SQP lives inside Amazon Brand Analytics, and Brand Analytics is gated behind Amazon Brand Registry. No Brand Registry, no SQP report. No SQP report, nothing for SQINT to analyze.
The good news: Brand Registry enrollment is free, and you don't need a fully issued trademark to get in the door. Here's exactly who qualifies, what you need, and how to get approved on the first try.
Who qualifies
Two requirements, several conditions
1. A brand name and logo physically on your product or packaging
Your logo — including your brand name — has to be permanently affixed to the product itself or its packaging. Not a sticker slapped on for a photo, not a hangtag zip-tied to a box. Printed, embossed, woven, or engraved. Amazon asks for a standalone image of the logo and a photo showing that logo on real product or packaging.
2. A trademark for that brand name or logo
It must be issued (or filed) with the designated government trademark office of a country that has a corresponding Amazon store — USPTO for the U.S., EUIPO for the EU, UKIPO for the UK, and so on. Amazon accepts both registered trademarks and, in most cases, pending applications, though the specific rules for pending marks vary by country and trademark office. Verify the country-specific requirements inside the Brand Registry portal before you file.
A few more conditions that trip people up:
- You must be the trademark owner. If you're an agency, consultant, or aggregator, the owner enrolls first and then adds you as a user.
- The mark must be a word mark or a design mark containing words, letters, or numbers. A purely abstract logo with no text won't work.
- Your trademark text must match your Amazon brand name exactly. "Bright Nest" and "BrightNest" are different brands as far as Amazon's matching system is concerned.
- Your selling account should be active and in good standing. A suspended or under-review account will stall the application.
You do not need to already be selling on Amazon to enroll. Brand owners can register even without an active storefront.
What you need before you start
Gather everything first
The application is much smoother when you're not hunting for files mid-form.
| Item | Notes |
|---|---|
| Trademark registration or serial number | From the issuing office |
| Trademark office and country | You pick one at enrollment; add more later |
| Exact brand name | Must match the trademark text character-for-character |
| Standalone logo image | Clean file, matching the trademark record exactly if it's a design mark |
| Product and packaging photos | Real photos, multiple angles, logo clearly legible |
| Product category list | Where your brand should be listed |
| Seller Central login | Use the same credentials — don't create a separate account |
| Access to the trademark owner's email | As listed with the IP office — see below |
After you apply, Amazon sends a verification code to the trademark correspondent's email address as listed in the official IP database — not to whatever email you typed into the form. If your attorney filed the mark and their address is on record, you need them to forward you that code. If the address is stale, fix it with the trademark office before you apply.
Where to register
One portal, one global account
Everything happens at brandregistry.amazon.com. Log in with your existing Seller Central credentials and choose Enroll your brand.
If you don't have a trademark yet, Amazon's IP Accelerator program connects you with vetted law firms at negotiated rates. It's optional — filing directly with the USPTO is often just as fast and cheaper — but it's a reasonable path if you'd rather not deal with the filing yourself.
You only need one global Brand Registry account, regardless of how many marketplaces you sell in. You'll select a single country's trademark office during enrollment and can connect additional country trademarks after approval.
The steps, start to finish
Seven stages, in order
Lock in your brand name
Search the USPTO database (or WIPO's Global Brand Database for international marks) to confirm nobody already owns it in your class. Do this before you print packaging.
File the trademark
USPTO filing fees start around $350 per class. Your serial number typically appears in the public database within a few days of filing. Full registration takes considerably longer — often 9 to 12 months.
Get your logo onto the product
Permanently affixed, clearly visible, matching your trademark exactly. This is a physical manufacturing requirement, not a design exercise — build it into your production run.
Photograph everything
Product shots with the logo visible, packaging shots with the logo visible, plus a clean standalone logo file. Good lighting. No mockups or renders.
Apply at brandregistry.amazon.com
Same login as Seller Central. Enter the brand name exactly as it appears on the trademark, the registration or application number, the issuing office, and your product categories. Upload the images.
Retrieve the verification code
Amazon emails it to the trademark owner's address on file with the IP office. Submit it back into the application. Nothing moves forward until you do.
Wait for the decision
Clean applications with registered marks tend to move fastest; pending marks and multi-region applications take longer. If you're rejected, you can copy and correct the rejected application from the Brand Applications page rather than starting over.
How to avoid the common rejections
Mismatches, not eligibility
- Name mismatch. The trademark says one thing, your Amazon listings say another, your packaging says a third. Make all three identical, including spacing and capitalization.
- Logo mismatch. For design marks, the image you upload must match the trademark drawing on file — not a refreshed version your designer made last month.
- Unconvincing packaging photos. Temporary labels, digital mockups, or logos too small to read get flagged.
- Verification code never submitted. See step 6. This kills more applications than any other single cause.
- Wrong trademark class. Your mark should cover the goods you actually sell.
- Account health problems. Resolve any policy issues before applying.
Why a new seller should do this immediately
What the switch turns on
Brand Registry isn't paperwork for later. It's the switch that turns on nearly every tool that matters.
Brand Analytics
Search Query Performance, Top Search Terms, Market Basket Analysis, Repeat Purchase Behavior. Amazon's own first-party data, not a third party's estimate.
A+ Content and testing
Amazon reports basic A+ can lift sales up to 8%, and well-executed Premium A+ up to 20%. Plus Manage Your Experiments, Virtual Bundles, and Subscribe & Save.
Brand-gated ad formats
Sponsored Brands, Sponsored Display, Brand Stores, and Posts. Amazon reports Store visitors purchase 53.9% more often, with a 71.3% higher average order value.
Amazon Vine
Often the only realistic way to get early reviews on a brand-new ASIN before organic velocity exists.
Control of your own listing
Report a Violation, Transparency serialization, and Project Zero — plus tighter control over listing content, so hijackers can't rewrite your title.
New Seller Incentives
Currently 10% back on your first $50,000 in branded sales, then 5% through your first year up to $1,000,000, plus a $200 Vine credit. Enrollment itself is free.
Then come back to SQINT
Seller Central → Brands → Brand Analytics → SQP
Once you're enrolled, go to Seller Central → Brands → Brand Analytics → Search Query Performance. Give it a few weeks of live sales to accumulate meaningful data, then export the report — Brand View for a portfolio-level look, ASIN View for a single product — and drop it into SQINT. See our step-by-step pull guide when you're ready.
That's when the real work starts. The SQP report doesn't just tell you which keywords drive traffic. It tells you where each keyword fails.
Three leaks, three different fixes
Those three leaks demand three completely different fixes, and guessing which one you have is expensive. SQINT reads the funnel for you and turns it into a rewritten listing — the right keywords assigned to the right fields, which matters more than ever now that Amazon has capped product titles at 75 characters and moved overflow keywords into the 125-character Item Highlights field.
But none of it works without the data. File the trademark. Enroll the brand. Pull the report.
Everything else follows from there.
Sources: Amazon Brand Registry · Brand Registry enrollment requirements (login required) · Amazon Brand Analytics · IP Accelerator.
Requirements vary by country and trademark office and change over time — always confirm current rules in the Brand Registry portal before filing. SQINT is not affiliated with Amazon.com, Inc.