Amazon FBA Setup: Brand Registry, Trademarks, and UPCs

Amazon FBA Setup: Brand Registry, Trademarks, UPCs, and Account Setup

If you're launching your first product on Amazon, you might be focused on sourcing or shipping. But before anything else, there's one move that changes everything:

Get into Brand Registry as early as possible.

At Flapen, we’ve launched over 100 private label brands—and Brand Registry is the first thing we help new sellers unlock. Why? Because it gives you the tools and protection you need to grow faster, advertise smarter, and control your listings from Day 1.

In this guide, we’ll walk you through the full Amazon FBA setup process—starting with Brand Registry—and show you how to build a launch-ready brand the right way.

Table of Contents

1. Why Brand Registry Matters

2. What You Need to Get Started

3. Amazon Seller Account Setup

4. UPCs, GTINs, and FNSKUs Explained

5. GTIN Exemption: When and How to Use It

6. How to Get a Trademark for Brand Registry

7. How to Enroll in Brand Registry

8. Final Thoughts

1. Why Brand Registry Matters

For first-time sellers building a private label brand, Brand Registry is your most important milestone.

It unlocks tools that help you:

• Protect your listings from hijackers

• Get high-quality reviews faster

• Run premium ad types

• Control your brand presence

🔓 Core Brand Registry Benefits

🎁 Brand Registry Seller Incentives

Amazon offers exclusive perks to new sellers once they register their brand:

📌 We help every Flapen client enroll in Brand Registry early—because it pays off.

2. What You Need to Get Started

To enroll in Brand Registry, you’ll need a few core pieces in place:

✅ A Professional Amazon Seller Account
✅ A brand name (you own or control)
✅ A product with your logo on the item or packaging
✅ A trademark (registered or pending) filed through USPTO or WIPO

We’ll walk through how to set that up—step by step.

3. Amazon Seller Account Setup

Before you can access Brand Registry or FBA, you need to open a Professional Seller Account.

What You Need to Register:

• Business name (LLC or individual name)

• Government-issued ID

• Tax info (SSN or EIN)

• Business address and phone number

• Bank account + credit card

• Business email (not Gmail)

Choose the Right Account Type:

✅ Go with the Professional account if you're launching a real brand.

4. UPCs, GTINs, and FNSKUs Explained

When creating your listing, Amazon will ask for a product identifier. Here’s how each one works:

✅ UPC (Universal Product Code)

• 12-digit barcode from GS1

• Required for most new product listings

• Must be unique to your product

✅ GTIN (Global Trade Item Number)

• Global version of UPC/EAN

• Used to list products internationally

✅ FNSKU (Fulfillment Network SKU)

• Amazon’s internal barcode for FBA

• Must be printed on every unit

• Generated automatically after you create a listing

💡 You can either print FNSKU labels yourself or have your supplier apply them before shipment.

5. GTIN Exemption: When and How to Use It

If your product doesn’t have a barcode—or you’re launching something custom—you can apply for a GTIN exemption.

When GTIN Exemption Makes Sense:

• Your brand is not yet in GS1

• Your product is new and custom

• You only want to use FNSKU (Amazon’s internal code)

How to Apply:

1. Go to Seller Central → Add a Product

2. Click “I’m adding a product not sold on Amazon”

3. Select your category

4. Choose GTIN Exemption

5. Upload images showing your brand name on the product or packaging

⏱️ Approval typically takes 24–48 hours.

6. How to Get a Trademark for Brand Registry

You need a trademark (or a pending application) to enroll in Brand Registry.

How to File:

• Apply through USPTO.gov (U.S.) or WIPO.int (international)

• Choose a word mark or logo mark

• Fees: ~$250–$350 depending on the class

• Use your brand name exactly as it will appear on your product and listing

✅ You can apply for Brand Registry as soon as you receive your trademark application number—you don’t need to wait for full approval.

💡 At Flapen, we help sellers choose the right brand name and file their trademarks correctly to avoid rejection.

7. How to Enroll in Brand Registry

Once your trademark application is filed, enrolling in Brand Registry is simple:

Steps to Enroll:

1. Go to brandservices.amazon.com

2. Click “Enroll Now”

3. Submit your:

   • Brand name

   • Trademark registration or application number

   • Product images showing branding

   • Seller account linked to the brand

Amazon will send a verification code to the trademark contact. You’ll enter that code to complete the registration.

⏱️ Approval typically takes 3–7 business days.

Once you're approved, A+ Content, Vine, Brand Ads, and protections go live.

Final Thoughts

Brand Registry isn’t something you do later—it’s what you do first if you’re serious about building a real business on Amazon.

With the right setup, you get:

• More control over your listings

• Stronger tools to grow faster

• Better protection against copycats

• Access to powerful ad formats and review programs

At Flapen, we guide new sellers through every step: from trademark filing and GTIN setup to brand enrollment and listing optimization.