Amazon Brand Registry: The Complete Guide 2019 [INFOGRAPHIC]

The most indepth & easy guide for Amazon Sellers to Amazon Brand Registry. What it is, what it costs, what the benefits are & how to sign up.

Amazon Brand Registry: The Complete Guide 2019 [INFOGRAPHIC]

 

  • What is Amazon Brand Registry?  Amazon Brand Registry is Amazons’ program for trademarked manufacturers & brands selling on Amazon through Amazon Seller Central or Amazon Vendor Central, allowing them to have greater control over and greater protection over their brands on Amazon.
  • Brand registry on Amazon protects brands intellectual property.  Benefits of Amazon Brand Registry include greater protection & identification of counterfeit sellers, access to powerful selling competitive advantages such as Enhanced Brand Content, Storefronts, placing videos on product listings, the Amazon Early Reviewer Program & much more.
  • You will learn everything you need to know to 1) Significantly increase sales on Amazon through brand registry on Amazon 2) Protect your brand on Amazon through Amazon Brand Registry and 3) Cost-effectively, quickly & easily register your brand on Amazon.

 

You’ve worked hard to build your brand.

Now, you don’t want others to cost you sales by hijacking your product listings, tarnishing your brand equity by selling knock-offs and you want the same tools to sell more product & get reviews on Amazon easily as your competitors have.

By giving this a read, you’ll have a guide that you can use to drive sales by getting access to incredibly powerful selling tools only available to Amazon Brand Registered brands and learn tips & tricks that make it easy to sign up and save some money along the way.

THIS is the complete guide to Amazon Brand Registry for Amazon Seller Central Sellers, Amazon B2B Sellers and Amazon Vendor Central Sellers that will cover:

 

 


What is Amazon Brand Registry - Amazon Brand Registry The Complete Guide - The Source Approach - Amazon Brand Registry is Amazons' registry for trademarked brands selling on Amazon through Amazon Seller Central.

 

What is Amazon Brand Registry:

 

What is Amazon Brand Registry?  Amazon Brand Registry is Amazons’ program for trademarked manufacturers & brands selling on Amazon through Amazon Seller Central allowing them to have greater control over and greater protection over their brands on Amazon.  Brand registry on Amazon protects brands intellectual property.  Benefits of Amazon Brand Registry include greater protection & identification of counterfeit sellers, access to powerful selling competitive advantages such as Enhanced Brand Content, placing videos on product listings, the Amazon Early Reviewer Program & much more.

 

Brand registry on Amazon is an enormous thing if you have a brand and are selling on Amazon Seller Central and have ever had these concerns:

 

  • “I wish I had greater control over other sellers selling my brand on Amazon.”
  • “I wish I could Improve my brands’ visibility in Amazons product searches.”
  • “I wish I could identify counterfeiters easier.”
  • “I wish I could prevent others from changing content on my listings.”
  • “I wish I could add additional imagery & video to my listings to help me sell more.”
  • “I wish I could get my first batch of reviews quicker & easier.”

 

Does this sound like you?

If so, good news!  Amazon has a lot of powerful tools to help you.

 


Benefits of Amazon Brand Registry - Amazon Brand Registry The Complete Guide - The Source Approach

 

The Benefits of Amazon Brand Registry & How To Get The Most Value Out of Each Benefit:

 

In my experience as both a seller myself and an Amazon Consultant, the main benefits of Amazon Brand Registry add significant value in 3 ways:

 

  1. Amazon Brand Registry significantly increases your sales conversions
  2. Amazon Brand Registry helps your products show up on the first page of Amazon product searches  (Amazon SEO)
  3. Amazon Brand Registry helps protect your brand from knock-offs

 

Breaking this down, the comprehensive list of Amazon Brand Registry benefits looks like this:

 

SALES & SUPPORT BENEFITS OF AMAZON BRAND REGISTRY:

  • Enhanced Brand Content
  • Video on Product Listings
  • An Amazon Storefront
  • Amazon Early Reviewer Program
  • Prevent Others From Changing Content On Your Listings
  • Reports To Easily Identify Unauthorized Sellers & Listing Hijackers
  • A Dedicated Amazon Brand Registry Seller Support Team
    • Superior Customer Service & Technical Support Allowing You To Easily:
      • Submit intellectual property infringement claims
      • Report marketplace violations
      • Report review manipulations
      • Report “not as described” violations
      • Fix listing issues such as detail pages, content, titles & imagery
      • & more

 

Amazon Brand Registry Significantly Increases Sales Conversions:

Have you ever been looking at a product on Amazon and noticed really amazing content in the product description area where your listing just has text, like this?

 

Enhanced Branded Content - Amazon Brand Registry The Complete Guide - The Source Approach - Amazon Consultant and eCommerce Consultant

 

That’s called Enhanced Brand Content.

