# Trademark Registration for Selling on Amazon and Brand Registry

> Amazon Brand Registry is free but needs a permanent logo and a trademark from an office in a country with an Amazon store. Office choice, Madrid and timing.

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An Amazon Brand Registry trademark is the entry ticket to the program. According to Amazon's official page, Brand Registry is free, but it requires **a logo bearing the brand name that appears permanently on the product or packaging, plus a registered trademark, or in some cases a pending application, from an eligible office in a country where Amazon has a store**. Because trademark rights are territorial, registration should follow the markets where you sell.

Below, in order: the program's official requirements, the right trademark office and filing route for each target store, representation rules for foreign applicants, alignment between the registration and the product, a filing timeline, and the general approach to counterfeit sellers.

## What is Amazon Brand Registry, and why does it require a trademark?

Amazon Brand Registry is the program that records a brand's owner as the brand owner on Amazon and gives that owner access to brand protection tools such as infringement reporting. The program rests on a trademark right obtained from an official trademark office; Amazon ties the ownership claim to that record.

The reason for that link is simple: trademark rights arise from an entry in a national trademark register, not from a platform's decision. In Turkey, Article 7(1) of Industrial Property Law No. 6769 (SMK) says so expressly: trademark protection is obtained through registration. Brand Registry does not create that right either; it makes an existing right visible and usable within Amazon.

Brand Registry is a program separate from your Amazon seller account. A brand that is not enrolled cannot use the protection tools Brand Registry offers to brand owners, so its options are more limited when other sellers piggyback on its product pages or sell counterfeits under its name. We cover the wider role of registration on marketplaces in our guide to [trademark registration for e-commerce sellers](https://www.webx.net.tr/en/blog/trademark-registration-for-e-commerce-sellers).

## What are the requirements for Brand Registry?

The requirements on Amazon's official Brand Registry page stand on two legs: a permanent brand logo on the product and a trademark right from an eligible office. Amazon does not charge a fee to join the program; the cost comes from the trademark application and registration. The requirements can be summarized as follows:

1. **Permanent logo:** A logo bearing the brand name must appear permanently on the product or its packaging.
2. **Trademark right:** You need a registered trademark or, in some cases, a pending trademark application.
3. **Eligible office:** The registration or application must come from the competent government trademark office of a country where Amazon has a store.
4. **Current list:** The accepted offices and country-specific details are shown inside your Amazon account; check that list before you apply.

Brand Registry is an on-platform enrollment, not a registration certificate, so the order of planning never changes: first the right, then the program.

### Is a pending application enough?

Amazon states that in some cases it also accepts a pending trademark application; which countries and conditions qualify is shown inside the account. That flexibility can save time, but basing your plan solely on an application number is risky. If the application meets an opposition or a refusal, your basis in the program is shaken as well.

An application also does not confer all the rights of a registered trademark. In Turkey, under Article 7(4) SMK, trademark rights take effect against third parties from the publication of the registration; an action for damages can be brought for acts after the application is published in the Official Trademark Bulletin, but the court cannot rule before the registration is published. What rights an application gives in other countries depends on their own law, which is why the real goal is a solid application that matures into a registration.

## Which office do you need for which Amazon store?

The short answer: the office whose registration creates rights in the country of the store where you sell. Trademark protection is territorial; a registration from TÜRKPATENT (Turkish Patent and Trademark Office) has effect only in Turkey, and a USPTO registration only in the United States. Which office Amazon accepts for which store must be confirmed against the current list in your account. The table below shows the typical match from a trademark law perspective:

| Target store | Office whose registration creates rights | Filing route | Point to watch |
| --- | --- | --- | --- |
| United States (amazon.com) | USPTO | Direct USPTO filing or a US designation through Madrid | A US attorney is mandatory for applicants domiciled outside the US |
| EU countries (e.g., the German, French, Italian and Spanish stores) | EUIPO (EU trade mark) or the national office of the country concerned | Direct EUIPO filing, a national filing, or an EU or country designation through Madrid | An EU trade mark is a single right across 27 member states; an earlier right in one country can block the whole application |
| United Kingdom (amazon.co.uk) | UKIPO | Direct UKIPO filing or a UK designation through Madrid | EU trade marks have not covered the UK since 2021 |
| Turkey (amazon.com.tr) | TÜRKPATENT | Direct filing through EPATS or via a trademark attorney | Check Amazon's list of accepted offices |
| Stores in several countries | The office of each target country | Often a single international application through Madrid | An international registration depends on the basic application for 5 years |

We explain why the UK now needs a separate filing in our guide to [trademark registration in the UK](https://www.webx.net.tr/en/blog/trademark-registration-in-the-uk). Once you have decided which countries need protection, the next step is choosing the best route for [trademark registration in your target country](https://www.webx.net.tr/en/hizmetler/uluslararasi-marka-tescil); the deciding factors are the number of stores and your budget timeline.

