Do you manufacture or sell your own brand? Are you planning to sell on Amazon? Do you want to enjoy complete control over your product listings? If your answer to all these questions is a resounding “YES”, Amazon Brand Registry is just what you need. From letting you manage your brand on Amazon better to protecting your brand and products from exploitation (like trademark infringement, counterfeiting, etc.) and helping you deliver a safe and reliable experience for your customers, this Registry will do them all and even more. Interested in knowing more? Let’s delve deeper.
What is Amazon Brand Registry?
In 2015, Amazon’s original Brand Registry program was launched to protect legitimate sellers from hijackers and improve both the selling and buying experience by limiting the sale of counterfeit goods. However, this program didn’t help much and many registered sellers gave it a pass. Several sellers and brands even claimed the marketplace wasn’t doing enough to stop the sale of counterfeit products on the site.
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In March 2017, Amazon announced they’ll be expanding their Brand Registry program to rid the marketplace of counterfeit goods. The previous program was given a significant face lift in May of 2017 and was launched as Brand Registry 2.0.
The aim of Amazon Brand Registry is to help sellers create and manage their own brand online easily while selling products seamlessly. You can also use it to showcase your registered branded products just the way you would like to. Click To Tweet
Amazon Brand Registry – Costs and Benefits
You can enroll in the Registry for free. The only costs you’ll incur would be to pay the trademark application fees, which are usually between $225 and $400, along with additional fees for any extra classes that you want to protect. In case you hire a trademark attorney, your costs would be higher. If you plan to have trademarks for multiple brands, the entire process would be significantly expensive. Depending on what your business plans are, you could consider registering a solitary “all-encompassing” brand rather than registering several independent brands.
Getting enrolled in Brand Registry will give you access to tools that facilitate a more accurate representation of your brand along with letting you find and report violations, and share information that can help Amazon to act proactively to stop violations.
If you’re still in a dilemma about whether to enroll or not, here are the top three benefits Amazon Brand Registry enrolment:
- Ensure accurate brand representation: You’ll exercise more control over your Amazon product pages that use your brand name, thus increasing the chances of customers viewing the correct information related to your brand.
- Find and report infringement issues fast: With powerful search and report tools (global search, image search, and bulk ASIN search) at your disposal, you’ll be able to easily find cases of the potential infringement and report them to help Amazon review and take appropriate action.
- Additional protection for your brand: In addition to its standard proactive measures, the Registry uses information provided by you about your brand to execute additional predictive protections that try to spot and remove potentially bad listings.
How to set up Amazon Brand Registry?
You can easily set it up in three quick steps as mentioned below by Amazon.
Review Amazon Brand Registry requirements
You’ll need to review your country-specific eligibility requirements to ensure you’re qualified to get enrolled. Amazon says your brand must have a registered and active image-based (design mark) or text-based (word mark) trademark (you can see what this means in the image below), which must appear on your products or packaging.
In case you meet the eligibility criteria and are the trademark owner, use your existing seller/vendor credentials to sign into the Registry. In case you don’t have an Amazon account, you can easily create one for free.
Get your brand enrolled
At this stage, you’ll need to provide Amazon with the following information:
- Your brand name with an active registered trademark
- Your government-registered trademark number
- The product category(such as sporting goods, apparel, etc.) that your brand should be listed in
- A list of countries where your brand’s products are manufactured and distributed
Getting this information from you would help Amazon fight copyright infringement. At the same time, as a seller/vendor, you’ll benefit from getting the opportunity to draw attention to your seller page and attract more customers with detailed information tailored to fit their needs.
How to Apply for a Brand Registry in Amazon?
As we’ve mentioned before, Amazon Brand Registry requirements need you to have a brand with an active registered trademark that appears on your products or packaging. Additionally, you must be able to verify yourself as the owner of the trademark. If you don’t have a trademark yet, it’s best to apply and get the same at first, because the process will take some time.
In case you already have a trademark and products or packaging where it appears, you’re ready to enroll. Simply sign into your Amazon Brand Registry account and select Enroll a new brand.
Next, you’ll have to complete a 3-step application process.
This involves giving your Trademark Registration or Serial Number. Remember that not having an approved trademark would mean not being able to proceed with the application process.
Next, you’ll be asked if the products and packaging come with a permanently affixed logo and brand name, which should be answered in the affirmative. If your answer is “no”, you can’t join Brand Registry.
In case you plan to enroll more than 10 brands, you should complete the process for the first brand and then someone from the Brand Registry team will contact you to help with a bulk enrolment of the remaining brands.
Finally, type in the brand name that you want to be registered, and click Next.
