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The Amazon Files, hosted by Kristin Ostrander, Amazon business strategist and one of the founders of Mommy Income, hits the airwaves every Tuesday with the real truth about selling on Amazon. This show isn’t about sugar-coated reality. It’s real truth - the good, the bad and the ugly - shared with practical action steps and strategies to help both new and experienced sellers tackle the world’s largest retail sales platform.

Aug 22, 2022

The number one question I’ve been getting recently is about Brand Registry because Amazon has been changing the rules as they try to protect bigger brands. So today, I’m getting into those questions, from what brand registry does and why you as an Amazon seller need it to tips on packaging and understanding class of goods. First, though, I open the episode with an overview of what Brand Registry is on Amazon and what the requirements are to get it. These include a US trademark (Amazon will honor some international trademarks, but it’s complicated), a brand name, logo, and professional-quality packaging (no stamps or minuscule stickers), and preferably proof that your brand is already in use in commerce. I also give some advice about picking a brand name, getting brand approval (the step before brand registry), and handling multiple brands under one account.

In the second half of the episode, I answer some of your questions about brand registry, including more details on packaging requirements, when to list items, get trademarks, and register brands, and differentiating between brand names and business names (especially for those transitioning from arbitrage to bundling or private label). I also tackle how to get approval for GTIN exemptions and report trademark violations once you’ve got brand registry. And finally, I explain how class of goods works and why it’s a little different on Amazon than on other platforms.

You can ask more questions about Brand Registry by joining the Amazon Files and Mommy Income community. Join our Facebook group with today’s codeword REGISTRY to learn more about bundling, ask questions, and participate in the conversation with other sellers. And if you’re ready to take your business to a whole new level, visit to schedule your one-on-one coaching call today.

This week on the Amazon Files:

  • An overview of Brand Registry on Amazon
  • What Amazon’s looking for in packaging
  • When to get trademarks, register brands, and list items
  • Reporting trademark violations
  • Understanding classes of goods

If you’ve already got a logo and idea, you could have a serial number and be brand registered by the end of this week. No joke. If you’ve got your duckies in a row, you can file and get your trademark serial number same day.”

- Kristin Ostrander


Your logo, your packaging, they want it to be professional quality. You can’t buy a stamp for ten dollars at Staples, or even at Imprint or whatever, and stamp your name on it. They want permanently affixed, professional-looking packaging to make sure you actually have a brand.”

This is new as of right now, in the last two weeks, Amazon is fully rejecting minuscule packaging. If you have a brown cardboard box with, it looks like, one little tiny sticker on it, they’re not going to approve your packaging. And they have the right to do that.”

Once you have the serial number, you don’t have to wait until it’s actually approved, which takes almost a year. You don’t have to wait a year. File your application, pick your class of products, get your serial number registered on Amazon.”

If you don’t have brand registry yet, but you plan to apply for that trademark, list all of your items underneath that brand approval brand now so that once you get brand registry, you can transfer those over. If they’re not spelled identically and under the actual brand registry name, you cannot transfer old listings to new brand registry.”

Amazon does not care if you’re registered in the class of products that are paper goods or that are textiles or whatever else. They get a serial number, they verify that this has indeed been registered, and now you can sell any product on Amazon with that trademark and that brand registry.”

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Grow Your Amazon Business!

Thanks for tuning into this week’s episode of The Amazon Files, the show to help Amazon sellers along their business journey one step at a time with Amazon expert and your host, Kristin Ostrander. If you enjoyed this episode, head over to Apple Podcasts, subscribe to the show, and leave us your honest review. Don’t forget to share your favorite episodes with your friends on social media! Use the codeword REGISTRY to join us on Facebook. Each week, Kristin hosts a live discussion on how to grow your Amazon business. Don’t forget to check out our website and subscribe to our mailing list for even more resources.