To address a rising concern among sellers about unauthorized third-party sellers taking away their market share with cheaper dupes, Amazon Brand Registry (ABR) emerges as a powerful tool that empowers brands to protect their intellectual property (IP), control their brand narrative, and ultimately, thrive within the Amazon ecosystem. What is Amazon Brand Registry, and how can it benefit your brand? In our article today, we’ll walk through the basics of the tool and list out some helpful use cases.
TABLE OF CONTENTS
1. What is Amazon Brand Registry?
2. What can Brand Registry do for You?
3. Advanced Features of Amazon Brand Registry
4. How Amazon Brand Registry Gives You a Competitive Edge
5. Who Can Enroll in Amazon Brand Registry?
6. The Enrollment Process: A Step-by-Step Guide
7. Additional Resources for Help
8. How VASO Helps You Get Set Up on Brand Registry
What is Amazon Brand Registry?
Are you tired of third-party sellers imitating your products and poaching your sales? You’re not alone. Rampant third-party presence undercutting the authentic seller’s price and taking over their purchases has been a long-standing problem, and with the boom of new up-and-coming sellers flocking to the platform, the competition is tougher than ever. To establish yourself as the seller of choice amidst a myriad of other options can be difficult and daunting. Enter Amazon Brand Registry (ABR).
Amazon Brand Registry is a free program designed specifically for brand owners selling on Amazon. It equips brands with a comprehensive suite of tools to safeguard their brand identity, enhance product listings, and cultivate a loyal customer base. Think of Brand Registry as a digital “seal of authenticity” for your brand: by identifying your brand and catalog as the real deal, it boosts credibility for your products and encourages buyers to buy from you instead of another knock-off.
What can Brand Registry do for You?
If you’re serious about establishing your presence on Amazon, ABR is an indispensable tool. It offers a comprehensive solution for brand protection, listing control, brand discovery, and customer engagement. By leveraging the power of ABR, brands can unlock their full potential on Amazon, cultivate a loyal customer base, and achieve long-term success within the ever-evolving online marketplace. With ABR, your brand gains access to features that allow you to:
- Protect Your Brand: ABR acts as a shield against counterfeiting and unauthorized sellers. One of the program’s core functionalities is the ability to report suspected intellectual property infringements. Utilizing robust detection tools and a team dedicated to brand protection, Amazon proactively investigates and removes infringing listings, safeguarding your brand reputation and customer trust.
- Control Your Brand Narrative: ABR empowers you to manage your product listings with greater precision. With standard listing tools, only you and authorized sellers associated with your brand can create or edit product information. This ensures consistent and accurate product descriptions, specifications, and high-quality images, ultimately presenting your brand in the best possible light to potential customers.
- Enhance Brand Discovery: ABR unlocks features that elevate your brand’s visibility within the Amazon marketplace. By enrolling, you gain access to Amazon Stores, a customizable storefront that showcases your brand story, product portfolio, and unique selling proposition. Additionally, ABR facilitates the creation of enhanced brand content, including A+ Content pages, which provide a richer product experience for customers, potentially leading to increased conversions.
- Build Brand Loyalty: ABR offers tools that foster deeper customer connection. Features like Amazon Vine allow you to connect with trusted reviewers who can provide valuable feedback on your products. Additionally, you can leverage customer engagement tools to answer questions, address concerns, and cultivate a loyal customer base.
Advanced Features of Amazon Brand Registry
Aside from brand protection solutions, ABR also offers a range of advanced features to further empower brands:
- Brand Analytics: Gain valuable insights into customer behavior and brand performance through comprehensive sales and traffic data.
- Amazon Marketing Services (AMS): Leverage targeted advertising solutions within the Amazon platform to reach a wider audience and drive product sales.
- Amazon Attribution: Track the customer journey across various touchpoints, allowing you to optimize your marketing efforts for maximum impact.
How Amazon Brand Registry Gives You a Competitive Edge
A successful Amazon strategy hinges on a proactive approach. By investing in ABR, you’re laying the foundation for long-term brand growth and affirming your presence on the world’s largest online marketplace.
In today’s saturated online marketplace, brand differentiation is paramount. ABR equips brands with the tools necessary to not only survive but thrive on Amazon. By safeguarding brand identity, ensuring product accuracy, and fostering customer loyalty, ABR empowers brands to build a strong presence within the Amazon ecosystem. Having a protected brand name will ensure your brand identity and reputation is safe, and prevent third-party dupes and fakes from reaching into your territory.
Who Can Enroll in Amazon Brand Registry?
Does all of this sound good? Then you can start getting ready for ABR enrollment. Enrollment in ABR requires a registered trademark in the brand name you wish to protect on Amazon. If you haven’t registered a trademark yet, Amazon’s IP Accelerator program can connect you with a network of vetted IP law firms to expedite the process. Even if your trademark application is pending, you can still apply for ABR using the “trademark pending registration” option.
The Enrollment Process: A Step-by-Step Guide
Here’s a simple breakdown of the Brand Registry enrollment process. Note above that you must have an approved or at least a pending trademark registration in order to qualify for Brand Registry.
- Gather Information: Prepare your brand name, registered trademark information (or pending application number), and a list of products you intend to sell under your brand.
- Sign Up: Visit the Amazon Brand Registry homepage (brandregistry.amazon.com) and create an account using your Amazon Seller Central credentials.
- Brand Information: Provide details about your brand, including your registered trademark information and a list of product categories where you hold the rights.
- Product Information: Identify the products you want to enroll in ABR. You can either upload a spreadsheet containing product details or manually add products one by one.
- Verification: Amazon will verify your trademark information and review your product listings. This process typically takes a few business days.
- Enrollment Confirmation: Once approved, you’ll receive confirmation from Amazon, granting you access to the full suite of ABR benefits.
Additional Resources for Help
Enrolling in Brand Registry is a must-have in our checklist of what to do when you’re starting out and establishing yourself on Amazon. If you would like an extra read for more information or help regarding this tool, check out these resources below that are directly linked from Amazon.
How VASO Helps You Get Set Up on Brand Registry
Our account management experts are knowledgeable in brand protection and Brand Registry as a protection tool. We will be more than happy to assist you in the enrollment process so you can make the most of this program. In addition to Brand Registry, we offer help in many more resources for brand protection. Don’t let third-party sellers let you down; enroll in Amazon Brand Registry today and unlock the full potential of your brand on Amazon!
Let’s grow your business together.