Amazon Brand Registry UK is the programme that proves to Amazon you own your brand, and it’s the gate to most of the tools that grow one: A+ content, Brand Stores, Sponsored Brands, Brand Analytics and the protection tools. Enrolment is free. The trademark behind it is not, and that’s where most UK brands lose time.
This guide covers what Amazon accepts, what a UK trademark costs and how long it takes (as of September 2026), how IP Accelerator fits in, and the enrolment steps we see go wrong most often.
What is Amazon Brand Registry, and what does it cost?
Amazon Brand Registry is a free programme for trademark owners that links your brand to your selling account and gives you control over your listings plus access to brand-only tools. Amazon charges nothing to enrol, as of September 2026. The cost is the trademark: at least £205 to file online with the UK IPO, plus any legal help you pay for.
Once enrolled, Amazon treats you as the rights owner: more say over your detail pages, and infringement reports backed by a legal right. Amazon’s UK seller site also lists new-brand incentives for enrolled brands, including a £160 Vine credit and a New Selection bonus of “10% back on your first £40,000 in branded sales, then 5% back” through your first year up to £800,000 (terms apply; check the current offer in Seller Central before you plan around it).
What are the Amazon Brand Registry requirements in 2026?
You need a pending or registered trademark for your brand name, issued by a government office Amazon accepts, and the brand name must be permanently on your product or packaging. Those are the core Amazon Brand Registry requirements, as stated on sell.amazon.co.uk in September 2026. Everything else is paperwork.
In more detail:
| Requirement | What Amazon says (Sept 2026) | Practical note |
|---|---|---|
| Trademark status | “An active, registered trademark or a pending trademark application” | Pending works for enrolment, but not for every tool (see below) |
| Mark type | Word mark, or a design mark “with words, letters or numbers” | A pure image logo with no text won’t qualify |
| Name match | Trademark text “must match the brand name on your Brand Registry application” | Spacing, hyphens and capitals included |
| Branding on product | Name or logo “permanently affixed to your products or packaging” | Stickers and swing tags are a common rejection |
| Issuing office | A designated government office in a country with an Amazon store | UK IPO, EUIPO, USPTO and others; Amazon shows the full list in the portal |
| Ownership | You must be the trademark owner, or an agent the owner has authorised | Agents can only be added after the owner enrols |
Word mark or design mark?
File a word mark first if you can only afford one. It protects the name in any style, so it survives a logo refresh. A logo mark works too if it contains the name in letters or numbers, but a redesign can leave it out of step with your packaging.
Pending vs registered: what you get at each stage
Amazon lets you enrol with a pending application “in some cases”. In practice, a filed UK IPO application with an application number is how most UK brands get in early. But two of the strongest protection tools say “registered” in their own terms:
- Project Zero requires “a Brand Registry account where you are the rights owner of a registered trademark”, plus a 90% or better acceptance rate on reports made through Report a Violation in the last six months.
- Transparency requires “an active, registered trademark”.
So a pending mark gets you the listing and advertising tools. A registered mark gets you the full set.
Does an EU trademark cover the UK on Amazon?
No. Since 1 January 2021, EU trade marks are no longer protected trade marks in the UK, so an EUTM filed after Brexit gives you no UK right. GOV.UK states this directly. If you sell on amazon.co.uk and want to enforce your brand there, you need a UK registration.
Two exceptions exist, both historical:
- Comparable UK marks. Every EUTM that was registered on 31 December 2020 got a free, automatic UK equivalent. Its number is “UK009” followed by the last eight digits of the EUTM number. If your brand is old enough to have one, it’s a UK right you already own.
- Pending EUTMs at the end of 2020. Owners had until 30 September 2021 to refile in the UK and keep the EU filing date. That window has closed.
Amazon said at the time that brand owners “should have separate trademarks in UK and EU IP offices to be protected across the UK and EU in Amazon Brand Registry.” So a UK trademark for Amazon UK, and an EUIPO filing if you sell in the EU.
