There is no one-size fits all method of building a brand and protecting it. However, Selling On Amazon offers brand owners many robust programs and services that are all grouped under the Amazon Brand Registry umbrella.
Since its launch in 2015, Amazon’s Brand Registry has changed a few times. It has maintained its trademark protection focus but has expanded its functionality to provide tools to help you establish your brand identity and deliver an exceptional customer experience.
Amazon Brand Protection Report reports that more than 500,000 brands are enrolled in Brand Registry worldwide.
Amazon allows manufacturers of all sizes to register their brands and completely control product listings.
This exclusive program offers many benefits and features for registered brands.
Let’s get into it.
Table of Contents
What is the Amazon Brand Registry Program?
Amazon Brand Registry Program allows brand owners to enroll their brand with Amazon and gain access to enhanced marketing features. Brand owners also have complete control over their brands.
It protects a trademark registered on Amazon. It is easy and quick to enroll. This is done at Seller Central.
Amazon has no doubt that it is a platform built exclusively using complicated algorithms to collect product information from multiple sellers.
It is easier to list product details that are entirely wrong or distorted according to it seem.
Brand Name Registry can also benefit manufacturers with different retailers selling their products online.
This scheme is crucial for sellers who sell through Amazon Seller Central. A seller selling through Amazon Seller Central without the brand’s support might lose a lot of sales. It’s a platform that helps sellers to:
- Branded products can be added
- Branded products can be managed
- Eliminate imitation products from the market
- Verify that the product information on the page you are listing is accurate.
Why Was Amazon Brand Registry Launched?
Amazon’s Brand Registry is an Amazon program that allows approved brand owners or their registered agents to be on file as trademarked brands with Amazon. A registered brand owner or their registered agent can access a preferred tier in Amazon services, which includes protections and benefits that are not available to resellers or unregistered brands.
Amazon Brand Registry membership does not entail any fees. Some related services, such as the Transparency program, are not free. Amazon Registry isn’t a new concept. It has existed for years in many different forms.
The scheme was redesigned in May 2017 to protect trademarks’ rights to how their products are listed by other retailers. It also gives them access to optimization tools.
Although the original scheme had the same idea, it was plagued by counterfeit products. Amazon’s March 2017 initiative to eliminate fake products from their website was announced. It launched Amazon Brand Registry2.0.
According to the current Amazon policy, any brand with a trademark is eligible to enroll in its Registry Program.
Why should you enroll in the Brand Registry Program?
An Amazon Brand Registry application is essential for any person or company that is an Amazon Seller. They must also register with the Amazon Brand Registry. This protects Amazon’s registered trademarks and provides a trusted experience for buyers.
These are the three main reasons you should choose to register with the registry scheme
Protects the Brand from Product-Hijack
Most sellers fear selling products under their brand. They worry about what happens if a random merchant steals their product. Amazon is a highly competitive marketplace. Many sellers will go the extra mile to ensure their products remain in demand.
Amazon Registry allows brands to be registered and gives sole ownership of the “Amazon Buy Box.” If someone attempts to steal the product, Amazon seller support can help them to get it removed.
You Have Complete Control Over The Product Listings
Amazon’s strict algorithmic requirements are more common for a regular seller. The Registry program allows sellers to relax their rules and have complete control of the following:
- Titling of the product
- Description of the product
- Image of the product
- Use product IDs instead of UPCs and EANs
- Reduce the number of “match” errors made at listing
Broad Access to Who Can Sell A Brand
Amazon’s registry option allows brands to choose who can sell their products. You can choose from five different types of sellers:
- Sellers who sell products under their brand name
- Sellers who are also manufacturers
- Private label brand owners are sellers who are also sellers
- White-label sellers
- Sellers are distributors and have the authority to use a trademark’s contents on Amazon.
Note: If a seller sells within the following categories, they are disqualified from the five criteria mentioned above.
- Sports collectibles/entertainment collectibles (both used and new products)
- Video, BMVD and DVD, Media, Books, and Other Content
What are the Eligibility Requirements For Amazon Brand Registry?
