One of the beauties of Amazon is that anyone can sign up and start selling. For people starting new businesses or for those wanted to sell used items, this is perfect! However, for brands, this can be a problem, with unwanted accounts selling their products and even having fake products being sold under their trusted name. To combat this, Amazon created its Brand Registry programme which has seen 99% fewer suspected infringements than before it was launched!
In this post, we’re going to go over exactly what Amazon Brand Registry is, why you need it and how to set it up!
What is Amazon Brand Registry?
Amazon Brand Registry is a free Amazon programme that allows businesses to verify their account as brand owners. Once registered, they gain more control over their brand on Amazon as well as access to enhanced reporting and content features.
Enrolling in Amazon’s brand registry allows you to work with Amazon to reduce intellectual property rights violations and helps to protect your registered trademarks on the marketplace. Not only does this stop other sellers from hijacking your brand, but it helps give shoppers an accurate and trusted experience.
What is included in Amazon Brand Registry?
Amazon claims that more than 350,000 brands are registered via the programme, all of which are seeing benefits from signing up, including reducing counterfeits and increasing conversion. Amazon splits the benefits of Brand Registry into two categories – protecting your brand and building your brand.
As far as protecting your brand goes, Amazon Brand Registry can’t be beaten. It allows brands to upload their information, such as trademarks, manufacturing information and distribution locations which Amazon use to automate proactive searches for counterfeits and fake accounts.
Brands also gain access to powerful global search and reporting tools that are able to search content throughout different Amazon stores within the same screen. As well as the ability to search via images to find products listed on Amazon that match your product or logo! Making it easier to find and report infringements.
Signing up for Amazon Brand Registry also gives brands access to exclusive content add-ons such as A+ content (previously known as enhanced brand content), sponsored brands advertising, Amazon Stores, and brand analytics!
Amazon A+ has been proven to increase conversions by 3-10%! The added content below the fold gives brands the extra space to showcase their brand story and expand on the products USPs. With 17 module styles to choose from, brands can add images and visuals in their own branding and colours to grab the consumer’s attention. As well as comparison tables to help cross sell to other products.
Sponsored Brands are only available to businesses that are a part of Amazon Brand Registry and give them the opportunity to create ads that feature their logo, a custom headline and up to three products at a time. These ads are featured at the top of search pages and help to grab the attention of consumers straight away!
Create a free multi-page, branded store right in Amazon! Here brands are able to tell their brand story and link to their entire catalogue without the consumer having to leave the marketplace. Amazon stores also work as incredible landing pages for sponsored ads, focusing the consumer’s attention on your brand, and your brand alone.
Amazon Analytics helps brands make informed, data-led decisions. Brands can see customer behaviour data reports, analyse specific search terms and learn more about their customers.
Are you eligible for Amazon Brand Registry?
To apply for Amazon Brand Registry, brands need to have a registered trademark in each country they wish to enrol in. This can be either a text-based mark or an image-based trademark issued by government offices in the United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Turkey, Singapore, Spain, Netherlands, Saudi Arabia, Sweden, Poland, the United Kingdom, the European Union and the United Arab Emirates.
Find out more about Amazon Brand Registry eligibility here.
How to set up Amazon Brand Registry?
Step 1 – Ensure you are eligible
The first phase of enrolling to Amazon Brand Registry is a three question eligibility test. Here you’ll need to enter your trademark registration/serial number and the registered country, your brand name, and whether your products/packaging include the brand name and logo. In this section you can also specify if you wish to enrol more than 10 brands to Amazon Brand Registry.
Step 2 – Upload products and images
This section is broken down into four categories. In the first you can upload up to 10 product images that clearly show your branding. In the second, you’ll need to upload packaging images, up to 10 images with visible branding. Lastly, brands need to upload their logo. Once all of your images are uploaded, there is an optional section to add links to your website and social media pages. Even though this is optional, we recommend filling this section in as it’ll increase your chance of being approved first time round.
Step 3 – Brand characteristics
Here is where you fill in the blanks about your brand including the type of Global Trade Item Numbers (GTINs) you use, the categories of your products, where you manufacture your products and where they are distributed to.
Once all three sections are complete, simply submit your application! Once submitted it can take roughly 2 weeks to hear back from Amazon.
If you need help setting up your Amazon Brand Registration or are having difficulty being approved, contact us today. We can help assure your brand enrols correctly and get you protected asap!