Sellers Guide on Amazon Brand Registry

Amazon Brand Registry is a program where sellers register their brands with Amazon to safeguard their trademarks. It assists customers in identifying brands owners and guards the brand from counterfeiters.

For those who are Amazon sellers making sure that your items are secure has become a full-time task. It is important to stop the very first indications of unethical behavior.

One of the most effective ways to ensure your security is to register your business in the Amazon Brand Registry Program.

Amazon developed this program due to the many lawsuits filed against them by companies claiming they suffer from counterfeiting. Amazon has been a bit sloppy about its rules for preventing counterfeiters.

The company hasn’t taken enough steps to deter counterfeiters from selling their products on the platform, hence the necessity of a brand protection program.

The Amazon Brand Registry has a dedicated team of experts that sellers can approach for suspicions of fakes or hijackers concerns about listing as well as policy violations.

Sellers also have access to marketing programs like Amazon Transparency Program and Enhanced Brand Content.

Winning Points

According to Amazon that more than 130,000 brands have been registered on the Amazon Brand Registry that has led to the occurrence of 99% fewer infringement cases since the introduction of the program. The program has surely assisted a number of brands.

For Amazon sellers who are planning to sign up under this program, here is the benefits list that is available on Amazon’s website:

The Brand is protected from Hijacking

Most private label sellers are afraid of being snatched away through third-party sellers. To stop these nefarious activities from occurring, Amazon allows them to be notified of any incidents.

The threats can easily be removed. This also gives private label sellers exclusive control over the Amazon Buy Box.

The program also comes with additional security features to eliminate counterfeit listings. Some examples of this untrustworthy behavior include:

1. Listings for products that don’t belong to your brand, but use your trademarked words within their names.
2. Images that feature your brand’s images but aren’t relevant to any of your products.
3. Listings of products that bear your brand’s name, but which aren’t yours
4. Sellers can ship their products to areas that aren’t distribution centers or manufacture their can brand.

Brand Representation

Amazon allows you to take full control of your Amazon page for your brand. Your customers will have the ability to get the right information about your products and your brand.

Access to Tools for Marketing and Protection

You have access to tools such as Amazon Enhanced Brand Content, Project Zero as well as Amazon Transparency.

Improved Brand Content

Amazon’s Amazon Enhanced Brand Content (EBC) lets sellers edit the product description using images and rich content. They can improve the quality of text and images to communicate the message of the brand.

Check out this video to know how to use amazon EBC in an effective way:

Project Zero

Project Zero allows brands to eliminate counterfeits that they suspect. With Amazon’s machine learning ability, they can scan more than 5 billion listings to identify fake items.

Amazon Transparency

Amazon Transparency is an application that allows brands to generate an alphanumeric number for each product they sell.

Amazon examines these codes to ensure that only genuine products can be sent to customers.

In addition, it lets customers authenticate any product that has transparency enabled by using the application.

Access to Tools for Reporting

It is easy to search for possible counterfeiters or possible infraction cases with their powerful research tools and report tools.

You can search for listings of products that incorporate your logo and images. Additionally, you can look for ASINs and URLs for products that could identify potentially infringing content.

Amazon Support Team

The Amazon Brand Registry Support Team can be reached via email or phone anytime throughout the day.

Applying for the Program

To be eligible for this program you need to have an active trademark registered and in good standing. Make sure that your trademark is identical to the name of your brand.

Make sure that your brand name should be visible on the packaging as well as the product itself.

Sign up to Amazon Brand Registry

The trademark owners need to be the ones who apply to register in the Brand Registry Program. When the proprietor of the trademark isn’t accessible the authorized agent will be permitted.

The owner has to first sign up in the Agent’s account as an extra user. After that, you are able to now log in to Brand Registry.

1. Log in to Brand Registry using your Vendor or seller credentials.
2. Provide your legal/corporate information.
3. Validate your data via SMS/text.
4. Accept the conditions and terms.
5. Click Save.

Enroll your Brand

To register your brand you’ll have to fulfill these four conditions:

Brand’s Eligibility:

You’ll need to provide information about the name of your brand which needs to be registered. along with the brand logo, as well as the number of brands to be registered.

Intellectual Property:

Choose the type of trademark you want to use, your registered number, trademark’s name, and the registration office.

Identification:

Upload images of the product including brand logo packaging images, website images, as well as images of social media

Brand Information:

Supply the details of the vendor account as well as manufacturing and license information, and the locations where your brand’s products are manufactured and sold.

Click on the “Submit Application” button.

Validation of Information

After you’ve submitted your request, Amazon shall check if you are the legitimate proprietor of the mark. It takes them between 2 and 10 days to verify your application.

In the end, you will eventually receive an Amazon verification code. Amazon and several you will need to make contact with them to forward the code to you.

Once you’ve got the code, login with your seller’s Amazon account and then enter the unique case ID that you received from your initial email.

Then, select the view button, click the reply button and enter the code. After you’ve completed these steps, the procedure will be completed in 1–2 working days.