Amazon Brand Registry : A Step-by-Step Guide, Benefit, Requirement

Amazon Brand Registry is a program offered by Amazon India that allows brand owners to register their brands on the platform and gain access to a range of tools and features that help protect and promote their brand.

By registering their brand, sellers gain access to advanced features, such as enhanced product detail pages, more control over their brand’s listing, and increased visibility to potential customers. This program is designed to help brand owners protect their intellectual property, secure their brand’s identity, and increase sales on the Amazon marketplace.

Overall, Amazon Brand Registry is an essential tool for brand owners looking to protect their intellectual property and promote their brand on the Amazon marketplace.

Checkout YouTube Video on How to apply for Amazon Brand Registry

Benefits of registering your brand on Amazon

There are several benefits of registering your brand on Amazon through the Amazon Brand Registry program. Some of these benefits include:

1. Protecting your intellectual property: By registering your brand, you can ensure that your trademark and other intellectual property are protected on the Amazon marketplace. This helps to prevent counterfeiters and other unauthorized sellers from using your brand name and logo without your permission.
2. Increased control over your brand’s listings: As a registered brand owner, you have more control over your brand’s listings on Amazon. This includes the ability to make changes to product titles, images, and descriptions, as well as the ability to report and remove listings that infringe on your intellectual property rights.
3. Increased visibility: Enhanced Brand Content allows you to create a custom, engaging product detail pages that can help increase your product visibility, and also increase the likelihood of conversion.
4. Amazon Project Zero: It uses advanced technology, such as machine learning, to proactively identify and remove counterfeit products from the marketplace. As a registered brand, you also have the ability to report counterfeit products to Amazon for removal.
5. Increased sales: By protecting your intellectual property and increasing your brand’s visibility on Amazon, you may also see an increase in sales.

Overall, registering your brand on Amazon through the Amazon Brand Registry program can help you protect your intellectual property, increase your control over your brand’s listings, and increase your visibility and sales on the platform.

Eligibility for Amazon Brand Registry

A. Trademark registration in India

To be eligible for Amazon Brand Registry, brand owners must have a valid trademark registration in India. This means that the brand name and logo must be registered with the Indian Trade Marks Office (TMO) under the Trade Marks Act, 1999.

The registration process begins with a trademark search to ensure that the mark is available for use and registration. If the mark is available, the applicant can file an application with the TMO. The application will be examined by a trademark examiner to ensure that it meets the requirements of the Trade Marks Act and the Trade Marks Rules. If the mark is accepted, it will be published in the Trade Marks Journal. This gives an opportunity for any person to file an opposition to the registration within four months from the date of publication. If there is no opposition or if the opposition is unsuccessful, the mark will be registered and a registration certificate will be issued to the applicant.

It’s important to note that, the trademark registration process can take several months and it is important for the brand owner to be patient during the process. Additionally, it is important to note that the trademark registration must be valid and in force at the time of application to Amazon Brand Registry and must match the brand name and logo used on the products being sold on Amazon.

In summary, to be eligible for Amazon Brand Registry, brand owners must have a valid trademark registration in India. This means that the brand name and logo must be registered with the Indian Trade Marks Office under the Trade Marks Act, 1999. It is a mandatory requirement and the registration process can take several months.

B. Brand ownership verification

Brand ownership verification is a process that Amazon uses to confirm that the person or company applying for Amazon Brand Registry is the legitimate owner of the brand. This process helps to protect the integrity of the program and ensure that only authorized brand owners have access to the advanced features and tools provided by the registry.

The verification process typically involves Amazon sending an email to the brand owner with a unique code, which the brand owner then uses to confirm their ownership of the brand. This email is sent to the email address associated with the brand’s trademark registration or to an email address provided by the brand owner during the registration process.

The brand owner must then provide Amazon with proof of ownership of the brand, typically in the form of a trademark registration certificate or a letter of authorization from the registered trademark owner. It’s important to note that the document provided must match the brand name and logo used on the products being sold on Amazon

In some cases, Amazon may also ask for additional documentation, such as a letter of authorization from the brand owner, a copy of the brand owner’s business registration, or other proof of ownership.

Overall, brand ownership verification is an important step in the Amazon Brand Registry process. It helps to ensure that only legitimate brand owners have access to the advanced features and tools provided by the registry, and helps to protect the integrity of the program.

C. Product authenticity verification

Product authenticity verification is a process that Amazon uses to confirm that the products being sold under a registered brand on the platform are authentic and legitimate. This process helps to protect both the brand owner and the customer by ensuring that only authentic products are sold on the marketplace.

The product authenticity verification process typically involves Amazon reviewing the product and its packaging to ensure that it meets the brand owner’s standards and guidelines. This includes checking for things like proper labeling, packaging, and branding. Additionally, Amazon may also check the product’s manufacturing and distribution channels to ensure that they are legitimate and authorized by the brand owner.

Amazon may also ask for additional documentation such as invoices, purchase orders, or other proof of authenticity to verify the product authenticity.

It’s important to note that the brand owner is responsible for the authenticity of the products being sold under their brand on Amazon and must take appropriate measures to ensure that the products being sold are authentic.

