Amazon Brand Registry Guide 2022
Amazon is evolving as the largest online retailer globally, works with more than 5 million independent partners in the USA, and has sold over 75 million products at the end of March 2021. It goes without saying that Amazon is now the vanguard of the worldwide e-commerce business to provide new opportunities to generate money online, and with the much-needed infrastructure to sellers’ who join hands with this huge platform.
According to Amazon SBM Impact Report (Amazon Small and Medium Businesses Impact Report), sellers in the USA recorded an average sale of $1,80,000, and over 7,000 products per minute are sold. Now the sales of Amazon products are showing an upward surge with passing time, many sellers in the USA consider trying Amazon’s marketplace to maximize their profits.
Although Amazon FBA acts as one of the most effective ways to increase sales and profitability, many sellers and companies face several challenges which will hinder their abilities to market their products efficiently.
Among all, the biggest challenge is that the sellers usually indulge in unauthorized practices. Now that Amazon has established itself as the world’s most popular e-commerce platform, many sellers enter the market to copy the products sold on Amazon and later indulge in selling them as their own and most of the products are of inferior quality.
These practices negatively impact the credibility of the reputed businesses and sellers working with Amazon, and thus, the need for the Amazon Brand Registry arose.
It does not matter if the business or seller is small or big, they all can register their brands with Amazon and can have complete control over their products.
Keeping this in mind, we have compiled this Amazon Brand Registry Guide 2022 that will walk you through everything you need to know about registering with Amazon.
Table of Contents
- What is Amazon Brand Registry?
- How can you enroll in the Amazon Brand Registry Program?
- What are the benefits of enrolling in the Brand Registry Program?
- How to know if the application process was successful?
- How to activate the Amazon Brand Registry?
What is Amazon Brand Registry?
When it comes to the Amazon Brand Registry, it is the program designed for the business and sellers alike by helping them to enroll their brand with Amazon, allowing them to have access to the enhanced marketing tools and features of this platform and, most important thing is that they can have complete control over their brand.
The Amazon Brand Registry program was created because of the multiple lawsuits filed against it by the brand owners claiming that they have encountered a counterfeit issue. Amazon, in the past, had no framework to offer strict policies to prevent counterfeiters from causing problems to their sellers. But now, Amazon Brand Registry acts as the brand protection program.
Under this program, brand owners can access a wide array of advanced tools to help them improve their businesses, protect their products, and offer an enhanced customer experience.
The Amazon Brand Registry has a team of dedicated professionals who can be contacted by the sellers of the registered brand in case they encounter counterfeiters or hijackers, listing alterations, and policy violations. Different marketing programs, including Amazon Transparency Program, Enhanced Brand Content, etc., can be accessed by the sellers enrolled under the Amazon Brand Registry program.
How can you enroll in the Amazon Brand Registry Program?
Amazon Brand Registry provides the following steps for the businesses and sellers to get registered:
- Make sure your business is eligible for Amazon Brand Registry
- Creating the Amazon Brand Registry Account
- Enrolling your brand
Make sure your business is eligible for Amazon Brand Registry
Not every seller or business can avail themselves of the benefits offered by the Amazon Brand Registry. If you are planning to enroll in this program, you must comply with the following requirements.
For instance, first, Amazon will look for the Trademark Registration or Serial Number of businesses. In case your business does not have an active registered trademark or serial number, then you will not be able to register for this program.
Here are the eligibility criteria for enrolling in the Amazon Brand Registry:
- An active registered trademark in the U.S.
- Logo of the brand and images for the products or packaging.
- The list of product categories where the brand is to be listed.
Creating the Amazon Brand Registry Account
After meeting the eligibility criteria as specified by the Amazon Brand Registry program, it is time to create your account. Steps to create an Amazon Brand Registry account are:
- Use your vendor or seller credentials to sign into Amazon Brand Registry.
- Provide the required legal or corporate details. (Brands must have a pending or registered and active text or image-based trademark).
- Validate the information through SMS.
- Read all terms and conditions and then click on the ‘accept’ button.
- Next, click on the ‘save’ button.
Enrolling your brand
Once your Amazon Brand Registry account is created, it is time to enroll your brand officially in the program. Here are the criteria you will have to follow to enroll your brand:
Brand Identification: Here, you need to provide all details, including brand name and number of brand names to be registered, the logo of the brand, packaging. Also, images of all your products, brand logos, packaging, websites, and social media will have to be uploaded.
Intellectual Property: To complete this step, you need to select the type of your trademark, name of the trademark, registration number, and registration office. With the help of this information, Amazon will be able to protect your brand online.
Brand Information: In this section, you must fill in important information about your brand, including vendor’s account details, license details, manufacturing details, and the names of the countries where you will be distributing your products.
What are the benefits of enrolling in the Brand Registry Program?
