Amazon Brand Registry is Amazon's program for brand owners who want more control over their listings and better tools against copycats. To enroll, you generally need a text-based trademark (a word mark) or a logo that includes words, letters, or numbers, from an approved trademark office such as the USPTO. Amazon's public enrollment guidance still allows a pending application in many cases, as well as a registration.
Apply in Amazon's official Brand Registry: sell.amazon.com/brand-registry.
What you need
The brand name, exactly as it appears on the trademark record
The USPTO serial number (for a pending application) or registration number
The product categories you sell
An image of the product or packaging with the mark permanently on it
For a logo mark, the logo as it appears in the trademark record
Amazon will try to verify that you own the mark. If Markavo is the attorney of record, Amazon sends a verification code to us. We forward that code to you so you can finish enrollment. You can start as soon as we have filed the application and sent you the official serial number and filing receipt.
What a pending application does and does not get you
A pending USPTO application can be enough to enroll and to use several Brand Registry tools. Some of Amazon's anti-counterfeit programs, including Project Zero and Transparency, require an active registered trademark. Approval can also take longer while an application is still pending. Amazon's country-specific rules can vary, so check the requirements in your Seller Central account if you are filing from another trademark office.
Using the ™ symbol on listings is a common way to show a claim in the mark. It is not a substitute for a USPTO registration, and it does not by itself enroll you in Brand Registry.
Why sellers use it
Registered brands can clean up listing information, report infringement, and use brand tools that are not available to unenrolled sellers. That is useful if you already sell on Amazon, or if you plan to. If you still need a U.S. filing, start at U.S. trademarks. For more background, see Amazon Brand Registry and trademarks.
Walmart has a separate program; see The Walmart Brand Portal.