Everything you need to know about Amazon Brand Registry

Tim Schweig
Amazon Specialist
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Counterfeits take away from your company’s bottom line while tarnishing your reputation. And, unfortunately, marketplaces are ripe with knock-offs that are difficult to trace back to an original seller. But Amazon wants to help you build and protect your brand, which is why they’ve created a service called Amazon Brand Registry.


What is the Amazon Brand Registry?

In a nutshell, Amazon’s Brand Registry is a tool that protects your brand by recognizing brand owners. It allows you to better manage your listings and proactively remove suspected infringing or inaccurate content based on your data. They have a specialized team available 24 hours a day, 7 days a week, to respond to potential infringements, policy violations, listing problems, and technical issues.

However, Amazon’s Brand Registry is not only about spotting problems but also providing you with solutions. This service grants sellers access to marketing solutions to help strengthen your brand, such as A+ Content and Amazon Brand stores.


The benefits of Amazon Brand Registry

Your reputation matters. You want customers to have a positive experience with your brand no matter where they buy an item from. Counterfeits take away from this experience and hurt your brand image either via low-quality items or bad customer service. Amazon’s Brand Registry has certain elements which enable the confirmation of authenticity in addition to a few other unique key features:

  • Stop competitors from altering or sabotaging your current listings.
  • Make it easier to detect and report intellectual property infringement.
  • Get false IP infringement claims retracted.
  • Resolve listing issues faster with help from a dedicated team.
  • Showcase your brand on Amazon thanks to A+ Content and Amazon Brandstore.
  • Activate additional advertising features like Sponsored Brands & Sponsored Displays.

When a problem is solved, this report is not lost. Instead, Amazon uses the data to optimize its algorithms. The more input you provide the Brand Registry with, the smarter the algorithm gets. Over time, Amazon can automatically identify listings that use your trademark but are not from your brand. Amazon’s algorithm can spot it all, from pictures of goods with your logo to products shipped from regions in which you don’t hold inventory.


Setting up your Brand Registry

Does the above sound like music to your ears? Well, we have good news then! You can set up this process yourself very easily. All you’ll need is:

  1. An active, registered trademark in the country in which you operate (as mentioned on your product or packaging).
  2. A verification that you are the owner of the trademark rights through the contact details shown on your trademark registration.
  3. An Amazon Seller/Vendor account is not necessary.

Within the Amazon ecosystem, you can choose from twelve countries where you can register your brand. From there, you will need to provide Amazon with the following:

  • Images of your brand logo.
  • Images of products and packaging showing the registered brand name. If the product itself is not branded, then the packaging must be.
  • A list of product categories (such as clothing, sports, and electronics) in which the brand is mentioned.
  • A list of countries where the product is made and distributed.

The good thing is that registration for Brand Registry is free. But there are costs for registering your trademark in all relevant countries.


Protect your brand and your hard work

It’s a waste of time and energy to invest in establishing your brand if external parties ruin it. That’s why it’s worth paying extra attention to building trust with your customers. By working with Amazon’s Brand Registry, you ensure your brand authenticity and the best service for potential buyers.

Want more advice on Brand Registry or how to best grow your business through Amazon? Contact VNDR. without any obligation, and together we’ll see how we can make your ambitions come true!

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