Amazon Brand Registry: What is It & How It Protects Your Brand?

In the world of the digital marketplace, maintaining brand identity can be challenging. Online selling takes place in giant marketplaces such as Amazon and eBay. Counterfeiting and unauthorized sellers can ruin a brand image and customer trust. It can slow down the sales for the brand owners. In response to these challenges, Amazon has developed a brand registry: a powerful weapon against fake sellers. The Amazon Brand Registry allows brands that register their trademarks, logos, and other branding elements to unlock features and benefits to support and guard their assets. It boosts an authentic brand’s transparency and helps buyers find genuine products. 

Piracy is a major problem for the global economy, consumers, and genuine businesses. According to research conducted by Forbes, the overall sales of counterfeit products in the international market are estimated to be between $1.7 trillion – $4.5 trillion. Such a figure is enough to put counterfeiting on the list of the ten biggest economies in the world. Furthermore, counterfeiting is dangerous for consumers because they use fake products which may harm them. Pirated goods are usually produced in faulty environments, with low-quality materials and no quality assurance check. 

Amazon Brand Registry: What is it?

Amazon Brand Registry is a complex service aimed at helping genuine brands protect their rights within the Amazon marketplace. For a fee, brands can join the registry and receive several useful tools and protective measures to safeguard their trademarks, logos, and brand insignia. The registry helps brands by offering them the means to detect and eliminate unlawful resellers. It defends the brand and contributes to improving the shopping experience for consumers.

The program does not only protect brands from unauthorized sellers but also provides tools that help brands make them stand out on the site. It offers important analytical and diagnostic tools that allow brands to measure their trading activities, find unauthorised actions, and make decisions based on facts and figures. The Amazon Brand Registry assists brands in protecting their intellectual property such as brands, trademarks, and logos from being used by third parties. This protection is vital to ensure that the end users get original products.

Why Amazon Brand Registry is Valuable for Your Brand

Here are some reasons why Amazon Brand Registry is beneficial for your business:

• Protection against counterfeits 

Counterfeit protection is among the most crucial factors for brands when undertaking their operations on Amazon. As mentioned earlier, counterfeit products pose a twofold problem. They can harm the brand’s reputation and affect the customer’s trust. Fake sellers may weaken the credibility of a company’s products and services, cause consumers frustration, and violate laws. 

• Improved brand visibility

With the registry, brands get many functionalities and facilities to easily pinpoint and eliminate fake merchandise. These tools also help brands track their products, identify pirates, and protect their assets by taking legal action against the individuals or companies involved. The registry offers brands a direct mechanism to report fake sellers to Amazon, and the issues are then promptly investigated. This active approach guarantees that all customers buy only genuine goods and contributes to protecting the brand image of authentic businesses.

• Enhanced customer experience 

Registered brands can improve their positions in the search results and use advanced advertising mechanisms to increase brand awareness. In addition, it has an analytic tool that allows the brands to monitor performance and understand trends. They can make better decisions to improve the overall performance and success of their marketing campaigns.

• Build brand loyalty

One of the main goals of any brand on Amazon is to improve the customer experience. Amazon Brand Registry assists in maintaining a favourable customer experience by guaranteeing the authenticity of the offered products and preventing their resales by unauthorized sellers. This way, it encourages the customer to become loyal to the brand. Also, the registry nurtures brands to deliver quality services as they can access tools to help answer customer concerns and complaints.

• Access to advanced tools 

Amazon Brand Registry contains many tools and inherent analytical capabilities that can be used to regulate product settings and parameters in detail. These advanced tools can also be used for sales analysis. Brands can create high-quality content and performance reports to showcase products efficiently. 

Understanding the functioning of Amazon Brand Registry

​​Amazon Brand Registry requires you to submit a lot of paperwork to prove the ownership of your brand. Once Amazon reviews and approves your application, you get the privilege of using a range of tools and services that can help protect your brand and improve your eCommerce business.

How to Register for Amazon Brand Registry

To register your brand, you must provide significant information with supporting documents. 

Ensure that you produce proof of registration of your trademark in all jurisdictions where the brand operates. This documentation normally involves photocopies of the trademark registration certificates, which can be sourced from the relevant trademark registry offices. 

Create a memorandum that provides detailed information about the brand. This document should be a guide to your brand’s values, mission, and vision. It should also describe how your brand’s logo, colour, and typography should be used to maintain a consistent brand image across all platforms.