This step needs you to upload product and packaging images where your product must have visible branding.There are specific image requirements for each image type, which you must adhere to. Else, your application may be rejected. For product and packaging images, you can upload up to 10 files of 1.5MB or less. Brand logo images must display the logo itself.
The final stage of step 2 is filling some optional fields focusing on your online presence. However, don’t skip this stage or it could prevent your brand from being approved.
At this final step of Amazon Brand Registry application, you’ll need to complete the characteristics section of your brand. This shouldn’t take much time since you perhaps already have UPCs/EANs/ISBNs/GTINs tied to the products you’re selling on Amazon. Similarly, you’re likely to have a primary category through which you’ll sell your products, which you need to specify at this stage.
If you want to sell your products online through a website that’s already set up, you can key in the URL. However, refrain from using your website URL if you’re just using it to link or redirect to your product listings on Amazon.
Finally, specify the country where you manufacture and distribute your brand’s products. And then click Submit application.
You’ll come to a screen where you’ll see that your application has been submitted successfully.
You can check all the steps in this video.
Steps for Amazon Brand Registry login
Usually, Amazon takes two weeks to review your application. After it has processed your application, the company will send you an email informing you that it has sent a confirmation code to the law firm that filed your trademark. The email you’ll get will include the trademark lawyer’s name and contact, which is based on the trademark serial number you had submitted earlier while completing your application. You’ll need to contact this lawyer.
In case you’ve filed your trademark in the US, it’s recommended that you search your trademark in TESS (which is the US Government’s online tool to find your Trademark information) to get the lawyer’s information in advance. Ideally, you should contact the lawyer and tell him/her about the code that Amazon will send. Ask the lawyer to forward that code to you once he/she receives it. Doing this would help speed up the registration process and even avoid the law firm from facing any confusion when it receives the code from Amazon.
Once you send the confirmation code (that you’ve received from the law firm) back to Amazon, the company will send you an email confirming that it has approved your application for Amazon Brand Registry. This typically happens fast, within just 2-3 days! In case it has been over a week and you haven’t received any confirmation from Amazon yet, send a message to the Amazon representative, who has been sending you the emails, to know what the delay is about.
Once your registration is complete, you’ll be ready to log into your Registry account. Amazon Brand Registry login will let you access several useful features available to you. For instance, under the Storefront menu, you’ll see a tab marked Manage Stores, which you can use to start building your Amazon storefront.
The Advertising menu has tabs like Enhanced Brand Content, Lightning Deals,Promotions, etc.These will let you create customized content for your target customers, set up your sponsored brand ads, promote your products, grab attention for your special offers and deals, and much more.
Under the Inventory menu, you’ll find a tab for Upload & Manage Videos where you can upload product videos. Rather than simply using images, creating product videos is a great way to tell a little more about your products while showcasing their USP and even create an audience connect.
You can also go to the Performance menu and choose Brand Dashboard to get to the screen that delivers a holistic view of your brand performance along with additional metrics and information to dig deeper into.
These and a lot more are made possible once you use Amazon Brand Registry login.
Is Brand Registry Compulsory for Selling on Amazon?
No, it’s not, at present.However, for your own benefit, you should go ahead and get enrolled in Amazon Brand Registry.From better management of your product listings and brand to fixing listing issues fast with the help of a dedicated seller support team.
Also,stopping competitors from changing your listings and/or content with the aim of hijacking and/or sabotaging them. Finding and reporting violations and IP infringements easily, among others, you’ll be able to do a lot to protect your business interests while showcasing your products and brand in the true light.
If you’re still not convinced, consider a scenario where you have got your brand registered on one country-specific Amazon platform (say, the US, for instance). However, you notice that some unauthorized sellers on Amazon’s other platform (say, amazon.ca) are using your listings to create traffic and sell your products, or selling knock-off products with their private label product listings. Such actions by other sellers will then adversely affect your sales and even your reputation in the marketplace.
Getting your brand enrolled in Brand Registry will let Amazon put a stop to this as the company will act to remove unauthorized and inauthentic sellers and products.
As mentioned before, getting enrolled in Brand Registry is optional. However, in case you qualify with respect to Amazon Brand Registry requirements, it’s highly recommended that you sign up and make the most of the tools and features on offer.
The Registry brings you the opportunity to enforce your intellectual property rights, control your product listings and improve the displayed content, and access additional marketing tools to enhance your products’ visibility. It surely pays to get enrolled to use them to your advantage to boost your sales.
However, you shouldn’t abuse the opportunity. There have been cases where some sellers abused Brand Registry by submitting false claims against their competitors. You need to ensure the claims you submit are legitimate. Else, your access to those tools may be revoked, or worse, your Amazon Brand Registry account could get suspended.