Owning a brand on Amazon through the Amazon Brand Registry offers significant advantages, including enhanced protection against counterfeiters, increased control over product listings, and access to advanced tools like A+ content and Amazon Stores. But situations change — companies are sold, trademarks are transferred, and business partnerships evolve. In such cases, many brand owners wonder, “Can I transfer my Amazon Brand Registry account to another party?” The answer involves a nuanced understanding of Amazon’s policies and trademark handling.

Amazon’s Brand Registry is primarily tied to the registered trademark and not to the Amazon account or seller profile. Therefore, while you cannot directly “transfer” a Brand Registry account in the traditional sense like handing over a login or password, you can successfully transfer the brand ownership — with the correct steps and documentation in place.

Understanding How Brand Registry Is Tied to a Trademark

The Brand Registry is linked directly to an active, government-registered trademark. This trademark must appear on your products and packaging and must be registered with the same brand name you apply for. As Amazon verifies ownership by checking against global trademark databases, the party listed as the official owner of the trademark will be seen as the brand owner.

If you’re transferring your brand to another party (e.g., selling your business), the first and most important step is to transfer the actual trademark. This means legally assigning it to the new owner via the appropriate intellectual property office, such as the USPTO in the United States.

Steps to Transfer Ownership of an Amazon Brand Registry

Once the trademark has been officially transferred, the new owner can apply to take control of the brand on Amazon. Here’s a step-by-step breakdown:

  1. Complete Trademark Assignment: Submit the necessary paperwork to governmental IP offices to legally assign the trademark. Wait for confirmation or publication of this change.
  2. Create a New Brand Registry Account: The new owner should create their own Amazon Brand Registry account using their own credentials and business email.
  3. Submit a Transfer Request: Contact Amazon Brand Registry support and request to have the brand transferred. Provide documentation showing the change in trademark ownership.
  4. Verify Identity and Ownership: Amazon will likely require identity verification and possibly ask for legal documentation supporting the transfer.
  5. Amazon Approval: Once all documents are verified, Amazon will transfer brand control to the new account.

It is worth noting that the existing product listings remain intact. However, differences may arise in backend tools, advertising access, or listing permissions, depending on how the new owner manages their seller account versus the original holder.

Can You Simply Change the Email Associated With the Registry?

No, changing the email or contact info inside the Brand Registry dashboard does not equate to transferring ownership. Amazon considers the registered trademark holder as the legitimate brand owner. Without a legal trademark transfer, you cannot assign Brand Registry permissions or ownership to another party. Trying to manually transfer credentials could violate Amazon’s Terms of Service and risk account suspension.

Why You Should Involve Legal Counsel or Professionals

Trademark and brand transfer processes can be complex and involve legal implications. To ensure that everything occurs smoothly, including Amazon’s recognition of the new brand owner, it is highly recommended to consult with an IP attorney or an Amazon-focused brand consultant.

Conclusion

While a direct “transfer” of an Amazon Brand Registry account isn’t possible, the underlying trademark can be legally transferred, allowing the new owner to claim and manage the brand under their own Amazon account. This ensures continuity for customers and compliance with Amazon’s policies. Proper documentation, communication with Amazon support, and legal guidance are key to successfully executing this transition.

FAQ

  • Q: Can I just give my Amazon Brand Registry login to someone else?
    A: No. Sharing login credentials is against Amazon’s policies and does not constitute a legitimate transfer of brand rights.
  • Q: Do I need to have a new trademark registration to take over a brand?
    A: Not necessarily. If the existing trademark is transferred to your name, that is sufficient. However, documentation of the legal transfer must be provided to Amazon.
  • Q: How long does Amazon take to approve a Brand Registry after a trademark transfer?
    A: Typically, it can take anywhere from a few days to a few weeks, depending on documentation quality and Amazon’s workload.
  • Q: Will product listings be affected during the transfer?
    A: Product listings generally remain intact, but some backend access rights or brand-level tools may change depending on the new seller’s account setup.
  • Q: Is the process different for trademarks registered outside the U.S.?
    A: The general principles are the same, but you’ll need documentation from your local trademark authority and possibly translations, depending on Amazon’s requirements.