Amazon Brand Registry Program is designed for a brand owner to access enhanced marketing features and have complete control over the brand on Amazon product listings.
It helps protect a registered trademark on Amazon. The enrollment to it is a straightforward and one-time process, which is done at Seller Central.
The only eligibility creteria is that your brand must have an active registered trademark in each country where you wish to enroll or have a pending trademark application filed through Amazon IP Accelerator.
The trademark for your brand must be in the form of a text-based mark (word mark) or an image-based mark with words, letters, or numbers (design mark).
Let us quickly go look over the advantages of enrolling in this free program:
|Brand Registry Benefit||With Brand Registry||Without Brand Registry|
|Accurate brand representation and increased sales||Increased control over product listings enables brand registry sellers to deliver more complete, accurate, and reliable product information, which often boosts sales.||Product listings can easily have partially or entirely wrong information updated by various sellers offering the same product, reducing trust among customers thus resulting in lower sales.|
|Access to search and report tools||Search tools such as global search, image search, and ASIN search simplify identification of potential infringement cases.||Without brand registry, you're likely to overlook threats to your brand.|
|Brand protection||Provides additional brand protection based on the information provided during the registration such as potential misuse of trademarked terms in other listings, images that contain your logo, unauthorized sellers, and counterfeit products.||Difficult to convince Amazon support team of potential abuse/misuse of trademarks, listings, and brands. Without brand protection, you need to gather a lot of material evidence to resolve trademark and similar issues.|
|Global support||Amazon provides dedicated 24-7 global support teams to resolve branding concerns on a priority basis.||No dedicated support teams. Sellers must go through regular customer support channels, which is often time consuming.|
|Brand building tools||Take advantage of additional marketing tools such as (A+ Content), Amazon Stores, Sponsored Brands, the Brand Dashboard, and Brand Analytics tools.||No access to those features without brand registry.|
Protect your product listings from other third party sellers
Typically, without brand registry protection, your product listing details can be modified by others who are also selling the same item.
You have a complete control over the following:
Title of the product Description of the product Image of the product Using product ID instead of UPCs & EANs Lessening the “match“ errors at the time of listing
Protection against product hijacks
The greatest worry sellers will have while selling a product under their brand is what if any random merchant hijacks their product.
Amazon registry not only allows the brand to be registered but also gives sole ownership to the “Amazon Buy Box“. Therefore, even if someone tries to hijack the product, the authorized or actual seller can contact the Amazon support to have it eliminated.
After you have successfully signed up for brand registry, you may notice an increase in sales as Amazon removes fraudulent listings and prioritizes information from your business.
Catch infringement faster
There is no way for Amazon to guarantee that it can stop unscrupulous sellers from knocking off your product, mis-representing your brand etc. However, with brand registry it provides you a set of tools that help you to catch and report infrigements faster and to keep track and manage your brand on Amazon.
For example, you won’t struggle to find out when an infringement issue occurs. Since Amazon streamlines the monitoring process, you can take advantage of their searching tools to know precisely when a problem arises.
You can also Amazon Brand Registry’s image search to learn when another listing on Amazon uses your logo. There is also a bulk Amazon Standard Identification Number (ASIN) search tool to find out when another listing infringes on your content.
When you find out that another user wrongfully displays or uses your branded content, trademark, or company information, use the workflows offered by Brand Registry to report these issues. Once you submit your report, Amazon will take care of the rest.
In most cases, Amazon takes action on more than 95 percent of all infringement notifications within eight hours. It’s an impressive response time, demonstrating the priority Amazon now makes for protecting the brands of its sellers.
Sponsored brands advertising
Expand your ad options
Amazon Brand Registry also lets you accees a ad format known as “Sponsored Brands” are unlocked. It allows your business to promote up to three products. In addition, Sponsored Brands feature your logo and brand name, which can help with brand awareness.
Sponsored Brands appear at the top of search results, above Sponsored Products.