How much does a UK trademark cost and how long does it take?
A UK trademark costs £205 to file online in one class, plus £60 for each extra class, as of September 2026 (fees rose on 1 April 2026). GOV.UK says registration “usually takes around 3 to 4 months” if nobody objects. Paper filing costs £250, which is a tax on not using the website.
UK IPO fees, as of September 2026:
| Fee | Before 1 April 2026 | From 1 April 2026 |
|---|---|---|
| Online application, one class | £170 | £205 |
| Each additional class | £50 | £60 |
| Paper application, one class | — | £250 |
| Renewal, one class (every 10 years) | £200 | £245 |
| Renewal, each extra class | £50 | £60 |
Most consumer brands need two or three classes. A skincare brand selling cosmetics (class 3) and applicators or bags (class 21 or 18) would pay £265 for two classes or £325 for three. That’s illustrative; your classes depend on what you sell and plan to sell.
The UK IPO timeline, stage by stage
| Stage | Published timing (UK IPO / GOV.UK) | What can go wrong |
|---|---|---|
| File online | Day 0 — you get an application number immediately | Wrong class, too-broad spec |
| Examination report | Within about 2 weeks | Objection on distinctiveness or conflict with an earlier mark |
| Publication in the Trade Marks Journal | After examination passes | — |
| Opposition period | 2 months, extendable to 3 if someone files notice of threatened opposition | A third party opposes; you negotiate, withdraw or defend |
| Registration | About 2 weeks after opposition period closes | — |
| Total, no objections | About 3–4 months | An opposition adds months; no fixed timetable |
The application number exists from day one, and that’s what a pending-mark Brand Registry application needs. And a descriptive name (“Pure Organic Skincare”) is likely to draw an objection, so pick a distinctive one before you print packaging.
What is Amazon IP Accelerator?
Amazon IP Accelerator (often searched as “Amazon IPAccelerator”) connects you with Amazon-vetted law firms that file trademarks for you, and gives participants Brand Registry benefits sooner, even while the mark is pending. Amazon charges nothing for the referral. You pay the law firm directly.
On pricing, be careful which page you read. On the US programme page, Amazon lists pre-negotiated rates: a US trademark filing at $700 plus government fees, a brand search at $650 and a fuller brand review at $1,800 (as of September 2026). For UK filings the fee is set by the individual provider, and Amazon’s UK pages don’t publish a figure. Get quotes from two or three firms in the directory.
Providers cover 22 trademark offices, including the UK, US, Germany, France and Spain.
It makes sense if you have no trademark, want a proper clearance search, or plan to file in several countries. It doesn’t if you already hold a UK IPO application number: you can enrol with that. Filing direct for £205 is cheaper, but you lose the search and the advice on specification wording, and a badly drafted spec is hard to fix later.
How do you enrol in Amazon Brand Registry, step by step?
Log in at brandregistry.amazon.co.uk with your Seller Central details, choose “Enrol a brand”, and submit your trademark number, product images and categories. Amazon then contacts the trademark’s listed correspondent to confirm the application is genuine. The steps below follow Amazon’s own application guide.
- Sign in. Use the Seller Central or Vendor Central account that should own the brand. Don’t create a separate account.
- Choose “Enrol a brand”. Confirm you have a pending or registered trademark.
- Enter brand details. The brand name exactly as it appears on the trademark record, the trademark office (select “United Kingdom – UKIPO”, not EUIPO, for a UK mark) and the application or registration number.
- Confirm ownership. If you’re not the named owner, upload the authorisation or licence.
- Link your selling account and choose product categories.
- Upload product images. At least one real photo of the product or packaging showing the brand name permanently affixed. No mock-ups, no renders.
- Add supporting details. Amazon’s guide asks for manufacturing or sourcing information such as invoices from the last six months. Your brand website and other sales channels help.
- Submit and watch your case log.
