Summary: Launched in May 2017, the Amazon Brand Registry rescued brand owners by protecting their brands and creating a trusted consumer experience. However, its benefits, costs, and eligibility all need to be clarified for the average seller. Thus, you can find detailed information about the Brand Registry on Amazon in this blog.

Key Takeaways

  • The brand registry aims to help Amazon sellers by not only protecting their brand reputation but also offering them advanced tools to help them grow their brand.
  • A variety of brand owners can enroll in the Amazon Brand Registry, such as registered trademark owners and manufacturers. However, the requirements for each brand can be different.
  • The primary benefits of brand registry:  Protections of Brand Image, Availability of A+ Content, and Brand Analytics.
  • Easy Amazon Brand Registry login with your Vendor or Seller Central credentials.
  • Generally, depending on the class (product category), trademark registration costs $225–$400.

Whenever you sell something on Amazon, you run the risk of encountering problems with counterfeit goods or situations in which a third-party seller alters the content of your product.

Amazon Brand Registry, fortunately, offers sellers a set of tools that are essential in order to assist them in avoiding these problems. It is possible to prevent third-party sellers from selling counterfeit versions of your products on the Amazon marketplace by utilizing the various brand protection programs that Amazon offers. 

What is Amazon Brand Registry? 

Using the Amazon Brand Registry, verified brand owners can protect their intellectual property, fight imitations/fraud, and get more control over their products’ listings and presence on the Amazon marketplace. Along with more control over their brand across Amazon’s ecosystem, this platform offers brand owners access to improved reporting tools. 

The purpose of Amazon developing Brand Registry is to help brand owners protect their registered trademarks through access to proprietary text and image search, predictive automation, and reporting tools. As a result, all these things ensure an accurate and trusted experience for consumers. 

Who Can Enroll in Amazon Brand Registry?

Amazon Brand Registry is open to a variety of brand owners. The following are among the selective few owners:

Registered Trademark Owners: Anyone who owns a brand and has it registered with the appropriate authorities can sign up for the Amazon Brand Registry. However, for their trademark to be valid in the market it was registered with, it must have been issued by an official government trademark office.

Manufacturers: Owners who choose to manufacture their products and want to safeguard their brand can also sign up for the Amazon Brand Registry. They might need more paperwork to prove they make their products well.

Remember that Amazon has specific requirements for each registered brand, and each brand needs its application. These standards might change from one nation and region to another.

Benefits of Brand Registry on Amazon

  1. Protections for Your Brand Image

Customers are more likely to see accurate information linked with your brand when you use Amazon Seller Brand Registry to gain greater control over Amazon product pages that use your brand name.

The Brand Registry goes above and beyond Amazon’s usual proactive customer protection measures by utilizing the data you supply about your brand to execute extra predictive safeguards that aim to detect and eliminate potentially harmful listings.

  1. Excellent Reporting and Search Tools

Amazon simplifies brand-specific infringement detection with custom features:

  • Global search: search multiple Amazon stores from one screen without leaving it.
  • Image search: Use images to find Amazon product listings that match your product(s) or logo(s).
  • Bulk ASIN search: search for a list of Amazon ASINs or product URLs in bulk to quickly find and report infringing content (enlarge image thumbnails for easier identification).
  • Sort ASIN average customer ratings by popularity.
  1. Availability of A+ Content

When you utilize Brand Registry, you are also eligible for additional brand programs like Amazon A+ Content. It enables you to showcase your brand’s unique story and educate customers about your product’s distinctive features. 

Amazon A+ content services  can assist you showcase enhanced product images and customize text placements on the product detail page. Moreover, A+ content empowers you to highlight what sets your brand and products apart from the competition. 

  1. Supported Brand Advertisements

Sponsored Brand Ads are another Amazon Brand Registry feature. Amazon search results feature sponsored brand ads, which feature a brand’s logo, message, and products as banner ads. By showing your offering for specific shopper search queries, Sponsored Brands can boost top-funnel awareness. Therefore, they can direct shoppers to a product category, listing, or Amazon Store.

  1. Know Clients Using Brand Analytics

Brand analytics seeks to compile consumer search and purchase patterns that will support ongoing operational improvement of your company. Moreover, under the main navigation bar or in the Brand Benefits part of the Brand Dashboard, access this useful capability. 

