Selling products through Amazon can be an incredible opportunity for your brand, but it’s not without risks. Most notably, your brand will face unauthorized resellers. These “bad actors” are notorious for listing without permission from your brand, offering lower-priced or counterfeit items to customers, which inevitably damages profitability and your reputation.
This is a key reason why Amazon brand management is critical, especially taking the steps to join the Amazon Brand Registry. Below are some of the basics to help you make sense of what this program can do and how it can protect your business.
What Is Amazon Brand Registry?
Today, over 350,000 brands have signed up for Amazon Brand Registry. The program offers powerful ways for brands to protect intellectual property while also gaining unique advantages over non-registered brands.
Its stated purpose is to identify brand owners and give them tools to fight intellectual property infringement, policy violations, and other problems including technical issues. By enrolling in the program, you can contact Amazon’s Brand Registry team whenever you notice another seller infringing on your IP or violating the platform’s policies. Because you and authorized resellers are identified in the Brand Registry, it means you have more power to police any violations you find. Although it will not automatically track down every such instance of infringement, reporting as many as you can find will help train the algorithm to identify them more effectively in the future.
On top of these features, you also gain the ability to utilize more modules in Seller Central. These include Amazon content management tools, such as dedicated storefronts and A+ Content and Enhanced Brand Content, as well as the ability to deploy sponsored ads and gain access to more advanced performance analytics.
What Are the Benefits?
The primary advantages of the Amazon Brand Registry process are that it helps solidify you as the owner of your brand on the platform. Not only does this protect you from knock-off listings and pricing manipulations from unscrupulous resellers, but it also helps your products reach the top of a shopper’s search results. That’s because being recognized as the brand owner makes it much more likely that the retailer’s search algorithm will find your pages and recommend them to anyone searching for those particular items. By using the enhanced content options provided by this program, you can also add videos, take advantage of multiple templates, and utilize additional space to include extra details about the product, FAQs, and more.
These features help consumers get to know your brand every time they search for your products. Thanks to Brand Registry, that works the other way, as well. Being part of this program gives you access to powerful analytics that can help you make more informed decisions. You can learn about your customers’ search terms as well as other behavior. Based on the reports you receive through this initiative, you can make better choices and with fewer delays.
How Does My Brand Enroll?
Taking advantage of everything the program has to offer means understanding the Amazon Brand Registry requirements. First and foremost, you need to have a registered trademark for your brand name or logo. To register, you’ll also need to provide Amazon with images of your branding, pictures of the products, and packaging bearing the brand name. You’ll then need to include a listing of all product categories in which the brand applies and a list of countries where all of your products are made and distributed.
It’s worth noting that you cannot allow a third-party seller or agency to register for this service on your brand’s behalf. You should always use the same email address you use to log into your brand’s selling account. The entire registration process should take anywhere between two and six weeks, on average.
How ClearCut Can Help
The ClearCut team is here to help guide you through the process of registering your brand on Amazon. Not only that, take advantage of our suite of Amazon strategic management services so you can spend less time worrying and more time watching your sales grow on the marketplace. To learn about our offerings, get in touch with us today.