The Amazon Brand Registry: Protecting Your Brand On Amazon
Amazon has established itself as the number one online retailer in the world, and as of 2018, Amazon e-commerce retail sales have crossed $250 billion in the United States alone. Given these statistics, it makes perfect sense that the Amazon Market place has become one of the most popular choices for e-commerce sellers hoping to sell their goods. In fact, 2017 was the first time in history that more than half of the products sold on Amazon came from its market listings, rather than from Amazon itself.
Of all the merchant options available, the Fulfilment by Amazon FBA option is considered to be the most popular, and there are good reasons for this being the case. This option allows you to leave most of the logistics to Amazon, so you can focus your time and resources on putting out great products, improving your brand, and focusing on your business’s profit margins.
Additionally, as many Amazon sellers know, there are a number of professional solutions and Amazon tools that can help you perfect your Amazon storefront, optimize your Amazon listing, and overall, help your brand stick out from the flooded competition in its marketplace.
However, as an Amazon seller, it is quite possible that your brand has faced, or is at risk of facing, a number of problems, such as counterfeit issues or unfortunate situations where your product content is changed by a third party seller. Unfortunately, this is not a highly unlikely occurrence, and it’s led some major outlets to accuse Amazon of having a counterfeit problem.
Amazon is a very useful marketplace, and if used correctly, can be very profitable to its Amazon sellers. However, it is by no means a perfect platform. To Amazon’s credit, it has admitted to its investors that it is facing problems with counterfeiting and piracy, and the megaretailer has taken some steps to correct the issue.
This is where the Amazon Brand Registry, a new set of tools designed to help sellers who face these problems, comes in.
What is the Amazon Brand Registry?
Though we will get into more detail later in the article, broadly Amazon’s Brand Registry is a program that identifies brand owners to Amazon, with the purpose of helping brand owners protect their intellectual property and product content while selling on the lucrative Amazon marketplace.
Amazon’s Brand Registry has a dedicated team that brand owners can contact to report intellectual property infringement, policy violations, listing issues, and technical issues. The team also provides brands on the registry access to powerful tools which help protect trademarks, including proprietary text and image search and predictive automation.
Moreover, Brand Registry also gives brand owners access to additional marketing programs, including Enhanced Brand Content, and Amazon Storefronts.
How Can You Use the Amazon Brand Registry to Protect Your Brand?
Already, more than 130,000 brands around the world are registered in Amazon’s Brand Registry, and as a result of the preventative systems put in place, 99 percent of all Amazon page views by customers now land on pages that do not receive a notice of potential infringement.
If you’re an Amazon Seller concerned with maintaining the integrity of your brand and protecting against counterfeit, the Amazon Brand Registry will provide a number of benefits that will likely interest you.
Accurate Brand Representation
Enrollment in the Amazon Brand Registry gives you, the seller, more control over your Amazon product pages, and the product pages that use your brand name. This means that it will be far more likely to see the correct information associated with your brand. Overall, you will face fewer risks of third-party sellers distorting your product listing, or using your brand in ways that may undermine the careful brand image you have likely worked to construct.
Powerful Search and Report Tools
The “search” and “report” tools provided by enrolment in the Amazon Brand Registry work to simplify the process of finding cases of potential infringement, piracy, and counterfeit.
The first of these tools is the Global Search Tool. This tool allows Registry-enrolled brands to search for content in Amazon stores different than your own from the same screen, without needing to navigate away from your page. This tool acts as recognition that if brands are going to find cases of infringement, it is Amazon’s responsibility to make the process as seamless and easy as possible.
The second tool in this category is the Image Search Tool. This incredibly powerful tool allows you to find product listings on Amazon that match your product’s or logo’s images. In this way, if someone is using your logo, or using the product images that you have painstakingly created, you’ll quickly be able to find them out.
The third tool in this category is the Bulk ASIN Search Tool. Amazon Standard Identification Numbers (ASINs) are unique blocks of ten letters and numbers used to identify items listed on Amazon. A new ASIN is created for each item that is uploaded to the Amazon catalog, and it can be used to search for items in Amazon’s product listings. For example, if you know the ASIN of a product, you can simply type the ASIN into either your web browser or Amazon’s search bar, and the item will appear in your search results. Thus, the Bulk ASIN Search Tool will enable you to find, and report, potentially infringing content with increased ease.
