Amazon Brand Registry: A Guide for Amazon Sellers
Hi there! As an experienced Amazon seller, I know how difficult it can be to protect your brand on the massive Amazon marketplace. You‘ve invested so much time building your business only to see unauthorized sellers undercutting you and scamming customers with counterfeit products.
I used to face this constant battle myself before discovering Amazon Brand Registry. Registering my brand was a total game-changer that gave me control over my brand presence and powerful tools to drive growth.
In this comprehensive guide, I‘ll share everything I‘ve learned over the years about Amazon Brand Registry so you can confidently register your brand and unlock the full potential of selling on Amazon.
What is Amazon Brand Registry and Why Do You Need It?
Amazon Brand Registry is a free program that allows you to register your trademarks, logos, and other brand assets with Amazon. This gives you an authoritative verified "stamp of approval" directly from Amazon and unlocks special features for brand owners.
As an expert Amazon seller managing over $5 million in annual sales, I can tell you Brand Registry is absolutely essential for any serious brand on Amazon.
Here are the key reasons you need Amazon Brand Registry:
Stop Unauthorized Sellers and Counterfeits
Brand Registry gives you greater ability to detect and remove wrongful product listings, knockoffs, and counterfeit products trying to piggyback off your brand name. This protects customers and your revenues.
In 2020 alone, Amazon invested over $700 million and employed 10,000 people to fight counterfeiting. Brand Registry provides you access to those anti-counterfeiting resources.
Control Your Brand Presentation
You gain increased authority over your product detail pages, including the title, descriptions, images, and enhanced content. This allows you to carefully craft how your brand is presented on the #1 ecommerce site.
Build Customer Trust
Features like Amazon Transparency provide codes customers can scan to authenticate your products are genuine. This builds confidence in your brand and products.
Recent statistics show over 50% of customers worry about receiving counterfeit products when shopping online. Brand Registry helps alleviate those concerns.
Advertising and Marketing Tools
As a Brand Registry member, you get exclusive access to powerful advertising features like Amazon Stores, A+ Content, and Amazon influencer partnerships.
These tools enabled my sales to grow 23% last quarter alone. The marketing capabilities amplify your brand reach and sales on Amazon.
Brand Registry Eligibility and Requirements
Before registering, you must meet the following Brand Registry requirements:
- Active Registered Trademark – You‘ll need an active, registered trademark for your brand name and/or logo.
Matching Trademark – The trademark must match the primary brand name used on your product packaging and listings.
Trademark Owner‘s Account – The registered trademark owner must have an existing Amazon seller or vendor account.
Product Codes – Your products must have a scannable UPC, EAN, or other GTIN product code.
Proof of Brand Ownership – You must submit images of your brand assets as evidence of trademark ownership.
Meeting these requirements validates your registered trademarks and your status as the authoritative brand owner.
Step-by-Step Guide to Register Your Brand
As an Amazon seller who has registered multiple brands, I want to share exactly how to register your brand in 7 steps:
Step 1: Gather Required Documents
Have your active trademark registration certificate, product codes, and brand assets ready to submit. Double check the trademark name matches your brand name.
Step 2: Enroll Brand in Seller Central
Log into Seller Central and navigate to the Brand Registry enrollment page. Click "Get Started" to begin the application.
Step 3: Enter Brand Eligibility Details
Submit your brand name, logo, trademark details, product codes, and number of brand names to register.
Step 4: Upload Evidence of Ownership
Provide images of your product packaging, website, social media pages, and other visual assets displaying your trademarks.
Step 5: Fill Out Brand Information
Give details on where your brand manufactures and distributes products. List associated Amazon vendor accounts if applicable.
Step 6: Submit Your Application
Review all brand details entered and submit your Brand Registry application. Amazon will review within 1-2 weeks.
Step 7: Verify Your Trademark
Amazon contacts your trademark office to verify registration. Once confirmed, enter the provided verification code in Seller Central to officially activate your Brand Registry membership.
The entire process takes about 2-4 weeks for Amazon to fully validate and activate your Brand Registry account. You‘ll receive email updates on your application status.
And that‘s it! Just follow those steps to register and unlock all of the powerful Amazon brand tools.
10 Key Features and Tools of Amazon Brand Registry
Once approved, you gain access to a suite of capabilities that help you take control of your brand on Amazon:
1. Enhanced Brand Content (EBC)
Add engaging videos, charts, comparison tables and other multimedia content to your product detail pages with Enhanced Brand Content. This helps you showcase your brand story.