### Is a TÜRKPATENT registration enough for Amazon Turkey?

Amazon also operates a store in Turkey (amazon.com.tr), but whether a TÜRKPATENT record is accepted for Brand Registry, and on what conditions, must be checked against the current list of offices in your Amazon account.

From a legal standpoint, the picture is clear: if you sell in Turkey, the way to protect your brand there is a TÜRKPATENT registration, regardless of Amazon. A Turkish application can also serve as the basis for an international application through Madrid and for a priority claim abroad. That is why, for most Turkish sellers, the first step is [trademark registration in Turkey](https://www.webx.net.tr/en/hizmetler/marka-tescil).

## Direct filing or the Madrid Protocol?

If you have a single target store, a direct national or regional filing is often the simplest route; if you are targeting several countries, the Madrid Protocol lets you make several designations with one application. The Madrid System is the international registration system run by the World Intellectual Property Organization (WIPO) that lets you request protection in several countries on the basis of a Turkish application or registration. The differences that matter for an Amazon seller are these:

- **Dependency:** Under Madrid, the international registration depends on the basic Turkish application or registration for 5 years from the date of international registration. If the basic right falls away in that period, the international registration is canceled to the same extent; the holder can transform it into national applications in the designated countries within 3 months. Direct filings have no such link.
- **Scope:** The goods and services list of a Madrid application cannot go beyond the scope of the basic application; if the Turkish filing is drafted narrowly, foreign protection stays narrow too.
- **Timing:** A designated country can issue a provisional refusal within 12 or 18 months, depending on its legislation; with a direct filing, the process follows that office's own timetable.
- **Fees:** Under TÜRKPATENT's 2026 fee schedule, forwarding an international application to WIPO costs TRY 3,850 (item 02.01.19); fees for the target countries are calculated in Swiss francs (CHF) with the WIPO fee calculator.
- **Representation:** A Madrid application is managed from Turkey, but local representation may be needed in a given country once its office issues a refusal or an office action.

You will find how the system works overall in our guide to [international trademark registration under the Madrid Protocol](https://www.webx.net.tr/en/blog/international-trademark-registration-madrid-protocol). What matters for Amazon is that when you designate the US, the EU or the UK through Madrid, protection arises from that office's examination; confirm in your account's list which records can be used to apply for Brand Registry.

## Which representation rules apply to foreign applicants?

The two rules a Turkey-based seller meets most often are in the US and the EU: the US requires a US-licensed attorney, and the EU requires a representative established in the European Economic Area (EEA). These rules determine who receives official correspondence and who answers an opposition or refusal, so build them into your budget and timeline from the start.

### United States: the US-licensed attorney requirement

Under USPTO rules (37 C.F.R. § 2.11(a)), applicants and registrants domiciled outside the United States have had to be represented by an attorney licensed in the US since August 3, 2019. In files where the US is designated through Madrid, the requirement kicks in with the USPTO's first refusal or office action. The details of the US process are covered in our [US trademark registration (USPTO) guide](https://www.webx.net.tr/en/blog/us-trademark-registration-uspto-guide).

### European Union: a representative established in the EEA

An applicant with no domicile or place of business in the EEA must be represented by a representative established in the EEA in all proceedings other than filing the EU trade mark application and paying the application fee. In practice, that means you cannot respond to an opposition, a deficiency notice or a refusal without a representative. The unitary nature and fees of the EU trade mark are explained in our [EU trade mark (EUTM) guide](https://www.webx.net.tr/en/blog/european-union-trademark-eutm-guide).

## Why should the trademark in your application match the brand on your product?

Because the logo Amazon looks for is the brand name on the product or packaging; if the sign in your registration and the sign on your product do not match, your position weakens both when applying to the program and when reporting infringement. Read this point as advice based on consistency, not as a written Amazon rule. Points to watch:

- **Consistent spelling:** The name in the registration, on the packaging and in your Amazon brand name should match letter for letter; differences in spacing, hyphens or extra words invite disputes.
- **Permanent application:** Apply the brand name with permanent methods such as printing, woven labels, engraving or printed packaging; whether a sticker added afterwards is acceptable is left to Amazon's assessment.
- **Right class:** The goods list in your registration should cover the product you sell on Amazon. Class 35 alone protects the retail service; the brand on the product needs the product's own class (e.g., Class 25 for clothing, Class 3 for cosmetics).
- **Logo changes:** If a product redesign changes how the brand name is presented, check whether the registration still covers the sign actually in use.
- **Owner name:** Keeping the brand owner details in your Amazon account consistent with the registered owner reduces the risk of problems; after forming a company or an assignment, keep the register entry up to date.

