While there is no one-size-fits-all method of building a strong brand and protecting it, selling on Amazon offers brand owners a number of robust programs and services combined in the Amazon Brand Registry program.
So why is participating in the Brand Registry program so important to a successful business on Amazon, and how do you register your brand on the Amazon Brand Registry?
What is Amazon Brand Registry?
The Amazon Brand Registry program is Amazon’s official program in which approved brand owners (or their registered agents) register with Amazon as trademarked brands.
The program opens up a privileged level of Amazon services (protection and benefits) not available to unregistered brands or resellers. Membership in the Amazon Brand Registry does not imply any additional fees for the service. However, some related services, such as the Transparency program, do charge a fee.
The Amazon Brand Registry has undergone several changes since its launch in 2015. While retaining its primary focus on brand protection, the program has expanded its functionality, offering tools to strengthen your brand identity and provide a gold standard of customer service.
According to the Amazon Brand Protection Report, more than 500,000 brands worldwide have registered with the Brand Registry.
Do I need to get a trademark to participate in the Amazon Brand Registry program?
To participate in the Brand Registry program, you must have a registered trademark for your product. For example, you must register your trademark with the United States Patent and Trademark Office (USPTO).
How do I get a trademark?
To get started, you will need to follow these steps:
- Once you come up with a name and/or logo, make sure they are unique and that there are no other registered trademarks with the same name. Check this on the USPTO website by conducting a thorough search through their official database.
- Apply for entry into a specific class of your trademark. That is, at this point, you need to select a product category on Amazon, and this will determine what type of merchandise will be under your trademark. The cost of the brand will depend on its class.
- Hire a licensed trademark attorney to file a trademark application. You can find lawyers offering this service in your area or online.
Tip: You can file a trademark application yourself without hiring a lawyer – it will save you some money.
How long does it take to register a trademark?
Typically, you will have to wait at least a year before you get a response from the USPTO.
But fortunately, you don’t have to wait a year to get your brand approved by Amazon.
Amazon offers a service called the IP Accelerator, which connects Amazon business owners with curated intellectual property (IP) attorneys who can help them through the trademark process.
If you work with an IP specialist chosen by Amazon, Amazon will approve your product for inclusion in the Brand Registry before your trademark application is accepted.
How long does it take to be approved by the Amazon Brand Registry?
Assuming you already have a trademark or have applied under the IP Accelerator program, the entire approval process will take about two weeks. Just make sure that you have submitted all the necessary paperwork to Amazon the first time.
Also, be sure to review all the requirements for “applicants,” and note that your brand must have an active registered trademark in the country in which you want to sell.
Applying for the Amazon Brand Registry in 3 easy steps
1. Create a Brand Registry account
Once you have created an active seller account with Amazon Seller Central, go to the official Brand Registry portal to register. You will be able to register your brand once you have completed the Brand registry account verification.
2. Register your brand
Fill in the field with detailed product information such as country of origin, manufacturing information, GTIN, UPC, or EAN, and click Submit application.
Since Amazon acronyms can be confusing, we’ve put together some quick definitions for you:
- GTIN – Global Trade Item Number: a unique identifier for trade items developed by GS1.
- GS1 – Global Standards 1: an international standards organization that defines trade items as products or services that are priced, ordered, or billed at any point in the supply chain.
- EAN – 13-digit European article number.
- UPC – 12-digit universal product code.
Qualifications for joining the Brand Registry
- A valid registered trademark or trademark application number in each country where you want to register.
Please note: Each Amazon marketplace has different eligibility requirements in a particular country. For example, if you want to sell your product on Amazon.co.uk (UK), you need to apply for a registered trademark in the UK.
- Brand logo and images for products or packaging depending on the country of the Amazon shopping site you intend to shop in: USA, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, UK, European Union and/or United Arab Emirates, or other countries from the list below.
- Brand logo and images for products or packaging
- List of product categories in which the brand should be indicated
3. Amazon verification
It usually takes Amazon 2 to 10 days to verify all the information and activate the trademark registry account. Amazon sends a special code to the registered trademark office, which is then forwarded to the online seller. After filling out the code, you will receive your activated Brand Registry account within 1-2 business days.
How will I know if my brand has been verified?
- A unique identifier appears on your product.
- You get access to A+ Content.
- Log into your Amazon Brand Registry account to see the status of your application.
6 advantages of selling through Amazon Brand Registry
Many of the benefits and features of the Brand Registry are right on your Amazon Seller Central dashboard.
After signing up for Brand Registry, you can click the Brands tab on the main Seller Central navigation dashboard and access various views such as:
- Brand analytics
- Experiment Management
- Brand dashboard
- Customer testimonials
- Clients engagement
- Virtual packages
- Referral bonus from the brand
On the brand dashboard, you can view information about the brand’s health and benefits.
Protect your brand
If you’ve taken the time to apply for and pay for a registered trademark, the last thing you want is for someone to ruin your brand. Fortunately, the Brand Registry can help.
You can protect your intellectual property and content on Amazon, and a dedicated in-house team will be there to help you:
- Report any marketplace violations, including manipulation of product reviews and “doesn’t fit the description” customer complaints.
- Filing or withdrawing claims of intellectual property infringement.
Report any technical problems with the loading of your product listing page or the operation of the Seller Central home page. - Escalate previously filed claims.
- Report any problems with your listing, including incorrect products and variety of information, and blocked listings.
- You will be able to keep track of any ongoing cases related to any of the above items and escalate them if necessary.
Final thoughts
Amazon favors brand owners over resellers because it fights counterfeiters and other unscrupulous players that reduce market integrity.
So if you’re a brand owner with a trademark, it’s best to apply for Amazon Brand Registry with its many benefits of Amazon brand protection, marketing, and analytics.
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