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Creating a Brand for Amazon UK Brand Registry and Other Ecom Marketplaces (including Etsy and Shopify)
- Cindy Jackson
- May 1, 2023
- 4 min read
Updated: Nov 14
Part of the Mrs Prime Classics series - early seller experiences, revisited and refreshed for 2025.First published May 2023. Updated for the new Mrs Prime site, November 2025.
🔗 Quick link: Skip to the TL;DR ↓
Why Branding Matters More Than Ever
Amazon has been steadily pushing sellers toward Brand Registry, offering an expanding list of tools and perks for registered brand owners. The message is clear: if you want long-term control over your listings, protection from hijackers, and access to premium features like A+ Content and Brand Analytics, you need to start building your brand.
And the good news? You no longer need deep pockets to create a professional, protected brand. What you do need is a smart plan, the right tools, and a little patience.
Finding Your Niche
If you already have a product idea, great! But if not, don’t panic. Tools like Helium 10 can help you research high-demand, low-competition niches. Look for market gaps where you can genuinely add value - poor listings, bad photos, or missing keywords often mean opportunity.
If you prefer to build around your interests, start there. It’s easier to sell what you understand and care about. But don’t ignore the “boring” niches either - sometimes the least exciting categories are the most profitable. (The old saying still stands: the riches are in the niches - though it sounds a bit odd with a British accent!)
Choosing the Perfect Brand Name
A strong name should be memorable, unique, and flexible. Avoid tying it to a single product if you plan to expand later. Tools like Namelix.com can generate names and even logo ideas based on your keywords.
Before settling on a name:
Check Companies House and UKIPO (Intellectual Property Office) to avoid trademark conflicts.
Search social media for existing pages using that name.
Secure your domain before filing a trademark - it’s often cheaper to buy early at sites like Namecheap.com (around £6 per year).
Designing Your Brand Identity
This is the fun part! Your colours, fonts, and logo will shape how people perceive your business.
Use Coolors.co to build a colour palette - it’s addictive, so you’ve been warned.
Use Canva to test font combinations and visual styles. Search by mood words like “fun” or “luxury” to find matching options.
Keep your logo simple, clear, and scalable - it needs to look great both on packaging and mobile screens.
If you’re not confident designing it yourself, hire a freelance designer on Fiverr or Upwork. It’s a small investment for something you’ll use everywhere.
(Editor Note November 2025: We have a full suite of great FREE resources about this topic. Check here to view The Prime Hub for this and other great resources→)
Building Consistency
Once your visuals are ready, apply them everywhere:
Amazon Storefront and A+ Content
Shopify or Etsy shop
Social media profiles
Packaging and print materials
Consistency builds trust. Whether someone finds you on Instagram, Etsy, or Amazon, your brand should feel unmistakably “you.”
Don’t Forget Offline Branding
Old-school marketing still works! Create branded thank-you cards, flyers, or business cards using Canva templates. They’re inexpensive, easy to print, and can make your brand more memorable for repeat customers.
The Long Game
Building a brand takes time. Your first attempt won’t be perfect - and that’s fine. Every iteration brings you closer to a business that feels authentic and scalable. Listen to feedback, test ideas, and be patient
TL;DR (Too Long; Didn’t Read)
What’s a TL;DR?It’s a quick-read summary for busy sellers and voice-search users - a short recap that gives you the essentials in a few lines.
Summary:You don’t need millions to build a professional brand. Use tools like Helium 10, Namelix, and Coolors to choose your niche, name, and look. Keep your branding consistent, secure your domain early, and protect your trademark. Patience pays off - building a real brand is what turns short-term selling into a long-term business.
FAQs
Q: Do I need Brand Registry to sell on Amazon?
A: No, but without it you’ll miss out on key benefits like A+ Content, video uploads, and listing protection.
Q: Can I use the same brand on Amazon, Etsy, and Shopify?
A: Absolutely - just make sure your visuals and product tone are consistent across platforms.
Q: Do I need a trademark before applying for Brand Registry?
A: Yes, but Amazon now accepts pending trademarks in some regions. Check the Brand Registry eligibility page in Seller Central for the latest requirements.
Tools and Resources Mentioned
Note (November 2025): This post reflects experiences from 2023. Always confirm current Amazon Brand Registry, trademark, and platform rules before registering your brand.
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