Provide high-quality images of your products on amazon and detailed descriptions. Such materials enable the target audience to understand the value of your products.

The Amazon team will assess your application regarding brand ownership and other qualifications. When your application is granted, you will be able to use the registry’s features.

What Access Will You Get?

Once you enroll in the Amazon Brand Registry, you will have the opportunity to use a wide range of tools. These tools can help you grow your online brand awareness, manage your brand, support its growth, and protect it from unauthorised sellers and fakes.

• Performance Monitoring Tools– These tools help evaluate your brand position on Amazon, define possible violations, as well as fight against counterfeit products. In this way, you can identify unauthorised resellers, guard against fakes, and uphold the value of your brand.
• Improved Ranking—Besides brand maintenance, Amazon Brand Registry offers better search filters that can help your brand stand out in the search results on Amazon. The features are sponsored placement of a specific product, special keywords, and other instruments helping to raise a brand’s index. With the increased visibility of your business on search engines, you gain more customers and increased sales.
• Brand Protection–  These features include the tools to report infringements, block unauthorised sellers, and protect your trademark. With the help of such tools, it becomes possible to fight counterfeit products, protect your brand, and guarantee that the clients purchase only original goods.
• Advanced Tools – Amazon Brand Registry offers full access to advanced selling tools. These tools help to display products systematically and improve the shopping experience. Some of these tools are A+ content and Enhanced Brand Content. These tools enable a brand to stand out, build customer confidence, and make more sales.

What Tools Will You Get?

Take a look at the tools you can access when you get your brand registered on Amazon:

• The Brand Monitoring Dashboard is an effective tool that helps you track your brand’s effectiveness on Amazon. Using search rankings, explicit sales figures, feedback, and, detect flawed actions. It also enables you to identify imitation products and fake sellers, preventing chances of losing money.
• Sponsored products or Amazon’s choice are added to your product’s display. Amazon Brand Registry comes with several improved keywords for your brand, which help to improve your brand visibility on Amazon. With these factors, you can attract more customers and sales and establish a strong reputation for your brand.
• A+ Content is a powerful and flexible instrument. It can be used to enhance the look of your product with images, descriptions, and videos. By using A+ Content, the products can be presented more effectively and build customers’ trust.
• Enhanced Brand Content provides additional customisation features that can create unique product pages with storytelling and creative modules. This tool puts you in a position to tell a story about your brand, emphasise special aspects of the product, and create engaging content for your customers.

Beyond Amazon Brand Registry: Ways to Strengthen Your Brand

Despite using the Amazon Brand Registry as an effective protection and enhancement tool for your brand, it is important to use a holistic approach to protect and promote the brand on the platform. Although the registry offers most of these features and benefits, it is not enough to fully protect your brand and its intellectual property. Consider the following practices to strengthen your brand.

Trademark Registration:

Trademark registration formalizes the ownership of your brand name, logos, and other elements. This legal shield can discourage imitators and unauthorised third parties from misusing your brand name. This document helps in legal conflicts with rivals.

Copyright Registration:

Logo designs, product designs, and graphic-based commercial tools can be protected under copyrights. Copyright law shields your brand from imitation and protects your unique selling proposition. When you register your copyrights, you can approach the law courts against individuals who exploit your creative work.

Social media: 

Social networks have become very relevant tools for brand creation and customer relations. By doing so, you can control the messages being posted by your brand on social media. You can be alerted on time by negative comments or fake products being sold and take the necessary steps. 

Customer Relations:

Another important factor in brand protection and improvement is the interpersonal relations with your customers. Providing superior levels of customer interaction can create positive word-of-mouth and customer loyalty. 

Brand Guidelines:

The development of relevant branding guidelines is important to maintaining consistency of communication and design. The brand guidelines should strictly guide the look and feel of the product, its packaging, its website, and even its advertisements. 

Conclusion

Amazon Brand Registry is a multi-layered service that seeks to promote Amazon brand owners and reduce the likelihood of intellectual property infringement. Registering your brands through the program is recommended since it protects the your brand’s reputation and business. It can ban sellers who sell fake or unauthorised products on the platform. Besides the protection from unauthorized resellers, Amazon Brand Registry provides several tools to boost brand awareness within the platform’s framework. It offers a better search facility, better branding options as well as advertising facilities. The increased visibility enables other consumers to get genuine products.