Amazon's Brand Registry program was designed to help sellers protect their intellectual property and enhance brand visibility. However, numerous sellers recently report facing repeated "brand abuse" allegations during brand registration attempts, regardless of whether they hold registered trademarks (R marks) or pending applications (TM marks). This situation has created significant challenges for merchants operating on the platform.
The Core of Brand Abuse Appeals
The fundamental strategy for appealing brand abuse allegations involves demonstrating that no actual abuse has occurred. For newly registered brands, sellers should emphasize their status as new market participants. Key evidence includes:
- Store performance screenshots showing no sales history
- Brand registration timeline documentation
- Clear documentation of relationships between the brand, account, and legal entity
Essential Documentation for Appeals
Sellers should prepare the following critical materials when submitting appeals:
- Trademark documentation: Submission receipts or registration certificates (PDF format)
- Purchase records: Contracts showing brand names, with buyer information matching the registered store company and seller information corresponding to suppliers. Accompanying invoices must clearly display brand names, buyer details (store company name), and seller information (supplier).
- Identity verification: Business licenses and, for applications filed by legal representatives, personal identification documents.
- Product images: Authentic photographs showing clear brand markings on physical products.
- Appeal letter template: For cases involving sudden brand revocation, include commitments to comply with Amazon's policies moving forward.
Document Preparation Guidelines
When compiling appeal materials, sellers should:
- Separate all documents into individual files
- Combine business licenses and identification documents into a single file
- Use English file naming conventions
- Provide fully English versions for any authorization letters
The appeal strategy should focus on demonstrating legitimate brand use. For new registrations, emphasize the brand's recent creation date. Comprehensive evidence of compliant operations remains crucial for successful appeals.
When facing brand abuse allegations, sellers should methodically assess their situation, prepare thorough documentation, and present clear arguments establishing their brand's compliance with Amazon's policies. A structured approach increases the likelihood of successfully protecting seller rights and maintaining marketplace access.