If you’re a seller on Amazon, connecting your trademark to Amazon Seller Central is a crucial step in protecting your brand and leveraging Amazon’s Brand Registry features. This guide will walk you through the process, outlining the required documents and key considerations.
Why Connect Your Trademark to Amazon Seller Central?
Amazon’s Brand Registry helps sellers:
- Protect their brand from counterfeiters and unauthorized sellers.
- Gain access to tools that enhance product listings and brand visibility.
- Monitor and report intellectual property (IP) violations.
- Use advanced analytics and marketing tools like A+ Content and Sponsored Brands ads.
Learn more about why trademark matters in our previous blog.
Step 1: Verify Your Eligibility
Before starting, ensure you meet the following requirements:
- Registered Trademark: You must have an active registered trademark in each country where you want to enroll.
- Trademark Ownership: You must be the owner or authorized agent of the trademark.
- Amazon Account: You need an active Amazon Seller Central account.
Step 2: Gather the Required Documents
To connect your trademark to Amazon Seller Central, you will need:
- Trademark Registration Certificate: The official document issued by the trademark office confirming your trademark is registered.
- Trademark Registration Number: This is a unique identifier assigned to your trademark.
- Amazon Account Information: Ensure your Seller Central account details match the information on your trademark registration.
- Brand Logo Image: A high-quality image of your brand logo.
- Agreement with Your Manufacturer: A formal document proving your relationship with the manufacturer. If you purchase your goods on Alibaba.com, this agreement can be easily downloaded from the order page on Alibaba.com and is acceptable by Amazon.
- Purchase Invoice or Receipt: Proof of purchase for goods from your manufacturer. Similarly, if you purchase your goods on Alibaba.com, the invoice can be downloaded through the order page and is acceptable by Amazon.
- Brand Category Selection: Specify the category that best represents your brand.
- 5-6 Real Photos of Product Packaging: Include clear, real photographs showing your logo printed directly on the product packaging (not stickers or computer-generated images).
Step 3: Submit Your Trademark to Amazon
Log in to Amazon Seller Central:
- Visit Amazon Brand Registry.
- Use your Seller Central credentials to log in.
Start the Application:
- Click on “Enroll a Brand.”
- Enter your brand’s name exactly as it appears on your trademark registration. Ensure there are no typos and the name matches your trademark, including spaces, capitalization, and punctuation.
This screenshot shows the exact field where you must enter your brand name. Double-check for accuracy as typos or formatting mismatches can lead to delays. Additionally, it highlights where to upload your brand logo. The logo must fill the entire image or be on a white or transparent background. Accepted file types are .jpg, .png, and .gif (maximum 5MB).
Provide Trademark Details:
- Select the trademark’s issuing country.
- Enter the trademark registration number.
Upload Supporting Documents:
- Attach your trademark certificate, product images, and other required documents.
This screenshot illustrates the sections for uploading the agreement with the manufacturer and the purchase invoice or receipt. Ensure you provide a valid invoice or receipt rather than a pro forma invoice. Accepted file types include .jpg, .png, .pdf, .doc, .docx, .xls, .xlsx, and .csv with a maximum file size of 10MB.
Verify Contact Information:
- Amazon will send a verification code to the email address associated with your trademark’s registration. Ensure you have access to this email.
- Be ready to go through this process, but Amazon does not require it every time.
Step 4: Wait for Approval
- Amazon’s review process typically takes 7-10 business days.
- You may receive follow-up questions or requests for additional documentation.
- Once approved, you’ll gain access to Amazon’s Brand Registry features.
Things to Know About the Process
- Trademark Class:
- Ensure your trademark covers the products you’re selling. For example, if you sell clothing, your trademark should be registered under the appropriate class.
- Renewal Requirements:
- Keep your trademark registration up to date. Expired trademarks can lead to removal from Brand Registry.
- Enforcement Tools:
- Use Amazon’s tools to monitor and report potential violations, such as counterfeit listings or unauthorized sellers.
- Global Expansion:
- If you sell in multiple countries, you need a trademark registered in each of those regions to enroll in Brand Registry.
Conclusion
Connecting your trademark to Amazon Seller Central is an essential step for protecting and growing your brand on Amazon. By following this guide, you can streamline the process and unlock valuable tools to enhance your business. Start today and take your Amazon selling journey to the next level!