There are different Amazon Brand Registry eligibility requirements for each country. Here’s the complete list:
| Country Name | Eligibility Requirements |
|---|---|
| United States | The trademark organization is USPTO (the United States Patent and Trademark Office). Text-based marks are 1 – Letter(s)/Word(s)/Number(s) and 4 – Standard Character Mark. The trademark should have an active registration in the principal register. The image-based trademark should include a drawing that can have the letter(s)/word(s)/number(s) in any stylized form. |
| Canada | The trademark organization is CIPO (Canadian Intellectual Property Office). The trademark should be registered. The text-based mark has to be a word. The image-based mark has to be a design. |
| Mexico | The trademark organization is IMPI (Marcas Instituto Mexicano de Propiedad Industrial). The trademark should be registered. The text-based mark has to be a nominativa. The image-based mark has to be mixed – design and text (innominada o Diseno + nominativa). |
| Brazil | The trademark organization is INPI (Instituto Nacional da Propriedade Industrial). The trademark should be registered. The text-based mark has to be a nominativa. The image-based mark has to be Mista Contendo Elementos Nominativos. |
| United Kingdom | The trademark organization is UK IPO (United Kingdom Intellectual Property Office) and EUIPO (European Union Intellectual Property Office). The trademark should be registered. The text-based mark has to be a word. The image-based mark has to be a figure (for UKIPO) and a figure with a word (for EUIPO) |
| Germany | The trademark organization is EUIPO (European Union Intellectual Property Office) and DPMA (Deutsches Patent und Markenamt). The trademark should be registered. The text-based mark has to be a wortmarke. The image-based mark has to be Bildmarke mit Wortelementen (for EUIPO) and Wort-Bildmarke (for DPMA). |
| Spain | The trademark organization is EUIPO (European Union Intellectual Property Office) and OEPM (Oficina Espanola de Patentes y Marcas). The trademark should be registered. The text-based mark has to be a Marca denominative (for EUIPO). The image-based mark has to be Marca figurativa (EUIPO) and Marca figurativa que contiene elementos denominativo (for EUIPO) and Mixta – Denominativo con gráfico (for OEPM). |
| Italy | The trademark organization is EUIPO (European Union Intellectual Property Office) and UIBM (Ufficio Italiano Brevetti e Marchi). The trademark should be registered. The text-based mark has to be Marchi denominativi ( for EUIPO) and Marchio verbali (for UIBM). The image-based mark has to be Marchi figurativi contenenti elementi denominativi (for EUIPO), Marchio figurativi (for UIBM), and Marchio figurativi a colori (for UIBM). |
| France | The trademark organization is EUIPO (European Union Intellectual Property Office) and INPI (Institut national de la propriété industrielle). The trademark has to be registered. The text-based mark has to be Marque verbale (for EUIPO). The image-based mark has to be Marque figurative comportant des éléments verbaux (for EUIPO) and Marque figurative (for EUIPO). |
| India | The trademark organization is Controller General of Patents Designs and Trademarks. The trademark has to be registered. The text-based mark has to be a word. The image-based mark has to be a device or combined. |
| Australia | The trademark organization is IP Australia. The trademark has to be registered. The text-based mark has to be a word (can be either fancy or plain). The image-based mark has to be a combined. |
How to Apply for the Amazon Brand Registry Program
You will need to create an Amazon Seller Central account to get started. After completing your account, you can go to the Brand Registry Portal and follow these steps.
Step 1 – Create a Brand Registry Account
You must do the following to sign up for and verify an account in Brand Registry:
- Once you have an active Amazon Seller Central or Vendor Central account, you can go to the official Amazon Brand Registry Portal to sign up.
- Provide the legal/corporate information
- Validate your identity by text/SMS
- Accept these terms, policies, and conditions.
- Click on the “save” button.
Step 2 – Enrol The Brand
After the account verification has been completed, it is time to enroll the brand. These four criteria are essential.
- Brand eligibility: This page describes the brand name that will be registered. It also includes information about the brand logo and how many brand names will be included in the registry. After you have completed all the details, click on “Next.”
- Intellectual property: This page allows the brand to choose its trademark type, name, and registration number. It also provides information about the registration office. After you have completed all details, click the “next” button.
- Identification: Upload product images, brand logos, packaging images, and information about online presence (website or social media page). After you have completed all the details, click on “Next.”
