About the Jewish Lawyer
Jeremy Peter Green Eche is a branding attorney and the founder of JPG Legal and Communer. He is the attorney of record for over 3,000 U.S. trademark registrations. In 2019, JPG Legal was ranked the #16 law firm in the United States by number of federal trademark applications filed. Eche graduated from Northwestern University School of Law on a full scholarship. Thomson Reuters selected him as a Super Lawyers Rising Star in Intellectual Property for 2021.
Eche has been profiled on USA Today, CNBC, CNN Money, NPR's Morning Edition, WIRED, MSNBC, Forbes, the New York Daily News, HLN, CNN Politics, DCist, ABA Journal, Vox.com, CNET, Mic.com, NBC News, Refinery29, the Globe and Mail, and several other news sources. Before becoming a trademark attorney, he was known for owning ClintonKaine.com and hosting his comics there during the 2016 election, before selling the domain.
Eche is based in Brooklyn in New York City. He formerly served as in-house General Counsel for Teamsters Local 922 in Washington, DC. Eche is married to Stephanie Eche, an artist and creative consultant. He has moderate Tourette syndrome.
You can contact him at firstname.lastname@example.org.
Amazon Brand Registry Now Accepts Pending Trademark Applications
Updated March 8, 2023
For those who aren’t familiar, Amazon Brand Registry is a program offered to Amazon sellers that gives them access to many enhanced branding tools to help them better connect with potential customers and differentiate themselves from competitors. Perhaps most importantly, it allows Amazon sellers to remove listings that infringe on their trademark rights, including counterfeiters, “listing hijackers,” and sellers in the same industry whose brand names are simply too similar to that of the trademark owner.
Until about two months ago, we used to tell clients that Amazon only accepts sellers with fully registered trademarks for their Brand Registry program. This meant a wait time of 8-12 months before clients selling on Amazon US could get access, because that’s about how long it takes to get a trademark registered in the United States if everything goes smoothly.
April 22, 2021 Update: Amazon has changed the wording on its website since I wrote this blog post, making its requirements more ambiguous. From our own experience, however, virtually all of our clients with pending trademark applications are currently being approved for Amazon Brand Registry shortly after we file the applications with the USPTO. For example, we filed a trademark application for a houseplant brand nine days ago and they just got access from Amazon today.
March 8, 2023 Update: I’ve been updating blog post every few months and the above is still true. Our clients are still getting Amazon Brand Registry access for pending trademark applications that have just been filed. We have clients apply for Amazon Brand Registry about 50 times each month and we’re seeing about one rejection for Amazon Brand Registry for roughly every 100 clients, meaning a 99% success rate. Strangely, there seem to be no similarities among the 1% who get rejected; it’s apparently random.
Our Recent Experiences with Brand Registry
This is no longer the case. Over the past month or so, dozens of our clients have gotten Amazon Brand Registry access within a week of filing their trademark applications. At first, earlier in the year, it seemed like Amazon was just making exceptions for sellers of essential pandemic supplies like masks, hand sanitizer, disposable gloves. But at some point, they opened the gate for everybody else as well, because we’ve seen all kinds of Amazon sellers get instant Brand Registry Access recently.
Recent Updates to Amazon’s Requirements Page
Amazon has also updated their website to reflect this change, removing the requirement for a “registered” trademark, implying that pending trademark applications are now acceptable.
See below the old requirement compared to the current requirement.
No initial approval by the USPTO seems to be required now; just the original filing of the application. A US trademark application generally becomes searchable in the USPTO database a few business days after it’s filed. This means Amazon US sellers should be able to get access less than a week after filing a trademark application.
What About Amazon’s IP Accelerator?
Presumably this means Amazon’s IP Accelerator Program, consisting of 11 law firms arbitrarily curated by Amazon, is now obsolete, given that the main benefit of using one of these firms was immediate Brand Registry access for trademark applicants.
Does This Change Only Apply to Amazon US?
Amazon has also updated its requirements for virtually every other country to allow for pending trademark applications, so this change is not specific to the United States.
The Dangers of These Loosened Requirements
It’s not clear if Amazon has any method for determining when an application has been rejected or abandoned, let alone a system for identifying fraudulent and frivolous applications. If they don’t, Amazon sellers may be able to file applications for impossible-to-trademark phrases like “foam roller” or “holistic remedy” and immediately start wreaking havoc on their competitors.
Regardless of these dangers, I’m happy for my clients. Having to wait almost a year or more to gain Brand Registry access when a counterfeiter is currently stealing your brand name or hijacking your product listing must be a very frustrating experience. Having to choose between an affordable, transparently-priced law firm like ours and the expensive, hidden-fee-laden IP Accelerator firms must have been tough for a lot of our potential clients, and I’m glad they no longer have to make that choice.
Click Here to Learn More About Our
Trademark Registration Packages.
Follow Jeremy on Twitter.
Scalable Vs. Non-Scalable Business: A Comparison
USPTO ID.me Verification for Trademark Filings: What Is This?
Trademark Renewal Timeline: How Often Do You Have To Renew?
Client Spotlight: Juhn Hits 500 Million Streams for One Song
Software Trademark Guide: Classes and Specimens
Legal Mistakes Every Startup Company Should Avoid Making
An Affordable Trademark Attorney
Leveraging Social Media To Elevate Your Business Strategy
How To Attract More Customers to Your Business
Protecting Your Business 101: Lawsuits, Cybercrimes, and More
How To Reinvent and Reinvigorate Your Hiring Strategy
What a Startup Needs To Be Successful
Valuing a Trademark: How Much Is A Trademark Worth?
How to Come up with a Brand Name: A Lawyer’s Advice
Our Law Firm’s Favorite Work-From-Home Gear
Recession Business Good, Sticky Business Better
Our March 2020 Weekly Revenue Numbers Show When Businesses Started Freaking out Around the World
March 2020 Update on JPG Legal
Trademarking a Band or Musician Name: Goods/Services IDs
Can Flavor Flav Sue The Sanders Campaign For Promoting a “Public Enemy” Performance?
New York’s New Broker Fee Rule: Can You Get Your Broker Fee Back?
Why We Raised Some of Our Fees
The New USPTO Rule: What Do Foreign Trademark Applicants Need to Do With Their Existing Trademarks?
How Early Should You Form Your LLC?
Amazon’s Project Zero Means Getting a Trademark Is Now More Important Than Ever
JPG Legal Update: New Attorney, New Space in Dumbo
JPG Legal Is Hiring Its First Associate Attorney
Mid-2018 Update on JPG Legal’s Growth
MoMA v. MoMaCha: a Trademark Attorney’s Perspective
MarkHound and the Move to Manhattan
The Evolution of JPG Legal as a Website and as a Law Firm
The Future of the Trademark Business Model
Trademark Websites Are Lying About the Amazon Brand Registry
Should I Trademark My Amazon Brand?
Are Negligence and Recklessness the Same Thing?
Can a Restraining Order Affect Your Security Clearance?
Can Filing a Restraining Order Against Somebody Affect Your Security Clearance?
Why Are Dead Presidents the Only Dead People with Trademark Protections?
2 comments on Amazon Brand Registry Now Accepts Pending Trademark Applications
Hi my name is Veronika Hatumale, i am from Australia. I want to sell on Amazon US, and I need to apply for Amazon Brand Registry. can you pls advice as to how and what sort of paperwork i need to produce? Thank you.
I’m very sorry for missing this comment from you. We don’t need much if anything as far as documents go. Most of the details we need are facts you likely already know, like what name you want to trademark and what the name of your business entity is. Here’s a relevant FAQ answer: https://jpglegal.com/#Q26
Comments are closed.