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Here it comes! The latest process for Amazon brand registration in 2026 + tips to avoid pitfalls + how to deal with lawyer delays
2026-05-15
All sellers engaged in cross-border e-commerce know that,Amazon Brand RegistryIt is a key prerequisite for ensuring that stores operate in compliance. At the end of 2025, Amazon overhauled its Global Brand Registry process, and many sellers have recently had their applications rejected due to unfamiliarity with the new procedures, non-compliant documentation, or delays in attorney confirmation.
Based on the latest developments in 2026, Amazon’s global Brand Registry process has undergone significant changes,The key change lies in the “rightsholder verification” step..
Today, our editor has compiled a highly detailedA complete walkthrough of the Amazon Brand Registry process, covering the latest step-by-step registration procedure, common reasons for registration failure, how to handle delayed attorney confirmation emails, and how to resolve registration failuresHelp you efficiently complete brand registration and protect your brand moat!
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The Latest Practical Filing Process from Start to Finish
Overall, the entire filing process is mainly divided into five stages:Submitted → Brand Verification → Owner Confirmation → Uniqueness Check → Final Decision.
I. Submit the application
1. Go to the "Brand Registry" page in Amazon Seller Central, click "Register your brand," and complete the required basic information, including the brand name and trademark registration number.
Management - Registered Brands:
2. Click to register your brand:
3. Enter trademark information:
Brand information: brand name, trademark office, trademark registration number or serial number; click to verify;
Note: The brand name must be filled in strictly according to the trademark registration certificate, with the same case, spaces, and special symbols.
4. Proof of trademark ownership: New accounts will need to verify that they are the brand owner, while most existing accounts do not require verification.
4.1 If the store owner and the trademark owner are the same person, select the first option, “Yes, I am the trademark owner”;
4.2 If the store owner and the trademark owner are not the same, select the second option, “No, I am not the trademark owner, but I can represent and manage the brand”: a brand authorization letter must be issued. Combine the authorization letter with the trademark certificate or receipt into a single PDF and upload it;
4.3 If this is the third scenario, you must provide a license agreement or contract issued by the brand owner, a copy of the brand owner's business license or identity card, and the trademark certificate or receipt. Combine all documents into a single PDF and upload it.
5. Select the Amazon category corresponding to the trademark (matching the trademark’s subcategory is sufficient; you do not need to select many), and then upload a clear photograph showing the trademark bearing the logo.
6. If a supplier is selected, the Amazon Vendor Code must be provided.
7. Procurement contract: the invoice must specify the registered trademark name, and the document title is recommended to be in English.
2. Brand Verification
During the brand verification stage, Amazon's system performs an initial automated scan and logical consistency check on the application materials and brand information submitted by the seller.
1. Core review items: Amazon primarily verifies trademark validity, completeness of the information, and compliance with applicable requirements;
2. At this stage, the status typically appears as "Pending Review" or remains at the "Brand Verification" stage.
For the seller, provided that the information is correct, the system will automatically approve it and initiate the next step (i.e., the “Owner Confirmation” step, in which a verification email is sent to the attorney).
3. If your application remains at this stage for an extended period or its status changes to “Does Not Meet the Requirements/Rejected,” it is usually because:
Blurry information: Uploaded invoices or images are unclear, and the machine cannot recognize them.
Information discrepancy: The capitalization of the trademark name and the spelling of the company name do not fully match the Trademark Office records.
Trigger manual review: The system cannot automatically determine the result, so it is transferred to a manual review queue (this may take a long time, and may even trigger video verification).
III. Owner Confirmation
1. Once the registration application process reaches the “Rights Owner Verification” step, Amazon will no longer send the attorney handling your trademark registration an email containing a verification code for you to forward. Instead, Amazon will send the attorney an email containing a verification link with the subject line “Action Required: Trademark Confirmation for Amazon Brand Registry.” The attorney must click the link in the email to confirm within seven days; if the attorney does not click the link within that period, the registration application will fail.
What you need to do is: contact your lawyer immediately, remind them to check their emails (including the spam folder), and make sure toWithin 7 daysClick the link in the email to complete the confirmation.
