What is Amazon Brand Registry?

In Advertising on Amazon by Chris GrayLeave a Comment

What is Amazon Brand Registry?

Amazon Brand Registry is a program for Seller Central brands that own their trademark and want access to some exclusive features like Enhanced Brand Content, videos in their product listings, Headline Ads, and Storefronts as well as increased protection for your trademarks and products. Luckily, the process is fairly straightforward, doesn’t cost anything extra, and it can be a great way to increase your sales. Amazon Brand Registry allows Seller Central accounts access to things that were previously only available to Vendor Central sellers as well as a couple features that are Brand Registry exclusive.

How Do You Register Your Brand?

First and foremost, you need a trademark, either word or design – Amazon made the move to include design marks at the beginning of 2018. The trademark process can take a long time, anywhere from one or two months to a year as you are working with the USPTO (United States Patent and Trademark Office). If you haven’t registered for a trademark yet, you will want to start that process ASAP and you will more than likely want the help of a trademark attorney to help you register and streamline the process. You will need at least the name and email address of a trademark attorney for the Brand Registry process anyway, so it makes sense to work with one from the start.

Once you have your trademark registered with the USPTO, you can start the much easier process for Amazon Brand Registry.

Here is a step-by-step process for Amazon Brand Registry:

  1. Go to the Amazon Brand Registry Page

  2. Click on Get Started

  3. Sign in to your Seller Central account

  4. Fill out the forms in the enrollment process

  5. Provide your trademark information to Amazon

  6. Upload product images clearly showing your product with a permanently affixed logo or brand name, or whatever your registered trademark is.

  7. Answer the remainder of the questions concerning UPCs, where you sell your product online other than Amazon, if you already use Seller Central or Vendor Central to sell your products, if you manufacture your own products, if you license trademarks to other manufacturers, and where your products are manufactured.

  8. Amazon will correspond with you regarding the next steps in the process, but they will require sending a unique code to your trademark attorney, so you will need to notify your attorney and they will be able to confirm the trademark with Amazon.

That’s it! The process can take anywhere from a couple days to a month or so if there are hiccups along the way. For the most part, Amazon wants to make it easy for you to register your brand because that means you will more than likely use some of the expanded features, including more advertising.

The Benefits of Brand Registry

Not only do you get access to an expanded line of features, but Brand Registry also helps your appearance on Amazon for customers as well as your clout with Amazon. Customers see a storefront or Enhanced Brand Content and they are more willing to engage with your products – increased conversion rates! – while feeling like your brand is a legitimate brand that sells on Amazon – trust! – both of which lead to increased sales.

With Amazon, you get an increased level of security in a sense. It isn’t necessarily encryption-type security, but Amazon will be more willing to help you deal with rogue resellers or take control of your product listings once you have completed the Brand Registry process. It is a great way to legitimize your brand and products on Amazon!

Do you have any questions about the Brand Registry Process? Contact the experts at Run AMZ to start a conversation about how we can help you sell on Amazon.

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