Amazon Brand Registry
Amazon has built a suite of tools, focused on the Amazon Brand Registry program, to help you protect your brand on Amazon through intellectual property infringement reporting, growing sales through merchandising & advertising brand benefits, and analytical tools to understand how customers interact with your brand on Amazon. Whether you have no intellectual property registered, or have issues with fraudulent sellers and offers, enrolling in Brand Registry is important to successfully sell on Amazon. This section covers information about Amazon Brand Registry, the requirements and process to enroll, protecting & growing your brand with the tools available, and the analytic tools available for sellers that have gone through Brand Registry.
What is Amazon Brand Registry?
Amazon Brand Registry is Amazon’s program to help protect intellectual property. Brands use it to manage and grow listings and to create a trusted experience for Amazon customers. Brand Registry consists of several different tools including Brand Registry, Transparency, Project Zero, IP Accelerator, and the Counterfeit Crimes Unit. All of these tools are designed to help you protect your brand from bad actors. Getting this protection starts with enrolling in Brand Registry.
Enroll in Amazon Brand Registry
Once you have an Amazon selling account, you can enroll in Amazon Brand Registry. Oftentimes, we see that clients do not even know if they are signed up or not, so there are ways to check if you are enrolled in Amazon Brand Registry if you enrolled prior to April 30, 2017, you will need to enroll again due to the revamp of the program. If you are not enrolled or need to sign up again, make sure you have all the requirements to enroll your brand in brand registry. This consists of a brand name that has an active government-issued registered trademark that appears on the product or packaging. After going through the Brand Registry enrollment process a code will be emailed to the person that initially applied for the trademark. Once this is shared back to Amazon, you will have successfully enrolled your brand. Sometimes there are issues with connecting your seller accounts and products to Amazon Brand Registry that require either account level or product listing level fixes.
Protect your Brand with Amazon Brand Registry
Once your brand is enrolled, you can start taking advantage of the tools available to Brand Owners to protect their brands on Amazon. Sellers will automatically receive automated protections that prevent bad listings from being added to the store. If you find that there could be bad actors infringing on a trademark, copyright, patent or design right; sellers can use the Report a Violation tool to notify Amazon and help strengthen the automated brand protections. If you are facing technical, listing, marketplace policy, or other issues there are different ways on how to contact Amazon Brand Registry. Aside from the Brand Registry hub, there are other tools for protecting your brand. Project Zero allows certain sellers exclusive counterfeit protection for brands, often before any issues happen in the first place or instantaneous removal of issues. Transparency is another tool where serialized barcodes are affixed to each unit, where barcodes are scanned before any listing gets sent to Amazon customers ensuring a safe and trusted experience.
Grow your Brand with Amazon Brand Registry
Amazon Brand Registry not only offers tools that protect your brand, but also merchandising and advertising tools to help grow your business. Product listing merchandising benefits include A+ Content, Amazon Posts, Amazon Live, Videos, Amazon Vine, Virtual Bundles, Subscribe and Save, and A/B Test Experiments. New Advertising tools include Sponsored Brand headline & video ads and Sponsored Display ads. These programs help you build a cohesive brand to tell your story which will generate more brand awareness and lead to more sales on the Amazon Store.
Reporting and Analytics for Amazon Brand Registry
There are several reporting and analytics tools granted to you upon enrollment in Amazon Brand Registry. The Brand Dashboard Amazon Brand Dashboard provides a set of tools for brand-registered sellers to help optimize different areas of the sales account. Amazon provides analytics across product pricing, indexing of keywords within product listings, and customer product reviews. As Amazon continues to help brand owners provide an amazing customer experience, expect the analytic tools and features to grow. Currently, the different sections of the brand dashboard include: brand health, search terms optimizer, brand benefits, and customer reviews. Brand Metrics offer measurement solutions that quantify each stage of your customer journey to help you understand how customers are shopping for the product. The Impact Dashboard shows a summary of protections that help you protect your brand. These reports and data are designed to ensure that Amazon customers always receive an outstanding shopping experience.
Goat Consulting Amazon Brand Registry
Amazon Brand Registry is a great tool to help you protect your brand on Amazon through intellectual property infringement reporting. It is also used to grow sales through merchandising & advertising brand benefits and in understanding how customers interact with your brand on Amazon through analytics tools. Whether you have no intellectual property registered, or have issues with fraudulent sellers and counterfeit offers, enrolling in Brand Registry is important to successfully sell on Amazon. Please reach out to Goat Consulting to help you at each step of the way.