Understanding Amazon’s Brand Registry Program

What is Brand Registry?

Brand Registry is a service offered to sellers and vendors that extend certain protections to manufacturers and brand owners, including protection against unauthorized use or alteration of their identifying information, content, and more. The original Brand Registry program was only available on Seller Central, and consisted of an extremely lightweight verification process that was easy to circumvent. In May 2017, Amazon rolled out Brand Services, which is a significantly more involved service that is continuously being expanded and built upon for improved experience.

Who can enroll in Brand Registry?

Brand Registry is limited to vendors and sellers that can prove they are a brand owner, or otherwise authorized representative of the brand. In order to enroll in the program, your brand must be trademarked*, and you must be able to provide that information to Amazon for verification.

There are a few limitations, and the following categories currently cannot enroll: Books, Music, Videos/DVD’s/BMVD, Entertainment Collectibles, and Sports Collectibles.

Why do I want to enroll in Brand Registry?

Brand Registry primarily exists to protect brand integrity. By enrolling, you are able to participate in a program that actively helps to ensure your products and brand are properly represented across Amazon, as well as protection against counterfeit products trying to cut into your brand share. As a bonus, there are a variety of exclusive features for brand owners that offer better advertising and an improved customer experience.

Storefront

Storefront replaced brand pages in 2018 and is essentially a small Amazon-hosted website that allows you to showcase your brand and products. You can add images, text, links, products, and video to your store. Use one page or multiple pages to arrange your storefront and appeal to the customer.

Content Protection

Participation in Brand Registry helps protect your content. Your submissions will be given priority in Amazon’s system, which helps you ensure the title, bullets, description, and images that you submit are what the customer sees. When it comes time to change or update content, Amazon puts up roadblocks for sellers who aren’t brand owners as a means to ensure only the brand owner is making changes to important information.

Enhanced Content

Previously a vendor exclusive, enhanced content allows brand owners to upload additional imagery and text, use special formatting, and more to create visually appealing product descriptions of branded ASINs:

  • Enhanced Media Content (A+ Pages)
    • Vendor exclusive
    • Add imagery, additional text, and special formatting
    • Appears below product description in “From the Manufacturer”
  • Enhanced Brand Content
    • Seller exclusive
    • Add imagery, additional text, and special formatting
    • Replaces product description
  • Videos
    • Appears with regular images/thumbnails
    • Also appears in “Related Videos” section

Effective use of these features can increase conversion rates, traffic, and sales.

Advertising

Brand Registered sellers also have access to special advertising tools. Most of these tools were previously exclusive to vendors and AMS users:

  • Sponsored Brands (previously Headline Search Ads or HSAs)
    • Customizable banner ads for multiple products
    • Can direct to storefront pages
  • Coupons
    • Displays in search results & buy box
    • User-friendly redemption
  • Social Media Promos (seller only)
    • Unique links to share
    • Customers buy directly from you
    • Discount automatically applied

Assistance w/ Third Party Sellers

Despite all the fun extra features, Brand Registry at its heart still exists to ensure accurate brand representation and offer proactive brand protection tools. Not only are the reporting tools more robust within the Brand Registry portal, you will be granted access to powerful new tools:

  • Prevent a Violation Tool
    • Provide information to Amazon to identify possible counterfeit
    • Amazon uses information to scan for & remove listings
  • New Search Tools
    • Access to global search, image search & bulk ASIN search
    • Quickly identify & report counterfeit listings
  • Amazon Transparency & Project Zero
    • Transparency assigns unique QR codes to your products
      • Identifies counterfeit for warehouse & consumer
      • Bonus of adding information when code is scanned
    • Project Zero facilitates self-service removal of counterfeit listings
      • Designed to work in Tandem with Transparency

Unique Barcodes

Sellers have 2 options when using Fulfillment by Amazon (FBA):

  • Merchant Barcode
    • Uses existing product UPC/EAN/ISBN
    • Inventory from all sources commingled
  • Amazon Barcode
    • Requires new barcode be applied to product
    • New barcode is unique to you as a seller

As a brand registered seller, you can also choose to use merchant barcodes & have Amazon force all other sellers to use Amazon barcodes for the same products. Digital Brandworks always recommends using Amazon barcodes, but some sellers do prefer to take advantage of this new offering.

How Do I Enroll?

Simply fill out a Brand Services application. In order to do so, you will need to create an account using the master login of your existing Seller or Vendor account. First create your user account, then continue on to submit your brand.

We have also created a small checklist of items and information you will want to have on hand to enroll your brand:

  • Contact person for Brand Registry account (Name, Title, Address, Phone, Company)
  • Company’s state of incorporation (if applicable)
  • Your active trademark registration number
    • Not limited to US only, just make sure you know which country your trademark is active with
  • Brand name and aliases
    • Do not include TM, LLC, Inc, Corp, Co, etc
  • Know if your products already have GTINs
  • Countries of manufacture & distribution
  • Target customers & categories
  • Brand Story
  • Brand website, social media pages, and other locations product can be purchased online
  • Brand logo
    • Original graphic art, not a picture on a product
  • Photos of products & packaging featuring brand name/logo

*Do make sure your brand has an active trademark, as trademarks without an active or a pending application will be denied. If you have recently applied for a trademark registration number, please be aware of the timeline: it takes up to 3 months to get a lawyer assigned to review your case, once assigned a lawyer your application review can take a few weeks, after initial approval your application will be submitted for publishing (you will get up to 1 month’s notice on this), once published there is a 30-day contest period. You are looking at a 5-6 month process minimum, as some individuals may apply for an extended contention period.

Caiti Inc

Caiti Inc is the Analytics Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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