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

Companies can register their trademark with Amazon to control their brand and listed product details, as well as gain access to enhanced marketing features.

The benefits of Amazon Brand Registry

Here are the five main benefits:

1. Brand protection measures

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

2. 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%.

3. Brand Analytics

Amazon Brand Analytics pulls in valuable 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.

4. Customer engagement tools

Brand-registered sellers can 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. Additionally, Amazon Live Creator allows you to engage with shoppers directly by adding brand stories and interactive live streams. In addition, your Brand Store is the only real estate on Amazon exclusively for the brand and will not contain competitor product suggestions or advertising.

5. 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 how your products appear in these ads and use them to increase sales and brand awareness. For example, 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.

Amazon registered Brand eligibility checklist

The complete eligibility requirements of the 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 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 Enrol 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:

  1. Brand eligibility. This includes the name and logo for each brand you want to include.
  2. Intellectual property. This consists of the trademark type, name, registration number, and trademark office.
  3. Identification. Including product images, packaging images, brand logos, and online presence, such as web addresses and social media handles.
  4. Characteristics. These consist of seller account information, the identification schemes 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 an additional 1-2 working days to complete.

To discuss the process and the benefits of Brand Registry in more detail, chat with our team today.