Why Trademark
A registered trademark gives you legal ownership of your brand name or logo. On Amazon, a trademark is required to enrol in Brand Registry, which unlocks A+ Content, Brand Analytics, Amazon Posts, storefronts, and protection against listing hijackers. Beyond Amazon, a trademark protects your brand across all business activities and prevents others from using your name.
Types of Trademark
You can trademark a word mark (your brand name in plain text), a figurative mark (your logo design), or both. For Amazon Brand Registry, a word mark is usually sufficient and is the simplest to obtain. A word mark protects the name itself regardless of how it is styled or displayed, which makes it more flexible than a logo trademark.
The UK Registration Process
Register through the UK Intellectual Property Office (UKIPO). The process involves searching existing trademarks to ensure your name is not already taken, filing an application specifying the classes of goods or services your brand covers, paying the application fee (currently around £170 for one class), and waiting for examination and potential opposition periods.
The total process from application to registration typically takes four to six months if there are no objections. Amazon Brand Registry accepts applications that have been filed (not just granted), so you can often begin the Brand Registry process while your trademark application is still pending.
Choosing Your Trademark Classes
Trademarks are registered in specific classes that define what goods or services the mark covers. Choose classes relevant to your products. If you sell kitchenware, you need Class 21. If you sell electronic accessories, you need Class 9. You can register in multiple classes but each additional class incurs extra fees. Start with the class most relevant to your current products and add more as your brand expands.
Amazon Brand Registry Enrolment
Once you have a trademark (filed or registered), apply for Amazon Brand Registry through Seller Central. You will need your trademark registration number, the country of registration, and images of your branding on your products or packaging. Amazon verifies your application by contacting the trademark holder — make sure the contact details on your trademark application match your Amazon seller information.
Common Mistakes
Choosing a brand name that is too similar to an existing trademark results in rejection. Failing to use the correct trademark classes means your registration may not cover your actual products. Not checking Amazon's specific Brand Registry requirements before applying for a trademark can mean your trademark type is not accepted. Do your research before filing — the process is straightforward but mistakes cause delays.