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Checklist for Setting up a New Brand.

1) Ensure you have a clear brand identity (both visually and personality wise).


2) Consider registering with GS1

(To get a GTIN)

3)  Consider Trademarking.



You cannot change your trade mark once you’ve applied, and the fees are non-refundable.

Read the guide before you start if you’ve not applied before.

Apply now

You need:

  • details of what you want to register, for example a word, illustration or slogan
  • the trade mark classes you want to register in, for example food and drink services (class 43) or chemicals (class 1)


How much it costs

You can use the ‘Right Start’ service if you want to check your application meets the rules for registration.

You pay £100 initially, plus £50 for each additional class. You’ll then get a report telling you if your application meets the rules.

If you want to continue, you must pay the full fee within 14 days of getting your report.

You can also choose to continue your application even if it does not meet the rules for registration.

Type of application Fee Each additional class
Standard (online) £170 £50
Right Start (online) £200 (£100 up front plus £100 if you go ahead with your registration) £50 (£25 up front plus £25 if you go ahead with your registration)

Other ways to apply

Fill in the paper forms if you want to apply by post. It costs £200 for one class plus £50 for each additional class.



4) Multichannel sellers: Consider registering with the Brand Registry on Amazon 

Why Amazon Brand Registry?

Accurate brand representation

Once you enrol, Brand Registry gives you greater influence and control over your brand’s product listings on Amazon.

Powerful search tools

Amazon Brand Registry enables you to easily find content in different Amazon stores. Search for content using images, keywords, or a list of ASINs in bulk and report suspected violations through a simple, guided workflow.

Proactive brand protection

Our automated protections use information about your brand to proactively remove suspected infringing or inaccurate content. The more information you provide, the better Brand Registry can help you protect and improve your brand experience.
Learn more about the benefits of Brand Registry.

What do I need to do to sign up?

To enrol in Amazon Brand Registry, you will need:
An active registered trademark for your brand that appears on your products or packaging.
The ability to verify yourself as the rights owner or the authorized agent for the trademark.
An Amazon account. You can use an existing Amazon account (credentials associated with Vendor or Seller Central) or create a new one for free.