Trademark Registration

Prepare your brand for growth, not just for a filing.

Trademark strategy depends on your target markets, your goods and services, the class structure and how the brand will be used on marketplaces. We shape the filing around your growth plan, not just today's product.

Plan Your Trademark Review My Brand

01Company name ≠ trademark

Forming a company doesn't register your trademark.

A company registration, a domain name or a store name doesn't by itself give you the rights a trademark registration gives for specific goods and services.

Not a substitute for a trademark

Company registration (e.g. Companies House, a US state filing)
Domain name
Amazon / Shopify store name
Social media handle

Trademark

Trademark registration

A right recorded at the trademark office
Valid in the country or region of registration
For the goods and services in the application
Subject to renewal and use requirements

02Choosing markets

UK, US or Europe?

Trademark rights are territorial. The right starting point isn't one “best” office — it's the brand's commercial plan.

There is no universal ranking between the UK, the US and the EU. We decide the filing structure together, based on your sales markets, expansion plan and Amazon strategy.

01
Which markets do you sell in today?
02
Which markets do you plan to enter next?
03
In which Amazon marketplaces do you want Brand Registry?
04
Which goods and services should the brand cover?
05
Where is protection most urgent?
06
What structure fits your budget and administration?

03UK & US

Two offices, two different processes.

The UKIPO and the USPTO use the same international classification, but filing bases, examination, opposition and use rules differ.

Two offices, two different processes.
	UKUKIPO	USUSPTO
Territory	United Kingdom and the Isle of Man; no protection elsewhere	United States; no protection elsewhere
Filing basis	A single application type; no evidence of use is required at filing	Use in commerce, intent to use, or bases relying on a foreign application / registration
Applicant	An address for service in the UK, Gibraltar or the Channel Islands is required	Applicants domiciled outside the US must be represented by a US-licensed attorney
Examination	The office examines the application and may notify owners of earlier marks it finds	An examining attorney reviews the application and conflicting marks; issues are raised in an office action
Publication	Published in the Trade Marks Journal; a two-month opposition period, extendable to three by notice	Published in the Official Gazette; 30 days to oppose or request an extension
Use	A mark not genuinely used for five years after registration can face a revocation claim	Intent-to-use applications need a statement of use and a specimen before registration
After registration	Renewal every 10 years	Declaration of use between years 5 and 6; renewal between years 9 and 10, then every 10 years
Brand Registry	Registered marks are accepted; pending applications are assessed under Amazon's current rules	Registered marks are accepted; whether a pending application qualifies depends on Amazon's current rules and the filing route (e.g. IP Accelerator)

Territory

UKUnited Kingdom and the Isle of Man; no protection elsewhere

USUnited States; no protection elsewhere

Filing basis

UKA single application type; no evidence of use is required at filing

USUse in commerce, intent to use, or bases relying on a foreign application / registration

Applicant

UKAn address for service in the UK, Gibraltar or the Channel Islands is required

USApplicants domiciled outside the US must be represented by a US-licensed attorney

Examination

UKThe office examines the application and may notify owners of earlier marks it finds

USAn examining attorney reviews the application and conflicting marks; issues are raised in an office action

Publication

UKPublished in the Trade Marks Journal; a two-month opposition period, extendable to three by notice

USPublished in the Official Gazette; 30 days to oppose or request an extension

Use

UKA mark not genuinely used for five years after registration can face a revocation claim

USIntent-to-use applications need a statement of use and a specimen before registration

After registration

UKRenewal every 10 years

USDeclaration of use between years 5 and 6; renewal between years 9 and 10, then every 10 years

Brand Registry

UKRegistered marks are accepted; pending applications are assessed under Amazon's current rules

USRegistered marks are accepted; whether a pending application qualifies depends on Amazon's current rules and the filing route (e.g. IP Accelerator)

A general framework. Fees, timelines and rules can be changed by each office, and current information is confirmed before filing. This is not legal advice.

EU trade mark · EUIPO

One filing, one right across the EU.

An EU trade mark (EUTM) filed at the EUIPO, once registered, gives a single right valid in every EU Member State. Because the right is unitary, an opposition based on an earlier right in one Member State can affect the whole application. An EUTM doesn't cover the UK and isn't automatically the better choice for every brand.

What we consider

EU sales markets
Earlier rights
Use plan
Budget

Review an EU Trade Mark

More than one country

The right filing route can differ by market.

You can file separate national applications. The Madrid System, administered by WIPO, lets you designate several countries in one international application based on an existing application or registration at your office of origin. Which route fits depends on your markets, timing and cost structure.

Options

National filings
EU trade mark
Madrid System

04Class structure

Choosing a class isn't choosing an industry label.

Goods and services are grouped into 45 classes under the international Nice Classification. Protection is shaped by the wording in the application, not by the class number.

The 13th edition of the Nice Classification has been in force since 1 January 2026. One class doesn't protect every product; protection is limited to the country of registration and the goods / services listed. Classification is assessed for each brand within the filing scope.

1–34 — Goods classes
Products fall into one of 34 goods classes by nature, function or purpose.
35–45 — Services classes
Services such as retail, advertising or software services fall into 11 services classes.
Wording — Goods & services terms
The terms in the application define what the protection covers.
Scope — Today and your growth plan
A realistic product range is considered alongside current products; overly broad wording carries its own risk.

Pre-filing review

Checking before filing reduces avoidable risk.

Searching office records for identical or similar marks helps surface some conflicts before you file. This search is not a legal clearance opinion; it doesn't guarantee acceptance or the absence of conflict.

What we check

Identical / similar marks
Relevant classes
Target offices
Distinctiveness

After filing

Filing is the start of the process, not the end.

After filing, office correspondence, examination results, possible oppositions and, in the US, statements of use where needed can follow. After registration, renewals, use and keeping ownership / contact details current all matter. Timelines vary by office and process.

What we follow

Office correspondence
Examination
Opposition
Statement of use
Renewal
Record changes

To get started

What information do we need for the review?

The information requested can vary with the target office and the scope of the service.

Brand name and logo
Applicant — individual / company
Goods and services
Sales markets
Amazon / Shopify plan
Existing applications or registrations
Target timing

Process

From brand to registration process.

01Brand & market
02Goods / services
03Class structure
04Preliminary review
05Application
06Examination
07Publication / opposition (where applicable)
08Registration & next steps

05Trademark → Brand Registry

Your trademark is the foundation of your Amazon brand setup.

Amazon Brand Registry requires a registered trademark or a trademark application that Amazon accepts. Which applications qualify depends on the country and Amazon's current rules.

If Brand Registry is a goal, the brand name, mark type (word / design) and choice of office should be planned with it from the start.

01Brand
02Application / registration
03Amazon eligibility
04Brand Registry enrollment
05Brand tools

A trademark is not a Brand Registry enrollment.

Brand Registry is a separate enrollment with Amazon and is subject to Amazon's eligibility and verification review. We cover eligibility, enrollment and brand tools on a dedicated page.

Amazon Brand Registry

06Who it's for

For businesses growing under their own brand.

01Private Label brands
02Amazon sellers aiming for Brand Registry
03Shopify / DTC brands
04New brands before launch
05Brands expanding to the UK, US or EU
06E-commerce businesses selling in several countries

Service scope

From market selection to application follow-up.

Scope is defined around your needs; not every module is needed for every brand.

Define the Scope Together

Preparation & filing

Market selection support
Goods / services and class coordination
Application preparation
UK trademark application support
US trademark application support — Through a US-licensed attorney
EU trade mark coordination — Depending on scope

Follow-up & Amazon

Application follow-up — Depending on scope
Brand Registry preparation — Once eligible
Marketplace coordination — With Amazon / Shopify
Matters needing legal assessment — Referral to a trademark attorney / lawyer

Transparency

We prepare and coordinate the process. We don't guarantee office decisions.

Sobbe is not a law firm or a trademark office. We support the preparation and follow-up of trademark applications; the registration decision rests with the relevant office. Where legal assessment is needed — oppositions, refusals or infringement — we recommend support from a qualified trademark attorney or lawyer.

Frequently Asked Questions

About trademark registration

See all questions

Is a company name the same as a trademark?

No. Registering a company records its name on the official register; it doesn't give trademark rights for specific goods and services. Trademark protection comes from an application and registration at the relevant trademark office, in the country of registration and for the goods and services listed. Domain names and store names aren't a substitute either.

Do I need a trademark to sell on Amazon?

A trademark isn't a general requirement for selling on Amazon. If you sell under your own brand, though, you need a registered trademark or a trademark application Amazon accepts to protect the brand and to enroll in Amazon Brand Registry.

UK or US trademark?

Trademark rights are territorial: a UK trademark doesn't protect you in the US, and a US trademark doesn't protect you in the UK. Where to start depends on your sales markets, Amazon marketplace plan, product scope and budget. Neither is universally better.

Can I apply in more than one country?

Yes. You can file national applications in each country, or a single EU trade mark application at the EUIPO for the EU. WIPO's Madrid System also lets you designate several countries in one international application based on an application or registration at your office of origin. The right structure depends on your commercial plan.

What are trademark classes?

Goods and services are grouped into 45 classes under the international Nice Classification: classes 1–34 for goods and 35–45 for services. Protection relates to the goods and services written into the application within those classes; choosing a class isn't simply picking an industry label.

How long does trademark registration take?

It depends on the office and the process. According to GOV.UK, an unopposed UK application is usually registered in around 3 to 4 months. In the US, timing depends on the filing basis, examination and the USPTO's workload, and is often longer. Oppositions and office correspondence can extend the process in both countries.

Can my application be refused?

Yes. The office examines the application, and objections, partial refusal or refusal are possible on grounds such as lack of distinctiveness, descriptiveness or conflict with earlier marks. Some issues can be resolved with a written response or a change of scope; the outcome is the office's decision.

Can someone oppose my application?

Yes. After publication, third parties can oppose within a set period: two months in the UK (extendable to three by notice), 30 days from publication in the US (an extension can be requested) and three months at the EUIPO. For oppositions, we recommend support from a trademark attorney or lawyer.

Who files a US trademark application?

Under USPTO rules, applicants domiciled outside the US must be represented by an attorney licensed to practise law in the US. Our preparation and coordination support for US filings is set up around this requirement.

Does a trademark automatically give me Brand Registry?

No. Brand Registry is a separate enrollment with Amazon. A registered trademark or an application Amazon accepts is needed for eligibility; enrollment is completed after Amazon's own eligibility and verification review.