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Can You Register on the Amazon Brand Registry Without a Trademark? (A Guide for South Africans)

Joshua Julien Brouard

Joshua Julien Brouard

14 May 20246 min read

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Can You Register on the Amazon Brand Registry Without a Trademark? (A Guide for South Africans)

With Amazon having found its footing in South Africa, South Africans, such as you and myself, have been considering selling using their platform.

And while you can technically sell on Amazon without applying for the Amazon Brand Registry, many brands have discovered the numerous upsides of doing so. But how do you even get started? Do you need a trademark? How long does it take?

I'll explore these questions in detail in this article, starting with why you should consider registering on the Amazon Brand Registry.

(If you've already looked into this, skip to the next heading, where I discuss whether you need a trademark to register on the Amazon Brand Registry.)

The top 5 benefits of registering on the Amazon Brand Registry

Did you know that Amazon is the largest online retailer in the world? Not only that, but Amazon makes hundreds of billions of dollars in revenue from its platform each year.

So, with Amazon's launch in South Africa, it's a good idea to explore some of the benefits of registering on the Amazon Brand Registry — here are the top five:

  1. Enhanced content and advertising tools: Enrollment enables you to use A+ Content, which helps showcase your brand story and product features more compellingly. You can also access advanced advertising tools like Sponsored Brands, increasing your brand's visibility and driving more conversions​.
  2. Exclusive analytical tools: Amazon provides Brand Registry members with advanced analytical tools, such as Brand Analytics and other performance metrics. These tools offer insights into product performance and customer behavior, helping you make good decisions to optimize your selling strategy​.
  3. Increased operational efficiency: Brand Registry simplifies many operational aspects, such as dealing with listing issues, resolving technical problems, and monitoring marketplace policy violations. These services can save time and reduce sellers' administrative burden.
  4. Additional programs and features: Members can access other Amazon programs like Amazon Vine, which helps generate verified product reviews, and Amazon Live, allowing brands to engage directly with customers through live video​.
  5. Financial incentives: New registrants can benefit from financial incentives such as cashback on branded sales and credits for Amazon Vine, which can provide significant financial benefits, especially for new sellers​.

Ultimately, if you want to stand out from the competition, the Amazon Brand Registry is the way to go.

Do you need a trademark to register on the Amazon Brand Registry?

Now, the most crucial question: do you need a trademark to register on the Amazon Brand Registry in South Africa?

Well, yes, you do, but there is good news.

While the trademark registration process in South Africa can take six months to a year, you don't need a registered trademark to start selling.


That's right!

All you need is a pending trademark application, and you're ready.

At Trademarkia, we can get you a pending trademark in as quick as 2-3 days! We’ve assisted over 6000 Amazon sellers with trademark registration.

Interested? Go to and get your intellectual property registered today.

The top 7 benefits of trademark registration

“One of the overlooked benefits of a trademark in South Africa is that the law generally ranks registered trademarks over company names and domain names.

In other words, although the Companies and Intellectual Property Commission may allow you to register a certain company name, the owner of the trademark in that name can have that name changed or removed. This applies, to a similar extent, to website domain names.” - Thato Mpedi Moloto, South African Trademark Attorney.

If getting into the Amazon Brand Registry isn't sufficient motivation to register your trademark, there are several other benefits. These advantages are as follows:

  1. Legal protection: Trademark registration grants exclusive rights to use the trademark relating with the services or goods it's registered for. This legal protection prevents others from using an identical or similar trademark in a way that could confuse consumers or dilute the brand's value.
  2. Nationwide priority: A registered trademark gives the owner the exclusive right to use the trademark relating with the services or goods listed in the registration nationwide. This is crucial for establishing a brand’s presence across the entire country.
  3. Deterrence: Trademarks that are registered are listed in a publicly accessible database. This visibility can deter other businesses from using a trademark that is similar to yours, as they can quickly check the trademark register before choosing a new mark.
  4. The basis for international registration: A registered trademark can act as the basis for registering the trademark in other countries. Many countries recognize a home country registration as a basis for extending protection internationally, facilitating a smoother and more cost-effective registration process.
  5. Legal remedies: Registered trademark owners have access to additional legal remedies not available to owners of unregistered marks. For example, registering a trademark can enable the owner to recover monetary damages, attorney fees, and even statutory damages for infringement.
  6. Asset value: Trademarks can become valuable assets to a business. A well-recognized trademark can contribute significantly to customer loyalty, brand recognition, and the company's overall value. Registered trademarks can be sold, licensed, or used as security to secure loan facilities.
  7. Prevention of importation of infringing goods: Trademark registration is necessary to enforce rights at customs and border protection agencies. This allows trademark owners to prevent importing foreign goods that infringe on their trademarks.

Still not sure? Learn more from one of our US trademark attorneys, Derrick Davis:

(Similar principles apply in South Africa.)

How do you register on the Amazon Brand Registry? (in 5 easy steps!)

So now that I've gone over the benefits and trademark registration, how do you actually register for Amazon Brand Registry?

Well, as you now know, you need to have a pending trademark application, which one of our trademark attorneys can acquire for you in as little as 2-3 days.

To register your brand on Amazon's Brand Registry, you'll need to follow these five simple steps steps:

  1. Create an Amazon Seller or Vendor Account: You need an active Amazon Seller Central or Vendor Central account before you can enroll in the Brand Registry.
  2. Sign up for Brand Registry: Once your Amazon Seller or Vendor account is set up, go to the Amazon Brand Registry Portal. You'll need to provide your brand's trademark information, including the registration number and the trademark office where it’s registered.
  3. Verify your identity: Amazon will ask for verification to ensure that you are the rightful owner of the brand. This involves receiving and responding to a verification code sent by Amazon.
  4. Enroll your brand: Provide detailed information about your brand, including logo, product images, packaging, and the list of product categories under which your brand will be listed.
  5. Verification process: After you submit your application, Amazon will review it to ensure everything is in order. This process usually takes a few days. Once verified, you will gain access to the Brand Registry's tools and benefits, like enhanced brand content, proactive brand protection, and more.

Want to look into the process in more depth? Watch this video from Amazon Seller University:

Register your trademark with Trademarkia

Ready to start selling your products on Amazon? Or are you just interested in protecting your brand from opportunists? Protect your brand online today with the help of licensed trademark attorneys.

Brand protection is just a few clicks away — register today!

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