2. After the attorney clicks the link to verify, Amazon's system will automatically receive the confirmation information, and the merchant registration application will automatically proceed to the next processing stage.
IV. Distinctiveness Examination and Final Decision
After the attorney confirms successfully, the filing application will automatically proceed to the subsequent “distinctiveness examination” and final review stages. You can access this information in the “Management - Brand Application”, check the progress.
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How to Handle a Failed Attorney Verification
01. Urgent Verification and Follow-up
Contact the agent attorney as soon as possible to confirm whether they have received the email with the subject 'Action Required: Trademark Confirmation for Amazon Brand Registry'.Also check the mailbox’s spam folder and blocked emails list,It cannot be ruled out that the email was misclassified as spam by the email system, and this issue requires focused investigation.
If the lawyer reports not receiving the email, you need to immediately verify whether the email address of the agent lawyer registered in the USPTO trademark file is accurate. If the email address is confirmed to be correct and not intercepted, you need to immediately contact Amazon's brand registration customer service to request a resend of the verification link or update the receiving email address.
02. Reapplication after the link becomes invalid
Once the verification link in the email expires, the filing will automatically fail and cannot be appealed.
The only solution is that you must submit a completely new brand registration application.
After submission, Amazon will send the attorney a new verification link. The link will remain valid for seven days, and the entire filing process will restart. For the new application, be sure to coordinate with the attorney in advance to ensure the confirmation link is clicked as soon as possible.
03. Conduct a comprehensive review to prevent recurrence.
Attorney qualifications verification:Log in to the USPTO official website to check whether the agent lawyer is on the sanctions list, which is also one of the frequent reasons for brand registration being rejected in 2026. If the lawyer is on the USPTO sanctions list or has been blacklisted by Amazon’s internal risk control, the verification email may not be sent or may be automatically intercepted by the system.
Whether to change lawyers:If you have recently changed attorneys, you must update your registration information with the USPTO; otherwise, Amazon will continue sending verification emails to your former attorney’s email address.
Email permission test:When necessary, confirm that the lawyer’s email account can properly receive emails from external domains and that such emails are not being blocked or restricted by the email service provider.
Information consistency check:Strictly compare the attorney’s name and email address recorded in the trademark file with the information provided at the time of filing. They must match exactly, with no discrepancies in details such as capitalization or spacing.
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Common Reasons for Filing Failure
Regarding the lawyer:The attorney’s email address was entered incorrectly or is no longer valid, preventing the receipt of verification emails; after changing attorneys, the relevant USPTO registration information was not updated promptly; the attorney has been placed on a sanctions list by the USPTO or blacklisted by Amazon’s internal risk-control system and is therefore unable to participate in Brand Registry verification.
Filing materials:The store-registration entity is not the same legal entity as the trademark holder, and no valid authorization documents have been provided. The product photographs are composite or Photoshop-edited images and therefore do not meet the filing requirements that the brand mark be permanently affixed, the images be high-resolution and free from blurriness, and all four corners be fully captured.
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Important reminder
1. Concurrent Process Scenarios:Updates to Amazon’s systems are being rolled out in phases. Currently, the registration process for some sellers or regions may still follow the previous “verification code” process. Please be sure to follow the emails and instructions you actually receive in your seller backend.
2. The lawyer is key:Under the new process, the lawyer’s qualifications, the validity of their email address, and their responsiveness directly determine the success of the filing. Please ensure that you select a duly qualified practicing lawyer with a good track record.
3. Authenticity of materials:All submitted materials, especially product images and invoices, must be genuine and valid. Amazon scrutinizes submissions very closely for signs of Photoshop editing and fraudulent materials..
Brand registration is a crucial step for Amazon sellers in solidifying their compliance foundation and gaining an edge in traffic acquisition. In 2026, Amazon Brand Registry has entered the “Rigorous review, robust verificationIn the new phase, processes are more standardized and requirements are stricter. Cross-border sellers must understand the latest filing procedures to efficiently confirm brand ownership and establish a solid compliance foundation for sustainable store operations.
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