ELIGIBILITY, ENROLLMENT AND ACCESS TO AMAZON’S BRAND REGISTRY

Everything Need To Know To Protect Your Brand

by | Apr 8, 2020 | 0 comments

You may have heard of Amazon’s Brand Registry but have no idea how it works. Or maybe you just aren’t sure whether it is worth it for you and your business. We are here to share the truths on Amazon’s Brand Registry, how to know if you are eligible, whether you should dive into it and how to go about getting yourself set up on there.

SO I CAN REGISTER MY BRAND…WHAT DOES IT MEAN?

Amazon’s Brand Registry is all about protecting your brand, your registered trademarks and offering a trusted experience. Let’s face it, protecting your brand is a full-time job. There are so many people willing to step on toes and unscrupulous sellers who will try anything to get a foot up in the game. Plenty of people have been turned off selling on Amazon for this exact reason.

Enter in Amazon’s Brand Registry.

Amazon has a team dedicated to protecting your intellectual property and product content on Amazon. You can report a number of different issues, including:

  • Intellectual property infringement
  • Policy Violations
  • Listing issues

Sounds great, right?

Well it was initially introduced after Amazon faced a number of different lawsuits from brands that claimed not enough was being done to prevent counterfeit products from entering the market through intellectual property violations.

This means the onus is now on you.

Amazon Brand Registry identifies you as brand owner and adds in a middle man. Instead of selling directly to the customer, you now sell to Amazon Retail as a vendor. And guess what – it’s working. According to Amazon, there are more than 130,000 brands registered around the world. Since it launched, there are now 99% fewer suspected infringements than previously. That’s huge!

SO, WHAT DOES THIS MEAN FOR ME?

Good question! It basically means, if you want to protect your business and ensure no counterfeits step on your toes, then it’s time to sign up.

At a glance, here’s what you can expect when you sign up:

  • Greater control over other sellers selling your brand on Amazon.
  • Improvement in your brand’s visibility in Amazon.
  • Ability to identify counterfeiters easily.
  • Stop others from changing your listings.
  • Stop others from changing your listings.Add additional imagery and videos to your listings.
  • Get reviews even faster.

NOW LET’S HAVE A LOOK AT SOME OF THESE BENEFITS IN A BIT MORE DEPTH.

BENEFIT-01

Your Brand, Your Way

You get a lot more control when you sign up to Amazon’s Brand Registry, which means you are able to oversee your brand and make sure all the information displayed to customers is accurate. 

While A Regular Seller Is Bound By Algorithms, As Part Of The Registry You Gain Control Over:

  • Title Of Your Product
  • Description Of Your Product
  • Image Of Your Product
  • Listing With A Product ID Instead Of UPCs And EANs.

There Are Plenty Of Tools For You To Take Advantage Of As Well – Who Doesn’t Love A Little Extra Help In This Game! These Include:

Enhanced Brand Content:

This allows you to add further text and images to your product listings and helps create a much more professional look.

Sponsored Brands:

Sure, this one comes at a cost, but you only pay when a customer clicks your ad. This means if you are set up well, it could lead to plenty of sales. Your ad will sit at the top of a search, and when clicked on, will take customers straight through to your storefront.

Brand Dashboard:

As a brand-registered seller, you can also add product videos to your listing. This can have a huge effect on your conversions, as you can show customers exactly how your product works and how it can benefit them.

BENEFIT-02

Infringement Tools

Another fabulous tool you get access to. Amazon Brand Registry comes with search and report tools that enable you to find cases of possible infringement. 

Basically you can nip it in the bud before it becomes a problem. On top of this, you can then submit a report to Amazon notifying them of any potential infringements to be followed up.

BENEFIT-03

Proactive Protection

Rather than just sitting back and waiting for an infringement to occur, Amazon Brand Registry gets proactive about it. You want to tell them as much about your brand as possible to get the most protection possible.

Amazon Will Be Able To Find:

  • Product listings that incorrectly use your trademarked terms in their title.
  • Images with your logo that aren’t yours.
  • Your products being shipped from countries you don’t use.
  • Product listings created with your brand name.

BENEFIT-04

Makes Life Easier

With all that said and done it’s important to note that registering your brand just makes your life even easier.

  • Listing your product is easier
  • You get more customer support
  • You can report infringements faster
  • You gain access to guided instructions for everything

While we are on the topic, it is also important to note what Amazon Brand Registry will not do for you.

It won’t:

  • Limit others from selling your brand.
  • Allow you to blacklist other sellers.
  • Enable anyone but you as the owner to submit any infringements.

GREAT, SIGN ME UP!

Unsurprisingly, you are on board and want to sign your brand up.

So how exactly do you go about this?

So first thing is first, you need to work out if you are eligible for an Amazon Brand Registry Account.

The Exact Requirements Differ From Country To Country, But This Is What You Need To Get Started No Matter What:

1. An active, registered trademark in the country that appears on your product or packaging. This must be a text-based mark, or an image-based mark that contains text. You can’t submit a purely graphical mark.

2. Be able to verify yourself as the rights owner. This is done through the public contact on your trademark registration.

3. An Amazon Seller Central or Vendor Central account.

If you can tick off each of these, then you can sign into Brand Registry.

Next, Enrol Your Brand By Providing The Following Information:

  • Brand name with a registered trademark.
  • Government-registered trademark number.
  • List of product categories where you brand will be listed.
  • List of countries your products are manufactured and distributed.

It’s important to note that while there are no costs involved in signing up to Amazon’s Brand Registry, registering a trademark for inclusion can be pricey. Trademark application fees can range from $225 to $400, with additional fees on top for any classes you would like to protect.

Once you have submitted your application, it is up to Amazon to validate your information. This can take anywhere from 2 to 10 days and will result in your brand registry activated.

So how is this done?

Amazon sends a code to the registered trademark office. This means, you will need to reach out to them and make them aware that they will be contacted in the future and ask to have this forwarded back onto you.

Once you receive this code, you need to login to your Amazon account, enter it in and send. It takes another 1 to 2 working days for this process to be complete.

NOW I’M IN,HOW DO I KEEP TRACK OF INFRINGEMENTS?

It’s no secret that you can get a bit carried away with this step. And for good reason too. Doesn’t it just make your blood boil to see someone replicating all your hard work, using your images, your brand and selling under you name.

Of course it does! You have made your way to this point through dedication and hard work and no-one has the right to ride off the coattails of your success.

But you are also going to get nowhere if you spend entire chunks of your day trying to weed out the weasels.

Thankfully, the process is nice and easy with Amazon Brand Registry.

Simply head to ‘Report an Infringement – Report a violation tool’. From within this tool you can search for sellers or listings that are breaching intellectual property and report them.

This Search Can Be Carried Out In A Number Of Ways:

  • Keyword
  • Image
  • ASIN
  • Trademark

Amazon then uses these reports and aims to automatically flag people without you having to even search for them. In fact, the more information you can provide to Amazon, the more they can do to help.

GET STARTED

What are you waiting for? There is no reason not to get started and to dive into this. First thing, go out and make sure your business is trademarked, you need this process sorted first.

Worried about the costs?

Well, it will cost a lot more if someone else steps in and trademarks your company and starts making sales off the back of reputation. Whether you sign up for Amazon Brand Registry or not, your business needs a trademark.

Once this is sorted, start the process and watch how it can help you get noticed and stand out even more on Amazon.