Amazon Brand Registry: Multi-User & Multi-Brand Setup

Brand Registry, and having it properly set up, is the best way to protect your brand(s) and listings on Amazon. Brand Registry access is needed for many cases where traditional Seller Central can’t, or in some instances won’t, help.

User Access to Brand Registry

A lot of the times these cases are related to making adjustments to listings where Amazon needs proof of ownership, brand rights, and authenticity in order to verify that customers get the best/most accurate information on Amazon. Amazon does not normally change listing information very easily, and when it comes to specific requests like splitting up current collections/variations of listings in order to create a new one, Amazon needs to know that the information is coming from the right place.

There are technically 3 options for sharing Brand Registry access:

  1. Utilizing the main email and log in information directly.
    • This is NOT the most secure or ideal option if multiple users need access, as this email should also be directly linked to your Seller/Vendor Central account.
    • Not to mention that a single user (usually the company owner) would have to handle all the Brand Registry cases, email updates, and additional information requests if this email address is used.
  2. Create/use a generic email address and password where a limited number of people have access.
    • This is the best option we have right now to allow multiple users to open and update Brand Registry cases in an effort to display the most accurate information to customers.
      • This allows the account holder to maintain their account without having to share access or risk security.
      • This new email user should be granted admin rights under Brand Registry in order to be able to open any/all required case types, as well as work towards linking multiple brands/accounts.
    • There are many things that Seller Central support just will not do unless you have Brand Registry access as well.
  3. Grant access to individual users.
    • This used to be the most ideal situation, however, Amazon has been incorrectly linking accounts and cases when the same email is used for different brands/companies/accounts etc.
    • We have already seen multiple issues with even trying to grant users access in just Seller/Vendor Central, much less through Brand Registry. 

Multi-Brand and/or Multi-Platform Accounts

There are also known conflicts where a brand may not be officially Brand Registered in Canada or the UK, and access to the account is necessary to complete these steps. Amazon simply will not take your word for it, nor will they transfer it over just because a brand is registered in the US. This is becoming extremely detrimental to brands, accounts, and listings. We’ve personally dealt with listings that were incorrectly deactivated by Amazon, and had it take months of fighting to get them reinstated because the Brand Registry isn’t in Canada/UK. 

The best way to prevent these problems is to be proactive:

1. Linking Your Accounts

It’s not an overly complicated process to link your Brand Registry, Vendor, and/or Seller accounts, but there are a few key points to keep in mind in order to avoid problems. Despite your best efforts, Brand Registry Support may still need to get involved, but following these simple steps will make it easier for them to manually update.

Account Creation

Every account you open with Amazon should use the same main login. This applies to US and international accounts for Vendor Central, Seller Central, and Brand Registry.

Brand Enrollment / Re-Enrollment

For every platform you open a vendor or seller account, you will also need to reapply for Brand Registry for every brand. Often the North American & European umbrella accounts will automatically attribute your Brand Registry to all the countries covered, but you should open a case to verify this and reapply if instructed to do so.

2. Product Enrollment

Once your accounts are properly linked, you will also want to ensure your products have been enrolled. Amazon’s system utilizes certain pieces of information to ID branded products, but the system is not fool proof. Taking these next steps helps the system correctly enroll your products, and crated the framework needed for Brand Registry Support should you need to escalate through them.

Product Identifiers

You should also ensure all your listings have GTIN, UPC, or EAN as their Product ID. This is the primary way Amazon will attribute a listing to your Brand Registry. If just opening your account or newly branching out to another country, pre-existing listings for your products may have incorrect information & require some action to link to your Brand Registry.

If you were granted GTIN exemption (exclusive to brand owners or those given express written permission from brand owners), you will need to reapply on any other platform to get products using ASIN or SKU as their Product ID enrolled. Keep in mind ASIN and SKU are not official Product IDs, but under GTIN exemption are the only way for Amazon to identify your product.

Unified ASINs

Speaking of ASINs, it is also ideal that you have the same ASIN globally for a product. Oftentimes, this will be the case, but it is worth taking the steps to verify. If you have different ASINs for the same product in different countries, it could be due to an incorrect or missing product ID which could prevent your listing form being enrolled.

Having the same ASIN across all platforms works to your advantage in a few different ways:

  • Helps ensure Brand Registry
  • Makes it easier for customers it find their products
    • Detail page links become more universal
    • Great for customers who have moved abroad or been recommended products from friends abroad
  • Helps with content control
    • Less ASINs to monitor for content changes / 3P concerns
    • Amazon global tools make porting & translating your listings easier
    • You can customize content by country if/as required

In the past, Amazon also had what they called global ASINs, which could cause hiccups if one of your platforms had different ASINs as the merge requests were often denied. Usually you could merge into the global ASIN, but not the other way around. Mostly this was problematic for sellers & vendors whose US ASIN was not the global ASIN, which meant they had to update any links to their Amazon.com pages, ads, social media, etc.

The only reason your ASINs should be different by country is if you have a different UPC in each country. Realistically you also want your UPC to be globally universal as well, but if country regulations require completely different formulations, then you might be using different UPCs. In such a case, you may have to work with Amazon to ensure you have different ASINs instead, but this is a pretty rare scenario.

Unified Brand Name

The final step is ensuring your brand name is globally universal. You would think this will be taken care of, but you should still take the steps to ensure your ASINs on each platform have the same brand name. Brand name is also integral to your product enrollment.

While you can & should provide aliases, when it comes to your storefront and related features you want the same brand name to display. This also provides a better consumer experience. You may need to get Brand Registry involved to change your brand names, and in some cases changing brand name is not enough and they will need to link things on the back end.

Andrea Gertsen

Andrea Gertsen is the Creative Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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