How can I apply for brand approval from Amazon US?

Written by

Olivia Harlow

To use your own unique brand name or include a trademarked brand name (e.g., Gildan, Adidas, Champion) in your shop and product listings, you must apply for brand approval.

Note

Please note that when applying for brand approval for a trademarked brand, some applications may not be approved. If your application is instantly denied, it means the brand is not currently accepting new applications.

Brand approval can help enhance your products visibility in search results, as it won’t be categorized as “Generic”. Here are some important things to keep in mind before applying:

To get approved for brand approval, you will need real-world images of the actual products and their packaging; Printify mockups will not be sufficient. You will need to have samples of these products on hand before applying so you can take the required pictures.
The brand name submitted for brand approval should exactly match the brand on the product tag. Before applying, double-check the way the brand is written on the tag.
When applying for brand approval for your unique brand, you will need to have printed items on hand that show your brand, either directly on the item or on the neck label.

Note

Please note that applying for brand approval and registering in the Brand Registry are two distinct processes. Brand approval involves obtaining permission to sell products under a specific brand or use brand names in your listings, while registering in the Brand Registry is specifically for trademarked brand owners to protect their intellectual property and ensure accurate representation on Amazon.

Step 1: Navigate to your Amazon account

In your Amazon account, navigate to Catalog → Add Products, select “Blank form”, and then click Start.

Step 2: Add product identity information

Fill in the “Item Name” field with the product name. The system will automatically suggest the product type based on the entered name. You can either confirm the suggested type or click Select other if you believe the suggestion does not fit.

Next, fill in the “Product Identity” tab. Check the box next to “I don’t have a product ID”, and then click Next.

Note

If you’re applying for unique brand name approval, enter the name in the “Brand Name” field.

If the system recognizes that the brand you’re trying to list requires brand approval, a notification will pop up at the bottom of the page with an Apply to sell button. Click it to start the application process.

Note

At the bottom of the page, you may see a notification saying that the product also requires a GTIN/UPC exemption. In that case, we recommend applying for a GTIN/UPC exemption first. Once it’s approved, you can move forward with the brand approval request.

Step 3: Fill out the application form

Fill out the application and submit all required documents, ensuring that all stated requirements are met. If you’re applying for unique brand name approval, enter the brand name in the “Manufacturer” field.

Tip

The brand name submitted for brand approval should exactly match the brand on the product or product tag. For example, if the t-shirt label uses uppercase letters, ensure you enter the text exactly as it appears.

Then, provide contact information in case Amazon needs to reach you with any questions. Once completed, click Submit.

You should receive an update from Amazon on your submitted application within 48 hours. You can also check for updates on your case by navigating to Catalog → View Selling Application in your Amazon account.