Guide · Marketplace sellers
An EU trade mark for Amazon Brand Registry.
Updated:
Amazon Brand Registry accepts trade marks registered with the EUIPO, and one EU trade mark protects your brand in all 27 EU member states, including the countries of Amazon’s European stores such as Germany, France, Italy, Spain and the Netherlands. Sellers based outside the European Economic Area (EEA), from the United States, China, the United Kingdom or anywhere else, can file the application themselves, but they need a representative qualified in the EEA for every proceeding that follows.
Does Amazon accept an EU trade mark?
Yes. Brand Registry works with trade marks issued by the government offices it recognises, and the EUIPO is one of them. The trade mark must match the brand name that appears on your products or packaging.
Applications that are still pending are accepted only in some cases, for example through Amazon IP Accelerator. Amazon’s rules change over time: check its current eligibility page before you enrol.
Which Amazon stores does an EU trade mark cover?
All Amazon stores in EU member states. It does not cover the United Kingdom: an EU trade mark filed after 2020 has no effect there, and protecting your brand on amazon.co.uk requires a UK trade mark filed with the UK Intellectual Property Office. Switzerland and Türkiye are not covered either.
Which classes should you choose?
The classes of the goods you actually sell, under the Nice Classification. Common examples for Amazon sellers are class 25 for clothing and footwear, class 9 for electronics and phone accessories, class 3 for cosmetics, class 21 for kitchenware and class 28 for toys.
Each class has a cost: the EUIPO fee is €850 for one class, €900 for two and €1,050 for three. The AstroLegal pre-registrability study recommends the classes after checking the prior rights registered in them.
Why do sellers outside the EEA need a representative?
Because after filing, every proceeding before the EUIPO goes through a representative qualified in the EEA (Article 119(2) of Regulation (EU) 2017/1001): objections during examination, oppositions, transfers and licences. If you sell on Amazon from the United States, China or the United Kingdom, the rule applies to you. The guide to EU trade mark representation explains who needs one and who can act.
How long does it take?
Within seven working days of the payment of our quote, we prepare the application and send it to you for approval and payment of the EUIPO fees. After filing, the EUIPO examines and publishes the application, and third parties have three months to file an opposition (Article 46). Without objections or oppositions, registration usually arrives four to five months after filing.
Fewer than 2% of the applications AstroLegal has filed since 2021 have received an opposition. Past results do not guarantee the outcome of a new application.
What happens after registration?
Brand Registry gives you tools to report listings that copy your brand, but someone has to find them and act. The AstroLegal Professional plan, at €590 a year, adds anti-counterfeiting to representation before the EUIPO: 4 infringement reports a year, monthly searches and a pre-litigation strategy. All annual plans and the full cost breakdown are on the site.