 

AMAZON ENHANCED BRAND CONTENT BEST PRACTICES:


  • Template #2 tends to convert the best
  • Highlight key benefits
  • Answer FAQ
  • Focus on how to use properly
  • Objection handle

 

What about noticing some products have videos on their listings and some don’t, like this?

 

Video - Amazon Brand Registry The Complete Guide - The Source Approach - Amazon Consultant and eCommerce Consultant

 

That’s called Product Listing Videos.

 

AMAZON PRODUCT LISTING VIDEO BEST PRACTICES:


  • Explainer style videos work best
  • 1 minute or under in length
  • You cannot reference your website or anything off Amazon
  • You cannot reference price

 

Do you see the power in that?

These 2 competitive advantages offered by Amazon Brand Registry are ENORMOUS competitive advantages in Amazon Product Listing Optimization and drive conversions through the roof.

But that’s only part of the story.

I’m sure you know how difficult it is to get Amazon reviews.

Well, you’re in luck because by using brand registry on Amazon, your brand gets to use the Amazon Early Reviewer Program.

This impactful program offers quite a bit of Amazon Seller Help by making it easy for you to get your first 5 reviews on a new product that you list on Amazon.

Amazon FBA Sellers, Amazon Merchant Fulfiled Sellers and Seller Fulfilled Prime Sellers with Amazon Seller Central accounts, listen up because this one is for you:

 

HOW THE AMAZON EARLY REVIEWER PROGRAM WORKS:

  1. You pay Amazon Seller Central $60.00 per ASIN.
  2. Amazon will email your customers every time they place an order asking them for a review.
  3. Amazon will incentivize them to leave a review by offering them a $3 Amazon gift card.
  4. Amazon continues this process until you get 5 reviews.

 

The best part?  That gift card isn’t coming out of your pocket, it’s coming out of Amazons.

So, how do YOU get the most out of the Amazon Early Reviewer Program?

 

AMAZON EARLY REVIEWER BEST PRACTICES:


  • Enroll in it, it’s a no brainer.

 

How does this help your conversions?

Whether you are a new Amazon Seller or a veteran, you likely know that by getting more Amazon reviews you increase sales on Amazon significantly.

A steady influx of Amazon reviews also increases your Amazon BSR (What is Amazon Sales Rank?)

Even better, you now have access to create an Amazon Storefront.

 

Amazon Storefront - Amazon Brand Registry The Complete Guide - The Source Approach - Amazon Consultant and eCommerce Consultant

 

Amazon storefronts, only available through Amazon Brand Registry, allows you to have mini-brand websites right on Amazon, allowing you to focus on driving targeted, no distraction sales for:

  • Entire Catalogs
  • Campaigns
  • Collections
  • & more

Not only do these help improve conversions, but they boost brand credibility as well.  Very powerful stuff.

 

AMAZON STOREFRONT BEST PRACTICES:


  • Focus on your Unique Value Proposition
  • Structure for targeted campaigns
  • Leverage your strengths & mitigate your weaknesses

 

That being said, you’ve earned a bonus!

 

BONUS BENEFIT:

If you’re looking for How To Reduce Your ACoS on Amazon, all of the above does just that!

 

Amazon Brand Registry Helps Your Products Show Up On The First Page of Amazon Product Searches:

 

I’m sure you’ve noticed that besides lots of Amazon reviews, the product listings at the top of the first page of Amazon product listing searches have:

 

  • Enhanced Brand Content
  • Amazon Product Listing Video
  • An Amazon Storefront

 

Well, as an Amazon SEO Consultant, intimately familiar with Amazons’ a9 algorithm (you can be too: Amazon SEO EVERYTHING You Need To Know); there is a direct correlation between a listing that sells effectively and showing up on the first page in Amazon product search results.

So, improved sales = improved Amazon SEO and more reviews = improved Amazon SEO.

But that’s only part of the story.

 

Amazon Consultant - 10 Years Experience - Top Rated - The Source Approach

 

Using Enhanced Brand Content gives you the opportunity to include a ton more keywords than you normally would be able to.

Just like traditional eCommerce SEO, when you upload images to Amazon Enhanced Brand Content, you get to use Alt Text!

 

Enhanced Brand Content Keywords - Amazon Brand Registry The Complete Guide - The Source Approach - Amazon Consultant and eCommerce Consultant

 

Think about it, each image you include in an Enhanced Brand Content template gives you more opportunity to show up in Amazon Product Searches for profitable searches.

 

AMAZON IMAGE KEYWORDS BEST PRACTICES:


  • Describe the image while also using keywords you are attempting to target
  • NOTE:  Keywords only need to appear on the front end or back end of a listing ONCE
  • There is no benefit to “keyword stuffing” on Amazon (or anywhere in my opinion), so use keywords you haven’t used elsewhere.

 

Now, as you know, the more popular you are, the more likely you are to get unauthorized sellers, listing hijackers and knock-offs.