Moreover, once you have completed a search with one of these tools and you believe that you have identified a case of potential infringement, the Brand Registry provides you with simple workflow guides for submitting a report. They will then review the report and, if necessary, take appropriate action.
Proactive Brand Protections
In addition to providing tools that you can actively use to seek out and report cases of potential infringement, there are additional measures that Amazon will take, to protect brands enrolled in its Brand Registry.
By providing Amazon with information about your brand and its intellectual property—such as logo and product images, as well as a wealth of other information—Amazon is able to use its algorithms to provide predictive protections that help identify and remove potentially infringing listings.
Specifically, the Brand Registry is used to identify and protect against:
- Product listings that aren’t for your brand, and incorrectly use your trademarked terms in their titles.
- Images that contain your logo, but are for products that don’t carry your brand name
- Sellers shipping products from countries in which you do not manufacture or distribute your brand.
- Product listings being created with your brand name, when you have already listed your full product catalog on Amazon.
Amazon’s Transparency Program
In addition to the tools enumerated above, Amazon has recently released what it calls Amazon Transparency, as an addition to the Brand Registry. With Transparency, you will gain even more protection for your brand, with the added benefit of providing a transparent and secure shopping process for your customers. This relieves both you and them of any possible worries of issues like counterfeit products and misrepresentation.
With Transparency, Amazon has implemented additional checks to prevent counterfeits of Transparency-enabled products. Moreover, it enables authenticity verification for your customers. Any customer shopping for your Transparency-enabled products will be able to authenticate any Transparency-enabled product, no matter where they are buying the product from—whether it be from Amazon, other e-commerce websites, or brick and mortar stores.
Moreover, brands will be able to use Transparency to communicate unit-level information (such as manufacturing place, enhanced product information, etc.) to the wary customer. An added sense of safety can only help to increase your seller reputation on Amazon.
What Are The Brand-Building Benefits of Enrolling in the Amazon Brand Registry?
While it is clear that e-commerce sellers are interested in protecting their brand and maintaining their seller reputation when selling on the Amazon Marketplace, it is also clear that they are interested in growing their brand on the platform. For Amazon sellers with these ambitions, enrollment in the Amazon Brand Registry also offers some great benefits.
Enhanced Brand Content (EBC)
Enhanced brand content has become one of the best ways to make your brand stand out in the crowded marketplace. When you use EBC, you are able to describe your products in new and creative ways, such as constructing a unique brand story, and providing enhanced images and text placements that, when used correctly, can peak your conversion rate and increase traffic to your product.
Amazon Store Fronts
Just as e-commerce sellers are able to provide a personalized branded experience on their own websites, an Amazon storefront is a free, self-service, branded destination on Amazon that businesses are able to curate to their own liking.
With tools like the Amazon storefront, sellers are increasingly moving towards not just selling their products as listings on Amazon, but fully managing their brand on the Amazon platform. The Brand Dashboard is a new tool that Amazon has provided, to help you do just that. With the Brand Dashboard, you can view Amazon’s recommendations to improve the customer shopping experience, and increase traffic and conversions.
Enrolling in the Amazon Brand Registry
Clearly, there are many benefits to enrolling your brand in the Amazon brand registry when it comes to both protecting and growing your brand. Therefore, you might be wondering how you can enroll your own brand. Luckily, Amazon makes this pretty easy.
While the exact requirements differ by country, the requirements that apply categorically to all sellers from any country are:
- You must have an active, registered trademark in that country that appears on your product or packaging.
- You must have the ability to verify yourself as the rights owner, through the public contact listed on your trademark registration.
- You must have an Amazon account (either Seller Central or Vendor Central).
Right now, it seems like there are no downsides to enrolling your brand into the Amazon Brand Registry, so whether you are an existing Amazon seller or you plan to be in the future, you should consider partaking in what’s becoming an essential program, on the top e-commerce platform in the world.