In summary, product authenticity verification is a process that Amazon uses to confirm that the products being sold under a registered brand on the platform are authentic and legitimate. This process helps to protect both the brand owner and the customer by ensuring that only authentic products are sold on the marketplace. It’s important for brand owners to ensure that the products being sold are authentic to avoid any issues with Amazon Brand Registry and to maintain the integrity of the program.

How to Register Your Brand on Amazon

Here is a step-by-step guide to registering your brand on Amazon through the Amazon Brand Registry program:

1. Gather required documentation:

Before you begin the registration process, you will need to gather the required documentation, including a valid trademark registration in India, proof of brand ownership, and proof of product authenticity.

2. Go to the Amazon Brand Registry page:

Visit the Amazon Brand Registry website and click on the “Brand Registry” button under Sing In

3. Sign in to your Amazon account:

If you are not already signed in to your Amazon account, you will be prompted to do so.

4. Click on “Enroll a new brand”

In this step your have to find “Your Brand” window on left side and under this window your have to click on “Enroll a new brand”

5. Click on “Enroll your brand”

Under enroll a brand window your have to select first option of “I have pending or register trademark” and click on “Enroll your brand”

6. Fill-Up Brand Information

In this step your have to give your Brand Name, Trademark Registration Number, Trademark Type, Brand Logo and Product & packaging photo with brand name and brand logo. All this detail you have enter exactly match with your trademark application and trademark certificate.

7. Fill-Up Selling Account Information

In this step you have to give your amazon account information like your are seller or vendor, your product category, your current amazon product ASIN and if you have your brand website or ecommerce store, you can give it but it’s option so, if you not have leave it blank.

8. Fill-Up Manufacturing & Distribution Information

In this step, if your sell your brand product to distributor then you can select “YES” and which country you distributor your product. In last if you give other to use your trademark then your select “YES” and SUBMIT.

9. Brand ownership verification(IMPORTANT STEP)

In your final step, amazon create new case and send you email on amazon register mail id with subject of “Brand Registry Request with {Your Brand Name}”, in this case amazon ask you to send verification code to amazon in same case id within 30 days.

The verification process typically involves Amazon sending an email to the brand owner with a unique code, which the brand owner then uses to confirm their ownership of the brand. This email is unique verification code sent to the email address associated with the brand’s trademark registration or to an email address provided by the brand owner during the registration process.

In some cases, Amazon may also ask for additional documentation, such as a letter of authorization from the brand owner, a copy of the brand owner’s business registration, or other proof of ownership.

Advanced Features of Amazon Brand Registry

Amazon Project Zero

Amazon Project Zero is an advanced feature of the Amazon Brand Registry program that helps brand owners combat counterfeits of their products on the marketplace. Some of the key features of Amazon Project Zero include:

1. Automated protections: Amazon Project Zero uses advanced technology, such as machine learning algorithms, to automatically detect and remove suspected counterfeit listings from the marketplace.
2. Self-service counterfeit removal: Brand owners can use the self-service counterfeit removal tool to quickly and easily remove suspected counterfeit listings from the marketplace.
3. Product serialization: Amazon Project Zero offers product serialization, a service that allows brand owners to apply unique, identifying codes to their products. These codes can then be used to verify the authenticity of the product.
4. Brand registry: Amazon Project Zero is only available to brand owners who are enrolled in the Amazon Brand Registry program.
5. Brand protection: With Amazon Project Zero, brand owners can take action to protect their brand reputation, customer trust, and sales by removing counterfeit products from the marketplace.

It’s important to note that while Amazon Project Zero is a powerful tool for combating counterfeits, it is not a substitute for a brand owner’s own anti-counterfeiting measures. Brand owners should also continue to monitor their listings, take action against suspected infringements, and take advantage of other legal remedies available to them.

In summary, Amazon Project Zero is an advanced feature of the Amazon Brand Registry program that helps brand owners combat counterfeits of their products on the marketplace. Some of the key features include automated protections, self-service counterfeit removal, product serialization, brand registry, and brand protection. Brand owners should use these tools in conjunction with their own anti-counterfeiting measures to protect their brand reputation and customer trust.

Enhanced Brand Content(A+ Listing)

Enhanced Brand Content (EBC) is an advanced feature of the Amazon Brand Registry program that allows brand owners to create custom, engaging product detail pages that can help increase visibility and conversion rates. Some of the key features of EBC include:

1. Customizable templates: EBC offers customizable templates that brand owners can use to create a unique, branded product detail page.
2. Additional product information: EBC allows brand owners to add additional product information such as images, videos, and text to their product detail pages.
3. Increased visibility: EBC can help increase the visibility of a brand’s products by making them stand out from the competition on the Amazon marketplace.
4. Increased conversion rates: EBC can help increase conversion rates by providing customers with more detailed and engaging product information.
5. Access to analytics: Brand owners can access analytics to track the performance of their EBC pages, such as views, clicks, and conversions.
6. Brand registry: EBC is only available to brand owners who are enrolled in the Amazon Brand Registry program.

