Amazon’s brand registry is a program that gives brand owners increased security and control over their products. As an Amazon seller, you may experience counterfeit issues or situations where a third-party seller changes your content. Amazon’s brand registry provides a necessary set of tools that may help sellers avoid these issues.
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What is Amazon’s Brand Registry?
Amazon launched the Amazon brand registry in May 2017. It was designed to help brand owners protect their registered trademarks and create an accurate and trusted customer experience. This is achieved by providing access to proprietary text, image search, and reporting tools. Ultimately, any brand with a registered trademark can enroll in Brand Registry.
Why should you use the Brand Registry of Amazon?
According to Amazon, over 130,000 brands worldwide are registered in the brand registry. Consequently, they are benefiting from significantly fewer suspected infringements than before.
The brand registry provides a number of benefits and a few of them are listed below-
- Accurate Brand Representation
The brand registry provides more control over Amazon product pages that use the brand name, so the customers are more likely to see the correct information associated with your brand.
- Product Listing Protection
Another benefit of the brand registry is that it provides product listing protection from other sellers which increases the conversion rates, sales, and overall improvement in your Amazon experience.
- Powerful Search and Report Tools
Amazon simplifies the process of finding cases of potential infringement with custom features designed for brands
- Global search: Search for content in different Amazon stores from the same screen without having to navigate away.
- Image search: Find product listings on Amazon that match your [products or logo using images
- Ability to Add Brand Content to Their Listing
Registered brands have the ability to add enhanced brand content to their listing, offering the customers an opportunity to see more details about the product that they consider. This results in a product conversion rate jump of 30% or more on the product listing.
- Brand-Building Benefits
Build and grow your business on Amazon by taking advantage of various tools like brand content, sponsored brands, and Dashboards.
How Does Enrollment Work?
Enrolling in the brand registry is simple. There are some things to take into consideration that make you eligible for enrollment.
Amazon Brand Registry- Eligibility and Application
Step 1- Review of Eligibility Requirements
To begin the process, you will need to provide Amazon with the trademark registration number for your brand. Additionally, you’ll need a list of your product categories, a brand website, a list of the countries where you distribute your products, and images of your brand’s logo, products, and packaging.
Step 2- Sign in to Amazon Brand Registry
Once you meet the eligibility requirements, the next step is to sign in to the Amazon registry.
If you are a seller on Amazon, you will have to use your Seller Central credentials to sign in. You can use the same username and password to access brand registry features and get multiple benefits for seller or vendor services.
Step 3- Enroll Your Brand
To enroll your brand in Amazon Brand Registry, the following information has to be provided
- Your brand name with an active registered trademark.
- Government-registered trademark number
- A list of product categories in which your brand deals.
- A list of countries where your brand’s products are manufactured or distributed
Transparency in Amazon Brand Registry
Amazon also launched transparency which is an item-level authentication service that helps you protect your brand and customers from counterfeit products. Transparency allows brands to associate each unit they manufacture with a unique code.
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