It is basically known that Amazon obsesses over providing customers the best possible shopping experience. As a result, Amazon Brand Registry was introduced to reduce counterfeiting and intellectual property (IP) violations on the site.
What is Amazon Brand Registry? Should you enroll in the Amazon Brand Registry and how to do it?
In this post, we’ll break down things you need to know about Amazon Brand Registry, then you will get yourself answers.
What is Amazon Brand Registry?
Brand Registry is a system to give brands and manufacturers greater control of their intellectual property, and protection against bad actors and counterfeiters.
As the official page for Amazon Brand Registry says:
“Amazon Brand Registry helps you protect your intellectual property and create an accurate and trusted experience for customers on Amazon.”
Brands enrolled in the program have better pull when they believe someone has stepped on their trademark while benefiting from preventative measures to stop infringements in the first place. Amazon has a 24/7 team that investigates and takes action on alleged infractions.
Not only does Brand Registry work for sellers, but it also helps Amazon customers too. The system makes it easier for people to shop by a particular brand, and gives them the confidence that when they buy branded products, they are getting the real thing.
Why Enroll in the Amazon Brand Registry?
Grasping the fundamentals of Amazon Branded Registry is simple. The main aim is to make it easier for you to organise your brand on Amazon and they help you in a number of different ways, so let’s take a look at some of the biggest ones.
Protect Your Brand From Nefarious Buyers
One fear that sellers have when selling their own brand is that another merchant is going to hijack their product. It’s such a hugely competitive marketplace, plenty of sellers are willing to go to great lengths to get ahead.
However, what this system does for you is to let you register your brand so you can have sole ownership of the Buy Box for it. And if they do try and hijack your product, you can simply contact Amazon and have hijackers removed.
Enjoy More Control Over Listing Content
As a ‘regular’ seller on Amazon, you’re bound pretty tightly to their algorithmic requirements. But if you decide to go Brand Registry route, the requirements are somewhat loosened and you can play around more with:
- product titles
- product details
- product images
- Amazon-issued product IDs and avoiding ones like UPCs and EANs
- reducing matching errors that can occur during the listing process
Wider Access in Selling Your Brand
The additional tools Brand Registry participants are given access to, like Enhanced Brand Content and Storefront Pages, are especially powerful at helping you grow your sales on Amazon.
On the other hand, preventative measures against counterfeiters give a layer of protection against a lot of bad actors you may come across in the third-party marketplace.
Brand Registry doesn’t gate your brand and your listings, however. People can still sell on your listing, though they can’t change anything on the listing.
If you want to get your brand gated, you’ll need to apply for this separately.
How to enroll?
You can enroll in Brand Registry here https://brandservices.amazon.com
From here, you’ll need to provide some information to Amazon.
- Your brand name (which must have an active, registered trademark)
- The government-registered trademark number
- Product categories that apply to your brand
- Countries your products are made and distributed in
Amazon will need to verify your information with a contact associated with the given trademark. The time it takes for verification to complete can vary, from within 24 hours, to several weeks.
If you’re selling Private Label on Amazon, it’s strongly recommended that you register your brand with the program. As long as you have a trademark for your brand, the process is easy, and the benefits significant.
The longest part of the process is getting your trademark – this process can take a number of months. So if you don’t have a trademark yet, start this process as soon as possible. The sooner you have a trademark, the sooner you can enjoy the benefits of Brand Registry.
In summary, it is highly encouraged that manufacturers especially new brands, apply to the Amazon Brand Registry program. It helps protect your registered trademarks on Amazon and create an accurate and trusted experience for customers. Once registered, you’re free to reap the benefits that are offered by the Brand Registry program.