Once you have successfully registered in the Amazon Brand Registry program, you can have access to a few advanced tools that too free of cost. Here are some benefits that you can avail yourself after registering in the program:
- Access to the A+ Content
- Access to the brand stores
- Sponsored brands in the Amazon Advertising platform
- Provides access to Amazon Posts
- Accessing Amazon Live
- Access to Amazon Vine
- The Brand Dashboard
- Protection of brands
Access to the A+ Content: A+ Content is the best way using which you can show your brand on the product detail pages of Amazon. You can use customized modules, including charts, lifestyle images, and add extra text to create rich and interactive content on the product pages. This feature of the Amazon Brand Registry program makes it easier for the vendors to show their brand’s unique value proposition, helping them stand out from their competitors.
Access to the brand stores: After enrolling in the Amazon Brand Registry program, you can unlock the brand stores under the Amazon Advertising platform. A store is a page for the brand acting as the centralized place to show the products listings with informative descriptions and brand stories, driving awareness for the entire range of the products and attracting relevant traffic to the brand. In case you have a large array of products, then Amazon also allows you to create multiple pages like the category pages of a site.
Sponsored brands in the Amazon Advertising platform: Once your Brand Store has been launched, you can easily take advantage of the PPC advertising on the Amazon Advertising Platform. These advertisements will drive relevant customers to your e-commerce site, allowing cross-selling of the products. The Sponsored Brand features, including Sponsored Brand Videos and campaigns with product-related images, relevant content, and latest metrics, help the vendors know about their first-time customers and first-time sales.
Provides access to Amazon Posts: Amazon Posts is a feature that was launched in 2020 and can be used by the sellers after registering with Amazon Brand Registry. This acts as a feed like social media, allowing registered brands to create posts and as a result, attracts the audience.
Accessing Amazon Live: Amazon Live was launched in the year 2020 and will allow the vendors to establish online visibility of their brands in the crowded market of Amazon. Sellers can stream live videos to their customers and do product demonstrations, showcase their products, answer customers’ questions, and so on. Once the live stream is aired online, it can still be saved on the product details page and in Amazon Archives.
Access to Amazon Vine: Many sellers find it difficult to get momentum after launching their new products on Amazon. It is the positive reviews that help in pushing the product up, and thus, the sales rankings. Amazon vine which is available to the sellers registered under the Amazon Brand Registry program is a way to get positive and legitimate reviews for the products. Most renowned and trusted reviewers are invited by Amazon Vine to post their opinions about different products which will help the customers to make the right product-related decision.
he Brand Dashboard: Once you have been registered as the owner of the brand, you can have access to the advanced information and analytical tools as provided by Amazon, which can be used further to frame the effective product-related strategy and thus, increase your sales. The Brand Dashboard will guide you in getting enough engagement for your product converting traffic and optimizing the products, and it also provides a concise view of the posted reviews about your products
Protection to the brands: The Amazon Brand Registry program was originally created to help businesses and sellers protect their products against counterfeiters and to have a better experience using Amazon. The main advantage of registering in the Amazon Brand Registry program is that sellers or businesses can have complete control over their product listings. Now registered vendors can have access to the professional team of Amazon and thus will be able to report about the counterfeit or hijacking of their products.
How to know if the application process was successful?
Once the registration process is successfully initiated with the Amazon Brand Registry program and due for approval, you can check about the status of approval of your brand through some simple ways listed below:
- Unique Identifier
- Using Enhanced Brand Content (EBC)
- Amazon Brand Registration Help
Unique Identifier: Once a unique identifier (the EAN, UPC, etc.) (European Article Number, Universal Product Code) is seen by you on your products, it is confirmed that your Amazon Brand Registry process was successful. If you are the only individual who is selling any unique product, then in such a case, the Global Catalog identifiers are assigned by Amazon. In case you see ASIN (Amazon Standard Identification Number) on the products, then it implies that your brand is yet to be approved by Amazon. You must keep a tab on these identifiers.
Using Enhanced Brand Content (EBC): In case you are denied EBC, it implies that your brand is yet to be approved by Amazon for different reasons. So, just try to make your brand profile interesting and engaging and see if it becomes possible to make any progress.
Amazon Brand Registration Help: If you are curious to know about the approval of your brand, then the easier way is to call the Amazon Service Center. The representative of customer care will easily tell you if your brand has been registered with Amazon or not.
How to activate the Amazon Brand Registry?
Enrolling in the Amazon Brand Registry is the primary ordeal in the process. To complete the registration process and to have your products listed on Amazon, it is essential to activate the Amazon Brand Registry for all your products.
The reason why it happens is that one might have signed up using a different method, including the Manufacturer’s part number, UPC code, catalog number, etc.
To check this, you can use the menu option Reports > Business reports > Brand Performance.
In case you come across the ASINs (Amazon Standard Identification Numbers) listed out there, then it signifies that they are actively registered for the Amazon Brand Registry program. But if no product is listed, then you will have to update them partially using UPC code, MPN Number, and catalog Number.
Protecting your Brand when working with Amazon is of the top-most priority. Registering your brand under the Amazon Brand Registry Program will protect your products against counterfeiters, hijackers, and other violators and provide you with access to numerous tools, thereby helping you in increasing your sales and revenue. In case you want to know more about Amazon Brand Registry Guide 2022 , you can reach out to us.