- Characteristics This page describes more about the brand, including seller account information, vendor details, GTINs, UPCs or EANs for the products, manufacturing details, license details, and the manufacturing country. After all, the details have been completed, click the “submit an application” button.
|
Acronym Glossary: GTIN – Global Trade Item Number: a unique identifier for trade items developed by GS1. GS1 – Global Standards 1: an international standards organization, which defines trade items as products or services that are priced, ordered, or invoiced at any point in the supply chain. EAN – a 13-digit European Article Number. UPC – a 12-digit Universal Product Code. |
Step 3 – Verification from Amazon
After the application has been submitted successfully, Amazon validates the information. The process takes 2-10 days to complete and activates the brand registry. Amazon then sends a code to the registered trademark office.
The seller must contact the registered contact to let them know they will receive an email from Amazon. This email needs to be sent back to the seller.
- Once the code has been sent to the seller, log in to Amazon Seller Central and enter the Case ID from the initial email. Then hit the Go button.
- Select the Response or View button and then choose Reply. Copy the code and hit send.
After the above steps have been completed and the code entered successfully, Brand Registry can be completed in 1 to 2 working days.
How do I know if the Amazon Brand Registration was successful?
You have completed the form. Now you wait for their approval. How can you tell if your brand has been approved by Amazon? These are some simple methods to check.
Unique Identifier
Once you have seen the unique identifier (the UPC or EAN) on your product, it is confirmed that it has been approved by Amazon. It is confirmed that Amazon has approved your brand. Amazon sometimes assigns Global Catalog Identifiers to you if you’re the only one selling this product.
An Amazon Standard Identification Number (ASIN), which indicates that your brand has yet to be approved, will appear on your Amazon Standard Identification Number (ASIN). Keep an eye out for unique identifiers.
Using Enhanced Content
If your EBC request is denied, Amazon has yet to approve your brand. Try to experiment with your brand profile to see if it progresses.
Amazon Brand Registration Assistance
Calling the Amazon Service Centre is the best and most convenient option. If your brand is registered, a customer service representative will be happy to assist you.
They can also assist you with any problems that may have prevented your brand’s registration.
Registering your brand in this program is highly recommended for small manufacturing companies, sole distributors, and those who have unique products. You will get a head start in your business with benefits such as the EBC, HSA, and Amazon Buy Box. You also have complete control over your brand.
The products you display, the logo, and the product descriptions are yours. This is crucial if you want to preserve the integrity of your brand.
Fill out the form correctly to ensure your brand’s registration after your first attempt.
How to Enable or Activate the Amazon Brand Registry?
These steps will only be used to register the brand and successfully enroll it.
This is only the beginning of a phase. It is necessary to activate the brand registry for all products to list the items and have them fully registered.
This could be because the signer might have used a method such as MPN (Manufacturer part number), Catalog Number, or UPC code.
This can be verified using the menu option reports > Business Reports> Brand Performance.
If a product is listed here, the ASINs indicate it is actively enrolled in Brand Registry. If no products are listed, you will need to update the UPC code, Catalog number, or MPN number. This can be done by activating the Product Category Listing Report. Once you have downloaded the category in which the brand is classified, you can update the file template. Finally, make a partial change to the file template.
A quick overview of Amazon Brand Registry Benefits
Contribution to Brand Protection
Amazon is committed to protecting its Brand Registry’s most valuable asset to combat counterfeit products. But don’t assume that Brand Registry will lock down your brand or product and solve all the problems of hijackers.
This program cannot kick any other sellers from your product listing because you don’t want them selling your product. Amazon Brand Registry will not intervene in cases of trademark and copyright infringement.
The Brand Registry provides access to brand protection programs such as Project Zero and Transparency. It does not automatically enroll you into those programs. These programs may have fees.
Solidification of brand loyalty
Building a brand isn’t easy. Nurturing it takes even more effort. Establishing trusting relationships with your customers is just as important as having a well-designed storefront.
You need reliable data to provide timely information about your customers’ activities, whether you are using an Online Community strategy or an Influencer Marketing strategy. A robust Brand Analytics tool in the Brand Registry program provides brand owners with search terms and purchase data.
Better Discoverability
If your customers recognize your product easily among thousands of other products, you have weighed the costs of creating your brand unique and putting it in front of their eyes to achieve a Return on Investment (ROI).
Sponsored brand ads are similar to Amazon Pay Per Click advertising. They can help you get your products at the top search results and charge you once a customer clicks your ad.
