February 15, 2022

Learn the benefits of Amazon Brand Registry, which helps sellers grow and protect their brand while improving the consumer experience.  

There’s no denying that, for some companies, Amazon is the wild west of digital retail, filled with counterfeiters, unlicensed third-party sellers, and shady business practices. While that may be an oversimplification, it is undeniable that Amazon continues to make strenuous attempts to make its marketplaces a secure haven for all types of businesses.

Brand Registry is at the heart of this since it gives you access to several tools, such as the Project Zero program and the Transparency By Amazon service, that may help you grow and protect your brand while improving the consumer experience.

To navigate the sections quickly, use the links below. 

What is the Amazon Brand Registry?

The Amazon Brand Registry is a service that allows Amazon to identify brand owners. It aids Amazon brand owners in securing their intellectual property and product content. Brand owners can contact Brand Registry’s dedicated team to report intellectual property infringement, policy breaches, listing issues, and technical concerns, as well as escalate previously reported complaints. Additional marketing services, such as A+ Content and Amazon Storefronts, are also available through Brand Registry.

Amazon launched a new and improved Brand Registry in May 2017 to assist brand owners in safeguarding or protecting their registered trademarks. The Brand Registry was also created to provide companies’ customers with an accurate and dependable experience by providing access to picture search and proprietary text and predictive automation and reporting capabilities. Sellers who join the program get more control over their Amazon brand.

The Benefits of Amazon Brand Registry

More than 130,000 brands throughout the world have an Amazon brand registration, according to Amazon, and they’re identifying and reporting 99 percent fewer potential infringements than they were before Brand Registry was launched.

According to Amazon’s website, Amazon Brand Registry delivers a range of benefits, including those listed below:

(i) Brand-building benefits
Use resources like Enhanced Brand Content, Stores, Sponsored Brands, and the Brand Dashboard to help you build and grow your Amazon business.

(ii) Accurate brand representation

Customers are more likely to see the correct information associated with your brand if you have more control over Amazon product pages that contain your brand name.

(iii) Powerful search and report tools

With unique features explicitly built for brands, Amazon makes it easier to detect incidents of potential infringement:

  • Global search: Search for material across many Amazon storefronts from the same interface without ever having to leave it. 
  • Image search: Use photos to identify Amazon product listings that match your product(s) or logo(s).
  • Bulk ASIN search: Quickly find and report possibly infringing content by searching for a list of ASINs or product URLs in bulk (plus enlarge image thumbnails in this tool for easier identification of infringers)
  • To evaluate popularity, sort the average customer ratings of ASINs.

(iv) Product listing content ownership
Amazon claims to “consider multiple authors” while creating product listing material. It’s tough for sellers who own the brand but don’t have a brand registration to claim ownership of the material on the product detail page. The A9 algorithm influences your ranks, who wins the buy box, and whose material appears on the detail page. This may be quite annoying for sellers since, even if your material is flawless, the algorithm will favor the content of other vendors, making your listing appear cheap and unprofessional. When you have a brand registry, everything changes. You have complete control over the content of your listing, including product titles, descriptions, bullet points, and photographs.

(v) Brand Store

The Amazon seller storefront is a miniature version of your website where you may organize and display all of the products in your catalog. Depending on the number of products in your catalog, stores can be one or more pages long. However, before you start building storefronts, make sure to optimize your product detail pages, as this is where all of your store traffic will go.

Maximize listings: How to Optimize Your Listing Without Spending Ad Dollars

(vi) Manage Your Customer Engagement
Sellers can use the Manage Your Customer Engagement tool to create email campaigns and offer engaging material to customers who choose to follow them on social media. The follow+ button can be found in places like Stores and Amazon Live. Manage Your Customer Engagement is identical to email campaigns, except that Amazon handles the marketing, and you are just responsible for content creation. Amazon has generated email templates. Templates for new product announcements and special offers are now available, but more templates will be added in the future.

(vii) Customer Reviews Page

Customers who have written a bad review (star rating 1-3) can be contacted with templated messages that firms can pick to offer a refund or replacement. Select Customer Reviews from the Brands menu. This is where you’ll discover all of the customer reviews for your product. Your ASIN will not appear here if it is not registered with the brand registry.

(viii) Amazon Live Creator

Have you ever fantasized about connecting with your customers? With Amazon Live Creator, you can now. Brands may use interactive Livestream videos to illustrate different uses for their product, show how it works, tell their brand story, and ultimately reach out to more customers. To get started, download the Amazon Live Creator mobile app, select the products you’d like to promote in your life, and then go live and connect with your viewers. Your live stream can be found on product detail pages, store sites, and other areas where customers are exploring.

