Amazon Brand Registry and the Canadian IP Accelerator Program


As e-commerce becomes more prominent over the coming years, so does the importance of brand protection to sellers and e-commerce platforms. One of the largest e-commerce platforms, Amazon, has taken the step of establishing a brand protection system within its own ecosystem. This system is the Amazon Brand Registry, and in conjunction with the IP Accelerator Program which pairs partner law firms like JZC Intellectual Property Law with sellers, Brand Registry can provide sellers with powerful brand protection tools within Amazon, even while their trademark applications may be pending.


What is Amazon Brand Registry?

Amazon Brand Registry is a program that dockets brand owners’ trademark information and helps those owners build and protect their brands on Amazon. It not only provides protections to the brand owners’ intellectual property rights, but also provides access to extra tools to assist sellers in promoting their brands. An Amazon seller may be eligible to enroll in Amazon Brand Registry once they have applied for a trademark in the region that they wish to sell.


Why should you enroll in Amazon Brand Registry?

There are a number of advantages in enrolling in Amazon Brand Registry.


Once you enroll in Brand Registry, you will be the only authorized seller to sell products under your brand unless you submit a request to allow additional representatives of your brands. In this way, the program protects you against counterfeiting and unauthorized sales of your products on Amazon. For example, if you find that someone else is selling a similar product under a similar or identical name to yours on Amazon, you may be able to take various steps to prevent such infringement, such as by using the “Report a Violation tool” available within Amazon Brand Registry.


Second, enrolling in Brand Registry will substantially enhance the current features of your Amazon account and improve the versions of your listings. This includes various content which helps you better promote your brand story and products with videos, images and unique layouts which will ultimately increase the competitiveness of your listings compared to those of other sellers who are not enrolled. Also, there will be data analysis available for brands, which includes search terms and customer behavior reports that can assist brand owners in making strategic business decisions.

All of the features and techniques within Amazon Brand Registry aim at bringing you brand protections as well as competitiveness of your listings. If you are planning on building a long-term e-commerce business on Amazon, protecting your brand through trademarks and the Brand Registry is a powerful combination.


In Canada, your right to enforce your trademark rights will be relatively limited until you obtain a trademark registration – currently, the timeline to obtain a registered trademark is approximately 3 years even for uncontested trademarks. Amazon Brand Registry will provide you with the ability to enforce your rights on Amazon while your trademark application is pending.


How to apply for Brand Registry?


Brands must have an active trademark registration/application record with a trademark office in order to be eligible for Amazon Brand Registry. Amazon currently accepts trademarks filed in Canada, United States, as well as a number of other countries. Note that both trademarks and Brand Registry are regional – your trademark and enforcement rights are limited to where you have trademark registrations or pending trademarks, and Brand Registry will only allow you to enroll in countries where you have a pending or registered trademark. The eligibility for Brand Registry will also vary for each country.  


Once you have an active trademark (in Canada, a registered trademark or pending application), you may be eligible to enroll in the Brand Registry. Enrollment into Brand Registry is simplified through another program offered by Amazon, the IP Accelerator Program.


What is the IP Accelerator Program?


The IP Accelerator Program, currently available in Canada, the United States and other selected countries, will pair sellers who are interested in brand protection with trademark law firms carefully vetted by Amazon to assist both with trademark applications and enrollment into the Brand Registry in one step. JZC Intellectual Property Law is pleased to be selected as one of the partner firms for the IP Accelerator Program in Canada. To reach us through the IP Accelerator program, please click here.


IP Accelerator firms set competitive rates which are approved by Amazon for services such as trademark and copyright applications. The goal of the IP Accelerator Program is to provide Amazon sellers with quality, expedient legal services at reasonable fees. Consistent with the overall Amazon shopping experience, IP Accelerator firms may be reviewed by sellers who have engaged their services, and are held to Amazon’s standards for other metrics such as responsiveness and quality of service.


As soon as you file a trademark application through an IP Accelerator law firm, your trademark and contact information will be provided to Amazon, who, after 14 business days, will allow you to enroll in Brand Registry. Once enrolled, you will have access to all of the aforementioned proactive brand protection, search and report tools and other brand-building benefits.


If you need more information regarding Amazon Brand Registry and Canadian IP Accelerator Program, please feel free to contact us.


Disclaimer: The resources published on this website are available for informational purposes only and should not considered legal advice on any subject matter. By viewing these resources, the reader understands there is no solicitor client relationship between the reader and JZC Intellectual Property Law. This website should not be used as a substitute for legal advice, and readers are urged to consult legal counsel on any specific legal questions concerning a specific situation.