon Brand Registry Cost?

Brand Registry itself is free: Amazon's Brand Registry pages in the US and India both describe it as a free program. What costs money is the trademark. The table below separates the government fee (fixed) from professional fees (which vary widely).

The attorney and agent figures are indicative ranges from published market rates, not quotes. Prices depend on the firm, the number of classes and whether you face an objection. Foreign applicants in the US must use a US attorney, which usually pushes costs to the higher end. Registration lasts 10 years before renewal in both countries; the US also requires a declaration of continued use between the fifth and sixth year.

Common Rejection Reasons and How to Fix Them

When Amazon declines an application, the case notes usually state the reason. Fix that exact issue before resubmitting.

Timeline: From Zero to Brand Registry

If your office is accepted for pending enrollment, or you file through IP Accelerator, Brand Registry can arrive months before your trademark registers.

What to Do Right After Enrolling

Approval is where the work starts. In rough order of impact:

• Publish A+ Content on your best-selling ASINs first. This is the most visible upgrade to your listing and usually the quickest conversion win. Amazon's own A+ guidance and our complete guide to Amazon A+ Content cover the module types and rules. Get the image sizes right the first time with our A+ Content image sizes guide or the free A+ image size tool.
• Add a Brand Story. It applies across all your ASINs at once and gives shoppers a path to your other products.
• Build a Brand Store. Even a simple three-page store gives you a branded destination for ads and social traffic.
• Launch Sponsored Brands. Headline ads with your logo, pointing to the Store or a product set.
• Open Brand Analytics. Use the search query data to rewrite titles, bullets and A+ copy around what shoppers actually type.
• Set up protection. Learn the Report a Violation tool, and apply for Project Zero or Transparency if you face counterfeits.
• Run an experiment. Once you have two versions of A+ Content, Manage Your Experiments will tell you which converts better.

Creating A+ Content is the step most sellers stall on, because it needs seven or more designed images per listing. If you want a faster start, zonfy's AI A+ Content generator turns an Amazon product link or a few photos into a complete A+ image set, and can also produce the full listing copy, gallery images and a product video. Plans start at ₹749 per month. Before uploading anything, you can run your images through the free Amazon image checker.

The Bottom Line

Brand Registry is free but gated by a trademark. File one (Form TM-A in India, a USPTO application in the US), print the brand on the product, apply as the owner, warn your trademark contact about the verification email, and you can be enrolled within weeks. Then put A+ Content on your top listings first.