It’s natural for every business to seek growth, but various challenges such as counterfeiters, resellers, unclear Amazon listings, account suspensions, and limited content creation and advertising opportunities on Amazon can often hinder progress. These difficulties can be mitigated by having Amazon Brand Registry: what is it, how to register a brand, and why it’s worth doing?
What is Amazon Brand Registry, and what advantages does registration provide?
If you are conducting business outside the Amazon platform, you undoubtedly know what brand registration is. Amazon Brand Registry is essentially the same brand registration but operates and protects registered brands only within Amazon. Amazon legitimizes your brand, providing protection and additional benefits compared to unregistered brands.
Amazon Brand Registry offers many advantages, here are some of them:
- Brand analytics. You receive additional tools and capabilities to monitor how your brand is performing, track conversion rates, traffic, and other statistics not only at the product level but also at the brand level, making it easier to make decisions on how to increase your brand’s visibility on Amazon.
- Better quality assistance. Most likely, you’ve heard or experienced Amazon Support team assistance – and the jokes about it aren’t without reason. By registering your brand on the Amazon platform, you gain access to Amazon Brand Registry Support, ensuring more personalized attention and higher quality solutions when dealing with any issues that may arise.
- Reports of violations. When you notice potential brand, intellectual property, patent, or design violations, you can easily report them for Amazon to block or remove. You also have the option to more easily form a lawsuit for brand infringements.
- Participation in the Amazon Vine program. You can participate in the Amazon Vine program to receive more approved reviews and ratings from customers. Learn more about Amazon Vine: https://digitalfrks.com/the-importance-of-reviews-and-how-to-get-your-first-amazon-reviews/.
- A+ Content and product videos. You gain additional Amazon Content creation tools that attract buyers’ attention and increase the conversion of your Amazon listings.
- Amazon Live. You can conduct live streams, product reviews, and similar content, as well as interact with customers in real-time.
- Paid brand and video advertising (Sponsored Brands, Sponsored Brand Video). You have the opportunity to advertise your brand or display video ads, reaching new customers, increasing visibility, conversion, and sales.
- Amazon Store. You can create a personalized storefront on the Amazon platform, providing additional information about your brand, categories, and products. It’s like your own online store with a unique web address, such as www.amazon.com/yourbrand, which you can share and promote.
How to register a brand in the Amazon Brand Registry?
Registering a brand in the Amazon Brand Registry is indeed a relatively straightforward process, typically taking about two weeks. You can do this here: https://brandservices.amazon.com/brandregistry.
However, to register a trademark in the Amazon Brand Registry, your trademark must be registered in the United States. (https://www.uspto.gov/) and/or in Europe (https://www.euipo.europa.eu/en), it depends on where you plan to sell on Amazon. If you’re trading in both the American and European markets, you will need to register your brand in both registries.
The issue can indeed be time-consuming. Brand registration in the US or European brand registries can take several months to a year or more. Waiting for this approval before you can start the registration process on the Amazon platform is not ideal. To expedite the process, Amazon offers the IP Accelerator program. By enrolling in this program, you receive assistance from Amazon-approved lawyers and the opportunity to register your trademark in the Amazon Brand Registry while waiting for approval from the US or European brand registries.
So, even though registering a brand on Amazon requires a significant amount of time and financial investment, having the Amazon Brand Registry is essential if you’re serious about your Amazon business and want to grow on the platform. If you have any questions or face challenges while registering a brand, feel free to reach out to us, DIGITAL FREAKS. Whether you need a brief consultation or personalized assistance, we’ll certainly find the best solution for you.