  1. Organize Amazon Live Shopping Events 

You will also be qualified for Amazon Live when you register in Amazon’s Brand Registry Program. Using live shopping events, Amazon Live lets you interact with consumers in real time. Additionally, you can show your products in real-time with Amazon Live and tell your brand story to help establish a closer connection with your consumers. 

  1. Establish an Amazon Store.

Lastly, you’ll also be able to access Amazon Stores within the Brand Registry. Amazon Stores let brand owners design and build multipage stores on Amazon to highlight their value proposition, trademarks, and products. Moreover, these stores mostly help by exposing possible clients to your brand and offering tailored material. 

Amazon Brand Registry Requirements and Eligibility 

Amazon has a distinct set of Amazon Brand Registry requirements and eligibility. Continue reading to find out if you meet the eligibility requirements for the Amazon Brand Registry application.

  • Check whether you’re eligible or not.

First, get a Seller Central Account. If you don’t have one, register on Amazon’s website. Also, customers with an Amazon vendor relationship can register a brand in the Brand Registry by providing their vendor code.

After that, create an Amazon Brand Registry account. Amazon requires your Trademark Number and one social media account. Your brand must have an active trademark in each country where you enroll.

Furthermore, your brand trademark must be text or image-based with words, letters, or numbers. Some trademark offices classify eligible trademarks differently depending on where they are registered.  

Below are examples of trademarks currently accepted for Amazon Brand Registry enrollment across various countries and regions:

  • United States
  • Brazil
  • Canada
  • Mexico
  • Australia
  • India
  • Japan
  • France
  • Germany
  • Italy
  • Turkey
  • Singapore
  • Spain
  • Saudi Arabia
  • United Kingdom
  • Egypt
  • Sweden
  • Poland
  • Benelux
  • The European Union
  • The United Arab Emirates

Don’t worry about trademark registration because Amazon Brand Registry accepts pending trademarks from certain offices. For U.S. brands, your trademark must be pending USPTO registration.

  • Amazon Brand Registry Login

If you qualify, use the Amazon Brand Registry Login to sign in. Sign in with your Amazon Vendor or Seller Central credentials. Consequently, you can access Vendor and Seller Amazon Brand Registry features and benefits with the same username and password.

  • Enroll your brand

You will need to supply the following information to be eligible for an Amazon Brand registration:

  • Actively trademarked brand name.
  • The trademark number registered by the government.
  • List of product categories (e.g., apparel, sporting goods, electronics) where your brand should be listed.
  • List of countries where your brand manufactures and distributes.

Costs of Brand Registry on Amazon

The good news is that signing up for the Amazon Brand Registry comes free! Still, you need a registered trademark to register for the Amazon Brand Registry. To have a registered trademark, you must follow the trademark registration procedure before program enrollment. Once enrolled, your registered trademark will be linked to your Amazon ASINs. This can call for a spectrum of expenses, including:

Trademark search fees: Before applying for a trademark, you must do a trademark search to ensure your brand name or logo isn’t already in use. Depending on the provider, this may cost $100 to $500. 

Trademark application fees: For a standard application, filing for a trademark with the US Patent and Trademark Office (USPTO) costs from $250 to 350 per class of products or services. This charge is non-refundable even if your trademark application is turned down.

Legal fees: If you decide to enlist an attorney to assist with trademark registration, you must also budget for their costs. Depending on the complexity of your trademark application, the amount can vary from a few hundred to several thousand dollars. 

Advertising fees: Once you join the Amazon Brand Registry, you can participate in the registry’s advertising program. This lets you make your display ads appear in search results and on Amazon ASIN product detail pages. How much it costs to advertise on Amazon depends on several things, such as:

  • Ad goals and budget; 
  • How competitive the product category is; and 
  • Ad format (like display ads, sponsored products, or sponsored brands).

Conclusion

You may have an understanding of how a Brand Registry can help you protect your products and give you more tools and features. Furthermore, sign in to your Brand Registry Account and avail all of these benefits.

Additionally, for more information on Amazon Brand Registry, Amazon A+ content services, or brand analytics, or if you have any additional questions, contact us today.