Amazon Brand Registry Puts Trademark Critics to Rest

In addition to Amazon’s standard protective measures, Amazon Brand Registry automatically uses company information to identify and remove infringement, such as unauthorized trademark use in product listings and sellers who ship from countries not authorized to manufacture or distribute trademarked products. Registered companies also can search for potential infringement themselves. The Global Search lists potential infringement from different Amazon stores directly on the product page; the Image Search finds Amazon listings that match specific products or logos; and the Bulk Amazon Standard Identification Number Search searches ASINs and product URLs for unauthorized trademark use. Finally, registered brands have access to a dedicated support team for submitting and escalating infringement claims.

Only active registered trademarks are eligible for Amazon Brand Registry. Currently Amazon, accepts trademarks registered in the United States, Brazil, Canada, Mexico, India, Australia, Japan, France, Germany, Italy, Spain, the United Kingdom and the European Union. Trademarks registered with the US Patent and Trademark Office must be registered on the Principal Register and contain text (words, letters, or numbers) either in standard characters, stylized text, or as part of drawing. US trademark registrations that consist of only a logo or design without text are not accepted.

To enroll in Amazon Brand Registry, applicants must use an existing Amazon account or create a new account for free. Applicants will need to provide the following information:

• The brand name that you seek to register;
• The associated trademark registration number for the brand;
• Images of products and packaging with the trademark predominantly displayed;
• A list of product categories (e.g., apparel, sporting goods, electronics); and
• A list of countries where products are manufactured and distributed.

With the benefit of this information Amazon will review the information and confirm trademark ownership with the applicant. Once enrolled, the account holder can add additional representatives to the account; although, all users will need their own Amazon Brand Registry login credentials. Companies who enrolled in Amazon Brand Registry prior to April 30, 2017 will need to re-enroll to have access to the updated program’s benefits.