Amazon provides an enormous opportunity for selling—but it also puts your brand at some serious risk. If your trademark isn’t properly registered, your Amazon listings can be overtaken by sellers without your permission, some of whom are downright shady.

This article will explain the reasons that make trademarks the essential element of Amazon brand protection, and how they can be used to enforce rights, gain access to Brand Registry, and build a secure private label business on the site.

Why Trademarks Matter for Amazon Sellers

A legally protected brand name, logo, or slogan alongside the products you sell in the Amazon ecosystem is not optional—it is essential and a trademark is the way to accomplish that.

Important perks that come with owning a trademark:

• You can join the Amazon Brand Registry, which is like the gated community where only trusted brands can live.
• You can file IP complaints against sellers who are infringing on your trademark, which is a fancy way of saying that they are using your brand without your permission.
• You can actually control what goes on your product detail pages. You can also control what doesn’t go on your product detail pages.
• Your brand becomes more credible. For some reason, people tend to trust brands that have trademark protection more than brands that don’t.
• You are now protected from listing hijackers.

What Is Amazon Brand Registry?

The Amazon Brand Registry offers a no-cost option for those who own brands to acquire tools that can be used to safeguard their IP and more effectively oversee the aforementioned listings.

To enroll, you require:

• A registered trademark (or pending application in some countries)
• Corresponding brand name on your product and packaging
• An Amazon account

Upon enrollment, you obtain access to:

• Violations Reporting tool
• A+ Content and enhanced branding
• Project Zero and Transparency (advanced anti-counterfeit tools)
• Protection from unauthorized listing edits

Tip: The trademark must be identical to your brand and must be recorded on the USPTO Principal Register, not on the Supplemental Register.

Choosing the Right Trademark Strategy

Not every trademark is equal. Here is how to pick the one that is best for your Amazon business:

1. Choose a Strong, Distinctive Brand Name

Pick a name that is:

• Unique and suggestive
• Not descriptive of the product
• Not already used by another brand

2. Identify the Goods and Services in the Right Class

Use the Accepted Identification of Goods and Services Manual of USPTO to select the correct class for your products (e.g., Class 25 for clothing, Class 9 for electronics).

3. Provide Actual Evidence of Use

The USPTO asks for solid proof that you are using the mark in the real world. They demand the opposite of what they suspect small companies might provide: fake websites and doctored images. You would not believe the ridiculous things I have seen (and that have been flagged) as part of a “specimen farm” attempting to pass off actual use in commerce.

Common Mistakes to Avoid

❌ Registering a weak or descriptive trademark

❌ Using specimens that are outdated or mock-ups in nature

❌ Failing to monitor infringement after the trademark is registered

❌ Assuming the Brand Registry offers protection from all legal threats

A suitable trademark is merely the beginning. Enforcement and oversight that continue are essential.

Our Services: How We Help Amazon Sellers

At Cohen IP Law Group, we provide comprehensive, custom-fit trademark services for brands on Amazon, from pre-filing to post-registration. We assist with:

1. Pre-filing clearance.
2. Filing.
3. Post-registration.
4. Enforcement.
5. Clearing searches for trademarks
6. Filing with the USPTO and responding to Office Actions
7. Strategizing portfolio development for product line extension
8. Enforcing trademark rights against impostors and counterfeiters
9. Representing in disputes with the Amazon Brand Registry

Allow us to assist you in shoring up your brand and protecting it from incursions so you can concentrate on the really important stuff—accelerating the growth of your business.

Conclusion

Your Amazon business starts with a registered trademark if you want to protect it. It’s the first line of defense against hijackers, counterfeiters, and Amazon listing abusers. With the right strategy and legal guidance, your business can remain both profitable and protected.

Want assistance with filing your Amazon trademark? Reach out to us for a no-cost consultation.