Everything you need to know about Amazon Brand Registry

When it comes to building a sustainable brand online, there are very few ecommerce platforms that can compete with Amazon. Any seller can start from scratch today and build multiple successful brands on Amazon. Building a brand is already difficult, but what’s more difficult is to fight other sellers who may try to hijack your listing or brand as a whole. Without the proper infrastructure for your brand like trademarks and certifications, it’s basically “he said” vs “she said”. Once you have done all of the hard work of product research, finding suppliers, getting your product to Amazon, etc., how do you protect your products’ intellectual property from other sellers? 

The answer is Amazon Brand Registry. Amazon’s Brand Registry platform enables sellers to file their brand and protect themselves from all external threats to their brand and business. Amazon provides sellers with a ton of technology tools and their dedicated staff to ensure their brand is protected and thrives on Amazon. 

Amazon Brand Registry:

Amazon Brand Registry is a program that provides sellers with a holistic approach to growing and managing their brands on Amazon. With Amazon Brand Registry, sellers with brands have access to tools that other sellers don’t have. This allows you to grow your brand while simultaneously protecting your brand from hijacking, infringement and similar threats.

Sellers can enroll in Amazon Brand Registry today to take advantage of the different tools available to them. There’s a dedicated team within Amazon Brand Registry that will help sellers with any issues they may come across while building their brand on Amazon.

Benefits of Amazon Brand Registry:

Amazon proactively protects sellers’ brands: Amazon takes protecting sellers’ brand listings very seriously. If you have a brand that’s not registered on Amazon Brand Registry, you can still contact seller support on Amazon, but it will be difficult to get a real resolution. In contrast, Amazon Brand Registry can solve these kinds of issues extremely quickly.

With a dedicated team that protects sellers’ brands, Amazon takes a proactive approach and gets to the root of all issues quickly. Their infrastructure is set up in a way that a seller can report an issue, they can inspect it quickly and get it resolved within the same day. 

Increase revenue: If you have a private label brand, you’re reliant on your knowledge or the knowledge you may find on the internet/courses to grow your brand. Amazon Brand Registry has a lot of tools to help sellers directly increase their revenue. One of the first immediate benefits of Amazon Brand Registry is that you will see an increase in sales.

This is because Amazon now officially recognizes your brand as a trusted brand and your brand will have higher positioning in comparison to other listings. Amazon Brand Registry will work with you to improve on metrics that drive sales to your product like conversion rates, get more clicks to your product, etc. Amazon Brand Registry provides an array of tools to help improve your revenue. 

Brand management: Managing your brand’s representation can make or break your business. If you position your product as a premium product with premium features, you’ll be able to charge premium prices. Even after you do all the hard work of establishing the brand for your product, several things can happen to decrease your brand’s value. Amazon Brand Registry helps you cover all aspects of brand management like making sure your listing is the top listing on the product page and more. 

Reporting tools and access to Amazon Brand Registry team: One of the key differentiators for Amazon Brand Registry is that you’ll have access to reporting tools and the Amazon Brand Registry team. The reporting tools allow you to file a complaint, check the progress of the investigation and get a definitive answer to your brand complaint. Big brands like New Balance, Procter & Gamble, etc., use Amazon Brand Registry for this, so it definitely will work well for smaller sellers. 

Additionally, you get access to the Amazon Brand Registry team. You will quickly learn while selling on Amazon that getting a hold of the right seller support member is crucial to your business. If you try to go through regular seller support for a brand issue, you will end up wasting a lot of time and money. With Amazon Brand Registry, all of that is bypassed and you can get a hold of the right team member for any given scenario. This alone will save you significant time and money. 

Tools within Amazon Brand Registry:

A+ Content: A+ Content is a tool in Amazon Brand Registry that allows sellers to have a competitive advantage with premium content. When an Amazon customer lands on a product page, having great content can entice them much more to purchase a product. A+ Content allows sellers to change the product descriptions on branded products.

With this, sellers can add a unique brand story, use enhanced images and text placements. Sellers can customize virtually every aspect from their product descriptions like header placements, image placements, etc. Amazon has seen first hand that products with A+ content get more traffic, have higher conversion rates and have increased sales. 

Manage Your Experiments: Manage your experiments is another great tool in Amazon Brand Registry. One of the most important aspects of managing a brand is optimizing your product listing. Generally, if you want to test out different marketing strategies, it will take several weeks or even months to get good results. Manage Your Experiments allows sellers to test two versions of A+ content simultaneously and show you the results.

This means Amazon will show the two different versions to two separate customer populations. Once the experiment is done, Amazon will show sellers what worked and what didn’t. Sellers can use this knowledge to optimize their listings and improve sales. 

Brand Dashboard: The brand dashboard is another great tool provided to sellers by Amazon Brand Registry. The brand dashboard provides a great overview of how a product is performing along with key insights and analytics. This will help sellers identify opportunities within the market, ways to improve their current branded products and more. The brand dashboard also illustrates aspects to your brand like brand health, conversion recommendations, traffic recommendations, customer reviews and more.