(ix) Brand Catalog Manager

The brand catalog manager tool makes it simple to see who is selling your items, what type of experience customers are having, and the expected sales possibility for products that aren’t offered directly by the brand. Brand owners can use this information to review all merchants offering their products and guarantee that their customers have a consistent, pleasant purchasing experience. The Brand Catalog Manager may be found in the top menu under the “Brands” tab.

Limitations of Brand Registry

It takes time, money, and perseverance to register your brand on Amazon.

Register your brand with trademark registration, which varies by country. If you already hold a trademark, the registration process can take weeks. Read through the eligibility conditions and submit everything Amazon needs to complete the process.

Amazon Brand Registry Costs

There are currently no expenses associated with the Amazon Brand Registry. To be eligible for a Brand Registry application, you must first have a registered trademark.

Registering a trademark usually ranges from $225 to $400. These costs, however, can vary based on the type of protection you choose to get.

Market wisely: How to Market Amazon Products Effectively for Success

Amazon Brand Registry: Eligibility & Application

Visit brandservices.amazon.com/eligibility to check if you fulfill the Amazon brand registry application’s eligibility conditions. 

Step 1: Review eligibility requirements

Your brand must have an active registered trademark in each country you want to participate to be eligible for an Amazon Brand Registry application.

Your brand’s trademark must be a text-based or image-based mark that includes words, characters, or numerals. Eligible trademarks can be classified in various ways depending on the issuing trademark office where they were registered.

The following are some of the trademarks that Amazon is currently accepting for registration:

Step 2: Sign into Amazon Brand Registry

The next step is to sign up for Amazon Seller Brand Registry if you meet the qualifying conditions. If you’re an Amazon Vendor or Seller, sign in with your Vendor or Seller Central credentials.

You can access the features and benefits of Amazon Brand Registry tied to Vendor and Seller services by using the same account and password.

Step 3: Enroll your brand

You must supply the following information to be eligible for an Amazon Brand registration:

  • Your brand name, which is protected by a registered trademark.
  • The trademark number is assigned by the government.
  • A list of product categories in which your brand should be listed (for example, garments, sporting goods, and electronics).
  • A list of the nations where your company’s products are made and distributed.

How Does the Brand Registry Process Work?

The first need is that you have a Seller Central account. You can get one at https://sellercentral.amazon.com if you don’t already have one.

The next step is to sign up for an Amazon Brand Registry account. Amazon will want your trademark number as well as one type of social media.

The number assigned to a pending or registered trademark is known as a trademark number. The United States Patent and Trademark Office issues this number (USPTO). Serial numbers are assigned to pending trademarks, and registration numbers are assigned to registered trademarks.

By going to www.uspto.gov and filling out a TEAS form, you can file for a trademark online. It can take up to 9 months to complete the process. The cost of an application varies depending on the filing type chosen and the sort of products or services being registered. On the official website, you can learn more about the fees.

Amazon will send an email to the person or address associated with the Trademark account once you’ve filed the Brand Registry application. A case number code will be included in this email.

When you obtain this case number code, copy it and enter it into the required field in your Seller Central application. Please note that for this Trademark to work, it must be a live trademark [confirm not pending?].

Pay your $248 application money and continue with the application once all of the components are in place, and all of the information is filled in. The Brand Registry will be completed in a reasonable amount of time. Some people have claimed overnight turnaround times; however, this varies from person to person.

To summarize, you must complete the following procedures in order to register for the Brand Registry:

  • Go to your Amazon Seller Central account and sign in.
  • Create an Amazon Brand Registry account.
  • Amazon is requesting a trademark number.
  • You should receive an email from Amazon inviting you to register for a Trademark account. After that, you should receive your case number code (in the email)
  • Copies of the code should be pasted into Seller Central (Trademark needs to be live)
  • Payment of a fee

Powerfully integrative: Running A Successful Amazon Business

Is Brand Registry worth it?

Yes. The process of obtaining your trademark is time-consuming, but the benefits are well worth the effort. You must have a brand register if you sell on Amazon. Brands may use multiple tools and analytical analytics to not only safeguard how their brand and products are perceived on Amazon but also to make their presence felt among a slew of competitors. The procedure of registering a brand can be complicated, but you can always engage one of our Amazon specialists to help you.

Conclusion

Amazon Brand Registry is Amazon’s registered brand program for trademarked brands selling on Amazon through Amazon Seller Central or Amazon Vendor Central, giving Amazon Registered Brands more control and protection over their brands. The intellectual property of an Amazon registered trademark is protected by brand registration. Amazon Brand Registry provides Amazon Registered Brands with enhanced protection and identification of counterfeit sellers, as well as access to powerful selling competitive advantages such as Enhanced Brand Content, Storefronts, placing videos on product listings, the Amazon Early Reviewer Program, and much more.

To learn more about protecting your brand and maximizing consumer experience, book a call with us today.

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