Amazon Brand Registry Requirements – Increase Protection & Build Loyalty

Know the Risks and Why Amazon Brand Registry is so Valuable

One of the benefits of using Amazon Brand Registry is minimizing the risk of your customers finding products on the site that look like and may even be branded like your products, but are not authentic. Fake or counterfeit products on Amazon are a huge problem.

In 2018, it was estimated by the U.S. Government of Accountability Office that 2 out of every 5 products purchased online – including Amazon, were counterfeit. Even if you have a small product line up or are just launching your brand, there are thieves who will take advantage of a good product to profit from. That’s why Amazon invested millions of dollars in creating ways to spot and stop counterfeit products on its site.

Amazon Brand Registry protects both your privacy and your brand. It does this by increasing transparency while also providing you with the tools you need to market to your customers in a more robust fashion. Protecting brand rights and providing transparency is critical to building any business.

Amazon Brand Registry Benefits: How Can Brand Registry Help Your Business Thrive?

Why should you invest your time in using Brand Registry? What does it have to offer you that makes it worth using? One reason is simple – brands already using it, including some of the largest on the site, find it to be acceptable, effective, and reassuring. Yet, let’s take a look at some of the key Amazon Brand Registry benefits your brand will likely see even if you are just starting out.

Increased Control Over Your Listing Content

With accurate brand representation comes your ability to do more with your products on the site to minimize risks. For example, with Brand Registry, you control the Amazon product detail pages that utilize your brand. That means that when customers land on a product page, they are far more likely to see accurate information, not rehashed info that is not accurate.

It increased control over all of your listing content. That includes:

• Title
• Product features
• Images used
• Product descriptions

If you consider what brand identity is, it’s easy to see the importance of this beyond just counterfeit products. Your brand identity is everything people think about, feel, or know about your product, values, and company when they see that product or your logo. A key component to branding your company is ensuring each of these components – images, logos, words, and descriptions – should all align no matter where they are found online. With Brand Registry, that’s a bit easier to ensure.

Searching and Report Tools Are Easy to Use and Powerful

Let’s say you are using the site to sell a product with a history of success, and then you suddenly see a drop in sales. Could it be that someone else is selling a product like yours? How would you find out? No one has the time to search through millions of listings. That’s where Brand Registry can help out.

You can use the tool to help you find potential infringement instances on the site. The search tool has various custom features that allow brands to navigate these risks. For example, you can use it to search for content across all Amazon stores – globally. It’s all done on one screen. You don’t have to go to numerous places to do this.

Additionally, you can find logos or product images that are just like your own. If someone is trying to use the professional photos you invested in – they are going to be found using the image search.

Once you find a problem, you can then work through a pretty simple and guided workflow process to provide Amazon with a report. They will review it quickly and then take action as needed. There’s no complex process to slow you down.

When you learn how to check Amazon Brand Registry for your content, you’ll have another layer of protection for your business on the site.

Predictive Protections in Place

Amazon does not always wait for you, the brand owner, to take action to report counterfeits. Rather, it has a predictive, proactive brand protection tool set up. You provide it with key information about the brand. It then uses automated tools and methods to identify -and remove- risks including bad listings. This is done using predictive protections. Brands can utilize this tool by providing as much information as possible about their intellectual property and the brand as a whole.

There are a few ways this can benefit your business:

• If your trademark is not used properly, in titles or product descriptions, this tool can pick that up.
• When images contain your logo, the system spots the instances when those products should not carry your name and removes them.
• Identifies when sellers are shipping products from other countries – where you do not manufacture or distribute your brand – a key indicator of a counterfeit product.
• Aides you in finding product listings being created with your brand name when you already have a full product catalog on the site.

You should still learn how to check Amazon Brand Registry with your info on the site, but it does provide some peace of mind knowing the company is doing some of the hard work in the background for you as well.

Build Your Brand

Perhaps one of the best Amazon Brand Registry benefits is this one – it helps people learn about your brand. This directly impacts the success you have on Amazon when you are trying to stand out among the thousands of other sellers on the site within your niche.

You can grow your business using this tool by utilizing features such as:

• Enhanced Brand Content
• Storefronts
• Sponsored Brand Ads
• Brand Dashboard
• Buy Box Access

We’ll discuss these in a moment at more length. The key to success is registering your brand on Amazon, you’ll be empowered to achieve much more with your brand than you would otherwise.

Why Should You Register Your Brand?

Amazon Brand Registry can do a lot for your brand. This includes:

• Becoming an exclusive brand on the site. That gives you more control over your products and what your customers see.
• Increase your product sales in some cases. An increase in sales happens because you remove fraudulent listings and ensure your information is clearly presented properly to the customer.
• Maximize your conversion rate as such – more people are landing on your product listing page and buying from you because of brand recognition and authenticity.
• It protects your brand from low-quality, fake products that could give consumers a bad impression of your product, driving them away from future purchases.
• Use it to help create a comprehensive ad campaign – even better, you can do this fast. Often you can get it up and running within just 24 hours.

Even if you are not worried about fakes and knockoff products on Amazon (though even small brands should be), you still benefit from Amazon Brand Registry for the extras included.

How do You Register Your Brand & What are the Requirements?

It’s pretty easy to get your brand registered on Amazon. Keep in mind that the process itself isn’t complicated. And, it’s free – there is no cost to brands to use this tool. That eliminates many of your risks (and excuses for not using it!).

First, consider the Amazon Brand Registry requirements. Amazon only accepts registrations from some countries. You also need to have a registered Amazon account that has an image and text-based trademark.

The process of enrollment is rather easy from this point. Here is what happens.

What Can You Do with It Once You Register Your Brand?

There are various benefits to using Amazon Brand Registry, as noted. The brand-building tools are some of the most important for you to dive into once you are enrolled and ready to go. Here is a look at a few of these benefits and how they work.

There are key benefits to enhanced brand content including:

• Reducing the number of people who click off right away because they don’t like the look or feel of the page.
• Improves customer engagement within your product, ensuring people stick around longer.
• Builds brand value on the site and gives consumers more assurance in who they are buying from and what they are buying.
• Boost your return on investment with a more optimized listing combined with paid advertising.
• Reduce the number of returns you get and negative feedback because people are more knowledgeable about what they are buying.

Amazon states that over 80 percent of Amazon sales go through this box. Mobile purchases are even higher than this. For this reason, you want to be in that buy box.

Keep in mind that it can help you win the buy box access. You also need to know that you will not win the buy box if another seller has a better price or if that seller is a Fulfilled by Amazon (FBA) seller and you are not.

Diving Into Amazon Brand Registry – Here’s Your Next Step

It’s clear that Amazon Brand Registry has much to offer to you. You can go ahead and send in your application for it now. Or, you can get some help.

If you need help registering your brand on Amazon, or the Amazon Brand Registry requirements, let Nuanced Media help you.

Amazon states that over 80 percent of Amazon sales go through this box. Mobile purchases are even higher than this. For this reason, you want to be in that buy box.

Keep in mind that it can help you win the buy box access. You also need to know that you will not win the buy box if another seller has a better price or if that seller is a Fulfilled by Amazon (FBA) seller and you are not.