Navigating Amazon’s Brand Registry

In the dynamic landscape of Amazon’s expansive marketplace, the surge in counterfeit products has emerged as a formidable challenge, casting shadows on the trustworthiness of both sellers and consumers. The infiltration of fake goods, accounting for a staggering 3.3% of global trade, poses a significant threat that extends far beyond the financial realm.

The adverse impact isn’t limited to consumers alone; sellers face substantial losses and damage to their brand reputation due to these fraudulent activities. Recognizing the gravity of this issue, Amazon responded proactively by introducing the Amazon Brand Registry program. This initiative, embraced by a substantial 130,000 brands, has proven instrumental in curbing infringement on the platform, boasting a remarkable 99% reduction.

As online commerce continues its pivotal role in business strategies, many companies are turning to the Amazon Brand Registry to safeguard their brand identity and fortify their digital endeavours. For sellers with eligible Amazon accounts, the decision to register their brand trademark through the Brand Registry program becomes a prudent investment.

Now, the pivotal questions arise: How does this program function, and what tangible benefits can it bring to your business? Let our Amazon consultant delve into the mechanisms and advantages of the Amazon Brand Registry. Allow eStore Factory’s Amazon consulting experts to illuminate its significance in the realm of e-commerce.

What is Amazon Brand Registry?

Amazon Brand Registry is a specialised program designed by Amazon to provide brand owners with enhanced tools and resources to protect their intellectual property and maintain control over their brand presence on the platform. Launched in 2017, this program aims to combat issues such as counterfeiting, intellectual property violations, and unauthorised use of brand content.

To join Amazon Brand Registry, brand owners typically need a government-registered trademark for their brand. Once enrolled, they can take advantage of the tools and features offered by the program to build and protect their brand on the Amazon platform.

Benefits of Amazon Brand Registry for sellers

Enrolling in Amazon Brand Registry offers sellers a range of benefits aimed at protecting their brand and providing tools to enhance their presence on the platform.

Here are key advantages for sellers:

• Brand Protection: The primary benefit is enhanced protection for your brand. Amazon Brand Registry helps prevent unauthorised use of your brand name, logos, and other intellectual property, reducing the risk of counterfeits and infringement.
• Streamlined Reporting: Sellers gain access to streamlined tools for reporting intellectual property violations. This simplifies the process of reporting and addressing any instances of infringement on the platform.
• Enhanced Search and Report Tools: The program provides powerful search and reporting tools, allowing sellers to identify potential violations more effectively. This proactive approach enables brand owners to take swift action against unauthorised use.
• Predictive Automation: Amazon Brand Registry uses machine learning and predictive automation to detect and remove potentially infringing listings. This proactive approach helps minimise the manual effort required for monitoring and reporting violations.
• Global Protection: Enrolling in the Brand Registry extends brand protection across various Amazon marketplaces globally. This is particularly beneficial for brands with an international presence on the platform.
• A+ Content: Sellers with Brand Registry can create Enhanced Brand Content or A+ Content for their product listings. This feature allows for more engaging and informative product pages, potentially boosting conversion rates.
• Increased Customer Trust: Having a registered brand with the Amazon Brand Registry can enhance customer trust. Shoppers are more likely to trust and purchase from brands with verified and protected identities, contributing to improved sales and customer loyalty.
• Improved Enforcement: With direct access to reporting tools and a streamlined enforcement process, sellers can more effectively enforce their intellectual property rights, ensuring a clean and legitimate marketplace presence.
• Prevention of Listing Hijacking: Brand Registry helps prevent listing hijacking, where unauthorised sellers take control of product listings. This protects sellers from potential revenue loss and ensures that customers are purchasing authentic products.
• Brand Analytics Access: Some versions of the Brand Registry provide access to Amazon Brand Analytics, offering sellers valuable insights into customer behaviour, search terms, and market trends.

For sellers serious about protecting their brand and maintaining a strong presence on Amazon, enrolling in the Brand Registry is a crucial step.

How much does Amazon Brand Registry cost?

As of now, Amazon does not charge a fee for enrolling in its Brand Registry program since the program is designed to provide brand owners with more control over their product listings. It reduces the risk of counterfeit goods being sold, so it is in Amazon’s best interest to encourage as many brand owners as possible to participate.

However, while the brand registry itself is free, some associated costs must be considered. Before enrolling in the Amazon Brand Registry, you need to have an active registered trademark for your brand. The cost of trademark registration varies depending on the country.

For example, in the UK, the filing fee with the Intellectual Property Office (IPO) ranges from £170 to £310 per class of goods or services. If you hire a lawyer or use a service to assist with the application, you can expect to pay an additional few hundred to a few thousand pounds.

Registering your brand on Amazon through the Brand Registry program involves several steps. Here’s a step-by-step guide to help you through the process:

How to Register Brand on Amazon

Step 1: Confirm Eligibility

Ensure that you meet the eligibility criteria for the Amazon Brand Registry. Generally, you must have an active registered trademark for your brand.

Step 2: Register a Trademark

If you don’t have a registered trademark, initiate the trademark registration process. This involves submitting an application to the relevant trademark office in your country. In the UK, this could be the Intellectual Property Office (IPO).

Step 3: Monitor Trademark Status

Keep an eye on your trademark application’s status. You can use online tools provided by the trademark office to track the progress.

Step 4: Create an Amazon Account

If you don’t have an Amazon seller account, create one. You’ll need a professional seller account to enrol in the Brand Registry.

Step 5: Start the Brand Registry Application

Log in to your Amazon seller account and go to the Brand Registry page. Start the application process by providing the necessary information, including your registered trademark details.

