Amazon Brand Registry: Benefits & How to Get It

Amazon is a leading global marketplace where millions of products are sold daily. However, protecting brand integrity and intellectual property (IP) is a key concern for sellers. With counterfeit products and unauthorized sellers posing risks, Amazon has implemented the Brand Registry (BR) program to provide sellers with protection and enhanced selling tools. In this guide, we'll break down the process of registering your brand on Amazon and explore the benefits that the Brand Registry offers.

What is Amazon Brand Registry?

Amazon Brand Registry is a program designed to protect brand owners' intellectual property rights and combat counterfeit goods on the platform. When a seller enrolls in the program, Amazon assists in blocking listings that infringe on the registered brand’s intellectual property. This helps ensure that the brand's products remain authentic and that customers receive genuine items.

The program is not only about protection; it also offers several enhanced tools to help sellers build their brand presence and improve sales. From analytics to content customization and improved marketing tools, Brand Registry opens up opportunities for sellers to stand out on Amazon’s vast marketplace.

Key benefits of Brand Registry for sellers

The Amazon Brand Registry offers multiple advantages to sellers beyond protecting intellectual property. Here's what you can expect after successful registration:

1. Enhanced brand protection
   Amazon leverages machine learning, AI technologies, and partnerships with law enforcement to identify and remove counterfeit listings. As a result, sellers can feel more secure knowing that their brand is actively monitored and protected on the platform.
2. Access to advanced analytics
   Once registered, sellers gain access to Amazon's dashboard, which contains insights into inventory, competitive pricing, customer traffic, and conversion rates. This analytics suite enables sellers to make informed decisions and optimize their selling strategy.
3. A+ content and enhanced listings
   One major advantage of Brand Registry is access to Amazon's A+ Content, which allows sellers to create rich, engaging product pages. Features include lifestyle imagery, comparison charts, and detailed product descriptions. High-quality content improves the customer shopping experience and drives more conversions.
   

Pro tip: use professional photographers and designers to craft high-quality imagery and descriptions. Investing in visuals can significantly boost sales and brand recognition over time.

4. Build an Amazon storefront
   Amazon enables brand-registered sellers to create multi-page storefronts, which act as a mini-website within the marketplace. These stores offer a unique URL, making them an excellent tool for showcasing products and driving sales.
   
   The intuitive store-building interface allows sellers to use pre-made templates and drag-and-drop components for easy customization. As an additional benefit, storefronts help brands build credibility and attract more buyers.
5. Sponsored brands and Amazon posts for marketing
   Brand-registered sellers unlock advanced advertising options, such as Sponsored Brands. These ad placements appear prominently in search results, showcasing your brand's logo, headline, and product selections. Sellers can also take advantage of Amazon Posts to create social media-style content directly on the platform, increasing brand visibility.

Note: Amazon Posts is currently available for free, providing sellers with an excellent opportunity to engage customers without additional advertising costs.

6. Amazon Live
   Sellers can connect with customers through live streaming, showcasing products and offering interactive experiences. With Amazon Live, brands can provide demonstrations, answer questions in real-time, and highlight features that might not be as easily communicated through static content.
   Pro Tip: Live videos are not just for the moment; they remain on your product pages after streaming, allowing for continued customer engagement.
7. Transparency and serialization services
   Brand-registered sellers can use Amazon's Transparency program, which adds unique serial codes to each product unit, providing additional protection against counterfeit sales. Customers can scan the code to verify the authenticity of the product before purchasing.
8. Incorporating videos in listings
   Amazon allows Brand Registry participants to include videos in their product listings, providing a more comprehensive shopping experience. According to Forbes, 64% of customers are more likely to buy a product after watching a video about it, making this a powerful sales tool.

Who is eligible for Brand Registry?

Not all sellers can immediately access Brand Registry. To qualify, sellers must own a registered trademark or have applied for trademark protection. Importantly, only wordmarks or combined marks (logos + text) are accepted, while purely graphical trademarks are not eligible for the program.

Note: Only the owner of the trademark or their authorized representative can apply for Brand Registry.

Registering your brand on Amazon: step-by-step guide

The process of registering your brand on Amazon is quite straightforward, but each step is crucial. Below is a step-by-step guide to get you started.

Step 1: Verify eligibility

Ensure that your brand meets the necessary criteria:

• Your trademark is registered (or in the application process).
• Your brand has a unique logo and name.
• You are the trademark owner or an authorized representative.

Note: Your trademark must be registered with the United States Patent and Trademark Office (USPTO) or a recognized authority in other countries, such as Canada, the UK, the European Union, China, or Australia.

Step 2: Gather required documentation

For registered trademarks, you'll need the trademark registration number and an image of your trademark. If your trademark is still pending, you’ll need additional details, such as:

• The serial number of your application
• The country of application
• The date of application
• Product category/class associated with your brand

Step 3: Register on Amazon.com

Head over to the Brand Registry section on Amazon's website and click on "Brand Registry" to begin your application.

Step 4: Sign in to Seller Central

If you already have a professional seller account on Amazon, log in using your credentials. If not, you'll need to create a professional account as Brand Registry is only available to those with a professional selling plan.

Step 5: Provide brand information

After logging in, you’ll need to submit details about your brand, including:

• Your trademark registration number or serial number
• The country of registration
• Trademark registration or application date
• Logo and product images showing the trademark on packaging or the product itself

After entering all necessary details, click "Next" to submit your application.

Step 6: Await approval

Once submitted, Amazon will review your application. If approved, you’ll receive an email confirmation, and a "Brands" tab will appear in your Seller Central dashboard, giving you access to all Brand Registry features.

Common issues and how to overcome them

While the registration process is generally straightforward, there can be bumps along the way. Here are some common issues sellers face:

1. Rejected photos
   Ensure that your product images clearly display your trademark. Stock images or illustrations may lead to a rejection. Always use real photos with all required elements clearly visible.
2. Account issues in Seller Central
   Account issues like pending suspensions, unresolved complaints, or unverified emails may cause your Brand Registry application to be denied. Address any account health issues or support cases before applying.
3. Errors in trademark information
   Make sure to provide the correct registration number (a 6-7 digit number), select the correct trademark office, and wait at least 48 hours after registering your trademark before applying to allow the database to update.
4. Access to full Brand Registry benefits
   If you are unable to access certain features like A+ Content or Amazon Vine, ensure the contact person on your seller account matches the trademark owner. Consider adding them as an authorized representative if necessary.

Final thoughts

Amazon Brand Registry is a valuable program for any seller looking to enhance brand protection, improve their product listings, and take advantage of advanced advertising and marketing features. Though the process involves several steps and may require some effort, the benefits are well worth it.

To recap, the process for registering your brand involves:

1. Verifying eligibility
2. Gathering necessary documentation
3. Registering on Amazon.com
4. Signing into Seller Central
5. Providing brand information
6. Awaiting approval

By ensuring all steps are correctly followed and all necessary information is accurately provided, sellers can access Amazon’s powerful tools to grow their brand and protect their products. And if you're ever uncertain, consulting with an expert in Amazon Brand Registry can help you navigate the process smoothly.

For personalized assistance in navigating Amazon's Brand Registry or any e-commerce legal inquiries, SellerSail experts are here to help you succeed in your international business endeavors. Reach out for a free consultation today!