Before you excitedly sign up for an account in Amazon Seller Central, let’s talk about Amazon Brand Registry. Some of the greatest Amazon selling perks are exclusive to sellers who have registered their brands. It involves a few more steps and costs up front, but ultimately has the potential to be a total game changer for you.
What can I do once I’m in the Amazon Brand Registry?
The Amazon Brand Registry empowers sellers with a ton of cool tools to boost their brand. Many of these tools help boost conversion rates for your products which in turn earns you more sales and profits. It also gets you additional support from Amazon when you have other sellers trying to imitate your brand.
Here are a few of those tools and how they can help you:
Enhanced Brand Content
Enhanced brand content replaces the dull, html-based product description with a graphical representation of your product.
The enhanced brand content really makes pages pop, too, and often increases the conversion rate for your products.
Next up is Amazon Storefronts. Storefronts gives your a brand a nice, tidy Amazon URL (ie, http://www.amazon.com/yourbrand) and lets you design it as you see fit.
Plus, it doesn’t require any of the headache with programming. Amazon makes it easy for you, offering a drag-and-drop page builder.
Again, the professionalism provided by this sort of page goes a long way to improving your presence on Amazon.
Headline Search Ads
Finally, not only does having a brand in the Amazon brand registry help you “pretty up” your page and listings, but it also gives you new tools to promote your products with in the form of headline search ads. Headline search ads are the rectangular ads that hover over the other search results.
They typically feature 1-3 products and the brand itself. In my experience, these convert much higher than typical Amazon PPC sponsored ads and have a lower ACoS.
Why else should I enroll in Amazon Brand Registry?
Protect your brand and trademark
If you put a lot of thought into your business name and brand, it’s definitely worth your time to secure those rights. And you MUST already have a government-issued trademark (text or image) in order to apply for Brand Registry. Specifically, an active registered trademark in each country you would like to enroll.
Here’s the thing, filing for a trademark is going to take a bit of time and money. It could take a minimum of six months and $300 to receive approval. And you may need additional legal services in order to correctly file your application. That said, if you manage your time wisely during your product research, you can build this extra time into your launch (and budget!).
Defend your products from Amazon hijackers
If you’re unfamiliar, a “hijacker” is a term for either a third party seller or distributor who jumps on a private label listing. They usually offer the same version (or a knock-off) of your product at a lower price. They could have bought the product from you originally through a discount or giveaway and are reselling the exact product. Or, it could be a seller with a similar product who is using your listing and ranking to boost their sales.
Either way, not cool! Amazon hijackers could steal the Buy Box from you or worse, leave you with few sales and bad reviews. Not to worry if you’re in the brand registry crew – you can file an infringement claim to a dedicated department with a quick reaction rate. They will assess the perpetrator on your behalf and you won’t have to send your own cease and desist letter!
The important thing is to remain vigilant of your product listing and to check it often to see if anything looks out of place. This goes for any seller, brand registered or not.
You’re no longer bound to the algorithms (well, not all) of the general selling public. You’ll have more control over the product pages that use your brand name and make sure your customers associate your brand with the most accurate information. You can play around more with your product listing details. And one of the most desired components – you can swap out your lengthy UPC code for a simple product ID of your choice.
Amazon Brand Registry also empowers brand owners with access to tools that will find, report, and prevent violations more efficiently than refreshing your listing all day long.
An image search will locate listings that match your product or logo.
An ASIN search can find potential infringing content on other product URLs.
A global search will even scan the other Amazon stores without ever navigating away from your screen.
For U.S. sellers, a Transparency tool now enables brands to assign a unique code to their products. It authenticates each product as it is both received and shipped from the Amazon warehouses. On the flip side, customers can also use the Transparency app to authenticate their Amazon purchases.
What do I need to get into the Amazon Brand Registry?
Now that you understand a bit more about the Amazon Brand Registry, here’s what you’ll need to have ready when you go through the process.
Your brand name with the active registered trademark.
Make sure this matches exactly with what you have registered. Otherwise this might cause rejection or delays from Amazon. So double check the spelling, spaces, and capitalization! For more information on researching and registering your trademark, read below.
The serial number associated with your government-registered trademark.
Images of your brand’s logo.
Images of your products and packaging that show the trademarked brand name.
It must be present on the product or packaging (or both).
A website for your brand with purchasable products. Your brand website must have your products that shoppers can purchase through a working cart, your business information on an about page, and all relevant logos.
A list of product categories that pertain to your product.
(Ex. Kitchen, Home & Garden, Beauty & Health, etc).
A list of countries where your product is manufactured and distributed.
How do I get my brand trademarked?
For many novice business-owners and Amazon sellers, this can be somewhat scary. But it’s crazy how simple it actually is! Follow these steps to research and register your brand’s trademark.
1 – Gather what you need.
You’ll need to have the following documents prepared for when you apply for your trademark.
A legal business, or you can register as an individual with an EIN code if you are just starting out and haven’t registered an LLC or other business entity yet.
A logo or mark that you want to use.
A full legal name and address of the owner (seller).
A copy of the product as an example. This shows how you are using your mark in commerce – this could be a picture of your product.
The date you first started using your logo or mark or shared it anywhere.
You won’t want to attempt to register a trademark if that trademark’s already been taken. This can cost you a ton of time and money. First, here’s a guide on how to search the USPTO database for US trademarks. And if you are searching in Europe you can use the EUIPO website to search. Plus, an additional old fashion Google search may also help to uncover if any companies or brands are using the name you wish to use.
You might also use TMview. TMView will show a variety of results for trademarks that have been registered all over the world, including which country, which Nice class, and even if there is an associated graphic representation:
3 – Apply for your trademark.
You can apply directly through USPTO or EUIPO, but supposedly it’s very time consuming. For Jungle Scout’s products, Jungle Stix and Jungle Snugs, we used trademarkengine.com. Of course, you can hire a lawyer that specializes in intellectual property law as well. This is one area that we feel professionals should definitely handle if you don’t feel comfortable with the process.
Finally, if all of this seems outside of your wheelhouse, don’t be afraid to hire a professional expert in trademark and intellectual property law. You may seek an attorney in your area, or even look for business consultants on the Amazon-centric expert marketplace Jungle Market.
If you provide everything Amazon is asking for, you can expect the approval process to take about 2 weeks from submission. Additionally, supplying this information up front will allow the Brand Registry Support team to proactively implement all of their protective measures right away.
Now you’ll have added value to your brand, legitimized your product for your customer, and the peace of mind that your business is fully protected.