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      Amazon Brand Registry: Increasing Protection & Building Loyalty

      Amazon Brand Registry
      Posted by James Hyatt on April 5, 2022

      What Is Amazon Brand Registry?

      Amazon Brand Registry was initially introduced in 2017 to help brands protect their trademarks and intellectual property. Brand-registered sellers gain exclusive access to tools designed for building and increasing brand presence on Amazon, as well as the availability of detailed analytics and other valuable information to help drive sales.

      The Amazon Brand Registry service also makes it easier to find and report IP violations to Amazon, and there are additional features available to assist brands with discoverability, improving conversions, and building customer loyalty.

      This program is available in the United States, Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, Saudi Arabia, Singapore, Spain, Turkey, the United Arab Emirates, and the United Kingdom.

      Why Should You Enroll In the Brand Registry Program

      Aside from protecting brands’ trademarks and intellectual property, there are many other benefits from enrolling in Brand Registry.

      Greater Control Over Product Listings

      Brand Registry allows brands to customize their product listings with different designs and more details, such as A+ content and a branded storefront. These features allow you to feature your brand and product with visually appealing graphics and details. Ultimately, these features will better convey to customers the benefits of your product and persuade them to choose your products over the alternatives. Sellers also have complete control over the following:

      • Title of the product
      • Description of the product
      • Image of the product
      • Using product IDs instead of UPCs & EANs
      • Lessening “match” errors at the time of listing

      Advanced Analytic Tools

      One of the most important things needed for brands to sell well on Amazon is data. Brand Registry members get access to data tools that can help them make better-informed business decisions, particularly on what products to sell and if there are tweaks needed for listings.

      One useful tool is the Brand Analytics search term tool. It gives sellers insight into which search terms are yielding a product the most clicks and conversions. It also allows sellers to monitor search trends on a daily, weekly, monthly, and quarterly basis.

      More Media and Advertising Options

      With Brand Registry, sellers can present their products in more creative and persuasive formats. You can add product videos to your listing, create a storefront, and run livestreams. You also have more advertising opportunities with sponsored brand ads and sponsored display ads.

      Avoidance of Counterfeit Products

      The Brand Registry program has a dedicated support team that swiftly handles intellectual property infringement. In such an event, if you aren’t brand registered, you would have to go through the process of contacting Amazon about the infringement, which usually takes days for a response and resolve to the situation. But with Brand Registry, the process is much easier and faster – plus, you get access to a self-service tool that allows you to manually remove hijackers from your listing.

      Amazon Brand Registry Requirements

      Amazon requires that your trademark be “a text-based mark or an image-based mark with words, letters, or numbers.”

      To complete the Brand Registry application, you’ll need images of the trademarked logo and product or packaging that includes the logo.

      Buying the actual trademark is the main cost to enroll in Amazon Brand Registry. The program itself is free, but the cost of registering for the trademark – depending on the product category – generally ranges from $250–$400.

      Amazon currently only accepts trademarks that have been issued by government trademark offices in the United States, Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, Saudi Arabia, Singapore, Spain, Turkey, the United Arab Emirates, and the United Kingdom.

      The Process of Amazon Brand Registry

      Enrolling in the Brand Registry is a pretty straightforward process.

      1. Sign up for a Brand Registry account. (use your existing Seller Central login information if you already have an account).
      2. Complete the 4-step application. You’ll need the following prerequisites: your trademarked brand name/logo, trademark type, trademark registration office, trademark registration number, product images, brand logos, packaging images, website and social media information, manufacturing details, and product categories.
      3. Verify with Amazon. A verification code will be sent to the person connected to the trademark account.
      4. Log in to Seller Central and enter the verification code.

      Once Amazon has verified the provided information, you should be accepted into the Brand Registry program within 1–2 days.

      Takeaway

      Building a successful business on Amazon requires proactive protection of your brand. Without the proper protection in place, you’re leaving your biggest asset vulnerable to opportunists looking to profit off your good name, so we strongly recommend that you consider enrolling in Amazon Brand Registry.

      In addition to brand security, gaining access to the many exclusive tools that can help set your brand up for success is another benefit of being a brand-registered seller. These tools will foster a trustworthy environment for buyers and encourage repeat sales.

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      Topics: Brand Registry

      About the Author

      James Hyatt

      James Hyatt is the founder and CEO of Rank N Bank, an Amazon Advertising Agency that prides itself on quick, clear communication, transparent pricing, and industry-leading expertise. He graduated with a degree in Business Management at San Diego State University. A self-made entrepreneur, he has built Rank N Bank with no funding or debt, with the sole purpose to help clients grow their businesses profitably.

      Outside the business sphere, James is passionate about racing sports cars at the well-known Willow Springs Raceway, surfing the famous wave breaks on the East and West coast, and challenging himself out on the mountain trails around the U.S.