Use of Amazon trademarks in seller business display names

Except as otherwise specified in the Business Solutions Agreement and the Intellectual Property Policy, you may not use Amazon or its affiliated companies’ names, trademarks or logos in any way without our advance written approval, or misrepresent or embellish the relationship with Amazon or its affiliated companies in any way. This prohibition includes use of our trademarks in your business display name and includes the following:

• Exact Amazon trademarks

  Examples of Amazon trademarks include but are not limited to: AMAZON, PRIME, AWS, AMAZON FBA, KINDLE, WHOLE FOODS, PILLPACK, AMAZON PHARMACY

• Names that are abbreviations of Amazon or affiliated companies, including stock ticker symbols

  Examples: AMZ, AMZN, AWS, WFM

• Names that can cause customer confusion with Amazon trademarks

  Examples: AMASON, AMAZ0N, PRIM3, PRYME

What if I want to use my business entity name as my business display name, and my name includes AMAZON?

Using AMAZON in your business display name can confuse customers. Even if your business entity name includes AMAZON, you may not use AMAZON in your business display name.

What if my products or ingredients in my products originate from the Amazon region?

If accurate, you can use geographic references to the Amazon region in your product descriptions, but not in your business display name. Having AMAZON in your business display name can confuse customers.

What if my name includes AMAZON because it’s a reference to the mythical Amazon warriors?

We prohibit the use of AMAZON, regardless of your reason for choosing the name, because including AMAZON in your business display name can confuse customers, regardless of your intent.

What if my business display name includes AMZ or AMZN, but it’s not intended to be an abbreviation for Amazon?

AMZ and AMZN are, among other things, Amazon’s stock ticker symbols. They are also common abbreviations for Amazon. Therefore, you can’t use these terms in your business display name, even if your intent is not to abbreviate Amazon, because this can confuse customers.

What if I have a trademark registration or pending application for a name that includes AMAZON or another prohibited term?

Even if you have a trademark registration, we still prohibit the use of AMAZON and other Amazon trademarks, or other terms that could confuse customers, in business display names.

What if I am enrolled in Brand Registry? Doesn’t Brand Registry enrolment mean that Amazon is okay with my business display name?

Brand Registry is a separate process. Enrolment does not mean that you can use a business display name that includes Amazon trademarks or terms that can confuse customers.

What if my company name includes the word PRIME and it’s not a reference to AMAZON PRIME?

If we think your PRIME-formative name might confuse customers, then we will not allow it as a business display name. There might be instances in which we find that a business display name that includes PRIME is unlikely to confuse customers; we will review those names on a case-by-case basis if you choose to appeal our refusal of your business display name.

If I use Amazon’s FBA service, can I use FBA in my business display name?

No. FBA is an Amazon trademark, and using it in your business display name can confuse customers.

What if I want a name like AMA-Z-ON or AMAZ0N or AMAZOON that isn’t an Amazon trademark?

We prohibit such names because they can be confused with our AMAZON mark.

Some of Amazon’s trademarks contain descriptive or generic words, like “music” in AMAZON MUSIC or “video” in PRIME VIDEO. Does that mean my business display name cannot include MUSIC or VIDEO?

Generally, there is no problem with descriptive or generic terms in a business display name, as long as your overall name does not confuse customers. For example, DAVE’S OLDTOWN MUSIC or PURPLE PASSION VIDEO would be fine, as long as those names don’t copy the name of someone with prior rights.

What happens if I use Amazon or its affiliates’ trademarks in my business display name?

Amazon requires you to stop immediately and change your business display name. If you fail to do so, we may take action.