A table that guides class selection by business model appears in our article on the [trademark class for e-commerce](https://www.webx.net.tr/en/blog/trademark-class-for-e-commerce).

## When should you file a trademark application for Amazon?

The best time is before your first listing in the target store, and ideally before your product packaging goes to print. Trademark applications take time because of searches and opposition periods; once a product is on sale, the name becomes visible and the risk that someone else files the same name in that country increases. In practice, this sequence works well:

1. **Define your targets:** Decide which Amazon stores you will sell in and with which product groups.
2. **Run searches:** Search for similar marks in the register of each target country; a name that is free in Turkey may belong to someone else in the US or the EU.
3. **File the first application:** For most Turkish sellers, the first filing goes to TÜRKPATENT; under the 2026 fee schedule, the single-class application fee is TRY 2,820 (02.01.01) and the registration fee is TRY 7,010 (02.01.03).
4. **File abroad within six months:** Thanks to the priority right under the Paris Convention, foreign applications filed within 6 months of the first application can claim its filing date; issuing a priority document costs TRY 1,980 (02.01.16).
5. **Prepare the product:** Apply the logo bearing the brand name permanently to the product or packaging, and keep it identical to the sign in your application.
6. **Apply to the program:** Submit your Brand Registry application once the registration in the target office is complete, or in the cases where Amazon accepts a pending application.

How the priority right works is explained with an example in our guide to the [priority right in trademark registration](https://www.webx.net.tr/en/blog/priority-right-in-trademark-registration). Amounts should be checked against TÜRKPATENT's fee schedule, which is updated every year, and official fees do not include attorney service fees.

## What can you do about counterfeit sellers and listing problems?

The first step is the infringement reporting tools that Brand Registry provides, but the strength of a report depends on a valid registration in the country where the infringement occurs and on your evidence. Listing hijacking means other sellers attaching themselves to your product page and selling different or counterfeit goods under the same name; a counterfeit is a product bearing your brand that was not put on the market by you or with your consent.

The general approach is this: record the listing URL, the seller name and the date; make a test purchase where possible; and determine whether the product is genuinely counterfeit or a resale of an original product. In Turkey, under Article 152 SMK, later acts involving products put on the market by the right holder or with their consent fall outside the scope of the trademark right; in other countries, this question is assessed under local rules. If the platform process does not resolve the matter, routes such as cease-and-desist letters and lawsuits follow the law of the country where the mark is registered.

How to prepare a complaint file on Turkish marketplaces, which documents are required and how to respond when the seller objects is explained step by step in our guide to [counterfeit complaints on marketplaces](https://www.webx.net.tr/en/blog/counterfeit-complaints-on-marketplaces).

## Key takeaways

- Brand Registry is a free program; joining requires a permanent brand logo and a registration, or in some cases a pending application, from an eligible office.
- Trademark rights are territorial; plan your Amazon Brand Registry trademark around the office that creates rights in the country of each store.
- The offices Amazon accepts are shown by country inside your account; check the current list for every office, TÜRKPATENT included.
- Build the US attorney rule for foreign-domiciled applicants and the EEA representative rule for the EU into your budget and timeline.
- A first filing in Turkey can anchor your 6-month priority and Madrid plan; file before your first listing.

### Shall we plan your brand together before you launch on Amazon?

Share your target stores, product groups and packaging schedule with us. Webx handles applications before TÜRKPATENT in its capacity as a trademark attorney and works through the right route and any local representation needs for foreign filings with you. For an initial assessment, reach out through our [contact page](https://www.webx.net.tr/en/iletisim).

## Sources

- [Amazon — Brand Registry program requirements](https://sell.amazon.com/brand-registry) (sell.amazon.com) — Program requirements: permanent logo, registered or pending mark, eligible office
- [USPTO — U.S.-licensed attorney requirement for foreign-domiciled filers](https://www.uspto.gov/trademarks/laws/trademark-rule-requires-foreign-applicants-and-registrants-have-us) (uspto.gov) — 37 C.F.R. § 2.11(a): U.S. attorney for foreign-domiciled filers
- [WIPO — The Madrid System (international trademark registration)](https://www.wipo.int/en/web/madrid-system) (wipo.int)
- [TÜRKPATENT — Trademark Fees (2026)](https://www.turkpatent.gov.tr/marka-islem-ucretleri) (turkpatent.gov.tr) — Items 02.01.01, 02.01.03, 02.01.16, 02.01.19

## Frequently Asked Questions

### Do I need a registered trademark to sell on Amazon?

Amazon's official page sets the trademark requirement for joining Brand Registry: you need a registered trademark or, in some cases, a pending application. A brand that is not enrolled cannot use the protection tools Brand Registry offers to brand owners. Check the current seller account requirements on Amazon's seller pages; for anyone selling under their own brand, registration is a practical necessity.

