Selling on Amazon – or anywhere on the internet – leads to potential scammers and counterfeiters selling fake versions of a product. This occurs when somebody ‘copies’ your product or brand in order to fool buyers into thinking that they are buying authentic product.  The selling of counterfeit products damages not just a seller’s business but also Amazon’s reputation.

Created for use by Amazon sellers who have their own brand – i.e. unique products which they manufacture or produce themselves from scratch and / or products which they own the exclusive rights to sell – Amazon Brand Registry helps sellers to protect their brand online.

 

1. Amazon Brand Registry 2.0 Updated

Amazon’s Brand Registry was revamped in 2017 to provide an even more trustworthy and secure service for brand owners.  Since the update, all own brand sellers on Amazon must own a registered trademark in order to join the Registry.

We’ve put together the following pros and cons of Amazon Brand Registry 2.0 to help you decide if it is right for you and your brand.

 

Amazon Brand Registry 2.0 Pros 

  • Protect for your brand. The necessity of having a trademark in order to obtain Amazon Brand Registry offers an extra layer of protection for your brand. Besides, the improvements made to Amazon Brand Registry 2.0 make it much more difficult for others to counterfeit and sell your brand. New scan and search tools make it easier to spot potential counterfeiters and to act swiftly in reporting them to Amazon in order to have the listings removed.
  • Get more customized features. Amazon Brand Registry members can upload custom videos to product pages for increased visibility. And, you can obtain unique Amazon URLs and more easily customizable product details.

 

Amazon Brand Registry 2.0 Cons

  • Time & Cost. Although having a trademark offers more protection, it does involve time and cost – it can sometimes take months for a trademark to be approved.
  • Red tapes. Members who were using the previous version of Amazon Brand Registry will not automatically be upgraded and, therefore, will need to re-enter their branded products onto the new system.

 

2. Why should I register my brand with Amazon Brand Registry?

There are a number of benefits about Amazon Brand Registry; the main ones of which are as follows:

  • Using the Amazon Brand Registry helps to protect your brand from counterfeit sellers.  The Registry allows brand owners to have exclusive ownership of a product’s Buy Box, making it easy to identify counterfeiters and report them to Amazon.
  • Custom with their product listings including with their branded product titles, item details and images.
  • More flexibility with product IDs and can use Amazon’s own IDs.
  • Access to certain kinds of selling which are not allowed by non-members, such as those who manufacture their own products and those who wish to sell branded white label items.
  • Access to an Amazon branded store front whereby a potential buyer who clicks onto a product’s brand name will be directed to a bespoke page for that brand rather than a results page with duplicate, competitor and unrelated listings.
  • Members of Amazon Brand Registry can increase visibility with headline adverts which were previously only available to Amazon’s central sellers.  Headline ads give a product a higher profile placement and help to display that product more prominently.
  • Decrease the chance of your product listings being suppressed as you have already proved your ownership/right to sell the product.

 

3. What is the Eligibility to Using the Amazon Brand Registry?

 Amazon’s eligibility for Amazon Brand Registry differs from country to country – the following is a guide to help you understand the rules for your territory:

 

United States Of America
Trademark provider: United States Patent and Trademark Office (USPTO)
Statutes: The brand trademark must have an approved live registration and must be active within the principal USPTO register
Text content:   Words, including phrases, letters and numbers
Image content: A picture, sketch or illustration featuring text including letters and numbers

 

Canada
Trademark provider: Canadian Intellectual Property Office (CIPO)
Statutes: The brand trademark must be registered with the CIPO
Text content: Words (usually brand name)  letters and numbers
Image content: Original design drawings or graphic images

 

Mexico
Trademark provider: Marcas Instituto Mexicano de Propiedad Industrial (IMPI)
Statutes: An approved  brand trademark must be registered with IMP and must be displayed prominently
Text content: Words and lettering such as a company or brand name
Image content:   Illustrated design, sketch or drawing such as a logo and brand name in words and/or numbers

 

Brazil
Trademark provider: Instituto Nacional da Propriedade Industrial (INPI)
Statutes: An offiicially recognised trademark must be approved and  registered with NPI
Text content: Company or brand name, can include a combination lf alpha numeric content
Image content: Combination of words and drawing/illustrated image

 

United Kingdom
Trademark provider: European Union Intellectual Property Office (EUIPO); UK Intellectual Property Office (UK IPO)
Statutes: An approved trademark must be registered with UK IPO
Text content:   Non-inflammatory alpha-numerical  words or phrases
Image content:   Combination of drawing or illustration and non-inflammatory word content

 

Germany
Trademark provider: European Union Intellectual Property Office (EUIPO); Deutsches Patent und Markenamt (DPMA)
Statutes: A unique trademark must be approved and registered with both EUIPO and DPMA
Text content:   Words or phrasing, can include numbers, letters and symbols
Image content: Illustration or image with words (EUIPO); Image brand such as logo (DPMA)

 