Amazon is basically giving sellers insight on every metric that has an influence on how their product sells. By making small improvements to each of these aspects, sales can increase dramatically. Depending on how large your brand is, this kind of insight is worth thousands, if not tens of thousands of dollars. 

Amazon Stores: One of the complaints some sellers who are new to Amazon make is that Amazon doesn’t allow sellers to have stores. Many other ecommerce platforms allow sellers to have stores and that can increase sales. With Amazon Brand Registry, sellers can have stores for their brands.

These stores display all of the products a brand has, so if a customer enjoyed one product they can explore and purchase another one. Amazon Stores doesn’t require code, provides you an Amazon.com web address and it helps build brand awareness. This is huge for sellers with brands that have many active listings. 

Amazon Attribution: Amazon Attribution is an advertising measurement solution for sellers. Many sellers have a rough idea of how their ads perform, but they don’t have real insight into exactly what’s going on. Amazon Attribution provides sellers access to data illustrating how all of their marketing channels are affecting their product sales, both Amazon and non-Amazon.

Amazon provides sellers with data on how their marketing campaigns are performing, how to use this data to capitalize on opportunities and how to grow the return on investment of their ads. For sellers that use any kind of marketing campaigns, this is an invaluable tool that comes with Amazon Brand Registry. 

Amazon Live: One of the most exciting marketing opportunities in ecommerce is live streaming products. In November of 2020, live streaming products provided $6 billion in 24 hours for e commerce giant AliBaba. Live streaming is a huge opportunity for brands to display how a product works in real-time. For sellers on Amazon Brand Registry, live streaming is an added feature.

Sellers can interact with their customers in real-time while showing the customers how a product works. This is huge because it establishes trust and it can drive significant sales for the time period that a seller live streams their product. 

Sponsored Brands: One of the biggest opportunities for sellers with brands is Sponsored
Brands. Sponsored Brands is another tool in Amazon Brand Registry that enables sellers to get more traffic with cost-per-click ads. Sponsored Brands allow sellers to have their product places first when a customer searches for identical or related terms. The customer will see the brand logo, custom headline and multiple products. Sellers can utilize this to drive more traffic to their product page and increase sales dramatically. 

Amazon Brand Analytics: Brand Analytics is the final tool in Amazon Brand Registry. It allows sellers to gain additional insight into their brand’s performance, so they can make strategic decisions to grow their brand. Some of the tools within Brand Analytics include Amazon Search Terms report, Demographics report, Item Comparison report, Alternate Purchase report, Market Basket report, Repeat Purchase Behavior report and more. These are in-depth reports on many analytical aspects of a brand. Sellers can use this to make business decisions and calculated risks to grow their business. 

Requirements for Amazon Brand Registry:

There are several requirements that Amazon sellers must have before enrolling for Amazon Brand Registry. Below are some of the prerequisites sellers must have.

Brand name with active registered trademark: This is the first step in applying for Amazon Brand Registry. An active registered trademark should be displayed on your product and/or packaging. This helps differentiate your brand from others on Amazon Brand Registry.

You don’t need to have your trademark completely finalized to apply to Amazon Brand Registry; Amazon still accepts trademarks that are pending registration depending on the country you live in. Both trademark registration and pending registrations should be done in Amazon’s IP Accelerator. 

Government registered trademark number: Amazon Brand Registry also requires sellers to provide a government registered trademark number. For sellers with pending trademark registrations, they must provide their application numbers.

Amazon only accepts trademark numbers from the following governments: United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Turkey, Singapore, Spain, Netherlands, Saudi Arabia, Sweden, the United Kingdom, the European Union, and the United Arab Emirates. If your country isn’t listed, you should contact Amazon Brand Registry via email. 

Categories that the product is listed in: Amazon requires sellers to list all the categories their product is listed in. This will help Amazon in the future in case a seller makes a complaint. For example, if Adidas were signing up for Amazon Brand Registry, they would list categories like shoes, apparel, sporting goods, etc. Make sure to list all of the categories your brand will be selling in. 

Final thoughts: 

This covers the majority of information regarding Amazon Brand Registry. I believe it’s a good investment for sellers with brands because it safeguards their huge investment into building their brand. For sellers that are new to building a private label brand, I think it’s best to first establish your brand then do all of the features associated with Amazon Brand Registry. If you don’t have significant sales on your brand or product yet, you should not be worried about this. Once you have actually established your brand, these features can make an actual dent in your bottom line. 

All in all, most sellers with a business at scale will likely need to have Amazon Brand Registry at some point. Having a profitable and sustainable brand on Amazon can easily be a main source of income for many sellers. Making sure you take the right compliance and legal precautions is crucial to protecting both your brand and business. Amazon Brand Registry provides you with all of the support and tools you’ll need to create protection for yourself and brand. To learn more about Amazon Brand Registry, here’s an informational video


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