Amazon Brand Registry in Japan: Getting the Japanese Trademark You Need

"We sell on Amazon.co.jp, and someone keeps hijacking our listings." "Our trademark is registered in China / the US — can we use it for Brand Registry in Japan?"

For Amazon Japan, Brand Registry is generally based on a trademark issued by the trademark office of the country where the store is located — in other words, a Japanese trademark from the Japan Patent Office (JPO). In this article, Japanese Patent Attorney Toru Kano of BrandAgent explains what overseas sellers need to know to get a Japanese trademark that actually works for Brand Registry.

*Amazon's requirements change from time to time. The information below reflects Amazon's published guidance as of October 2026 — always check Amazon's latest requirements in Seller Central before you apply.

Before you start: three blind spots in a do-it-yourself search

Many sellers check the Japanese trademark database (J-PlatPat), find no identical mark and assume they are safe. But a "no hits" result does not guarantee registration in Japan:

• Same pronunciation: marks spelled differently but pronounced the same in Japanese (katakana reading) can be judged similar.
• Only one class: filing in one class can leave the same name open to others in related classes.
• Goods wording: descriptions accepted at home are sometimes rejected as unclear by the JPO, which has its own practice for wording goods and services.

1. What Brand Registry gives you

• Easier reporting of counterfeits and listing hijackers
• More control over your product detail pages
• Access to brand tools such as Sponsored Brands ads and a Brand Store
• In some cases, an exemption from the product code (JAN/GTIN) requirement

For cross-border sellers, the first point is usually the most important: without Brand Registry, removing a hijacker from your listing in Japan can be slow and difficult.

2. The key is the trademark: what Amazon looks for

According to Amazon's published guidance (check the latest version before applying):

This means that a Chinese, Korean or US registration alone is generally not enough for Amazon.co.jp. You need a Japanese trademark, filed in the same name as the seller account's brand owner.

3. Three points to avoid a failed trademark

Point 1: Make sure the brand name appears on the product or packaging

Amazon asks for photos showing the brand on the product or packaging. The name on the goods must be the same as the trademark — a different spelling or a sticker that can be peeled off may cause problems.

Point 2: Avoid figure-only marks

A logo with no letters cannot be matched to a brand name, so it is generally not accepted. If you file a logo, it should contain the brand name in text.

Point 3: If unsure, start with a word mark

A word mark (standard characters) protects the name regardless of font or design, and matching it to your brand name is straightforward. For most sellers, a word mark is the safest first filing; a logo mark can be added later.

4. Brand Registry application steps

• Log in to Amazon Brand Registry with your Seller Central account
• Choose to enroll a new brand
• Enter the brand name, the trademark office (JPO) and the registration or application number
• Upload product and packaging photos and select product categories
• Complete verification (Amazon may contact the trademark's representative of record)

Because your Japanese attorney is the representative of record at the JPO, Amazon's verification request may reach us. At BrandAgent we forward it to you promptly.

5. Cost of a Japanese trademark

An applicant without an address in Japan must file through a Japanese patent attorney, so the cost consists of official JPO fees and attorney fees.

With 10-year registration (official fee JPY 32,900 per class), the total for one class is JPY 94,900. BrandAgent fees exclude Japanese consumption tax, where applicable. The prior trademark search is free if you instruct us to file, and payment by PayPal (JPY) or bank transfer is accepted.

6. The fastest route to Brand Registry

• Free prior search: we check similar marks, including marks that sound the same in Japanese, and confirm the classes you need.
• Filing: we file a word mark in your company's name (original language + English) with goods worded for Japanese practice.
• Accelerated examination, if eligible: about 2–3 months instead of the normal 9–12 months. Certain requirements apply, such as actual or planned use of the mark in Japan.
• Brand Registry: apply with the application number if Amazon accepts it for your case, or with the registration number once registered.

If you filed a trademark at home within the last six months, you can claim Paris Convention priority for your Japanese application. A Madrid designation of Japan is also possible, but direct filing usually gives you a Japanese application number sooner and goods wording that fits Japanese practice from the start.

About the product code (JAN/GTIN) exemption

Brand owners can request an exemption from the product code requirement through Seller Central for products that have no JAN/GTIN barcode. Whether the exemption is granted, and the documents required, depend on Amazon's current policy, so check Seller Central for the latest procedure.

FAQ

• Q. Can we use our Chinese or US trademark for Brand Registry on Amazon.co.jp?
  A. Generally no. Amazon looks for a trademark from the country of the store — for Japan, a JPO trademark. Check Amazon's latest requirements.
• Q. Can we apply with a pending application?
  A. Amazon states that pending applications are accepted in some cases. Otherwise, you apply once the mark is registered.
• Q. Word mark or logo?
  A. A word mark is usually the safest choice. A logo must contain the brand name in text.
• Q. How long does registration take?
  A. About 9–12 months normally, or about 2–3 months with accelerated examination.
• Q. Can we communicate in English or Chinese?
  A. Yes. We handle inquiries in English and Chinese.

Summary

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