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Amazon Brand Registry

31 Jan 2022

What is Amazon Brand Registry and how can it help protect your brand?

Amazon sales soared throughout the pandemic, with the online retail giant tripling its profits during 2020. But this surge in activity also made Amazon a prime target for fraudsters to sell counterfeit goods, especially preying on those new to online shopping. Approximately 10 billion suspected listings were blocked. 

Left unabated, this activity can threaten brand safety and trust. Thankfully, Amazon Brand Registry is here to help businesses preserve their reputations.

What is Amazon Brand Registry?

Amazon Brand Registry is a free programme offering a range of services designed to help you protect your brand’s intellectual property and product information on Amazon. Companies can register their trademark with Amazon to control over their brand and listed product details, as well as gaining access to enhanced marketing features.

The benefits of Amazon Brand Registry

Here are the five main benefits:

Brand protection measures

Amazon has a dedicated team to help you protect your brand. You can report incorrect product details, as well as technical issues, such as page loading problems. If you find a suspected counterfeit item, you can submit an IP infringement claim. You can also report Amazon Marketplace violations, such as product review manipulations and ‘Not as described’ complaints.

Advanced customisation of listings

Amazon’s A+ Content Manager grants exclusive access to advanced customisation of your product listings, such as additional text formatting and images. This helps your products stand out in a crowded marketplace. Sellers can also update listings at the ASIN (Amazon Standard Identification Number) level, preview the listing on mobile devices, create templates, and generate language variations. According to Amazon marketing collateral, adding A+ Content increases page conversion rates by more than +11%.

Brand Analytics

Amazon Brand Analytics pulls in different types of useful data so you can monitor your brand and how it’s being sold on Amazon. Standard metrics include ordered revenue, shipped revenue, shipping cost, and traffic diagnostics, such as Fast Track Glance View Rate (percentage of inventory available for Prime shipping when a glance view occurs). Brands will also benefit from additional shopper insights such as search queries, basket analysis, pre-order analysis, and forecast and inventory planning.  

Customer engagement tools

Brand-registered sellers are able to create Amazon Storefronts (pages containing customised content that allow shoppers to navigate all of the seller’s products). Amazon provides a Stores Builder, which guides you through a step-by-step process to create a storefront.  Sellers can also add product videos to their listings to drive conversions, while Amazon Live Creator allows you to engage with shoppers directly, by adding brand stories and interactive livestreams. Your Brand Store is the only real estate on Amazon that is exclusively for the brand and will not contain competitor product suggestions or advertising.

Sponsored Brand Ads

Sponsored ads appear at the top of the Amazon search results page, and are charged on a PPC (Pay-Per-Click) basis. You can design the way your products appear in these ads, and use them to increase sales and brand awareness. If shoppers click on a product, they’ll be taken directly to your product listing, but if they click on your brand name or logo, they’ll be taken to your storefront.

Eligibility checklist

The full eligibility requirements of Amazon Brand Registry can be found here, but you must have the following:

A trademark for your brand. This must be shown on your products or packaging, and be active in each country in which you operate, although Amazon also accepts pending registrations from some countries’ trademark offices. The mark can be either text-based or image-based. 

Means of verification. You must be contactable via the trademark office as the owner or authorised agent of the trademark.

An Amazon account. This must be associated with Seller or Vendor Central.

How to set up Amazon Brand Registry

Go to the Amazon Brand Registry portal and click Enroll now. You’ll be asked to sign in with your Amazon Seller Central or Vendor account.

Next, you’ll need to enrol your brand, which involves entering details of:

Brand eligibility. This includes the name and logo for each brand you want to include.

Intellectual property. Consisting of the trademark type and name, registration number, and trademark office.

Identification. Including product images, packaging images, brand logos, and online presence, such as web addresses and social media handles.

Characteristics. These consist of seller account information, the identification schemes which are used by the products (such as EANs or UPCs), manufacturing details, license details, country of origin, and the countries where the products are distributed.

Once Amazon has validated the details, you’ll need to enter a verification code which Amazon emails to the registered trademark office, so it’s important to forewarn the office and ask them to forward it to you. This usually takes 2-10 working days. 

Within your Amazon account, enter the code in the corresponding Case ID. The Brand Registry process then takes a further 1-2 working days to complete.

Alternatively, if you’re not sure where to start, specialist ecommerce partners such as Acorn-i can help guide you through the process. 

The rise in online shopping means counterfeiting is becoming a widespread problem, especially among popular products. The main advantage of being an Amazon Brand Registry member is that a counterfeit product or inaccurate listing can be removed quickly, since Amazon already knows you own the brand. But it also provides a whole host of other benefits to help preserve your brand’s reputation. To discuss the benefits of Brand Registry in more detail, chat to our team today.

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