What is brand approval for Amazon US and why is it necessary?

Written by

Sabrina Barnes

Brand approval allows you to use trademarked brand names in your Amazon product listings (e.g., adidas®, Bella+Canvas, Champion) or add a non-trademarked, unique personal brand to your shop (e.g., your Printify store name).

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.

In this article:

Using a trademarked brand name in your listing
Adding a unique brand name in your shop

Using a trademarked brand name in your listings

Brand approval lets you use trademarked brand names like adidas®, Bella+Canvas, or Champion in your Amazon product listings.

Note

Without approval, trademarked brand names cannot be used, and the listings won’t be published.

To use a trademarked brand in your Amazon listings:

Amazon requires real-world photos of the actual products and their packaging—Printify mockups won’t be accepted. To capture these images, order a sample of the branded Printify product you intend to use.
Apply for brand approval from Amazon US by following these steps.
Once you’ve received brand approval, you can begin adding listings to your Amazon store, including the approved brand in the listing title, bullet points, and/or description.

Adding a unique brand name in your shop

Including your unique, non-trademarked personal brand name in your Amazon listings helps build brand awareness by displaying it prominently above the listing title. This makes your products stand out from similar items in the marketplace and can boost sales. It also allows buyers to search for and easily find your branded shop.

If you choose not to apply for brand approval, your listings will default to “Generic” as the brand name:

Note

If you plan to add a unique brand name in your shop, we recommend obtaining brand approval before listing products in your Amazon store. Any listings created before obtaining brand approval will be marked as “Generic,” and you won’t be able to change their brand name later.

To add your unique brand name to your Amazon US listings:

Amazon requires real-world photos of the actual products and their packaging—Printify mockups won’t be accepted. To capture these images, order a sample of the printed product, ensuring your personal brand is either printed on the item or displayed on the neck label.
Apply for brand approval from Amazon US by following these steps.
After receiving brand approval, go to Store settings in Printify and select the Use unique brand name option.
Save the changes.
Once done, you can begin adding listings to your Amazon store, and the brand name will be applied automatically.

Note

The unique brand name will be automatically applied to all new listings published in your Amazon store from that point forward. If you try to use a brand name before it’s approved, the product listings will fail to publish.