What is Amazon Brand’s Registry and What Are Its Benefits?

If you are an Amazon seller, you would be familiar with the intense competition in the marketplace. 

Given Amazon’s extraordinary popularity, counterfeit products are now a major issue in the market, risking the confidence of both buyers and sellers.

Approximately 3.3% of all goods traded worldwide are counterfeit, which puts customers at serious risk.

In addition to damaging customers’ trust, it damages merchants’ brands and reputations.

To help sellers avoid these problems, Amazon launched the Amazon Brand Registry service, which offers the necessary tools.

Let’s understand in detail what Amazon’s Brand Registry is, its benefits, and how it works. 

What Is Amazon’s Brand Registry? 

Amazon Brand Registry is a program that lets sellers register their brands on Amazon. It helps them protect their brand from counterfeiting products and gives them full control over their listings.

Brand owners also get access to better reporting tools and can manage their brand more easily across Amazon. 

This program helps protect trademarks and gives tools like image and text searches, as well as automatic alerts, to keep brands safe and create a trusted shopping experience for customers.

Who Can Enroll In The Brand Registry? 

• Owners of private-label brands or manufacturers
• Distributors who have licensed trademarks
• Resellers or anyone with written permission from a brand owner or manufacturer to manage a product’s listing on Amazon

Benefits of Joining the Amazon Brand Registry For Sellers 

1. Improved Brand Protection 

For registered brand owners looking to identify and get rid of counterfeiters, Amazon provides some modern tools.

Amazon Brand Registry offers improved capabilities like image search, which lets you utilize the image of your brand to identify goods that have logos or graphics similar to yours.

Also, you can do a global search across all thirteen of Amazon’s operational markets to look for instances of infringement taking place without your permission in the foreign market.

If you come across a fake listing, you can report it to the Amazon brand protection team, and they will take the appropriate action to remove it. 

2. Access To Brand Stores 

Amazon sellers with Brand Registry can now use Brand Stores. A Brand Store is a page that allows you to showcase all your products, post necessary information, and tell a story about your brand.

This enables you to approach the right customers while also promoting the other products you offer.

If you have multiple products, you can create multiple pages in your store, just like website category pages. This way, you can organize your products in a way that fits your customers’ interests and needs.

One of the best features is that customers can easily visit your Brand Store by clicking on your brand name in any product listing.

3. Attract Customers 

Having your brand registered also gives you access to tools that will make you stand out from the competition.

Storefronts are a quick and easy way to establish credibility for your brand and business. They look like standard e-commerce websites and often consist of one or more pages with multiple content tiles surrounding the header and footer.

One major advantage of having an Amazon Store is that there won’t be any competing product diversions. 

4. Sponsored Brand Ads 

Only Amazon Brand Registered sellers have access to Sponsored Brand Ads. These advertisements are a great way to increase brand recognition and encourage cross-selling of other products.

Displayed on the top of Amazon search results, the Sponsored Brand ads help you convey your brand message using a unique tagline, brand symbol, and up to seven products.

Customers can be redirected to your Brand Storefront, where they may obtain extensive details about your brand when they interact with Sponsored Brand Ads. As an alternative, you can reroute users to one of your product listings.

5. Brand Analytics 

By far the most extensive feature offered to brand-registered vendors by Amazon is this one. Sellers can obtain an overview of their brand’s performance on Amazon with the help of the Brand Analytics tool.

The tool offers a variety of reports that provide insights into your company, including:

• Search Catalog Performance: This shows how consumers interact with your brand’s products during searches and purchases.
• Search Query Performance: Highlights the top searches that led buyers to your brand’s products.
• Repeated Purchase Behavior: This shows exactly which products customers repeatedly order.
• Demographics: Data such as geographical location, gender, age, income, and marital status can assist you in gaining insight into your customers within the targeted market.
• Top Search Keywords: This option provides information on the most searched keywords within a specific period of time.
• Market Basket Analysis: Shows what other items customers typically buy along with your product.

Access To A+ Content 

The “A+ Content Manager” (previously known as Enhanced Brand Content) is one of the best features offered by Amazon’s Brand Registry. Go to Seller Central’s Advertising navigation menu to access the A+ Content Manager.

You can add more text, pictures, infographics, and special modules to your product listings in addition to the usual plain-text product description by improving your brand content.

Steps To Register Your Brand on Amazon 

[A] Amazon Brand Registry Criteria

The following conditions must be met for you to be eligible for Amazon Brand Registry:

• Registered Trademark: If you want to sell in any country, your brand needs to have a registered trademark. If you don’t have one yet, you can use Amazon’s IP Accelerator to apply for a trademark.
• Type of Trademark: Your trademark can either be an image with words, letters, or numbers (design mark) or just plain text (word mark). Different countries may have different rules for trademarks.
• Country-Specific Rules: Trademarks from government offices in many countries are accepted by the Brand Registry. The list of accepted countries may change over time.

[B] Create a Brand Registry Account 

Step 1: Sign in to your Amazon Brand Registry with the login credentials that you use for your Amazon Seller Central account. If you are not a member of the Seller Central, register for free.

Step 2: If you already have an individual seller account, upgrade to a professional account before applying for Brand Registry.

Step 3: The next thing you do is sign in, go to the page where it says ‘home’ in the dashboard then click on ‘Enroll a brand’. Next, click “Enroll your brand” situated on the next page that will appear on the screen.

Step 4: Enter your brand name, choose a trademark office, and type in the trademark number. You can only choose one office at a time. After getting approved for the trademarks, you have the opportunity to add the trademarks of other countries.

Step 5: Upload a clear picture of your product that shows its name and logo so that your target audience can identify the product easily. Once that is complete, click the “Next” button to proceed to the next stage of the process.

Step 6: Let Amazon know if you’re currently selling or not. Then, choose the product categories you want to sell in. If your products are already on Amazon, add the ASINs of your top-selling items. If you’re also selling on your website or another platform, be sure to mention that too.

Step 7: Click on the ‘Next’ button to proceed to the next section, where you will disclose more information about the individuals who manufacture and sell your products.

Step 8: Check your email for a verification code. If you have a Brand Registry account, go to the “Case log,” find the right case, and click ‘View or Respond’ to move forward.

Step 9: Enter the verification code and click “Reply.”

Step 10: Upon completion of your application, Amazon will review your application. This may take some time, so be patient. 

How Can You Take Advantage of Brand Registry?

Since brand owners and producers can readily establish their ownership of the brand on Amazon, they may remove counterfeit or inauthentic products from listings more quickly. 

The issue of counterfeit listings is quite prevalent when it comes to well-known brands or vendors who have higher sales velocity.

If a seller uses FBA, removing fraudulent sellers from a listing doesn’t cause problems for a brand. 

As the initial step of registering a brand on Amazon has already been completed, being on the Brand Registry enables a seller to more quickly demonstrate whether a product has been counterfeited. The best part is that if the merchant uses FBA, Amazon will get rid of any counterfeit goods.

The Bottom Line 

The Amazon Brand Registry USA is a revolutionary tool for vendors seeking to safeguard their brand and counteract fake goods on the online marketplace.

Brand Registry offers any professional seller greater control and management over their product listings, advertising, and various other tools by Amazon.