Amazon Brand Registry can be a vital part of your business. As a manufacturer, you have the capacity to register your brand with Amazon.com and gain control of your product listings. With the roll-out of Brand Registry 2.0 there are now a whole new slate of benefits and features to this unique program for registered brands.
Due to the unique way that Amazon is setup (using complex algorithms that compile product data from multiple sellers), it can be easy for product information to get distorted or in some cases result in product information being listed completely wrong. Amazon Brand Registry allows you, the manufacturer, to take control of your product listings and verify that the most accurate and up-to-date information is listed and available. Amazon Brand Registry can also be especially useful if you have multiple retailers selling your products online.
What is Amazon Brand Registry 2.0?
Previously Amazon required things like an e-commerce website and other validating elements to show ownership, but as of the roll out for Brand Registry 2.0 Amazon now requires a fully registered trademark in order to apply. It is recommended that you use your primary Amazon Seller Central account login email to apply for Brand Registry 2.0.
Those who previously applied for brand registry will have access to most of the same benefits except the new report a violation tool. However, the new brand registry does offer several benefits including the ability to easily register multiple brands under a single account. Not that UK sellers will need to register their brand registry separately as brand registry on one Amazon Marketplace does not carry over to others.
Who is Brand Registry For?
Brand Registry is for any Amazon Seller with a Brand that has an actively Registered Trademark with the US Patent and Trademark Office. However, if you are an authorized seller you can also be granted Brand Registry by the Brand Owner using this Brand Registry Authorization Template to register on their behalf. You can find your Registration number easily by searching the USPTO Trademark Electronic Search System (TESS).
- Select Basic Word Mark Search (New User)
- Select “Live” and enter your Brand Name in “Search Term”
- Select “Submit Query” and select your active Trademark
- Use the Registration Number found on your Trademark Page
What are the Benefits of Brand Registry 2.0?
There are several benefits brand registry for brands who have not yet applied. The primary benefit is detail page control for every product on Amazon that is listed under your brand. Note however that contributions from the retail department or vendor central can currently override brand registry. (See our webinar on Vendor Central versus Seller Central for more information.)
A. Enhanced Brand Content
Enhanced brand content is available for Brand registered owners that provides a more robust overlay onto the traditional text description. And handspring content allows you to add photos, text, bullets in a much more elegant layout giving you the ability to provide more content to your product descriptions and enhance the customer experience. This can also be essential for branding and has shown an average conversion rate increase of 12% to 15%, with some sellers as high as 20%. Learn more in our article on Enhanced Brand Content.
B. Amazon Storefront
Amazon recently enabled the option for Amazon branded storefronts. This enables any customer who clicks on a products brand name to be taken to a custom brand page designed by the brand owner. Formerly a customer would be taken to a search results page that could include duplicate listings or other seemingly unrelated products. With Amazon store fronts, your brand owner cannot create a single or multiple brand pages adding product links, photos, text and even video in an easy drag-and-drop format.
C. Headline Ads
previously only available to vendor central sellers, headline ads are now available for brands with brand registry. Headline ads allow you to add single line of text that shows up to the left of the ad, along with three products that get priority placement at the top of the search results landing page. Due to the exclusivity and it’s recent introduction (most brand owners aren’t yet aware of the opportunity), competition tends to be much lower with ACoS values ranging from 1% – 3% for highly branded products.
D. Report a Violation Tool
One of the newest tools Amazon has added to brand owners arsenal is that of the bay to report a violation tool. This unique back and tool allows brand owners to search by brand, trademark or product name and find all results within the Amazon system, including those that have been previously archived and no longer have active seller listings. In addition, sellers can also upload product images to search for other listings that are using the same or similar images and might be violating their Copyright. Sellers are then able to quickly file copyright and trademark infringement‘s against multiple listings using the tool.
How do I Apply for Amazon Brand Registry 2.0?
In order to get started, you’ll need to log into your Amazon Seller central account using your primary login email. From there click the link below and follow the steps as outlined. There are two components to brand registry to point out. The first is creating and validating your seller information, and the second is enrolling your brand(s). Know that Amazon is using a lot of this information for their own gain, so consider being honest but discreet on your seller application.
Sign Up for Brand Registry 2.0
1) Creating a Brand Registry Account
To create and validate your Brand Registry account, you will need to perform the following:
- Enter Corporate/legal information
- Verify identity via SMS/Text
- Accept the Brand Registry Terms & Conditions
That will complete your Account Verification. Next you must enroll each brand separately following the steps below.
Enroll a New Brand
2) Enrolling Your Brand(s) In Brand Registry
There are four steps you must complete to enroll each new brand into Brand Registry:
1) Brand Eligability
2) Intellectual Property
Character Mark (Text)/Design Mark (Image)
Upload Product Images*
Upload Packaging Images
Your online presence
*Note that if you have a gourmet food product where the “product” is not stamped with the brand logo, simply upload two angles of your product packaging.
How to Activate or Enable Brand Registry
Even if you have your products listed and achieve Brand Registry you may still need to activate it for your products. The most common reason for this is if you signed up for Brand Registry and selected a brand activation method such as UPC code, Manufacturer Part Number (MPN) or Catalog Number. You can check this by going to Reports – Business Reports – Brand Performance. ASIN’s listed here have been actively enrolled in Brand Registry. If you do not see any or all of your products listed in the Brand Performance you will need to do a partial update using the UPC code, manufacturer part number or catalog number. To accomplish this easily, activate the Category Listing Report, download for the category your brand is listed in and remove all data except the required data and the activation method and do a partial update using a flat file template.
The entire process takes approximately 15 minutes to submit online, with an average waiting time from 2 days up to 2 weeks (10 business days) for Amazon to complete the brand registry. If you have any questions about how Amazon Brand Registry 2.0 can benefit you, please feel free to contact us.