Step 6: Verify Your Identity

Amazon will ask for additional information to verify your identity. This may include providing images of your product, packaging, and the registered trademark.

Step 7: Submit Application

Complete the application by submitting all required documentation. Amazon will review your application, and the process may take some time.

Step 8: Brand Approval

Once Amazon approves your application, your brand will be officially enrolled in the Brand Registry program. You’ll gain access to tools and features that help protect your brand on the platform.

Step 9: Utilise Brand Registry Tools

Take advantage of the tools provided by Amazon Brand Registry, such as proprietary text and image search, to proactively monitor and report potential infringements.

Remember, the specifics of the process may vary, so it’s crucial to follow Amazon’s guidance and requirements throughout the application.

How Long Does It Take to Enrol in Amazon Brand Registry?

The duration for enrolling in Amazon Brand Registry can vary based on several factors, including the complexity of your application, the completeness of your documentation, and Amazon’s processing times. However, here’s a general timeline:

Trademark Registration Time: The primary factor influencing the time frame is the registration of your trademark. Trademark registration can take several months, and this step needs to be completed before initiating the Brand Registry application.

Brand Registry Application Processing: Once your trademark is registered, the Amazon Brand Registry application itself can take several weeks. Amazon reviews the information and documentation provided to ensure it meets their criteria.

Identity Verification: Amazon may require additional information to verify your identity during the application process. Responding promptly to any requests for verification can help expedite the overall process.

Amazon’s Processing Time: Amazon’s internal processing times can vary based on the volume of applications they are handling. During peak times, such as when many sellers are applying, there might be delays.

Communication and Follow-Up: Regularly check your communication channels with Amazon, such as your Seller Central account and associated email. Amazon may request additional information or clarification during the review process.

It’s important to note that the above timeline is a general estimate, and actual times can differ. Sellers should be patient and diligent in following up with any requests or communications from Amazon during the application process. Additionally, staying informed about the status of your trademark registration is crucial, as it is the foundational step for Brand Registry.

How to Know if Brand Registry Enrollment Was Successful?

Once you’ve initiated the registration process with the Amazon Brand Registry program and are eagerly awaiting approval, there are several avenues to check the status of your brand’s approval.

Unique Identifier:

One reliable method to confirm the success of your Amazon Brand Registry application is by observing a unique identifier, such as the European Article Number (EAN) or Universal Product Code (UPC), on your products. If you are the sole seller of a product, Amazon will assign a Global Catalog identifier to your listings. The presence of these unique identifiers indicates that your brand registration was successful. Conversely, if you only see ASINs on your products, it suggests that your brand is still awaiting approval from Amazon.

A+ Content:

Another checkpoint is the status of your application for Enhanced Brand Content (EBC). If your EBC application is denied, it signals that your brand is still pending approval from Amazon, and certain aspects may need attention. In such cases, enhancing your brand profile to make it more captivating and engaging could potentially expedite your application’s progress.

Amazon Brand Registration Support:

For a more direct approach, you can contact the Amazon Service Center to inquire about the approval status of your brand. Connecting with customer care representatives allows you to get real-time updates on whether your brand registration has been successfully processed.

By utilising these methods, you can stay informed about the status of your brand registry enrollment and take appropriate actions as needed.

How Does Amazon Brand Registry Protect Your Brand from Counterfeit?

Amazon equips brand-registered sellers with a suite of tools designed to fortify their brands against counterfeiting, featuring prominent programs like Transparency and Project Zero.

Amazon Transparency:

In the Amazon Transparency program, brands are furnished with unique transparency codes for every product in their catalogue. These codes, comprising a combination of numbers and letters, undergo scanning at the fulfilment centre before shipment to the customer. This meticulous process ensures the authenticity and credibility of all products sold under your brand, effectively eradicating the risk of counterfeiting. Brands have the flexibility to enrol their entire product line or selectively choose specific products to be covered under the Transparency Program. However, it’s essential that each individual product bears a transparency code, typically in the form of a sticker. As of now, the Amazon Transparency Program is available in key regions such as the United States, United Kingdom, Canada, France, Germany, Italy, Spain, and India.

Project Zero:

Amazon Project Zero represents a proactive initiative enabling brands to seize control in the battle against counterfeit products on the marketplace. Through a user-friendly self-service tool developed by Amazon, brands gain the ability to directly eliminate counterfeit listings without the need for reporting them to Amazon. This empowerment of brands aims to establish a more efficient and hands-on approach to safeguarding intellectual property rights, ultimately ensuring a secure and trustworthy shopping experience for customers.

As the Amazon marketplace continues to flourish, the spectre of counterfeit products looms ever larger, threatening the trust and reliability that both sellers and consumers seek. However, Amazon has responded robustly to this challenge through initiatives like the Amazon Brand Registry, boasting a significant reduction in infringements on the platform. With tools such as Transparency and Project Zero, brand-registered sellers are equipped with formidable resources to combat counterfeiting head-on.

The Amazon Brand Registry, with its streamlined enrollment process and various protective features, serves as a linchpin in fortifying brands against unauthorised use. The benefits, including enhanced brand content, increased control over product listings, and access to powerful analytical tools, make it a strategic investment for businesses looking to safeguard their identity on the platform.

As the e-commerce landscape evolves, brand protection becomes an integral aspect of sustainable growth. The Amazon Brand Registry, coupled with innovative programs like Transparency and Project Zero, emerges as a formidable ally for brands navigating the complex terrain of online commerce. By embracing these tools, brand-registered sellers can foster trust, instill confidence in consumers, and pave the way for enduring success in the dynamic realm of Amazon.

If you have any queries, feel free to throw questions at our Amazon seller consultant on eStore Factory. Our Amazon consulting experts would be glad to be of any help!