Amazon Brand Registry COMPLETE Guide [EXAMPLES]
Amazon Brand Registry: Everything You Need To Know [INFOGRAPHIC]
What is Amazon Brand Registry? Amazon Brand Registry is Amazon’s program for trademarked brands that allows Amazon Registered Brands to have greater control over and greater protection over their brands on Amazon.
Benefits of Amazon Brand Registry include access to powerful selling competitive advantages such as A+ Content, Storefronts, placing videos on product listings, Brand Analytics and more for Amazon Registered Brands.
Brand Registration in Amazon also affords greater protection from and identification of counterfeit and unauthorized sellers, protecting an Amazon-registered brand’s intellectual property.
In over 10 years as a Fractional CMO, Amazon Consultant, and eCommerce Consultant, not to mention CEO, I’ve seen just about every mistake and the lessons from them. That means you get all the learnings without the scars.
As a brand, you want all of the same tools to drive sales on Amazon as your competitors have.
Not only that, but you want better tools to help you get reviews on Amazon, and protect your brand from knock-offs and unauthorized sellers.
Brand registry for Amazon achieves this for you.
You’re going to get a COMPLETE guide that you can use to drive sales and protect your brand by getting access to incredibly powerful selling tools only available to brand registry with Amazon.
You’ll also learn tips & tricks that I use with my Amazon Consulting clients at my eCommerce Consultancy to make it easy.
This is everything you need to know about Amazon Brand Registry for Amazon Seller Central Sellers, Amazon B2B Sellers and Amazon Vendor Central Sellers.
What is Amazon Brand Registry?
What is Amazon Brand Registry?
Amazon Brand Registry is Amazons’ program for trademarked manufacturers & brands selling on Amazon through Amazon Seller Central allowing them to have greater control over and greater protection over their brands on Amazon.
How does Amazon Brand Registry work? Brand Registry on Amazon protects brands’ intellectual property. Benefits of Amazon Brand Registry include greater protection & identification of counterfeit sellers, access to powerful selling competitive advantages such as A+ Content, placing videos on product listings, the Amazon Early Reviewer Program & much more.
Brand registry on Amazon is an enormous thing if you have a brand and are selling on Amazon Seller Central and have ever had these concerns:
Amazon Brand Registry Is For You If You’ve Ever Said:
- “I wish I had greater control over other sellers selling my brand on Amazon.”
- “I wish I could Improve my brands’ visibility in Amazon’s product searches.”
- “I wish I could identify counterfeiters easier.”
- “I wish I could prevent others from changing content on my listings.”
- “I wish I could add additional imagery & video to my listings to help me sell more.”
- “I wish I could get my first batch of reviews quicker & easier.”
Does this sound like you?
If so, good news! Amazon has a lot of powerful tools to help Amazon registered brands.
How Does Amazon Brand Registry Work?
How does Amazon Brand Registry Work?
- You need a Trademark for your brand. Logo Mark or Word Mark or an active application in process through Amazons IP Accelerator program.
- You also need to be a 1P or 3P Amazon Seller.
- You then head over to the Amazon Brand Registry page to register your brand.
- From there, you await approval. Generally can be a few days up to a few weeks.
- Once approved, you have access to all the benefits of Amazon Brand Registry that give you a significant competitive advantage over non-brand registered brands.
From what I see day to day as a consultant for Amazon, it’s becoming incredibly difficult to thrive on Amazon without being an Amazon Brand Registered Brand.
This is because the benefits of being Amazon Brand Registered are truly staggering.
What Are The Benefits of Amazon Brand Registry?
So, what are the benefits of Amazon Brand Registry?
In my experience as both a seller myself and providing Amazon Consulting Services, the main benefits of Amazon Brand Registry for Amazon Brand Registered Brands add significant value in 3 ways:
Amazon Brand Registry Benefits:
- Amazon Brand Registry significantly increases your sales conversions
- Amazon Brand Registry helps you get Amazon reviews.
- Amazon Brand Registry helps your products show up on the first page of Amazon product searches (Amazon SEO)
- Amazon Brand Registry helps protect your brand from knock-offs
- Amazon Brand Registry can help you with the Amazon Buy Box.
- Amazon makes it easy to remove an unauthorized seller on Amazon.
