Amazon Brand Registry is a must for brands that want to protect their trademarks and ensure the accuracy of their listings. It also offers several powerful tools that will significantly boost sales.
Amazon overhauled the entire program in May 2017. Brand owners find the new streamlined process straightforward and easy to follow while some find it tedious and daunting. You will find it easy to implement after reading our guide!
Why you should register for Amazon Brand Registry
Access powerful tools that boost your brand and sales
Brand Registry provides three tools that help boost conversion rates, get your brand in front of more customers and improve your ad placements. Members are entitled to use Enhanced Brand Content, Amazon Storefronts and Sponsored Brands. These tools will make your brand and products stand out in a marketplace full of generic competitors.
Enhanced Brand Content gives brand owners the ability to create higher conversion listings by adding a text and image rich section to their product description. With EBC, the description can include feature rich images, which showcase the best parts of your product. EBC is proven to increase conversion ratings which improves sales and triggers Amazon to send more customers your way!
Below is an example of Enhanced Brand Content for a prominent power tools manufacturer. Just imagine the impact to your potential buyers if your product description initially comprised of simple text was replaced with descriptive images along with strategically-positioned and formatted text.
Amazon Storefronts allows you to use a customized Amazon URL (i.e. http://www.amazon.com/yourbrand) to highlight your brand. It also enables you to create curated collections, allowing for potential cross-sells and up-sells. These collections are particularly helpful for small manufacturers who want to provide a better understanding of their brand and their offerings to new customers. It also allows them to showcase the products that they want to feature in the order that they want.
Sponsored Brands (formerly known as Headline Search Ads) can be easily spotted because they are displayed across the top of a search result page. These pay-per-click ads feature the brand logo along with a custom headline and up to 3 products that brand owners can choose. Just make sure you follow the Creative Acceptance Policy!
These campaigns get the most clicks because they are displayed in the most prominent position on the Amazon search results. As an added bonus, potential buyers who click on the brand logo are routed to your corresponding Amazon storefront. Sponsored Brands are an ideal way of promoting a newly-launched or seasonal product because they are highly visible.
Protection from Listing Hijackers
Amazon is a massive and extremely competitive marketplace, which makes it inevitable that shady merchants will surface and sell counterfeit versions of their targeted products. These merchants compete with the original brand to earn the Buy Box and when they are the ones who own the Buy Box, brand owners lose sales. There is a high risk that an unsuspecting customer may buy from the hijacker and leave a negative review when they receive a counterfeit product that doesn’t meet the quality standard that your brand promises. This is extremely frustrating because you’ll get a bad review for something that has not been purchased from you.
Amazon Brand Registry addresses this problem by giving you a direct link to report listing hijackers to Amazon when they try to change your listing information.
Control of product listings
Normally, Amazon’s algorithm determines which details to show on a certain listing. With Amazon Brand Registry, the registered owner is given the liberty to show what he wants to showcase on the product title, bullet point, product description and product image section.
Here are the requirements to sign up for Amazon Brand Registry.
An active registered trademark in the form of a text-based or image-based mark. This trademark has to have an active registration in each country where you wish to enroll. The classification of each trademark depends on its issuing trademark office.
Only trademarks issued by government trademark offices in the United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, the United Kingdom, and the European Union are accepted.
The same trademark should appear on the packaging or the product itself.
How to apply for Brand Registry
Provided that you have all the required documents for brand registry, the application process takes only a few minutes to complete. Approval from Amazon takes a few weeks.
Part 1: Create a brand registry account
Log in to https://brandregistry.amazon.com using your existing seller central login information and enter the required details.
Part 2: Enroll your brand(s)
Once your account has been created, the next step is to enroll each registered brand. Your existing registered brands, if you have any, will be listed on the left hand side of the page. You can add a new brand by clicking on the “Enroll a new brand” link.
The enrollment of each new brand into Brand Registry requires four steps.
1. Brand Eligibility
You need to accurately enter your brand’s exact trademark details including capital letters and spaces.
2. Intellectual Property
Next up, you need to select the type of trademark that you have as well as your mark name, trademark number and registering trademark office.
Aside from specifying your brand name, you will then have to identify if your product and packaging have a have a permanently affixed brand name and logo and if you intend to enroll more than 10 brands.
For those who are planning to enroll more than 10 brands, you will be prompted to complete the application process over the phone. A representative from Amazon Brand Registry will then contact you so you can register the rest of your brand in bulk.
You will be asked to finalize your registration by entering the URL of your online store if you have one. You will also have to specify more details about your seller and vendor account.
4. Manufacturing and Licensing
Manufacturing and licensing details will be required at this point.
A few days after submitting the application, you will receive a confirmation email on the email address that you used to register. You can also check to see if your brand has been approved on the brand registry website.
The Amazon marketplace is becoming more competitive and rife with counterfeits. Amazon Brand Registry is a necessity for brand owners. We recommend it immediately for all of our partners and clients.
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