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What Is the Amazon Brand Registry Program?
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What Is the Amazon Brand Registry Program?
Today, more than 100,000 brands around the world have registered in Amazon’s Brand Registry. What exactly is the service and how does it give brand owners an increased level of protection on Amazon? We know that brands on Amazon face an array of challenges that stand to threaten their values and identities, therefore taking measures to prevent brand erosion and control rogue sellers will help strengthen your brand’s credibility.
In this post, we will provide a detailed overview of how the Registry enables you to optimize your brand representation on Amazon, find and report violations, and share information to help Amazon proactively prevent future violations.
Amazon Brand Registry Benefits
Before beginning the Amazon Brand Registry process, it is important to understand how impactful leveraging the services and features can be for your brand presence on Amazon. The Registry gives you an increased level of control over Amazon product detail pages that include your brand name, so consumers are more likely to see the correct information associated with your brand — establishing consistency and credibility in the market.
Secondly, the service includes search and reporting tools that function to simplify the process of finding potential infringement scenarios. There are three kinds of search features included in the Registry:
- Global search: uncover content in different Amazon stores from one place
- Image search: identify product listings on Amazon that match your products or logos using images
- Bulk ASIN search: search for a list of ASINs or product URLs in bulk to monitor for and report potentially infringing content
Once your search is completed, the Registry provides you with step-by-step workflows so you can accurately submit a report of potential infringement. Then, Amazon reviews and takes appropriate action. The Brand Registry also uses information that you share about your brand to implement additional layers of predictive protections designed to identify and remove potentially bad listings.
Examples of violations that the Brand Registry has found are product listings that incorrectly use your trademarked items in their titles, items that contain your logo but are for products without your brand name, and listings that are created with your brand name when you have already listed your entire product catalog on Amazon.
Brand Registry Eligibility Requirements
There are three main steps that need to be taken in order to officially enroll in the Brand Registry and they are as follows:
To begin, your brand needs to have an active registered trademark in each country where you wish to enroll. The trademark for the brand must be in the form of a text-based or image-based mark with words, letters, or numbers. Examples of trademarks that Amazon currently accepts are shown below. The Brand Registry itself is free to join, the only cost would be registering your trademark with the relevant country or countries.
Amazon currently only accepts trademarks issued by government trademark offices in the United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, the United Kingdom, and the European Union. If your trademark is registered with the World Intellectual Property Organization (WIPO), you should submit the number registered with your country’s IPO office instead, as it may be different.
How to Apply for Brand Registry on Amazon
Next, if you meet the eligibility requirements, you will sign into the Brand Registry. You will use your Vendor Central credentials to sign in if you are a first-party brand selling directly to Amazon, and your Seller Central credentials to sign in if you are selling on the third-party marketplace.
Lastly, to effectively enroll your brand, you need to confirm and provide the following information:
- Your brand name that has an active registered trademark.
- The associated government-registered trademark number.
- A list of product categories in which your brand should be listed.
- A list of countries where your brand’s products are manufactured and distributed.
Once this information is submitted, Amazon will reach out to a contact associated with the registered trademark that you provide in your application. If they verify a contact that fulfills their requirements, that person will receive an Amazon Brand Registry verification code which you will then need to send back to Amazon to complete the Brand Registry enrollment process.
Currently, only brands that are enrolled in the Brand Registry and sell on amazon.com can participate in Amazon Live Creator, the company’s new livestreaming application that helps brands connect with customers on Amazon through livestreams across the Amazon website and app platform.
Amazon has also released a new program in the U.S. known as Transparency, which is an item-level tracing service that helps brand proactively identify and prevent counterfeits from reaching customers. It enables brands to assign an alphanumeric code to each product unit that their brand manufactures and that information is in turn used to authenticate the products. At Amazon fulfillment centers, Amazon looks for and scans these codes to ensure that only authentic products are shipped out to customers.
Amazon Brand Registry 2.0
The original Brand Registry focused on offering brand owners control of the content on their product detail pages and a UPC exemption for their products. With the updates implemented after the initial launch, the Brand Registry 2.0 allows brands to submit infringement claims, report marketplace violations for product review manipulations, report listing issues including incorrect information on detail pages, and escalate previously submitted cases.
It is this latest version of the Registry that gives brands access to proprietary text search, image search, and predictive automation, as well as the ability to quickly search for brand violations. Brands that were initially enrolled with the first rollout of the Brand Registry will not automatically be enrolled in the new Brand Registry. Owners need to provide the brand’s trademark along with its corresponding serial number to Amazon in a new application.
Amazon has created a team of investigators that actively work to respond to and take action on notices of potential infringement. Typically, the team investigates and takes action on more than 95% of all infringement situations within eight hours. Enrolling in the Brand Registry will help you reduce potential intellectual property rights violations and preserve and promote an accurate representation of your brand on Amazon.
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