Would you like to increase conversion? And simultaneously protect your brand’s identity?
As e-commerce continues to boom and the number of sellers and vendors on Amazon follows suit, it’s important for brands to ensure their brand and image are well-protected. By taking steps to guard intellectual property and brand image, brands can not only protect themselves, but boost sales and edge out competitors.
What is the Brand Registry?
In May 2017, retail giant Amazon launched the new and improved Amazon Brand Registry. Because Amazon focuses on a customer-first experience, the goal of the Brand Registry is to protect buyers from counterfeit items, improve detail pages so only legitimate listings appear, and create an accurate shopping experience for the hundreds of millions of customers that use Amazon. Once a brand has gone through the steps to register with the Brand Registry, Amazon will prevent other sellers from changing product details and more.
The Amazon Brand Registry is about proactive and accurate brand protection. Once enrolled, you will have greater access and protection tools on hand. Powerful search tools from Amazon enable you to easily find content in different Amazon stores, allowing brands to search for content using images, keywords, or a list of ASINs in bulk and report suspected violations through a simple, guided workflow. Once registered and using the information you provide, Amazon will proactively remove suspected infringing or inaccurate content. The more information you provide, the better Brand Registry will serve you.
How to register
In order to start the process for the Brand Registry, brands must have an active registered trademark issued by a government and trademark patent office. Next, Amazon will request some information, including the registration or serial number, brand logo imagery, branding and product packaging images (with trademark included), relevant product category lists, and a note of countries where the brand’s products are manufactured and distributed. Help is available from Amazon to help brands complete this process. Amazon grants enrollment only after the relevant information has been properly submitted for review and verified by Amazon.
After enrollment
Once sellers or vendors have completed the process, Amazon will grant access to the Brand Registry. Once signed up, it is simple to report infringement, monitor violations, take down counterfeit and inaccurate listings, and more.
Registered brands can leverage their listings and have a large scope of control over detail pages. Product listing protection from other sellers (which can sometimes be numerous, depending on the product) is a huge perk of the Brand Registry. Registered brands’ updates or edits always take priority in the system, ensuring customers have the best experience and potentially increasing conversion for a seller. Registering also unlocks additional marketing tools in Seller Central; Enhanced Brand Content (EBC), Brand Stores and Sponsored Brand Ads (Headline Search Ads) to help boost conversion and sales.
Join the Amazon Brand Registry or learn more by visiting Brand Registry.