Amazon Posts is another tool in the Brand Registry. This allows Amazon sellers to display a brand’s refined content in an interface resembling social media posts.
A Significant Conversions Bump
One of the most challenging goals in mastering a new product listing is getting positive reviews. After registering your brand, you can join the Amazon Vine program, which allows Amazon to sell your products to trustworthy buyers and receive a review on Amazon.
You can use the Virtual Bundles tool to combine up to five FBA products and make them one product. This is another way to get customers and convert them to active customers. Amazon Sellers often overlook the A+ Content page.
How to Build a Unique Brand Following on Amazon
You will access features that increase customer discovery, conversions, and loyalty and enhance discoverability.
A+ Content
Additional images and text can be added by brands to product detail pages. A+ Content allows brands to provide more product details, increasing conversion rates.
Amazon Posts
This social media feature lets you tell your brand story and share lifestyle content with Amazon.
Product Video
To highlight the benefits of your product, educate customers, and increase sales, upload product videos to the product detail page.
Brand Catalog Manager
You can see who is selling your products and the customer experience. Here you can easily add offers to inactive listings.
Refer a brand to receive a bonus
Refer a friend to get a bonus on your off-Amazon advertising campaigns.
Search Term Optimizer
Recommendations for search terms that are in line with Amazon’s best practices.
Manage Your Customer Engagement
To increase brand awareness and sales, send emails directly to Amazon customers.
Amazon Live
You can increase sales by using an interactive live stream from Amazon. This allows you to interact with customers in real-time.
Manage Your Experiments
To find out which Content drives sales, run random A/B tests using product titles, images, and A+ Content.
Amazon Stores
To help customers find your product catalog, create a branded Amazon storefront. Stores are used by more than 300,000.
Virtual Bundles
Multiple products can be sold together, making it easier for buyers to find products that match. Your brand’s catalog will be more visible.
Subscribe to Save
Amazon customers can sign up for recurring delivery of their products through the Subscribe and Save program.
The Last Word: Getting Started With Amazon Brand Registry
Amazon puts brand owners ahead of resellers when fighting counterfeiters, hijackers, or other bad actors that threaten the integrity and viability of the marketplace. If you own a trademark and are a brand owner, there’s no reason to not apply for Amazon Brand Registry. It offers myriad benefits, including marketing, branding, analytics, and protection.
You don’t need to register your brand to report violations of policy. However, the program’s dedicated support staff, automated protection features, and self-guided reports tools make resolving these issues much easier and quicker. You’ll also have access to other benefits to help your brand succeed.
FAQs On Amazon Brand Registry 2022
Here you can check important FAQs On Amazon Brand Registry 2022.
Whom Brand Registry on Amazon Is For?
Amazon Brand Registry refers to a brand (also known as an Amazon Seller) with an active trademark registered. If a seller is “authorized,” the Brand Registry can be granted to the brand owner.
What are the Benefits of the Amazon Brand Registry Program?
The Amazon Brand Registry Program scheme has many benefits, including:
– This allows a brand to take complete control of their product listings
– This ensures that product information is accurate
– It can increase product sales
– It protects the brand
– It improves brand content
– It improves efficiency
– It allows you to list products without using UPCs and EANs
– It makes it easier to list products
– This allows for different product variants
– It removes negative listings
– You get better customer service
– It provides detailed instructions on how to report an infringement.
– It makes it easy to quickly search ASIN and report any infringements.
– It allows you to search for images that match fake logos or products.
– It ensures that customers can read all information regarding a brand’s products.
Do I have to re-enroll every time I add a new product?
You need only register a brand once, regardless of the number of products. If you add new items, add those to the brand-registered account. Of course, if you own multiple brands, you will want to register those separately and keep the correct products with their brands.
Do I need to have a Brand Registry to sell on Vendor Central?
By requiring all vendors to register their brands, Amazon knows that the vendors are authorized sellers of their products.
If I’m enrolled in Brand Registry 1.0, will Amazon automatically ‘grandfather’ me into Brand Registry 2.0?
If you are a part of Brand Registry 1.0, you will need to re-enroll as the program has evolved significantly. The original services from 1.0 are still available, but you’ll have none of the new anti-counterfeiting benefits and brand-building opportunities unless you enroll in Brand Registry 2.0.