It’s important to note that while EBC can be a powerful tool for increasing the visibility and conversion rates of a brand’s products on Amazon, it is not a substitute for other marketing and advertising strategies. Brand owners should also continue to promote their products through other channels, such as social media and email marketing.

In summary, Enhanced Brand Content (EBC) is an advanced feature of the Amazon Brand Registry program that allows brand owners to create custom, engaging product detail pages that can help increase visibility and conversion rates. Some of the key features include customizable templates, additional product information, increased visibility, increased conversion rates, access to analytics and Brand registry. Brand owners should use EBC in conjunction with other marketing and advertising strategies to promote their products on Amazon.

Amazon Brand Store

Amazon Brand Store is an advanced feature of the Amazon Brand Registry program that allows brand owners to create a custom, branded storefront on the Amazon marketplace. Some of the key features of Amazon Brand Store include:

1. Customizable layout: Brand owners can customize the layout and design of their Amazon Brand Store to create a unique, branded experience for customers.
2. Product curation: Brand owners can curate the products that are featured in their Amazon Brand Store, selecting the items that best represent their brand and align with their marketing and sales strategies.
3. Increased visibility: Amazon Brand Store can help increase the visibility of a brand’s products by making them more prominent on the Amazon marketplace.
4. Improved customer experience: Amazon Brand Store can provide customers with a more personalized and engaging shopping experience, helping to increase brand loyalty and repeat sales.
5. Brand registry: Amazon Brand Store is only available to brand owners who are enrolled in the Amazon Brand Registry program.
6. Analytics and reporting: Brand owners can access analytics and reporting on their Amazon Brand Store to track performance, measure customer engagement and make data-driven decisions.

It’s important to note that while Amazon Brand Store can be a powerful tool for increasing visibility and improving the customer experience on the Amazon marketplace, it is not a substitute for other marketing and advertising strategies. Brand owners should also continue to promote their products through other channels, such as social media and email marketing.

In summary, Amazon Brand Store is an advanced feature of the Amazon Brand Registry program that allows brand owners to create a custom, branded storefront on the Amazon marketplace. Some of the key features include customizable layout, product curation, increased visibility, improved customer experience, brand registry, analytics and reporting. Brand owners can use this feature in conjunction with other marketing and advertising strategies to promote their products and increase visibility on the Amazon marketplace.

Add Video to Your Product Listing

Adding video to your product listing is an advanced feature of the Amazon Brand Registry program that allows brand owners to enhance their product listings with engaging video content. Some of the key features of adding video to your product listing include:

1. Increased engagement: Videos can help increase engagement with customers by providing them with a more detailed and engaging product experience.
2. Increased conversion rates: Videos can help increase conversion rates by providing customers with a better understanding of the product and its features.
3. Improved product visibility: Videos can help improve the visibility of your products by making them stand out on the Amazon marketplace.
4. Showcasing product features: Videos can be used to showcase product features and benefits, providing customers with more information about the product and helping them make informed purchasing decisions.
5. Brand registry: Adding video to your product listing is available to brand owners who are enrolled in the Amazon Brand Registry program.
6. Technical requirements: Brand owners will need to ensure that their videos meet Amazon’s technical requirements for video uploads.

It’s important to note that while adding video to your product listing can be a powerful tool for increasing engagement and conversion rates, it is not a substitute for other marketing and advertising strategies. Brand owners should also continue to promote their products through other channels, such as social media and email marketing.

In summary, adding video to your product listing is an advanced feature of the Amazon Brand Registry program that allows brand owners to enhance their product listings with engaging video content. Some of the key features include increased engagement, increased conversion rates, improved product visibility, showcasing product features, brand registry, and technical requirements. Brand owners can use this feature in conjunction with other marketing and advertising strategies to promote their products and increase visibility on the Amazon marketplace.

Run Sponsored Brands Ads

Sponsored Brands, also known as Headline Search Ads, is a feature available to brand owners who are enrolled in Amazon Brand Registry. This feature allows brand owners to promote their products by displaying their logo, brand name, and up to three products in a sponsored ad at the top of search results when customers search for keywords related to their brand.

By using Sponsored Brands, brand owners can increase visibility and drive more traffic to their product listings. The ads are created and managed through Amazon Advertising, which allows brand owners to set a budget, targeting options, and ad scheduling.

The benefits of Sponsored Brands include:

• Increased brand awareness: The logo, brand name, and product listings in the ad help to increase brand awareness among customers
• Higher click-through rates: Sponsored Brands ads are placed at the top of search results, making them more likely to be seen and clicked on by customers
• Increased sales: By driving more traffic to product listings, Sponsored Brands can help to increase sales for brand owners

Additionally, Sponsored Brands also allows brands to have more control over the brand messaging, product selection and targeting of the ads.

It is worth noting that, to use Sponsored Brands, the brand owner should have an active Amazon Advertising account and an active campaign to run the ads. The brand owner should also be able to meet Amazon’s advertising policies and guidelines.

Conclusion

In summary, the Amazon Brand Registry program offers a range of advanced features that can help brand owners protect their intellectual property and increase their visibility and sales on the Amazon marketplace. It’s a valuable tool for brand owners who want to improve their presence on the platform and reach a wider audience.

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