Amazon Introduces IP Accelerator in Singapore to Streamline Trademark Protection for SMBs

Amazon (NASDAQ: AMZN) announced on 26 August 2021 the launch of its Intellectual Property Accelerator (IP Accelerator) program in Singapore, designed to assist small and medium-sized businesses (SMBs) in securing trademarks and protecting their intellectual property rights. The initiative aims to make trademark registration more accessible and affordable for SMBs selling on Amazon’s platforms.

The IP Accelerator connects Singaporean SMB owners directly with a curated network of local IP law firms that offer key trademark services at competitive, pre-negotiated fees. Participating law firms currently include Ella Cheong LLC, Viering, Jentschura & Partner, Francine Tan Law Corporate, and Tan Peng Chin LLC. This network provides SMBs with expert legal advice and assistance that might otherwise be financially or procedurally prohibitive.

Bernard Tay, Head of Global Selling for Southeast Asia at Amazon, emphasized the importance of intellectual property rights for business growth: “Securing IP rights is essential for every business owner, especially those interested to go global. Many SMBs in Singapore have grown their businesses with Amazon, reaching millions of customers on Amazon.sg and Amazon's stores around the world. We are pleased to introduce the IP Accelerator program, which will build on that success by protecting their intellectual property and set them up for long term growth.”

Trademark protection is critical for businesses to prevent unauthorized copying and infringement. However, the trademark application process can be complex and time-consuming for smaller enterprises. The IP Accelerator facilitates this process by connecting SMBs with lawyers skilled in drafting trademark applications and navigating common obstacles that can delay registration.

A key benefit of the program is early access to Amazon’s Brand Registry, a free service that empowers brands to manage and protect their intellectual property on Amazon’s marketplace. With over 500,000 brands enrolled globally, Brand Registry offers automated, data-driven protections that proactively remove suspected infringing or inaccurate content. It also provides tools for brands to report suspected infringements and greater control over product detail pages to enhance customer confidence.

Since its initial launch in the United States in 2019, the IP Accelerator has expanded to Europe, Japan, Canada, Mexico, India, and now Singapore. To date, more than 7,000 trademark applications have been submitted through the program to various trademark offices, including the U.S. Patent and Trademark Office, the European Union Intellectual Property Office, the UK Intellectual Property Office, the Japan Patent Office, the Canadian Intellectual Property Office, the Instituto Mexicano de la Propiedad Industrial, and the India Trade Marks Registry.

Amazon does not charge sellers for using the IP Accelerator; instead, SMBs pay their chosen law firms directly at the reduced, pre-negotiated rates. Businesses interested in participating can visit http://brandservices.amazon.sg/ipaccelerator. Law firms wishing to join the program may contact IPAcceleratorWaitList@amazon.com.

Francine Tan, Founding Partner of Francine Tan Law Corporate, expressed enthusiasm about the partnership: “The team at Francine Tan Law Corporation is excited to be a trusted Singapore partner in the IP Accelerator program to assist start-ups and small businesses in gaining quicker access to the Amazon Brand Registry. Brands are an intangible valuable asset which connects businesses with consumers and fosters loyalty and trust. Trademark registrations serve to protect this asset and are extremely vital for one to deal with the hijacking of brands and online counterfeits.”

Angela Leong of VJP LLP added, “Hi Amazon Selling Partners! VJP LLP, an IP firm located in Singapore offering trademark protection services, goes by our motto ‘Value Justifies Protection’ and is in the business of protecting and defending your trademark. We're excited to be a part of Amazon's IP Accelerator Firm Referral Program and look forward to playing our part in the Amazon ecosystem where connections are made.”

Wong Liang Kok of Tan Peng Chin LLC noted, “Tan Peng Chin LLC is a boutique Singapore law firm, with a dedicated and experienced IP practice group. We are honoured to be a part of Amazon's IP Accelerator Program so as to serve international companies requiring trademark, brand and other intellectual property protection and other legal services in Singapore.”

Kar Liang Soh of Ella Chong LLC remarked, “Amazon is finally bringing its ground-breaking IP Accelerator programme to its fast-expanding Singapore marketplace. We are proud to pioneer this amazing initiative with Amazon and are extremely excited to play a vital role in supporting the IP and legal needs of growing network of partners and sellers in the Amazon Singapore marketplace and beyond!”