- Amazon Brand Registry gives you access to powerful analytics to help you drive sales on Amazon that you wouldn’t otherwise have access to.
Breaking this down, the comprehensive list of Amazon Brand Registry benefits looks like this:
Sales & Support Benefits of Amazon Brand Registry:
- Amazon A+ Content
- Amazon Request a Review Button
- Video on Product Listings
- An Amazon Storefront (Amazon Storefront Design Templates)
- Prevent Others From Changing Content On Your Listings
- Reports To Easily Identify Unauthorized Sellers & Listing Hijackers
- A Dedicated Amazon Brand Registry Seller Support Team, Far Superior to Amazon Seller Support Allowing You To Easily:
- Submit intellectual property infringement claims
- Report marketplace violations
- Report review manipulations
- Report “not as described” violations
- Fix listing issues such as detail pages, content, titles & imagery
- & more
Amazon Brand Registry Significantly Increases Sales Conversions:
Have you ever been looking at a product on Amazon and noticed really amazing content in the product description area where your listing just has text, like this?
That’s called Amazon A+ Content and it’s for Amazon registered brands.
Amazon A+ Content Best Practices:
- Template #2 tends to convert the best
- Highlight key benefits
- Answer FAQ
- Focus on how to use correctly
- Objection handle
What about noticing some products have videos on their listings and some don’t, like this?
That’s called Product Listing Videos and they’re for Amazon registered brands.
Amazon Product Listing Video Best Practices:
- Explainer style videos work best
- 1 minute or under in length
- You cannot reference your website or anything off Amazon
- You cannot reference price
Do you see the power in that?
These 2 competitive advantages offered by Amazon Brand Registry are ENORMOUS competitive advantages in Amazon Listing Optimization and drive conversions through the roof.
But that’s only part of the story.
Even better, by being Amazon brand registered, you now have access to create an Amazon Storefront.
Amazon storefronts, are available through Amazon Brand Registry and they allow you to have mini-brand websites right on Amazon, enabling you to focus on driving targeted, no distraction sales for:
- Entire Catalogs
- Campaigns
- Collections
- & more
Not only do these help improve conversions for Amazon registered brands, but they boost brand credibility as well.
Amazon Storefront Best Practices:
- Focus on your Unique Value Proposition
- Structure for targeted campaigns
- Leverage your strengths & mitigate your weaknesses
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BONUS BENEFIT:
If you’re looking for How To Reduce Your ACoS on Amazon, all of the above does just that for your Amazon advertising efforts.
Brand Registration for Amazon Helps Amazon Registered Brands Show Up On The First Page of Amazon Product Searches:
I’m sure you’ve noticed that besides having more Amazon reviews, the product listings at the top of the first page of Amazon product listing searches have:
How Amazon Brand Registry Helps Amazon SEO:
- A+ Content
- Amazon Product Listing Video
- An Amazon Storefront
Well, as an Amazon Consultant, intimately familiar with Amazons’ a9 algorithm (you can be too: Amazon SEO EVERYTHING You Need To Know); there is a direct correlation between a listing that sells effectively and showing up on the first page in Amazon product search results.
So, improved sales = improved Amazon SEO and more reviews = improved Amazon SEO.
But that’s only part of the story for Amazon brand registered sellers.
Using A+ Content gives you the opportunity to include a ton more keywords than you normally would be able to.
Just like traditional eCommerce SEO, when you upload images to Amazon A+ Content, you get to use Alt Text!
Think about it, each image you include in an A+ Content template gives you more opportunity to show up in Amazon Product Searches for profitable searches.
Amazon Image Keywords Best Practices:
- Describe the image while also using keywords you are attempting to target
- NOTE: Keywords only need to appear on the front end or back end of a listing ONCE
- There is no benefit to “keyword stuffing” on Amazon (or anywhere in my opinion), so use keywords you haven’t used elsewhere.
Now, as you know, the more popular you are, the more likely you are to get unauthorized sellers, listing hijackers and knock-offs.
So what can you do about them?
Brand Registry For Amazon Helps You Get More Amazon Reviews Quickly & Easily:
One of the best benefits of Amazon Brand Registry is the Amazon Request A Review Button.
