Amazon Brand Registry, How Does It Work?

In today’s world, Amazon Brand Registry is essential, but it can be complicated and often misunderstood. What does it actually mean to register your brand on Amazon? It is a program that allows brands to share more information about their products and intellectual property while helping Amazon and brands prevent future trademark infringements.

According to Amazon statistics, 6 million questionable listings have been blocked, and 2.5 million malicious accounts have been prevented from posting dubious listings. After entering the Amazon Brand Registry, licensed brands receive protection, as well as a 99% reduction in alleged infringements.

“You may be wondering: “Can I sell on Amazon without registering a brand?” Yes, but only if you are willing to take some risks. Below you can find the benefits of Amazon Brand Registry.”

Registering for the Brand Registry on Amazon allows you to benefit from several advantages.

1. Take control of your brand’s image.

Any listing that contains your company’s logo will be updated in the blink of an eye. Customers see your items, not those of a third party, when viewing a product listing. Your product listings cannot be modified by an external supplier. The Amazon Brand Registry helps businesses reduce the risk of issues arising from other sellers changing your brand’s data and your items. Registered brand data is often prioritized by the software.

You will be able to upload a video that will appear at the end of the image series of your listing once you have been authorized. This is an excellent way to showcase your product and share your brand’s story while increasing your conversion rate.

2. Keep other sellers out of your product listings.

It goes without saying that it is preferable to protect the listings rather than initiate a case with an Amazon representative to resolve issues.

The Amazon Brand Registry provides you with additional security against other sellers, and therefore:

3. Boost your product sales.

The Amazon Brand Registry promotes purchases, increases transparency, and improves conversion rates by eliminating fake listings and prioritizing details about your business. This means that the information provided by your company takes precedence. While not all business leaders may see an immediate financial benefit, it is worth registering because it is free.

4. Obtain constructive information and search software.

Data is crucial, so to increase profits, it is necessary to know as much as possible about your customers. Search and purchase data from customers is collected by Brand Analytics to help you improve your business operations. This provides you with a wealth of information, such as the search terms your consumers use to find your product (which you can use in a PPC campaign) and shopping cart analysis.

You know how important it is to have access to valuable tools when creating a digital marketing strategy. Fortunately, Brand Registry offers search resources and reports to help you track and maintain your Amazon brand.

You won’t have to search much to find out if an infringement issue arises, for example. Since Amazon simplifies the tracking process, you can use your search tools to know exactly when a problem occurs.

You can also use the Amazon Brand Registry image check to see if your logo appears on another Amazon listing. Use bulk searches of Amazon Standard Identification Numbers (ASINs) to check if another listing is also infringing on your content.

5. Increase the number of available listing options.

Sponsored brands are unlocked, which is another advantage of the Amazon Brand Registry. Your company can advertise up to three items with this ad format. Sponsored brands can feature the image and name of the brand, which can help with brand recognition.

6. Receive more reviews.

One of the most challenging aspects of scaling a new listing is gaining recognition and reviews for it. Fortunately, once you have registered your brand, you will have access to Amazon’s Vine service, which allows you to send your products to approved customers in exchange for a review. However, be cautious as these can be brutally honest reviews. If you want to learn more about why generating reviews is vital for your business, click this link and read all about it. Amazon Brand Registry Requirements.

It’s easy to register your brand on Amazon, and using this tool for brands comes at no cost. Many of the threats (as well as the justifications for not using it!) have disappeared. Below, you can find the steps for applying to the Amazon Brand Registry.

Step 1: Amazon Eligibility Criteria.

Amazon can verify if you meet the brand requirements:

To be eligible for the Amazon Brand Registry, your business must have an active registered trademark in each country where you choose to enroll or a pending trademark application submitted through Amazon’s IP Accelerator. It can be an active text mark (word mark) or a trademark based on design (design mark).

• Your registered trademarks must be visible on your products or packaging.

• You must meet the eligibility criteria of the country.

Step 2: Logging into the Amazon Brand Registry

Log in to the Amazon Brand Registry once you have met these criteria. To access the Amazon Brand Registry, log in with your Amazon seller credentials or Amazon Vendor Central credentials.

Step 3: Register Your Business

Once you have logged in, you will need to verify your information or your brand. The organization must have access to as much knowledge as possible about your brand. Amazon can register your brand, allowing you to take advantage of additional features.

You will need to provide:

If you have completed this, Amazon will confirm that you hold the rights to your trademark and, as a result, your name. They will contact you for more information if they have any questions. Amazon aims to make things as simple as possible, but verifying all this information will take some time.

Do you need a trademark for the Amazon Brand Registry?

You cannot enroll in the Amazon Brand Registry without a trademark. A trademark can only be registered by the owner of the brand. The owner must first register the trademark, and then the approved user must be added as an additional user. Your registered trademark must be visible on your product or its packaging. You will need your trademark registration number, which was provided when you registered.

How long does it take to register for the Amazon Brand Registry?

If you provide Amazon with everything it needs for your brand, you can expect the entire process to take approximately two weeks.

How to enroll in Amazon’s new brand registration program?

Previously, there were fewer obstacles in the Amazon Brand Registry program, but Amazon redesigned it and introduced a host of new features. You must re-register for the Brand Registry program if you were accepted into the previous program before April 30, 2017.

Cost of the Amazon Brand Registry

The Amazon Brand Registry process is completely free. However, initially owning copyright or a registered trademark is not free. Depending on where you register and the type of coverage you want, these fees typically range from $225 to $400. You may also need to consider legal costs.

There is also a fee for each class. As a result, it is possible to submit a single trademark application that covers different product categories. However, the filing fee for each class will be charged to your account. If your initial filing application is not complete and ready for approval, you will have to pay additional fees.

Do you need Amazon Brand Registry to sell on Amazon?

You can sell on Amazon without registering your brand. However, there are some drawbacks. The most likely scenario is that your listings may be overshadowed by competitors selling counterfeit or imitation products. Another common issue is low-cost manufacturers selling a similar product at a reduced price. These two problems can lead to category saturation. The only way to compete is through dramatic price drops to remain competitive.

Conclusion

So, is the Amazon Brand Registry worth it? The benefits of Amazon Brand Registry speak volumes in terms of security. It is important for maintaining control over your brand. Proper brand representation and security help ensure that your brand is represented accurately. Having access to premium content functionality is also beneficial, as it has been shown to improve conversion rates, traffic, and sales when used correctly.

Finally, being able to quickly identify potential infringement cases through customized search features makes it easier to ensure that your brand’s credibility on Amazon remains high.

Image credits in order of appearance: © Aurielaki – stock.adobe.com / © Visual Generation – stock.adobe.com / © artinspiring – stock.adobe.com