### Does my Turkish trademark registration protect me in the Amazon US store?

No. Trademark protection is territorial: a TÜRKPATENT registration has effect only in Turkey and gives you no rights against infringement in the United States. To enforce trademark rights in the US store, you need either a direct USPTO application or a US designation through a Madrid application based on your Turkish filing. Applicants domiciled outside the US must be represented by a US-licensed attorney.

### What happens if my foreign distributor registers my brand in its own name?

In that country, the trademark right generally belongs to whoever holds the registration, and getting it back takes time. In Turkey, Articles 6(2) and 10 SMK let the owner oppose an unauthorized filing by a commercial agent or representative and ask a court to transfer the registration; abroad, the outcome depends on local law. The safest course is to file in your own name in the target country before the business relationship begins.

### In which class should my trademark be registered for Brand Registry?

Class selection is a trademark law question more than an Amazon one: the goods list of your registration should cover the product you sell on Amazon. A Class 35 registration alone protects the retail service, not the brand on the product itself. Choose the product's own class first, such as Class 25 for clothing or Class 3 for cosmetics, and add Class 35 separately if you also want to protect a retail service.

### Is a brand sticker added to the product afterwards enough for Brand Registry?

The final answer depends on Amazon's assessment. Amazon's official page requires the logo bearing the brand name to appear permanently on the product or its packaging; whether a removable sticker meets that requirement is left to Amazon's discretion. To reduce the risk, apply the brand name with permanent methods such as printing, woven labels, engraving or printed packaging.

### Do I have to pay Amazon to join Brand Registry?

No. According to Amazon's official page, Brand Registry is a free program. The cost comes not from the program but from the underlying trademark application and registration: the official fees of the target office, local representation fees where required, and the service fee of your trademark attorney. In Turkey, under the 2026 fee schedule, the single-class application fee is TRY 2,820 and the registration fee is TRY 7,010.

### Can protection obtained through the Madrid System be used for Brand Registry?

When you designate a country through the Madrid System, protection takes effect in that country as a result of examination by its own office, so the right arises in the target country. Which records Amazon accepts for which store, however, is shown in the current list inside your account. Before relying on a Madrid file, check both the protection status in the designated country and Amazon's list of offices.

## Related Resources

- [Trademark Registration](https://www.webx.net.tr/en/hizmetler/marka-tescil): Explains how a trademark application is handled before TÜRKPATENT, from the preliminary search and class selection to the registration certificate.
- [International Trademark Registration](https://www.webx.net.tr/en/hizmetler/uluslararasi-marka-tescil): Describes trademark protection abroad via the Madrid Protocol (WIPO), the EU trade mark (EUTM) and direct national filings.
- [Trademark Registration for E-Commerce: Why It Is a Commercial Necessity](https://www.webx.net.tr/en/blog/trademark-registration-for-e-commerce-sellers): In e-commerce a trademark is a commercial requirement, not just a legal one: marketplace brand programmes, fighting counterfeit sellers and defending your listings.
- [US Trademark Registration (USPTO) Guide](https://www.webx.net.tr/en/blog/us-trademark-registration-uspto-guide): US trademark registration for Turkish businesses: USPTO filing bases, the USD 350 per-class fee, the US attorney rule, declarations of use and Madrid vs direct.
- [European Union Trademark Registration (EUTM) Guide](https://www.webx.net.tr/en/blog/european-union-trademark-eutm-guide): EU trademark registration: one EUIPO filing for 27 countries, the EUR 850 filing fee, the 3-month opposition period, the EEA representative rule and Madrid.
- [What Is International Trademark Registration and the Madrid Protocol?](https://www.webx.net.tr/en/blog/international-trademark-registration-madrid-protocol): International trademark registration from Turkey: how the Madrid Protocol works, the TRY 3,850 TÜRKPATENT fee, the 5-year dependency and which route to choose.
- [How Should a Trademark Owner Prepare a Counterfeit Complaint on a Marketplace?](https://www.webx.net.tr/en/blog/counterfeit-complaints-on-marketplaces): Marketplace counterfeit complaints in Turkey: the 48-hour takedown under Law No. 6563 and its Regulation, the complaint file, seller objections and next steps.
- [Do You Need a Trademark to Sell on Trendyol, Hepsiburada and N11?](https://www.webx.net.tr/en/blog/trademark-registration-for-turkish-marketplaces): Do you need a trademark to sell on Trendyol? Marketplace brand protection programs, required classes, counterfeit seller takedowns and buy box control explained.