The Amazon Request a Review Button appears on the order page of Brand Registered accounts, allowing Amazon Sellers to request both seller feedback and a product review request in the same message through the Amazon Buyer-Seller Messaging system. The customer receives the message in their email. The message sent to the customer is not customizable and is an Amazon created template.
How To Use The Amazon Request a Review Button:
- From within Seller Central, simply head to Orders
- View the Shipped tab
- Click on the order number and
- You will see the Request A Review Button on the right-hand side.
Once you click Request Review, you will see this screen:
From here, simply click Yes and a request for a product review AND seller feedback will be sent in one email.
It’s that easy!
The Amazon Request A Review Button can be used between 4 – 30 days after the product has been received.
You cannot send any follow-ups after the initial message has been sent and you cannot customize the message.
But, you can use it for FBA Small and Light orders too.
Not only can you get reviews easier with Amazon Brand Registry, but you can get critical metrics and data that isn’t available to non-brand registered brands.
Brand Analytics: Brand Registry With Amazon Gives You Access to Powerful Analytics
Have you ever wondered what products are the best sellers for a particular keyword so you could reverse engineer their strategy?
Or, what about have you ever wanted to know what the age, demographics, income and education level of your customers were?
Well, Amazon Brand Registry has you covered with Brand Analytics.
There are 5 key reports in Amazon Brand Analytics that you will benefit significantly from.
1) AMAZON SEARCH TERMS
The Amazon Search Terms report as Amazon describes allows you to “Discover what products are winning the most clicks and conversions on strategic search terms. Assess the impact of your marketing campaigns by monitoring trends.”
How You Can Benefit From This: You can enter in a Search Term or an ASIN to see things like:
- Search Frequency Rank
- The top clicked ASIN
- #1 – #3 Product Title
- #1 – #3 Click Share
- #1 – #3 Conversion Share
This will allow you to quickly and easily understand what keywords and products are thriving in your market.
2) REPEAT PURCHASE BEHAVIOR
Amazon says the Repeat Purchase Behavior report helps you: “Better strategize and assess your marketing campaigns to drive repeat purchases and acquire new customers.”
How You Can Benefit From This: You can quickly and easily which products are creating repeat purchases for your products.
3) MARKET BASKET ANALYSIS
The Market Basket Analysis report, according to Amazon allows you to: “Identify cross-selling and bundling opportunities by gaining insight on products that are being purchased together by your customers.”
How You Can Benefit From This: You can easily learn which products are showing up in the same product searches with and being evaluated and purchased against your product directly.
4) ITEM COMPARISON AND ALTERNATE PURCHASE BEHAVIOR
Amazon says that the Item Comparison and Alternate Purchase Behavior report will help you: “Improve your competitive intelligence by gaining insight on products most frequently viewed together with yours in addition to customers’ final choice after viewing your product.”
How You Can Benefit From This: Immediately understand who your direct and in-direct competitors are so you can compare your product listings to theirs to improve your content, keyword strategy and more in order to drive sales.
5) DEMOGRAPHICS
Amazon says that the Demographics report will help brands selling on Amazon to: “Connect with your target audience more effectively or identify customization opportunities with customer demographics insights.”
How You Can Benefit From This: Identify if your buyers on Amazon align with the Buyer Persona that you created prior to launching your product. If it doesn’t, this will help you tailor your images, video, copy and keywords to better align with the consumers that are buying your products.
You get access to:
- Age
- Household Income
- Education
- Gender
- Marital Status
Amazon Brand Registry gets even better though if you’re concerned with Knock-Offs / Counterfeit Products.
Amazon Brand Registry Helps Protect Your Amazon Registered Brand From Knock-Offs:
To help you fight the good fight against knock-offs, Amazon has launched the Amazon Transparency Program.
This program is designed to help both the brand AND the customer to identify counterfeit goods.
How Amazon Transparency Works for Amazon Registered Brands:
- Brand enrolls in Amazon Brand Registry
- Brand becomes Amazon Brand Registered
- Amazon Registered Brand enrolls products in Transparency
- Manufacturer / Supplier adds Transparency codes directly to each unit produced
- Amazon Fulfillment Centers scan each product to make sure only authentic products are shipped to customers
How Amazon Transparency Works for Customers:
- The customer downloads the Amazon Transparency app
- The customer buys a product from ANYWHERE, not just Amazon
- The customer scans the product for the authenticity Transparency code to ensure the product is authentic
- The transparency app shows rich, unit specific information to the customer
Now, should you come across a violator, how do you report them?
