Registering your brand on the Amazon Brand Registry: a complete guide to protecting and growing your brand
Registering your brand with Amazon's Brand Registry is an essential step for sellers looking to protect their brand from counterfeiting and improve their visibility on the marketplace. This article will explore the benefits of registering your brand with Amazon Brand Registry and the procedure for doing so. We'll conclude with a troubleshooting section focusing on common issues you might encounter during the Amazon brand registration
Why register your brand on the Amazon brand registry?
Protect yourself from counterfeit goods with Amazon Brand Registry
As mentioned in the introduction, the Amazon Brand Registry was initially launched to help brands protect themselves from counterfeiting. This remains one of the service's main strengths.
Intelligent fraud detection
Once your brand is registered in the Amazon Brand Registry Amazon 's algorithm recognizes your brand and can more easily detect counterfeit or fraudulent products. The more reliable and verified information the algorithm has about your brand, the better it will be able to identify counterfeits and block attempts.
Advanced brand protection tools
If the algorithm fails to block a trademark violation and you discover one, you have access to tools in Amazon Brand Registry that allow you to quickly and easily report suspected violations. A dedicated global team is available 24/7 to investigate these violations.
Even more services to protect your brand
Registering your brand on the Amazon trademark registry also gives you access to special services such as Transparency and Project Zero , which respectively allow you to apply serial numbers to your products and have even more advanced fraud detection tools.
Effective and proactive brand protection
Amazon Brand Registry registration and reports having removed over 6 million accounts before they could post a product listing. These services allow you to better protect your brand on a daily basis.
Grow your brand with Amazon Brand Registry
A+ content and personalized store on Amazon
Once your brand is registered, you will have access to A+ content for your products. This content, displayed on product pages, allows you to write enriched descriptions using specific text and image blocks, which improves the user experience and promotes a better product conversion rate.
Sponsored Brands ads for Amazon sellers
Registering with Amazon Brand Registry also gives you access to Sponsored Brands ads , which allow you to display your logo, a custom ad title, and up to three products simultaneously. This ad format offers greater visibility and increases brand awareness.
Access to additional analytics tools for your brand
To complement this new advertising format, Amazon gives you access to additional data to analyze your brand awareness. You have access to reports on search terms and customer behavior toward your brand, helping you optimize your sales strategy.
Create a custom store for your brand
You also have your own multi-page store Amazon . This store is fully customizable, from visuals to product categories, and can be laid out in the same way as an e-commerce website, thus creating an optimal user experience.
How to register your brand on the Amazon brand registry?
Eligibility requirements for registering in the Amazon Brand Registry
Amazon Brand Registry service isn't just for big brands. Here are the eligibility requirements:
Owning an active registered trademark
You must have an active registered trademark before registering it on Amazon Brand Registry . If your trademark is not yet registered, you can use the Amazon IP Accelerator , which assists you with trademark registration with the relevant authorities.
It is essential that your trademark be registered in the country where you wish to register it. For example, to register your trademark on Amazon Brand Registry France and USA, you must have previously registered the trademark in both France and the USA.
The type of eligible brand
Amazon accepts trademarks based on text, known as word marks, and trademarks based on an image with words, letters, or numbers, known as figurative marks. The registered trademark must be exactly the same as the one registered with the relevant authority.
The Amazon Brand Registry registration process
Information to be provided for trademark registration
To register your brand in the Amazon Brand Registry , you must provide the following information:
- Brand eligibility :
- If your brand is affixed to your products or packaging.
- The brand name to be entered.
- The registered trademark number
- Intellectual property :
- Specify whether it is a verbal or figurative mark.
- Provide the trademark registration number
- Features :
- If your products have a barcode.
- The product categories in which your brand should be listed.
Once this information is sent, Amazon will carry out the usual checks and send a secret code to the person listed as the public contact on the website of the agency that registered the trademark application.
Amazon Brand Registry, a sometimes complex process
I've changed my email address, how do I report the change?
There are several possible solutions depending on the situation. If you still have the rights to the old email address and therefore access to Amazon Brand Registry , you can add an additional user to your account.
If you no longer have access to the original email address, the next step is to contact Amazon support to request a transfer of rights.
My form has been pending review for several weeks, what should I do?
If your request has been pending review for several weeks, it is best to contact Amazon services to find out the status of your request.
In which product categories should I register my brand?
The product categories must correspond to those in which you have registered your trademark with the relevant body, such as the INPI or the WIPO .
How to associate your products with your brand?
To associate your products with your brand, they must have a valid barcode (UPC, ISBN, EAN, GTIN). You can also request a GTIN exemption if necessary.
Are you experiencing problems registering your brand on Amazon Brand Registry?
Unsure if your brand is eligible or how to take full advantage of all the features offered by the service? Our agency, specializing in supporting Amazon sellers, can guide you and save you valuable time on key stages of the process.
Feel free to contact us to explain your problem.
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