A Seller's Guide To Amazon Brand Registry

As an Amazon seller, you're probably already aware of the Amazon Brand Registry program, which is designed to assist brand owners in controlling their product listings on Amazon. Amazon already has a lot of say over how things are sold and described, but with the Amazon Brand Registry, everything changes.

What Is Amazon Brand Registry?

Sellers who manufacture or sell their brand products are not eligible for Amazon Brand Registry. It enables the seller to add more information to the Amazon product detail page and register as the brand owner. This enables sellers to create a company brand, manage it, and sell products on Amazon under that brand name.

It also assists buyers in purchasing quality goods by removing counterfeit goods from the site. Brands can register their logo and intellectual property with Amazon so that if something is ever flagged as a counterfeit object, Amazon can investigate the listing, remove it, and deactivate the counterfeit seller's account.

This is a wise and strategic move by Amazon, as there have been many unhappy customers who have complained about counterfeit items. However, because this is a new update to the program, applications were put on hold until this month.

Benefits of Brand Registry

You can influence the product detail information for your products if you own the brand. Normally, Amazon determines the product detail that will be displayed when you submit a product for sale; however, as a brand owner, the product displayed text that you input is automatically displayed.

The brand owner can also control the titles, images, and attributes for each product, as well as qualify for Amazon Enhanced Brand Content Pages.

Another advantage is that you may be able to list your products without using UPCs or EANs. Instead of UPCs or EANs, a standard product ID, you can specify an alternate key attribute to the product. This will make listing your product and creating product variations easier daily.

Amazon Brand Resellers

Registering your brand does not automatically help you stop those selling counterfeit items, nor does it prevent other sellers from selling your branded products. Fill out your form completely and accurately to avoid it being incomplete. 

Resellers exist, and the only way to truly prevent unauthorized resellers from reselling your products is to properly prepare your application.

Amazon has launched a new beta program known as "Enhanced Brand Registry." This new program is intended to combat counterfeit and unauthorized resellers for larger brands.

How to Enroll in the Brand Registry Program

To be considered for enrollment in the brand registry program, you must first apply. Because Amazon accepts only specific types of sellers, not all sellers will be considered for the program.

This includes the following:

• Brand Owners

• Manufacturers

• Distributors or resellers who have written permission from a brand owner to manage a product's Amazon detail page.

To enroll in a brand you must provide:

• A registered trademark for a brand name.

• Principal Trademark Registration or Serial Number issued by the government

• Images of the company's logo

• Images of trademarked brand-named products and packaging. If the product is not branded, then the packaging must be.

• A list of product categories (for example, apparel, sporting goods, and electronics) where the brand should be mentioned.

• A list of the countries in which the brand's products are produced and distributed.

When you enroll in the program, you must also include unique project identifiers that are easily visible on the package, product, website, or catalog.

They must also be uniform, which means that they must be similar or the same no matter where they are seen. This makes sense because a brand name will keep the look and feel of the brand consistent and organized.

Check out this video to know why the Amazon brand registry is important for a Successful Amazon FBA Business:

Amazon will look for the following identifiers:

• Manufacturer part number

• Model number

• Catalog number

• Style Number

Please keep in mind that the following categories are not currently eligible for Brand Registry: 

• Books, Music, Videos, and DVDs (BMVD) 

• Products in the Entertainment and Sports Collectibles categories

Filling Out Your Application

To complete the application and be approved, you must have all of the required information. The entire procedure will take two weeks, or ten business days if Amazon approves.

You will also need to upload an authorization letter from the manufacturer or brand owner if you are a distributor or reseller applying for brand ownership on Amazon.

Key Brand Registry Attributes

Brands will be asked to choose a key attribute during the enrollment process. This should be an attribute that you already use on other pages for your products. You can use UPCs, EANs, or Jans, but you can also use one of the other attributes listed above.

Keep in mind that your attribute should never change for the product. It should be easily searchable and included on your packaging, website, and so on. If you do not do this, Amazon will most likely not register you in the program and you will receive error messages when you create or update your products on Amazon.