Amazon Brand Registry can help you protect your registered trademarks and authorized brand agents from counterfeiters.
If you are selling your own products on Amazon, you are probably worried about counterfeiters trying to upsell you with lesser, fake offers. Counterfeits can not only damage your reputation but also make your brand seem like an unserious business people can’t trust.
Can I do anything about this? Well, you can’t control what other people do on the platform, but you can take a few steps to protect your brand from counterfeiting. This is where the Amazon Brand Registry service can help.
Below, we will tell you everything about the Amazon Brand Registry program. We’ll explore how it works, how to know if you can use it, and what are some of its main benefits.
What is Brand Registry on Amazon?
Amazon started the Brand Registry program to face the problem of counterfeits and trademark infringement. Before it launched, there were many brands struggling to protect their products, and they needed a way to make sure their time on Amazon was worth the effort.
At first, the program included basic features for reporting problems and managing listings. Over time, Amazon introduced advanced systems for detecting fake products, and also Brand Analytics. The latter tool helps brands understand customer behavior to protect their products more effectively.
How Does Amazon Brand Registry Work?
Amazon Brand Registry uses machine learning and automated systems to monitor listings and identify potential infringements. It uses sophisticated algorithms to detect and prevent counterfeit products and unauthorized listings, making sure that infringements are dealt with.
The program can quickly identify and flag violations, reducing the chances of counterfeit products appearing in search results. Such features offer brand owners a better opportunity to stand out, as they are, in front of their audience.
Related content: What is the Amazon IP Accelerator?
Amazon Brand Registry Benefits
One of the main benefits of the program is better brand protection, but there are some extra benefits that come with enrolling in Brand Registry that go beyond that.
Better Search and Reporting Tools
You can use specialized search and reporting tools to detect and flag any violations of your brand’s rights. This includes image search and bulk searches for multiple products at once.
More Control Over Listings
Manage product details like titles, images, and descriptions to make sure they accurately represent your brand.
Access to Enhanced Content
The program allows you to use A+ Content, which means you can add high-quality images, videos, and detailed product descriptions to your listings. This can help improve your sales and engage more customers.
Dedicated Support
If you have any issues with brand protection, product listings, or other concerns, you can get help directly from Amazon’s support team.
Amazon Brand Registry Guide
If you have your seller account and your trademark information ready to go, then signing up for the brand registry program should be a simple process.
Sign Up for Brand Registry
Visit the Brand Registry eligibility page and review the requirements before enrolling. There are specific requisites and limitations, depending on where your brand is registered.
Read everything more than once and ask any questions you might have to the Amazon customer support team or Google.
Create and Validate Your Brand Registry Account
This is quite a simple process:
- Enter your corporate or legal information
- Verify your identity via SMS or text.
- Accept the terms and conditions (we have all been there already).
- Click “save” to complete your account verification.
Enroll Each Brand Separately
Now you have a Brand registry account, but you have to know that each brand should have a separate registration.
First, you need to answer the eligibility questions. You’ll be asked to provide your trademark registration or serial number.
If your trademark was registered outside the USPTO, you’ll need to select the office where it was registered. This includes options like Canada, Germany, Spain, France, India, Italy, Japan, Mexico, the United Kingdom, and Europe.
Additionally, you’ll need to complete the section about your logo on products and packaging.
Next, you will need to upload images of your product, packaging, and logo. Make sure your images meet specific requirements:
- Product and packaging images should clearly show the product and branding.
- logo images should only display the Brand logo.
It’s also beneficial to provide details about your online presence. Although this section is optional, including information about your brand’s social media pages can increase your chances of approval.
Finally, you must complete the “characteristics section”. Here, you will specify your ASINs with their UPC codes and primary categories.
Approval Period
This can vary depending on each case, but the standard time is 10 business days. If the process is taking too long, you can email Amazon Support to check your status.
Amazon Brand Registry Requirements
Brand Registry But No Trademark?
You must own a registered trademark to enroll in Amazon Brand Registry. Otherwise, Amazon will reject your application. If your trademark isn’t registered yet, then you must wait until it is to enroll in the program.
Enabling Brand Registry
Even if you have your products listed and are accepted into Brand Registry, you may still need to activate it for your products. This happens when you select a brand activation method such as UPC code, Manufacturer Part Number (MPN) or Catalog Number.
If you do not see a product listed under Brand Performance, you will need to do a partial update using one of the codes listed above.
To do this easily, you can activate the Category Listing Report and download it for the category your brand is listed in. Then remove all the data―except for the required details and the activation method―and do a partial update using a flat file template.
Assigning Brand Registry Rights
With Brand Registry, you can give rights to other sellers or brand managers. These rights include using tools like Enhanced Brand Content, Headline Search Ads, Amazon Storefronts, and the Report a Violation Tool. These tools help manage and grow your brand on Amazon.
To assign these rights, go to the Support section. Then, click on “Update role for user account” under the “Update your brand profile” dropdown. You will need to fill out a form with the following information:
- Submit an email address or phone number for the user account.
- Submit the brand name that’s related to the request.
- Assign the role or permission level for that user.
Assigning rights can be very helpful if you are buying a private label FBA business. Brand registration will protect your assets on Amazon. If you are an existing seller, being brand registered can increase the value of your business if you plan to sell it.
Is Amazon Brand Registry Worth It?
Amazon Brand Registry offers several important benefits, but better brand protection is the main one to consider. So, if you have already faced some problems with counterfeiting and want to protect your store, then Amazon Brand Registry is worth looking at.
But if you’re looking to expand your Amazon capabilities beyond Brand Registry, give us a call! We can unlock your hidden opportunities in the marketplace.
Our Amazon consulting services will set you up with a custom team that provides creatives and copy for your ads and listings. We track your KPIs to ensure you’re ranking and selling.
Author
Antonella Fleitas is highly adept at creating fact-based, evergreen content about science, language learning, and culture. Her main goal is to build a strong content foundation for her clients, based on meaningful stories that people can learn from.