Spain
Trademark provider: European Union Intellectual Property Office (EUIPO)
Statutes: A recognised trademark must be registered with EUIPO Spain
Text content: Approved words, phrases and numbers
Image content: Illustrated drawing, sketch or image with approved words

 

Italy
Trademark provider: European Union Intellectual Property Office (EUIPO)
Statutes: Trademark must be registered with EUIPO
Text-based marks: Words or phrasing consistent with EUIPO’s guidelines
Image content: Copyrighted Illustration or image with words

 

France
Trademark provider: European Union Intellectual Property Office (EUIPO)
Statutes: Trademark must be registered with EUIPO France
Text content:   Words, phrases, numerical content
Image content: Illustrated or graphic image with words

 

Japan
Trademark provider: Japan Patent Office
Statutes: A trademark must be registered with JPO with proof of approval
Text content:  Short words or phrases, can include numbers and Western and Japanese letters
Image content: Combined illustrations, symbols and words

 

India
Trademark provider: Controller General of Patents Designs & Trademarks
Statutes: Approved trademark must be registered and approved by CGPDT
Text content: Approved words, phrases and numerical sequences
Image content: Combined illustration and drawings and words

 

Australia
Trademark provider: IP Australia
Statutes: An approved trademark must be registered with IP Australia
Text content: Words and phrases including a combination of letters and numbers
Image content: Combined imagery and text

 

4. How do I register my brand on Amazon’s Brand Registry? 

Amazon’s Brand Registry process is extremely specific and must be followed closely in order to avoid time-wasting errors.  When completed correctly, the entire process should take around two weeks.  This process is as follows:

 

Preparation

Before beginning the process, to save time, make sure that you have the following to hand:

  • Clear and honest photographs of the product
  • Clear and honest photographs of the product packaging and branding, ensuring that logos etc are visible
  • A link to your online store.
  • The key attribute you will be using (these can be: Catalogue number, Manufacturer number, model number or style number).
  • Your brand name and logo.

 

Tip:  Make sure that all of your online presence reflects the same logo, branding and contact details. Consistency will help to significantly speed up the process.  It’s best to keep your website as simple as possible as this helps Amazon staff to quickly find and verify the information.  Once you have your Amazon Brand Registry account set up, you can always go back and make your website more fancy or professional.

Once you have all of the above ready, it’s time to begin the process of registering with Amazon Brand Registry, or you can learn from the video below.

 

Step 1 – Create your Brand Registry account

Click on to https://brandservices.amazon.com/ and then click onto ‘Get Started’.  You will now be presented with the following page:

register-amazon-brand

Once you have reviewed the guidelines for your territory, sign into your Amazon or seller account as instructed in Step 2, above.

 

Step 2 – Enroll your brand with details

You’ll now be asked to input some information about your brand (remember the info you prepared earlier) and will need to answer the following questions:

brand-eligibility

 

Step 3. Upload Identification information

After clicking ‘Next’, it’s time to upload the photographs that you prepared earlier.

Identification

 

Step 4. Characteristics

Finally, you’ll be asked to submit a little more information about your product and brand as follows:

Characteristics

 

 

Step 5. Submitting your application

Once you’re 100% sure that all of the information you have entered is correct, click on ‘submit application’. Remember, once you have submitted your application, you can’t make any further changes and, so, if you’ve made errors, you may have to begin the whole process again.

Once you have submitted your application, Amazon will verify your trademark information with the relevant trademark provider for your territory.  In order to make the process run more smoothly, you can contact your trademark authority and advise them to expect the communication from Amazon.

Amazon Brand Registry support will then send you an email as follows:

support-email

When Amazon has verified your trademark, you will receive from them a verification code.  Log into your seller or vendor account, click onto ‘view your case log’, input the Case ID from your first email from Amazon Brand Registry support and select ‘Go’.  Now, select ‘View’ or ‘Respond’, hit ‘reply and paste in your verification code and press send.

Your Amazon Brand Registry account will normally be activated within 1-2 business days of your sending through the verification code.  Even though your Amazon Brand Registry account is now active, you may still need to activate your individual products.   You can check this by visiting Reports – Business Reports – Brand Performance.  The ASIN’s listed here will have been actively enrolled in Brand Registry. If you can’t see some or all of your products listed in the Brand Performance you may need to do a partial update using the UPC code, manufacturer part number or catalog number.

 

Step 6. Assigning rights

Once your Amazon Brand Registry account is up and running, you can assign rights to colleagues or other people who may help you to run your business.  Each of these people must create an Amazon Brand Registry account and agree to the terms and conditions before you will be able to assign rights to them.

New user accounts can be created by clicking onto the Get Started link below and entering the your assigned user’s vendor or seller credentials:  Click onto Brand Registry Support, select ‘update your brand profile’ and then ‘update role for user account’. Complete the form as follows:

seller credentials

Now that you have your Amazon Brand Registry account set up and you’ve assigned your team, you can enjoy all of the benefits of being a member – including helping to drive product counterfeiters away from Amazon’s pages.

 

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