Target readers: international brands and Amazon sellers planning to sell in Japan.

What Is the Amazon Japan Brand Registry?

Amazon Japan Brand Registry is Amazon’s official program that lets brand owners protect their intellectual property, control product detail pages, and unlock brand-only tools (ads, analytics, A+ Content) on amazon.co.jp.

Important: To enroll in Brand Registry Japan, you must have a Japanese trademark that is registered or pending at the Japan Patent Office (JPO) for the exact brand name you’ll use on Amazon.

If you sell in multiple countries, you enroll separately in each marketplace and typically need a valid local trademark for that country.

Eligibility & Trademark Requirements (Japan)

You can apply for the Amazon Japan Brand Registry if you meet all of the following:

  • You own the brand (or are an authorized rights holder) for the products sold on Amazon Japan.
  • You hold a Japanese trademark (JPO) that is:
    • A word mark (standard characters), or
    • A logo mark that contains the brand wording (pure image-only marks without wording are not accepted for enrollment).
  • The brand name exactly matches the JPO trademark (spelling, spacing, punctuation, capitalization).
  • You can provide product or packaging photos showing the brand name/logo permanently affixed (not a sticker/temporary label) to items you sell or intend to sell on Amazon Japan.

Tip: If you’re undecided between a word mark and a logo, a word mark is generally more flexible for Brand Registry and future line extensions.

Learn the process: How to Register a Trademark in Japan (JPO)
Need help with filing? Get a Free Trademark Quote

Benefits of Joining Brand Registry in Japan

Enrolling in Brand Registry Japan enables tools that boost brand protection, conversion, and growth:

Brand Protection

  • Infringement reporting workflow (faster takedowns of counterfeit/unauthorized listings).
  • Catalog control: your product detail edits are more likely to override third-party changes.
  • Automated protections that proactively block suspicious changes based on your brand data.
  • Access to optional programs: Project Zero (self-service counterfeit removals) and Transparency (item-level authenticity codes).

Conversion & Merchandising

  • A+ Content / Brand Story on product pages (enhanced images, comparison charts, rich modules).
  • Amazon Storefront (free multi-page brand store with your own amazon.co.jp/brand-URL).
  • Product videos and additional media modules on detail pages.

Advertising & Reviews

  • Sponsored Brands and Sponsored Display ads access.
  • Amazon Vine (“early reviewer” program) to seed credible reviews on eligible ASINs.

Data & Operations

  • Brand Analytics (search terms, query & catalog performance, repeat purchase behavior, basket analysis).
  • Easier GTIN/JAN exemption requests for certain cases (e.g., bundles, sets, handmade).

Step-by-Step: How to Apply for Amazon Japan Brand Registry

  1. Confirm your JPO trademark details
    • Use your registration number (if registered) or application number (if pending).
    • Ensure the brand wording on the trademark exactly matches your enrollment brand name.
  2. Prepare compliant product photos
    • Real photos (not mockups) of actual products/packaging sold or planned for sale on Amazon Japan.
    • The brand name/logo must be clear and permanent.
    • File types: .jpg/.png/.gif, under 5 MB.
  3. Create/Access Brand Registry account
    • Sign in with your Seller Central (or Vendor) credentials at the Brand Registry portal and choose Japan as the marketplace.
  4. Submit enrollment
    • Enter brand name, select the trademark office: Japan, and input the JPO number.
    • Upload your brand logo (transparent/white background preferred), product photos, and fill distribution/licensing info.
    • Select relevant product category and provide key ASINs or links (if applicable).
  5. Verification code
    • Amazon sends a verification code to the trademark owner’s official contact (often your JPO representative/Benrishi).
    • Enter that code in Brand Registry to complete verification.

Timeline: Amazon’s review is typically a few days to ~2 weeks after you submit and verify. (Trademark registration itself is separate and can take ~6–12 months unless accelerated.)

Common Pitfalls (and How to Avoid Them)

  • Trademark doesn’t match brand name → Refile or enroll using the exact mark; avoid stylistic changes during enrollment.
  • Image-only logo (no lettering) used for the trademark → Not eligible for initial enrollment; use a word mark or a logo with the brand wording.
  • Temporary labels or unclear branding in photos → Use permanent, clearly visible branding on product/packaging.
  • Trademark just filed yesterday → Allow time for data to appear in public records; if rejected, resubmit once searchable.

FAQ: Brand Registry Japan

Q1. Do I need a Japanese trademark?
Yes. For Amazon Japan Brand Registry, you need a JPO trademark (registered or pending) that exactly matches your brand name.

Q2. Can I apply while my trademark is pending?
In many cases yes—you can apply with a JPO application number. Amazon may still verify via a code sent to the trademark owner’s contact.

Q3. Which trademark type is best?
A word mark (standard characters) is generally the most flexible. A logo mark that includes the wording also works; image-only marks do not.

Q4. Is Brand Registry the same as “brand approval” on Amazon?
No. Brand approval is a catalog step to show a brand name on listings. Brand Registry is a separate program for brand protection and brand tools.

Q5. How long does enrollment take?
After submission and code verification, days to a couple of weeks is typical. The trademark process at JPO is separate (about 6–12 months; faster with accelerated examination if eligible).

Q6. Does Brand Registry cost money?
Amazon charges no enrollment fee. Your cost is the JPO trademark filing/registration and any attorney fees to obtain/maintain the mark.

Best Practices After Enrollment

  • Build your Storefront and add A+ Content to top ASINs first.
  • Launch Sponsored Brands/Display; test keywords and creatives with A/B testing.
  • Monitor Brand Analytics (search terms, query performance) to guide SEO and ad bidding.
  • Use the infringement report tool proactively; consider Project Zero/Transparency if you face persistent counterfeiters.
  • For bundles/sets, apply for GTIN/JAN exemptions where appropriate.

Why trademarks come first (and how we can help)

Brand Registry is only as strong as your underlying Japanese trademark. Getting the right classes/specifications and avoiding refusals will save time and protect your future catalog.

We don’t provide Amazon Brand Registry submission services, but we do help foreign sellers obtain Japanese trademarks (JPO) quickly and correctly.

Need a Japanese trademark for Brand Registry Japan?

APEX Patent Solutions helps international brands file and prosecute trademarks with the Japan Patent Office (JPO).
Contact us or Get a Free Quote to secure your brand in Japan.