How to Report Infringement Violators on Amazon:
- From Brand Registry select: Report an Infringement
- Choose: Report a Violation Tool
- Search for the infringing listing and Amazon seller- You are able to search by: keyword, image, or ASIN
- Report them.- Patent & Copyright infringements are reported through the Report Infringement Form[/themify_box]
Amazon Brand Registry Puts Cash Back In Your Pocket For Driving External Traffic To Amazon
It’s no secret that when you drive external traffic to Amazon product listings it boosts your on Amazon SEO, Amazon PPC campaigns and more.
What’s more? You get cash for doing it.
Enter, the Brand Referral Bonus Program.
The Amazon Brand Referral Bonus Program will reimburse brand registered brands up to 10% depending on your product category for driving external traffic to your product listing on Amazon.
In other words, they will now reimburse you for something you are already doing anyway since it’s part of the Amazon a10 algorithm.
That said if you need help registering for a Trademark so you can get Amazon Brand Registry, Amazon has a program for you.
What is Amazon IP Accelerator?
Amazon IP Accelerator helps brands quickly obtain IP rights for their brand stores by partnering with trusted IP law firms at competitive rates.
The benefit of doing this through Amazon vs a traditional law firm that is not part of Amazon IP Accelerator is that Amazon gives brands access to the Brand Registry and it’s robust set of features months or even years before their Trademarks are officially registered.
This has a huge impact on brands just beginning to navigate their IP journeys.
One of the most common challenges brands face that I’ve noticed as an Amazon Seller Consultant is the waiting period while their trademark application has been submitted vs. when the registration is officially complete.
This delay puts them far behind brands taking advantage of Amazon Brand Registry benefits.
So, you may be asking how to sign up for Amazon IP Accelerator?
Simply head to the Amazon IP Accelerator page and get started today.
Now, you may be wondering, what does Amazon Brand Registry cost?
What Does Amazon Brand Registry Cost?
Amazon Brand Registry is free.
The only costs associated with Amazon Brand Registry come from owning your trademark for your brand.
This can be a logo mark or a wordmark.
You will also need a Professional Seller Central Account which is $39.99 / mo.
Fair enough, seems like an obvious choice. So how do you sign up?
How To Register Your Brand With Amazon Brand Registry
Getting started with Amazon Brand Registry is simple.
Here is what you will need:
What You Need to Register Your Brand on Amazon Brand Registry:
- An active registered Trademark.
- What kind of Trademark do I need to register my brand on Amazon?
- Text-based Wordmark or Image-based Mark with words, letters, or numbers
- What kind of Trademark do I need to register my brand on Amazon?
-
The ability to verify yourself as the rights owner or the authorized agent for the trademark.
- What does the ability to verify myself as a rights owner or authorized agent for the trademark mean?:
- Provide links to the Manufacturer or Brand website showing the information you are registering.
- Provide images of the product in hand showing the information you are registering.
- What does the ability to verify myself as a rights owner or authorized agent for the trademark mean?:
- An active Amazon Account.
- Seller Central
- Vendor Central
Great, so How Do I Register My Brand on Amazon Brand Registry:
- Begin enrollment by going here, Amazon Brand Registry Enrollment
Do I Need To Enroll For Each Marketplace? (US, MX, CN, UK, etc.)
- Yes
As it turns out, there are some odds and ends to iron out in the FAQ.
Frequently Asked Questions
By the way, marketing in Amazon & eCommerce is complex, with lots of challenges that cost you time & money.
If you want to sell more and spend less, I’m a top-rated Fractional CMO, Amazon Consultant & eCommerce Consultant with 10+ years of Fractional CMO Services, Amazon Consulting & eCommerce Consulting experience, and come with a proven, one-of-a-kind system to drive sales.
Whether it’s consulting Amazon brands, working with great companies at my Fractional CMO Agency or helping grow eCommerce website sales at my eCommerce Consultancy I can help you sell more & spend less.
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