Detailed explanation of Amazon trademark registration, brand filing and whitelisting

For many Amazon sellers, how to distinguish between trademark registration, brand registration and whitelisting is still a difficult problem. This article aims to help sellers better understand the differences between the three and the benefits each brings.

1. Trademark registration

Trademark registration refers to the right to submit an application to the relevant authorities in the country to obtain trademark protection. According to their different status, they are divided into two types: R mark which has completed the registration and obtained the certificate and TM mark which is in the application process.

Benefits of trademark registration

• Amazon Platform: After successfully registering a trademark, sellers can not only apply for brand registration (even brands in the TM stage can be registered), but can also enjoy a variety of marketing support provided by Amazon, such as Brand protection, tracking sales, using A+ pages and more.
• Local Market: Whether in the offline market or on other online platforms, the registered brand will be fully protected.

2. Brand registration

Brand registration refers to submitting registered trademark information to Amazon so that it can be effective on the platform.

Benefits of brand registration

• Anti-selling: Effectively prevent competitors from following your product list or maliciously tampering with the content;
• Promotion Tools: Use A+ pages, interface optimization tools or brand advertising to increase sales;
• Technical Support: Get more professional support to solve listing problems;
• Eliminate UPC barcodes: No longer need to provide a UPC code for each item;
• Simplify the infringement complaint process: Handle infringement incidents more quickly.

It is worth noting that both R and TM trademarks can be registered for brand registration.

3. Whitelist

Whitelisting is a temporary solution that allows sellers to use new links until they officially register their brand. Sellers need to apply to Amazon to indicate the trademark information that is about to be or is being applied for. After approval, the corresponding trademark can be used in the product list.

Advantages of whitelist

• Avoid filling in “nobranded”, “n/a” and other words that may affect the product display effect and conversion rate.

Possible problems when using whitelist

• Timeliness restrictions: The whitelist only exists as a transitional measure. If formal registration is not completed in time, it will face the risk of invalidation;
• Risk of infringement: Before final registration and filing are completed, there is a possibility that others may register in advance and complain about infringement. In serious cases, the account may be blocked.

To sum up, although trademark registration, brand registration and whitelisting have their own purposes, for sellers who plan to operate in the long term, completing brand registration and registration as soon as possible is still the best choice.