Brexit impact on Amazon Brand Registry – What Brands need to know and do

By Chris Dawson December 14, 2020 - 3:31 pm

With the Brexit impact on trademark laws, EU trademarks will no longer be valid for the UK, and brand owners should have separate trademarks in UK and EU IP offices to be protected across the UK and EU in Amazon Brand Registry. Amazon are going to try and assist you by transferring your EU Trademarks to UK Trademarks where they can.

Since the UK IPO is creating a comparable UK trademark for all right holders with an existing valid EU trademark, Amazon Brand Registry will automatically add these new UK trademarks to the respective brand owner’s accounts that already have the associated EU trademark. This will ensure that brand owners continue to enjoy the protection and brand building benefits of Amazon Brand Registry without any Brexit impact.

Brexit impact – What Brands need to know and do

  • Current EU Trademarks
  • If you own an EU trademark but have not enrolled it in Brand Registry yet, you need to do so by the 31st of December 2020, for Amazon to automatically add the comparable UK trademark.

  • Trademarks from 1st January 2021
  • If you add a new EU trademark after the 31st of December 2020, you need to add the comparable UK trademark yourself.

  • Opt out
  • If you do not want your new UK trademark to be automatically added to your Amazon Brand Registry account, you can opt out by sending an email to

  • Other Trademarks not added to Amazon Brand Registry
  • Amazon will automatically add to Amazon Brand Registry only the comparable UK trademark that the UK IPO is creating against existing EU trademarks on December 31, 2020. Brand owners can directly add any other trademarks to their Amazon Brand Registry accounts including any existing UK trademarks through the following steps:

    • Log in to your account:
    • Click on ‘Support’ on the Brand Registry dashboard.
    • Select the ‘Update your brand profile’ drop-down.
    • Click on ‘Add additional trademarks’.
    • Complete the form provided.

For more details on changes to IP rules by UKIPO, visit the UK government website.

For information on how you can prepare your Amazon Business for Brexit, visit the Seller Central Brexit Help Page.

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