Why You Don’t Need Amazon’s IP Accelerator to Join Brand Registry
When Amazon introduced the IP Accelerator in 2019, its biggest selling point was instant access to Brand Registry—years before a trademark could reach full registration. But in 2024 Amazon quietly changed its policy: pending trademark filings from any source now qualify. In other words, IP Accelerator is no longer a prerequisite for Brand Registry.
Amazon Brand Registry vs. IP Accelerator: A Quick Primer
Brand Registry is Amazon’s protective walled garden for brand owners. With it you receive powerful tools like A+ Content, Brand Analytics, and automated counterfeit reporting.
IP Accelerator is simply a directory of Amazon‑vetted law firms that charge professional fees to file your trademark. Filing through them used to be the only way to leverage a pending mark for Brand Registry. That is no longer the case.
Amazon’s Own Statements Confirm IP Accelerator Is Optional
“Sellers are not required to use law firms listed in the IP Accelerator program. They can still get approved into Brand Registry with a pending or registered trademark…” — Sandy (Amazon Community Manager) on Seller Forums (June 2024)
In August 2024, Amazon clarified again in a rejection notice template: “The use of a firm vetted by the Amazon IP Accelerator program is not required for enrollment in Brand Registry.”
Policy Update: Pending Trademarks Now Accepted Worldwide
Legal blogs and practitioner data show that since early 2024, Amazon approves Brand Registry applications within days of receiving a USPTO serial number, even if the mark will not be examined for months. This applies to the U.S., UK, EU, Canada, Australia, and most other Amazon marketplaces.
Cost & Timeline Comparison
| Route | Up‑front Legal Fee* | Time to Brand Registry | Other Costs |
|---|---|---|---|
| IP Accelerator law firm | $1,500 – $2,500 | ~3–5 days | Trademark filing fee ($350 per class) |
| Independent attorney (flat‑fee) | $950 – $1250 | ~3–5 days** | Trademark filing fee ($350 per class) |
| DIY via USPTO | $0 | ~5–10 days** | Trademark filing fee ($350 per class) |
*Typical U.S. market rates, excluding government fees.
**Average seen by AMZ Sellers Attorney® clients since January 2025.
Common Myths Debunked
“Without IP Accelerator, I’ll wait a year for Brand Registry.”
False. Approval now hinges on having a valid serial number, not a registration certificate.
“Amazon favors IP Accelerator brands in disputes.”
False. No official policy or empirical data supports preferential treatment. All Brand Registry accounts have access to the same enforcement dashboard.
“Filing myself is risky.”
Filing pro se is perfectly legal. However, accuracy is critical. Errors can delay examination or lead to refusal. Consider an experienced attorney if you’re unfamiliar with USPTO class descriptions.
How to Enroll in Brand Registry Without IP Accelerator
- File your trademark with the USPTO or relevant national office. Retain the serial/application number.
- Ensure your brand name appears on product and packaging. Photograph both.
- Log in at brandservices.amazon.com → “Enroll a brand.”
- Submit the serial number, product images, and manufacturer details.
- Respond to Amazon’s verification email—usually a code sent to the trademark correspondent of record.
Frequently Asked Questions
Does the pending trademark have to be in the same country as the marketplace?
Yes. A USPTO serial covers Amazon.com, a UKIPO filing covers Amazon.co.uk, etc.
Is a logo trademark (design mark) acceptable?
Amazon accepts word marks or design marks.
Will Amazon revoke my Brand Registry if the trademark is ultimately refused?
Amazon may suspend Brand Registry status if the application is abandoned or refused. Monitor your USPTO deadlines.
Bottom Line
Today, the gate to Brand Registry is a valid trademark application number, not the IP Accelerator logo. By filing directly—or through a trusted attorney—you can save money and still unlock the same brand‑protection tools.
Need a trademark filed fast—and done right for a reasonable price?
AMZ Sellers Attorney® files hundreds of trademarks each year and has secured Brand Registry approval for clients in as little as 72 hours. Book a free consultation ↗
Disclaimer: The information in this article is provided for general informational purposes and should not be construed as legal advice. Consult a qualified attorney regarding your specific situation.
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