Do You Need a Trademark, UPC, or Brand Registry to Sell?

Do You Need a Trademark, UPC, or Brand Registry to Sell on Amazon?

If you're just starting out on Amazon, it’s normal to feel overwhelmed.

You might be wondering:

• Do I need a trademark before I can sell?

• What’s the deal with UPCs and FNSKUs?

• Is Brand Registry something I can skip—or is it essential?

At Flapen, we help new sellers launch private label brands every day—and the truth is, you can start selling without a trademark or Brand Registry…
But sellers who do have them see faster growth, better protection, and higher long-term success.

In this guide, we’ll break down what’s required, what’s recommended, and what will give your Amazon business the biggest advantage—even in a competitive market.

Table of Contents

1. Do You Need a Trademark to Start Selling?

2. Do You Need a UPC to List Your Product?

3. Can You Launch Without Brand Registry?

4. Why Having a Trademark and Brand Registry Gives You an Edge

5. What You Need to Enroll in Brand Registry

6. Final Thoughts

1. Do You Need a Trademark to Start Selling?

No—you do not need a trademark to create an Amazon listing or start selling.

You can launch under:

• A generic product name

• A custom brand that hasn’t been trademarked yet

• Your own name as the seller

However, without a trademark, you can’t access Amazon Brand Registry, which gives you the tools you’ll need to grow faster and protect your listings.

✅ You can start without a trademark—but if you're building a real brand, you should file one early.

2. Do You Need a UPC to List Your Product?

In most cases, yes—Amazon requires a UPC or other product identifier to create a new listing.

Options:

• UPC: Purchased from GS1 (Amazon’s preferred source)

• GTIN: Global Trade Item Number (UPC and EAN are types of GTINs)

• FNSKU: Amazon’s barcode used for tracking inventory in FBA

GTIN Exemption:

If you don’t have a UPC, you can apply for GTIN exemption—Amazon allows it for:

• Custom or handmade products

• Bundles or new private label SKUs

• New brands not yet registered with GS1

💡 At Flapen, we help new sellers secure GTIN exemptions when needed—especially for early-stage brand launches.

3. Can You Launch Without Brand Registry?

Yes—you can launch your product on Amazon without Brand Registry.
But you’ll be missing out on the tools that help you grow, protect your listing, and win customer trust.

Without Brand Registry:

• You won’t have control over your listing content

• You can’t use A+ Content to enhance your product page

• You’re more vulnerable to hijackers and copycats

• You can’t use Vine to get early reviews

• Your ad options are limited

In short: you can launch without Brand Registry, but it’s a lot harder to scale.

4. Why Having a Trademark + Brand Registry Gives You an Edge

If you want to build a real brand and compete seriously on Amazon, having a trademark and Brand Registry access is one of the most important steps you can take.

Brand Registry unlocks a full suite of tools:

• A+ Content – Add visual storytelling, feature charts, and branding to your product page

• Amazon Vine – Get up to 30 verified reviews at launch—for free

• Sponsored Brand Ads – Run top-of-page banner ads with your logo

• Brand Protection – Get access to automated protection tools to spot hijackers and report violations

• Listing Control – Update your own titles, images, and descriptions without support tickets

• Brand Analytics – See what your customers are searching and which listings they’re buying from

🎁 Seller Incentives for Enrolling in Brand Registry

Amazon now offers new brands a set of valuable incentives—worth hundreds of dollars:

📈 At Flapen, we make Brand Registry part of every client’s launch plan—because it leads to higher conversion, more reviews, and faster growth.

5. What You Need to Enroll in Brand Registry

To get into Brand Registry, you’ll need:

✅ A Professional Seller Account
✅ A brand name that you own
✅ A filed trademark application (you don’t have to wait for approval)
✅ Product or packaging with your brand logo visible
✅ Images of your product that show your branding

How to file a trademark:

• File through USPTO.gov (U.S. sellers) or WIPO (international sellers)

• Choose a word mark or logo mark that matches your packaging

• Trademark fees start at ~$250 and approval takes 6–12 months

• You can enroll in Brand Registry as soon as you receive your trademark application number

🧠 At Flapen, we help sellers choose a brand name, file the trademark, and handle Brand Registry setup—all before their first shipment arrives.

Final Thoughts

You don’t need a trademark, UPC, or Brand Registry to start selling—but if you're building a long-term business, they’re the foundation of your success.

Here’s the simple breakdown:

• You must have: A UPC or GTIN exemption, and a Professional Seller account

• You should have: A filed trademark and Brand Registry access

• You’ll grow faster if you have: A+ Content, Vine reviews, and listing protection

At Flapen, we help first-time sellers set all of this up the right way—so you don’t waste time, miss out on reviews, or get blocked by listing issues later.