Amazon Brand Registry – A Guide to Protecting Your Brand

Amazon claims to have removed over 6,000,000 items from the global supply chain in 2022 alone, which is both concerning and comforting.

On the one hand it's kinda scary that so many "bad actors" are out there trying to sell counterfeit items, but on the other hand it's great to see that Amazon is so proactive in removing and stamping out these bad actors.

That's why the Amazon Brand Registry is growing in popularity year over year. It helps to protect brand owners from counterfeit attempts and ultimately, protects the hip-pocket of the legitimate brand owners who are trying to grow a successful Amazon business.

Let's explore what the brand registry program is all about, who qualifies for it and how it can help you as a brand owner.

What is Amazon Brand Registry?

If you're the owner of a product brand then you might be eligible to join Amazon's brand registry program. If you haven't quite caught on yet, it's not available for those that do something like online arbitrage. The main reason being, it was designed to protect brand's IP and copyright etc.

We'll get into the nitty gritty further along in this article, but to explain the Amazon Brand Registry program in simple terms, it protects brand owners from things such as:

• Counterfeit products
• Copyright and IP infringement
• Fraudulent behavior

Being part of the Amazon Brand Registry program also brings with it a lot of additional features and perks that help sellers grow their brand on Amazon.

Some, but not all, of these features include:

• A+ content
• Amazon Stores
• Amazon Vine
• Email Marketing Campaigns
• Amazon Live
• Subscribe and Save Options
• Virtual Bundles

Let's take a look at who can apply for the program before we move on to the pros and cons of the Amazon Brand Registry program.

Who Can Enrol in the Amazon Brand Registry Program?

As we touched on previously, the brand registry program is open to brand owners and manufacturers, or licensed resellers. You may have heard the term "private label" before, which means you have your own brand that you are putting on your own private label products. If that sounds like you, then the Amazon Brand Registry program might be a good fit for you.

One of the most important, and significant, requirements for brand owners that want to apply is that they have an active registered trademark for their brand. Without this, you will not be able to apply for the program.

What is an Active Registered Trademark?

An active registered trademark is a trademark that is officially recognized and registered with the appropriate government agency, and it currently in use by the owner (you).

If you're located in the United States, trademarks are registered through the United States Patent and Trademark Office (USPTO).

Once a trademark is registered, the owner has exclusive rights to use the "mark" in relation to the goods or services for which it is registered.

One of the main reasons brand owners want to register a trademark is to stop other businesses from using a similar mark that could cause confusion among consumers.

Amazon Brand Registry Program Eligible Countries

You will need to submit your trademark registration information to Amazon in order to apply for the program, with only the following countries being supported at this time:

It's important to note that you need to have an active registered trademark for each country for which you wish to apply to the Amazon brand registry program.

Amazon Brand Registry Benefits For Sellers

There's a long list of features and benefits for sellers when it comes to joining the brand registry program so we won't list every single one here, but let's explore some of the great reasons why you might like the program.

Protecting Your Brand

This has to be one of the main reasons to join the program. You've worked hard to create your brand, now you want to avoid people ripping it off and trying to profit from your creation.

Here's how Amazon helps protect your brand with the brand registry program:

- Project Zero

Amazon stores your brand information and uses technology to automatically prevent counterfeit products from launching on the Amazon marketplace.

- Amazon Counterfeit Crimes Unit (CCU)

Amazon has a dedicated team to help combat counterfeiters. They work closely with you as the brand owner and law enforcement to help bring ripoff artists to justice and protect legitimate brands.

Growing Your Brand

In addition to the protective measures Amazon has in place to safeguard your brand, there's also some great features of the brand registry program that will help you grow your brand on Amazon.

- Amazon Stores

The ability to have your own custom store on Amazon is a great way to represent your brand and build trust with your customers.

I've written an entire article on creating an Amazon storefront, so when you get a chance you should check that out.

- A+ Content

Amazon offers a heap of brand specific tools for those that are approved for the registry program. A+ content includes things like enhanced images and product comparison charts which sellers can to add to their product listing pages.

- New Seller Incentives

Amazon offers new sellers a 5% cashback on their first $1million in branded sales, FBA and fulfillment rebates and pay per click advertising rebates. Take a look at the details inside of seller central to see the most current incentives.

- Manage Your Customer Engagement

Manage your customer engagement (MYCE) allows you to communicate and engage directly with your customers via email marketing from inside your seller central account.

You can setup campaigns to send out email campaign announcements for things like new product launches, 7-day deals and gift event guides.

Other brand growth features include video shopping, subscribe & save, Amazon live and much more.

Amazon Brand Analytics

This feature of the registry program gets its own section in this guide because in my opinion, being able to better understand your customers is extremely valuable to your Amazon business.

Registered brand owners get the following analytics advantages when selling on Amazon:

 Amazon Search Terms Report

Amazon is driven by search, much like a search engine, and this report allows brand owners to see what keywords shoppers on Amazon are using to find products in Amazon stores.

This is going to allow you to start optimizing your product listings for high volume search keywords, which will hopefully improve your sales over time.

 Demographics Report

The demographic reporting available to brand owners allows you to view data about your customer's location, gender, age, household income, and marital status.

Having this data at your fingertips is going to help you build a customer avatar.

 Item Comparison Report

Much the same as the demographic data, this report is going to help you learn more about your customers by looking at which products your customers look at on Amazon after viewing your offers.

 Alternate Purchase Report

An extension of the item comparison report, alternate purchase reports will tell you what your customers actually purchase after viewing your offers.

Knowing what customers buy instead of your offer is going to assist you in offering more relevant products to your customers.

 Market Basket Report

Learn what items customers frequently purchase together and build bundles based on the information this report provides you.

 Repeat Purchase Behavior Report

Customers will come back and buy products often if they are satisfied with their purchase. The repeat purchase behavior report will help you discover what customers buy repeatedly (so you can offer similar items!)

Frequently Asked Questions

Conclusion - The Amazon Brand Registry Program

So just to clarify, as we wrap up this article, online or retail arbitrage sellers won't benefit (or qualify) for the Amazon brand registry program. It's purely for brand owners that have their own trademarked product.

Many successful private label sellers were once arbitrage sellers that saw an opportunity to fill a gap in the market, so this article still serves a purpose here on a blog that mainly focusses on Amazon arbitrage.

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