Registered trademarks provide tremendous value for brand owners. They are both defensive (helping limit the odds that others register or infringe the name) and offensive (providing a tool when necessary to go after infringers). They are tangible assets. They have value helping to protect and register domain names and social media user names.
And now, they have an additional value to online sellers – allowing for entry into the Amazon Brand Registry. Online sellers in the brand registry receive additional tools and benefits in Amazon’s online marketplace. Use of the registry may lead to more sales as consumers are more likely to trust the authorized vendors. I’m not sure, but it may provide for better search listings in Amazon’s algorithms. A key feature of the registry is that it allows the brand owner to take down infringing sales listings from other parties quicker and easier.
But in order to join the Amazon Brand Registry (since April 30, 2017), the vendor must have a registered “standard character” trademark with the USPTO. Standard character means text only, no design or logo. Protecting a BRAND NAME in basic all capital letters (called a “standard character mark”) with no specific font chosen protects the wording/lettering itself in all variations. In other words, the protection has no design, color, font or size limitation associated with it. For more about standard character marks, see Trademark Tip: Words vs. Logo.
As a result of this development from Amazon, brand owners now have another reason to obtain a standard character trademark registration. And for a vast number of brands that sell online via Amazon, a USPTO trademark registration just became even more valuable.
Some more details, according to Amazon’s website: