Many Amazon sellers based outside Europe, in Vietnam, the UK, the US or Asia, want one registration that covers the European stores. The EU trademark, filed with the EUIPO, is built for that. This guide explains who can apply, what changes if you live outside the EU and how the process runs.
Can you apply from outside the EU?
Yes. Nationality and residence do not matter: an individual or a company from any country can be the holder of an EU trademark, and you do not need to set up a company in Europe to file one.
Do you need a representative?
You can file the application yourself. The rule changes afterwards: a holder with no domicile or establishment in the European Economic Area must be represented before the EUIPO in later procedures, such as an objection by the Office, an opposition by a third party, a renewal or a cancellation action (Article 119(2) of the EU Trade Mark Regulation). The representative must be a legal practitioner or professional representative established in the EEA.
If a representative is required and none is appointed, the EUIPO sets a deadline of two months; after that the application can be refused. For that reason many non-EU applicants appoint one from the start.
Step by step
- Check availability: search the EUIPO database and similar marks in your product classes.
- Decide the type of mark: word, logo or combined.
- Choose the classes of goods and services (Nice Classification).
- File online and pay the official fees.
- Examination: the EUIPO checks formalities and absolute grounds for refusal. It does not look for conflicts with earlier marks on its own initiative.
- Publication in the EU Trade Marks Bulletin, followed by a three-month period in which third parties can oppose.
- Registration, if nobody opposes or the opposition fails.
How long it takes
Law firms usually quote about four to six months when nobody opposes. If someone files an opposition, the process can take considerably longer. These are orientative figures, not a promise.
Who should hold the mark
The holder should be the person or company that actually sells the product and will use the brand. If you plan to apply for Amazon Brand Registry in European stores, check Amazon’s current requirements before choosing the holder and the type of mark.
What to decide before filing
- Which countries you sell in today and in the next two years.
- The exact name and, if any, the logo.
- The classes that match your products, which also decide the fees.
- Whether a Spanish mark is enough: read Spanish or EU trademark for Amazon Europe.
If you want us to review your case, we tell you the route, the official fees and what is needed at each stage, with a written quote before you commit. You can start from trademark registration or see the cost breakdown in EUIPO fees for an EU trademark.