How does the verification code work?
Amazon sends a verification code to the contact listed on the trademark office’s public record, not to your Seller Central email. That contact then passes the code to you and you enter it in your Brand Registry case log. Amazon’s application guide says you have 10 days to submit it, otherwise the case closes and you start again.
If a law firm filed your mark, the code goes to them, so warn them first. More applications stall here than anywhere else: a spam filter, or a solicitor who has moved firms. Some sellers report an approval link instead of a code. Either way, the contact on the record has to act quickly.
What does Brand Registry give you once you’re in?
Brand Registry gives you three kinds of tool: better listing content, brand-only advertising and data, and protection. Here’s what’s included as of September 2026, and whether a pending mark is enough.
| Tool | What it does | Pending mark OK? |
|---|---|---|
| A+ content | Enhanced images and text below the fold. Amazon says it “can increase sales by up to 20%” | Yes |
| Brand Store | Free multi-page storefront with its own URL | Yes |
| Sponsored Brands (and Sponsored Display) | Headline, video and store-spotlight ads | Yes |
| Brand Analytics | Search Query Performance, Top Search Terms, market basket and more | Yes (Brand Representative role needed) |
| Amazon Vine | Early reviews from Vine Voices on low-review ASINs. Fees apply per parent ASIN | Yes |
| Brand Referral Bonus | A bonus averaging 10% of qualifying sales from external traffic, paid as referral-fee credit | Yes |
| Report a Violation | Report counterfeit, trademark and copyright issues | Yes |
| Project Zero | Self-service removal of counterfeit listings | No — registered mark + 90% report acceptance |
| Transparency | Unique codes on each unit, checked by Amazon. $0.01–$0.05 per code on the US page | No — registered mark required |
Brand Analytics is the one that changes how you run the account. Search Query Performance shows impressions, clicks, basket adds and purchases for every query your brand appears on, and it’s step one of our Amazon keyword research method.
A+ and Brand Stores do little for indexing but a lot for conversion, and conversion drives organic rank. If your listings are text-only, A+ is the fastest visible win. See our listing optimisation and content services.
Brand Referral Bonus credits you for traffic from Google, Meta, TikTok or email tagged with Amazon Attribution. That traffic also helps rank, as we explain in external traffic and Amazon ranking. The rate varies by category.
Why do Brand Registry applications get rejected?
Most rejections come down to a mismatch between what you typed, what’s on the trademark record and what’s on the product. Amazon’s own application guide lists the usual causes, and they line up with what we see.
- Brand name doesn’t match exactly. “EcoHome” on the application, “Eco Home” on the trademark. Capitals, spaces and special characters all count.
- Wrong trademark office selected. Picking EUIPO for a UK IPO mark, or the reverse.
- Wrong number. A typo in the application or registration number.
- Mock-up or edited product images. Amazon wants a photo of the real thing.
- Branding not permanently affixed. Stickers, removable tags and printed inserts don’t count. Printed, sewn, engraved or etched does.
- Verification code not submitted in time. The 10-day window runs out while the code sits in someone’s inbox.
- Unverifiable ownership. An unrelated website, or no evidence linking you to the trademark owner.
A quick pre-flight check, which takes ten minutes: open the UK IPO record, copy the mark text character for character, confirm the correspondence email is live, and photograph the actual product with the name visible.
Amazon Brand Registry UK: timeline from zero to enrolled
With no trademark, expect roughly 2–4 weeks to get into Brand Registry on a pending mark, and 3–4 months to hold a registered UK mark if nobody objects. Amazon doesn’t publish a review time for applications, so the Brand Registry rows below are our working estimates, not Amazon figures.
| Milestone | Typical timing | Source |
|---|---|---|
| Clearance search and choose classes | 1–7 days | Heuristic |
| File with UK IPO online | Day 0 — application number issued | UK IPO |
| Submit Brand Registry application with pending mark | Same week | Amazon allows pending in some cases |
| Verification code must be submitted | Within 10 days of it being sent | Amazon application guide |
| Brand Registry decision | Usually days to a couple of weeks | Heuristic — Amazon publishes no SLA |
| UK IPO examination report | About 2 weeks after filing | UK IPO |
| Opposition period ends | About 2 months after publication (3 if extended) | UK IPO |
| UK mark registered | About 3–4 months after filing | GOV.UK |
| Update Brand Registry to the registered number; apply for Project Zero / Transparency | After registration | Amazon programme pages |
Should a UK brand do this now?
