A process for registering brand (and sometimes product-level) trademarks in every country/marketplace a brand sells in, undertaken as part of exit preparation to avoid deal friction.
Without a Chinese trademark registration, a third party can register the mark first and use it to block the brand's own products from leaving the country, which can stall or kill a deal during diligence.
Sellers are advised to register trademarks in China even when they don't sell there, as a defensive move against a third party registering the mark first and blocking product exports. The risk is unrelated to sales strategy — it's a supply-chain/export exposure specific to manufacturing geography.
The trademark application doesn't need to be granted to unlock Amazon Brand Registry — a pending trademark application number, combined with branded product photos, is sufficient to apply for and get accepted into Brand Registry. This is what unlocks A+ Content, backend search-term editing, and other brand-gated tools before the trademark itself has fully cleared.
Apply: file the trademark as soon as the brand name/logo are finalized (before the bulk order ships), so the pending application number is ready in time to apply for Brand Registry the moment branded photos exist.
The trademark application — not the granted mark — is what unlocks Amazon Brand Registry: Amazon accepts a pending application's number as sufficient to apply for Brand Registry, provided it's paired with photos of the branded product. This makes trademark filing a sequencing dependency as much as a legal-protection step: file it early enough in the launch sequence that the application number exists before Brand Registry is needed.
Из тем: Selling the Brand