There are a lot of people out there who do counterfeiting for a living. You don’t want to be one of those stores that receives lots of complaints that you’re selling counterfeits. Many manufacturers and customers alike have been victimized by such scams.
If you are an Amazon seller who produces and sells your own private label products on Amazon, you have protection. You can sign up for Amazon’s Brand Registry 2.0 to prove ownership of products and prevent forgeries from sneaking in.
The Brand Registry 2.0 is an updated service provided for sellers who are brand owners, manufacturers of products, and distributors or resellers who have written permission from the brand owner to oversee a specific product on Amazon. If you don’t fall into one of these three categories, you won’t be granted approval. If you do, you should waste no time in getting set up. Once Amazon has approved your Brand Registry 2.0 application, your product will be uniquely tied to your account and your brand will gain an added measure of protection on Amazon.
Brand Registry 2.0 Benefits
The Brand Registry 2.0 is an improved service version. It is built for retailers who are brand owners, manufacturers of products, and distributors. It is also designed to help resellers with written permission from brand owners to manage specific Amazon products. If you don’t fall into one of these three categories, you won’t be granted approval. If you do, you should waste no time in getting set up.
When your Brand Registry 2.0 application has been approved, your product will be locked into your account to give your brand an added measure of protection on Amazon:
Better brand control over counterfeits.
New tools to search for infringing products.
Brand owners can search by brand, trademark or product name and find all results within the Amazon system, including those that have been previously archived and no longer have active seller listings. Brand owners can also upload product images and use them to search for other listings with the same or similar images, which might be violating their copyright. With this, you can quickly file infringement suits against as many listings as you spot from within the tool itself.
Custom brand page.
Your Amazon storefront brings customers who click on your brand name to a custom brand page that you have designed.
Brand Registry 2.0 headline ads.
Headline ads enable you to affix a line of text to the left of the ad, together with three other merchandise that receive preference at the top of the search results landing page.
Upcoming improvements to Brand Registry 2.0 for sellers are still pending. You get greater control over your brand because it’s easier for you to spot and report companies that are infringing on your rights.
How to Apply for Amazon Brand Registry 2.0
In order to get started, you’ll need an Amazon Seller central account, a registered trademark, and a way to verify that you are the trademark rights owner or an authorized agent.
New Brand Registry Trademark Requirement
You need to have a registered trademark to join Brand Registry 2.0. Filing for a trademark is not enough, so if you’ve recently filed for a trademark, you will need to wait until your trademark has been issued before you can participate in Brand Registry 2.0.
Sign up for Brand Registry 2.0
Go to the Brand Registry 2.0 eligibility page and look over the requirements before you enroll. You will be asked to sign into your account.
Create and validate your Brand Registry account.
- Enter Corporate/legal information
- Verify identity via SMS/Text
- Accept the Brand Registry Terms & Conditions
- Click “Save” to complete your Account Verification.
Enroll each brand separately.
To enroll a new brand:
Step 1: Answer the eligibility questions.
The very first question will ask for your Trademark Registration or Serial Number. Use the drop down menu to select the office where you registered your trademark if it was outside of the USPTO – Canada, Germany, Spain, France, India, Italy, Japan, Mexico, United Kingdom and Europe.
Then complete the section about your logo on the products and packaging.
Step 2: Upload your product, packaging and logo images.
Each of the image types have specific requirements, so make sure you meet them otherwise your application will likely be rejected.
Any images on your product and packaging need to clearly show the product and branding while logo images must be the logo only.
The final section of step 2 is focused on your online presence. Even though Amazon says that it’s optional, filling them in increases your chances of being approved.
For your Brand social media page, we recommend using the social media page that has the most traction – the most followers and engagement.
Step 3: Complete the Characteristics section of the Brand Registry application.
Your ASINs should already have UPC codes and primary categories. Specify these on the form along with the country where your products are manufactured and distributed.
That completes the application, and after you submit, it will take about 2 weeks to hear back from Amazon.
After submitting, wait for Amazon to send a verification code to your trademark office. Contact them to alert them about this and have them forward it to you as soon as they receive it. You will also receive an email from Amazon Brand Registry Support.
Then log in to Seller Central and locate the appropriate case in your Case Log. Respond to the message with the Verification Code. Brand Registry will pick that up and complete your application within a couple of 2 business days if there are no issues.
Activate or Enable Brand Registry
Even if you have your products listed and are accepted into Brand Registry 2.0, you may still need to activate it for your products. This most commonly happens when you select a brand activation method such as UPC code, Manufacturer Part Number (MPN) or Catalog Number.
If you do not see any or all of your products listed under Brand Performance, you will need to do a partial update using the UPC code, manufacturer part number or catalog number. To accomplish this easily, first activate the Category Listing Report and download it for the category your brand is listed in. Then remove all the data except the required data and the activation method and do a partial update using a flat file template.
Assigning Brand Registry Rights
With Brand Registry 2.0, you can assign rights to additional Sellers or Brand Managers, such as:
- Enhanced Brand Content
- Amazon Storefronts
- Headline Search Ads
- Report a Violation Tool
Go to Support on the Brand Registry 2.0 dashboard and click on “Update role for user account” under the “Update your brand profile” drop down. Complete the form, providing:
- Click on “Update role for user account” and complete the form provided, indicating:
- The user account’s email address, or phone number for mobile accounts;
- Brand(s) relevant to this request; and,
- The role (permission level) for that user account.
If you are planning on buying a private label FBA business, then you will gain peace of mind knowing that brand registration will protect your new business from counterfeiters and copycats. If you are an existing seller, being brand registered can increase the value of your business if you plan to sell. Build your own online selling empire and protect it with Amazon’s Brand Registry 2.0.