Register Amazon FBA trademark with the DPMA

More success and sales with strong branding

Choosing a suitable brand name, registering the brand and the Amazon Brand Registry are crucial steps for every Amazon FBA Seller. A well-chosen brand name not only shapes the identity and character of your brand, but also has an influence on the success or failure of your products. But how do you find the perfect brand name and how do you register it correctly with the German Patent and Trademark Office (DPMA) and Amazon? In this article, you will learn everything you need to know about registering a trademark in connection with Amazon FBA.

Why is trademark registration so important for Amazon FBA Sellers?

By registering a trademark, you ensure that the name may only be used by you in the course of business. The big advantage of brand registration with Amazon is that no other seller can attach themselves to your listing. You can also use Enhanced Brand Content (EBC) in your product listings with a registered brand. This strengthens your brand presence and conversion rate immensely and also increases customer trust. In short: Every Amazon FBA seller should file a trademark application!

3 rules for a good brand name

Are you ready to find a suitable brand name for your Amazon business? Observe these rules:

• MemorabilityYour brand name should have a good sound and be easy to remember.
• SimplicityAvoid complicated tongue twisters.
• Cash flow or brand building: Is your focus on generating as much cash as possible and selling products from different categories? Or do you want to build a long-term brand with high recognition value? For a cash flow-oriented brand, the name should be more general and can be used for many different products. With brand building, the name is usually much more specific.

The 7 types of brand names

You may find it easier to create your own brand name if you know different possibilities. In general, most brand names can be classified into these 7 categories:

1. Proper nameThe brand names in this category are based on the name of the founder or a specific person who is strongly associated with the brand. Examples: Disney, Adidas, Tesla.
2. DescriptiveThese are brand names that describe the products or services offered. Examples: American Airlines, The Home Depot.
3. AcronymThese brand names are the initial letters of a longer term. Examples: GE (General Electric), KFC (Kentucky Fried Chicken).
4. SuggestiveSuch brand names evoke certain associations with certain characteristics of the products or the brand. Examples: Uber, Slack, Facebook.
5. AssociativeThese brand names link the brand with certain images, feelings or concepts. Examples: Amazon, Red Bull, The Friendly Swede.
6. Non-English: Brand names that are not in English. Examples: Samsung, Lego, Hulu.
7. AbstractAbstract brand names have no direct relationship to the product. Examples: Rolex, Kodak, Rawford.

4 steps to the perfect brand name

1. Look for inspirationUse websites like Brandroot, Namelix or Brandbucket to gather ideas and get a better feel for possible brand names.
2. Let your ideas run freeSit down with a notepad and brainstorm different ideas.
3. Get feedbackAsk family, friends, other entrepreneurs and/or potential customers for feedback on your potential brand names.
4. Check & secure your domain: So that you still have the opportunity to set up your own online store later, you should check the availability of your desired domain (for example at https://checkdomain.de/) and secure it. Tip: In Germany, the recommended domain extensions are .de or .com.

How do you register your brand name correctly with the DPMA?

Brand name finally found? First you need to check whether the name you have chosen is still available. You can either carry out the search and registration yourself on the DPMA website or hire a lawyer to do it for you.

Check here if the name is still available: https://register.dpma.de/DPMAregister/marke/basis

What are Nice classes?

The costs for trademark registration vary depending on the region and the number of so-called “Nice classes.” These define the scope of trademark protection and help to clearly define the categories in which your trademark is protected. For example, the brand “Audi” may exist in the automotive industry, but the name could be used by another company in a different industry. It is very important to choose the right Nice classes that are relevant for your products! Therefore, before registering, research exactly which Nice classes you want to protect with your brand name.

Here you will find an overview of all Nizza classes: https://www.dpma.de/docs/marken/klassifikation_nizza/ncl11-2019_alphabetischelistederwaren.pdf

You can use this tool to find the right Nice classes for your product: http://euipo.europa.eu/ec2/?lang=de

How much does it cost and how long does it take to register a trademark?

In Germany you can register for 3 Nice classes for 290€. Each additional class costs you €100. If you want to expand to other marketplaces later, you can still register a Union trademark.

I recommend that you register a word mark. This gives you greater protection than a word and figurative mark. Register your word mark in capital letters!

Register your brand here: https://direkt.dpma.de/marke/

The trademark application takes approx. 2-5 months. After completing your registration, you will receive a confirmation of receipt by post.

What are absolute grounds for refusal?

After you have paid the relevant fees, the German Patent and Trade Mark Office will check whether the application meets all the criteria and whether there is an absolute ground for refusal. These include:

• Lack of distinctiveness
• The application for an already registered trademark
• Clear risk of being misled
• National emblem contained in the trademark
• Offense against morality or public order

How do you run the Amazon Brand Registry?

While your trademark is being registered with the DPMA, you can already register it with Amazon. Go to the relevant website and let yourself be guided through the self-explanatory registration process: https://brandservices.amazon.de/#

Once you have submitted all the necessary information, you will receive a confirmation code from Amazon after verification. You can use this to log in to your Amazon Brand Registry account. Open the case log of your Brand Registry application and respond to this case with your confirmation code. You will then receive a confirmation e-mail – that’s it! Now your brand is successfully registered with Amazon and you can enjoy a range of benefits!

You can find detailed instructions in our article on connecting your brand to the Amazon Brand Registry.

Conclusion – Increase your sales with strong branding!

Brand building is often underestimated in the Amazon seller world. With a strong brand, however, you can generate higher sales in the long term because customers build trust in your brand and the inhibition threshold before making a purchase is therefore lower. In addition, you can usually charge significantly higher prices for branded products.

If you pay attention to the points in this article and do enough research, you too will soon find the right brand name for your Amazon FBA business. Make sure you register it with the DPMA so that you can benefit from the many advantages of the Amazon Brand Registry!

Do you have any questions? Please contact us by e-mail or find out
here how we as an Amazon agency can simplify your everyday life as a seller!