Yes, if you own the brand and plan to sell on Amazon for more than a few months. Amazon Brand Registry UK enrolment is free, the trademark starts at £205, and Brand Analytics alone makes every later decision easier. The only good reason to wait is an undecided name. Once enrolled, our order is: A+ content, Sponsored Brands on proven exact-match terms, then monthly Search Query Performance reviews.
FAQ
Is Amazon Brand Registry free in the UK?
Yes. Amazon charges no fee to enrol in Brand Registry, as of September 2026. The cost is the trademark you need to qualify: at least £205 to file online with the UK IPO in one class, plus £60 per extra class, and any legal fees if you use a firm or IP Accelerator.
Can I join Amazon Brand Registry with a pending trademark?
In many cases, yes. Amazon accepts a pending application “in some cases”, and a UK IPO application number is usually enough to enrol and use A+, Stores, Sponsored Brands and Brand Analytics. Project Zero and Transparency require a registered trademark, so update your record once registration comes through.
Does an EU trademark work for Amazon UK?
Not for new marks. Since 1 January 2021, EU trade marks don’t protect you in the UK. If your EUTM was registered by 31 December 2020, you automatically received a comparable UK mark numbered UK009 plus the last eight digits of the EUTM. Otherwise, file separately with the UK IPO.
How long does a UK trademark take to register?
About 3 to 4 months if there are no objections, according to GOV.UK. The UK IPO examines within about two weeks, then publishes the mark for a two-month opposition period (extendable to three), and registers it around two weeks later. An opposition can add many months.
What is Amazon IP Accelerator and how much does it cost?
IP Accelerator is Amazon’s directory of vetted law firms that file trademarks for sellers. Using it gives you earlier access to Brand Registry benefits while the mark is pending. Amazon takes no fee; you pay the firm. US rates are pre-negotiated at $700 plus government fees; UK pricing is set by each provider.
Who receives the Brand Registry verification code?
The contact listed on the trademark office’s public record, which is often the law firm or agent who filed the mark, not your Seller Central email. They pass it to you, and you submit it in the Brand Registry case log. Amazon’s guide gives you 10 days before the case closes.
Do I need a word mark or a logo mark?
Either works, as long as a logo mark contains the brand name in letters or numbers. A word mark is usually the better first filing because it protects the name in any style and still matches your application after a logo redesign.
Sami Sultan runs Ecom Enable, an Amazon growth partner for DTC brands. Brand Registry requirements, IP Accelerator pricing and UK IPO fees checked 22 September 2026. Once you’re enrolled, we can build your A+ content and Brand Store — see our content service or start with a free Amazon audit.
Sources: Amazon UK: Brand Registry; Amazon US: Brand Registry; Amazon IP Accelerator; Amazon Brand Registry Application Guide (PDF); Amazon: Project Zero; Amazon: Transparency; Amazon: Brand Referral Bonus; Amazon Seller Forums (EU): Brand Registry and Brexit; GOV.UK: Register a trade mark; GOV.UK: Trade mark forms and fees; UK IPO: Trade Marks Journal publication and registration timetable; GOV.UK: EU trade mark protection and comparable UK trade marks; Hindles: UK IPO fee increases from 1 April 2026 (secondary, used for old vs new fee comparison); Seller Labs: Brand Registry requirements 2026 (secondary, corroborating verification contact).