Why Apply for the Amazon Brand Registry?

Did you know that more than 700k Amazon sellers have enrolled their brands in Amazon Brand Registry? These brands are enjoying several perks – which are unavailable for brands or resellers who haven’t yet registered and got accepted. A few of these perks include:

• Access to advanced analytics to better understand your customers and their behaviors.
• Deliver an outstanding shopping experience.
• Complete protection of your product listings.
• Access to advanced tools to report violations.
• Dedicated brand registry support.
• And more!

If you’re an Amazon seller and have not yet registered, you’re missing out on these perks. But if it’s the first or second time you have heard about Amazon Brand Registry and are wondering whether you should apply or not, allow us to help.

Throughout this blog post, we’ll focus on:

• What is Amazon Brand Registry?
• Why is it Important for Brands to Get Accepted into the Amazon Brand Registry?
• The Eligibility Requirements to Join Amazon’s Brand Registry
• 2-Step Process to Get Approved to Amazon’s Brand Registry Program

We’re so excited to share this information with you.

Let’s dive in.

What is Amazon Brand Registry?

Here’s what Amazon mentioned on their official Brand Registry page:

“Amazon Brand Registry helps brands manage their listings, protect their intellectual property, and grow their business with access to advanced tools – for free.”

That’s right.

You don’t need to worry about paying some kind of hidden membership fee. It’s completely free.

Amazon Brand Registry is company’s official program where the brand owners (who get accepted) get access to advanced tools and that can help them secure their brand, detect + report intellectual property infringement, track the impact of infringement notices submitted by them, run creative ads, improve customer engagement and more. 

Amazon Brand Registry doesn’t just help you protect and secure your brand and its assets. By getting accepted into this program, you:

• Will have enhanced control over your listings
• Can tap into Sponsored Brands.
• Can use A+ content on your listings.
• Will be able to upload product videos to your listings.
• Will get access to Brand Analytics. 
• And more. 

To learn more about the perks of getting accepted into Amazon’s Brand Registry, we’d strongly recommend hop onto the program’s official page.  

That being said, let’s learn why you should get accepted into the program.

Why Should Brands Prioritize Getting Accepted into Amazon’s Brand Registry?

“Your brand or name is simply your reputation. You have to fight in life to protect that as it means everything. Nothing’s more important.” – Richard Branson

Protecting your brand on Amazon should be your #1 priority. 

And that’s one of the big benefits of getting accepted into Amazon’s Brand Registry Program.

When you get accepted, you’ll have access to several tools that will not just help you protect your brand but also build a rock-solid presence on Amazon. 

What if a third-party seller changes or modifies the product listing? If that happens, you’ll have to go through the trouble of reaching out to Amazon Support to get this issue fixed.

Worse – imagine another seller using your brand name to sell their low-quality products. That’s something that can really harm your brand image. 

With Amazon Brand Registry, you’ll have enhanced control over how your product listings appear – as you’ll be subject to advanced protection. At the same time, you can quickly identify and report sellers using your brand name.  

Next, Amazon Brand Registry provides sellers with much-needed tools that they can use to find opportunities and gaps as well as increase their conversion rate. You can use Amazon’s Brand Registry program alongside Amazon software like Helium to build a fool-proof strategy. 

And that’s not all. 

When you get accepted, you’ll have access to a new ad type – Sponsored Brands. With Sponsored Brands, you can run ads featuring three of your brand’s products alongside your brand’s name and logo. 

Feeling excited and want to register?

The bad news is – not every brand gets accepted. 

You need to be eligible to get accepted into Amazon’s Brand Registry Program.

The Eligibility Requirements to Join Amazon’s Brand Registry

To be eligible to get accepted into Amazon’s Brand Registry Program, brands should have a registered or at least pending and active image-based or text-based trademark in each country that they wish to enroll. 

This means – if you want to sell in the United States, then you will have to file for a registered or pending trademark in the United States. As stated by Amazon on their Amazon Brand Registry Eligibility Page:

At the same time, you should be able to verify yourself as the rights owner or authorized agent. To verify, Amazon will send a verification code to the rights owner of the trademark. Lastly, the last and most important requirement is to have an active Amazon Seller or Vendor Central Account.  

Prior to applying, we’d advise you to thoroughly go through Amazon’s Brand Registry Eligibility Requirements page.

If you meet these requirements, the next step is to apply.

2-Step Process to Get Approved to
Amazon’s Brand Registry Program

Want to get accepted into Amazon’s Brand Registry? We’d advise you to follow these steps:

1. Create a Brand Registry Account
2. Enroll

Create a Brand Registry Account

As mentioned before, you need to have a Seller or Vendor Central account. If you do, just head over to Amazon’s Brand Registry Portal and sign in using your Vendor or Seller Central credentials. 

Enroll

Once logged in, the next step is to provide the required information like country of origin, GTIN (Global Trade Item Number), trademark registration number, manufacturing details, product category, EAN (European Article Number), UPC (Universal Product Code) and more. 

Once you enter the required information, just submit your application. Amazon will then send a verification code to the Rights Owner of the trademark. You need to send this code to Amazon to get verified and accepted.

Conclusion

Getting into Amazon Brand Registry Program is definitely worth it. The program isn’t just about protecting your brand and its assets but also leveling up your branding efforts.

So what are you waiting for?

Register today!

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By William Gasner

CMO at Stack Influence