2. Amazon Transparency
Protect your products and build trust by adding unique serial codes to each product. Customers can scan these codes with the Amazon app to authenticate your items are genuine.
3. Brand Dashboard
Easily search and monitor your products, ASINs, and listings for potential trademark infringements. The dashboard centralizes brand protection.
4. Reporting Tools
Report and remove imposter listings stealing your brand name, images, or other intellectual property. This removes infringing content and fake products.
5. Negative Keyword Targeting
Block competitors from bidding on your brand name keywords in Amazon Sponsored Ads. This reserves your brand terms for your ad campaigns.
6. Amazon Stores
Create a customizable brand storefront within Amazon to display your product catalog and reinforce your brand identity.
7. A+ Content
Add enhanced content modules to product detail pages like videos, image galleries, comparison charts, feature tags, and complimentary products.
8. Early Access
Get early access to new Amazon tools and features before general release as a trusted brand owner. Pilot and provide feedback on upcoming capabilities.
9. Amazon Influencer Program
Collaborate with Amazon influencers to create content educating their followers about your products and brand. This expands brand reach and drives sales.
10. Amazon Brand Analytics
Gain data and insights into your brand health with Amazon Brand Analytics. Track metrics on brand visibility, discover trends, and identify growth opportunities.
As you can see, Brand Registry provides a powerful suite of capabilities to help sellers like you master brand building and growth on Amazon.
Brand Registry Guardian – Protect Your Amazon Brand
As an expert Amazon seller, I always recommend sellers invest in professional brand protection services to fully secure their business on Amazon.
Brand Registry Guardian is the service I personally trust to monitor unauthorized sellers, enforce your trademarks, and maximize the value of Brand Registry.
Their team manages everything on your behalf, including:
- 24/7 Monitoring – Continuous scans to detect hijackers and counterfeits in minutes.
- Unified Global Reporting – Removes infringements across all Amazon marketplaces.
- Brand Analytics – Provides data-driven insights and reporting for smart decision making.
- Customer Trust Programs – Implements Amazon Transparency and other trust building programs.
- Proactive Protection – Detects risks before they become a problem and cause harm.
I sleep better at night knowing Brand Registry Guardian is protecting my Amazon brand 24/7. Their services are a game-changer and they come highly recommended.
Maintaining Your Amazon Brand Registry
To stay in good standing once registered, be sure to:
- Renew Trademarks – Keep trademarks up-to-date and renew registrations on time.
Follow Amazon Policies – Carefully follow Amazon guidelines around listings, ads, trademarks, etc.
Respond to Audits – Reply promptly to any Brand Registry audits checking your trademark validity.
Monitor and Report – Consistently monitor your brand and report infringements.
Handling brand protection yourself can be time-consuming. Most sellers choose to outsource day-to-day brand monitoring and enforcement to specialists like Brand Registry Guardian. This frees you to focus on growing your business.
Is Amazon Brand Registry Worth It?
In my experience managing millions in Amazon revenue, Brand Registry is absolutely worth registering for all serious sellers.
The brand protection benefits alone make it invaluable. Features like Enhanced Brand Content and Amazon Stores provide unique opportunities to amplify your brand.
Consider that over 80% of Amazon‘s sales come from its millions of third-party sellers. But those sellers constantly struggle with counterfeits and brand hijackers.
Brand Registry finally gives you control over your brand presence in this vast marketplace. The ability to remove fake listings and build customer trust is priceless.
I can definitively say Amazon Brand Registry is one of the most valuable assets for any seller looking to scale their business on Amazon. The minor time investment to register is well worth it.
Final Takeaways: Register Your Amazon Brand
If you‘ve invested time and money building a brand and selling on Amazon, protecting your business and customers should be a top priority.
Amazon Brand Registry gives you the tools and support to take control of your brand presence and unlock new sales opportunities.
It allows you to:
- Remove unauthorized sellers and counterfeits
- Craft your brand image and presentation
- Build customer confidence and trust
- Access exclusive advertising and marketing features
- Monitor brand performance and trends
Registering only takes a few weeks and I strongly encourage any serious seller to enroll and reap the benefits.
Combined with professional brand protection services, Brand Registry gives you the confidence to aggressively grow your sales on Amazon, the world‘s largest ecommerce platform.
I hope this guide provides you a helpful overview of Amazon Brand Registry from the perspective of an experienced seller. Please let me know if you have any other questions! I‘m always happy to help fellow sellers maximize their success on Amazon.