So what can you do about them?

 

Amazon Brand Registry Helps Protect Your Brand From Knock-Offs:

 

To help you fight the good fight against knock-offs, Amazon has launched the Amazon Transparency Program.

This program is designed to help both the brand AND the customer to identify counterfeit goods.

 

HOW AMAZON TRANSPARENCY WORKS FOR BRANDS:


  1. Brand enrolls in Amazon Brand Registry
  2. Brand enrolls products in Transparency
  3. Manufacturer / Supplier adds Transparency codes directly to each unit produced
  4. Amazon Fulfillment Centers scan each product to make sure only authentic products are shipped to customers

HOW AMAZON TRANSPARENCY WORKS FOR CUSTOMERS:


  1. The customer downloads the Amazon Transparency app
  2. The customer buys a product from ANYWHERE, not just Amazon
  3. The customer scans the product for the authenticity Transparency code to ensure the product is authentic
  4. The transparency app shows rich, unit specific information to the customer

 

Now, should you come across a violator, how do you report them?

 

HOW TO REPORT INFRINGEMENT VIOLATORS ON AMAZON:


  1. From Brand Registry select: Report an Infringement
  2. Choose:  Report a Violation Tool
  3. Search for the infringing listing and Amazon seller- You are able to search by: keyword, image, or ASIN
  4. Report them.- Patent & Copyright infringements are reported through the Report Infringement Form

 

Fair enough, seems like an obvious choice.  So how do you sign up?

 


How To Register Your Brand on Amazon Brand Registry - Amazon Brand Registry The Complete Guide - The Source Approach

How To Register Your Brand on Amazon Brand Registry and What You’ll Need:

 

Getting started with Amazon Brand Registry is simple.

Here is what you will need:

 

WHAT YOU NEED TO REGISTER YOUR BRAND ON AMAZON BRAND REGISTRY:


  • An active registered Trademark.
    • What kind of Trademark do I need to register my brand on Amazon?
      • Text-based Wordmark or Image-based Mark with words, letters, or numbers
  • The ability to verify yourself as the rights owner or the authorized agent for the trademark.
    • What does the ability to verify myself as a rights owner or authorized agent for the trademark mean?:

      • Provide links to the Manufacturer or Brand website showing the information you are registering.
      • Provide images of the product in hand showing the information you are registering.
  • An active Amazon Account.
    • Seller Central
    • Vendor Central

 

What is Amazon Brand Registry?  Amazon Brand Registry is Amazons' program for trademarked manufacturers & brands selling on Amazon through Amazon Seller Central allowing them to have greater control over and greater protection over their brands on Amazon.  Brand registry on Amazon protects brands intellectual property.  Benefits of Amazon Brand Registry include greater protection & identification of counterfeit and unauthorized sellers, access to powerful selling competitive advantages such as Enhanced Brand Content, placing videos on product listings, the Amazon Early Reviewer Program & much more.

 

Great, so How Do I Register My Brand on Amazon Brand Registry:

 

Do I Need To Enroll For Each Marketplace?  (US, MX, CN, UK, etc.)

  • Yes

 

 

Amazon Consulting - The Source Approach

 

As it turns out, there are some odds and ends to iron out in the FAQ.

 

Amazon Brand Registry Frequently Asked Question - Amazon Brand Registry The Complete Guide - The Source Approach

Amazon Brand Registry Frequently Asked Questions:

By now, I’m sure every decision makers’ head is spinning with some questions.  Not to leave you hanging, let’s go through them:

 

What Does it Cost To Enroll My Brand in Amazon Brand Registry?

  • It’s free

Can an Agent / Marketing Company / Consultant / etc. Enroll in Amazon Brand Registry For My Company?

  • No, the brand owner will need to agree to and accept the terms.
  • You can add an agent thereafter upon enrollment.

 

Can Private Label Sellers Enroll in Amazon Brand Registry?

  • Yep

 

How Long Does It Take To Get Approved in Amazon Brand Registry?

  • This is all over the map.  I’ve seen 24 hours to a few weeks.

Does Amazon Brand Registry Help Me Prevent Unauthorized Sellers?

  • No, you still need to police this manually.
    • Transparency from Amazon Brand Registry was designed to help you fight knock-offs and can help you find those.
    • You will need to identify & enforce unauthorized sellers of genuine products.

 

Does Amazon Brand Registry Help Me Enforce My MAP Policy?

  • No, you still need to police this manually.

 

How Can I Tell if a Competitor is Enrolled in Amazon Brand Registry?

  • Amazon does not have a customer facing (Amazon Seller facing) tool to identify Brand Registered products.
    • You can still identify these if they have Enhanced Branded Content or Amazon Product Listing Video or a Storefront
      • These are the benefits of Amazon Vendor Central as well.

Is it Worth Enrolling My Brand in Amazon Brand Registry?

  • Yes, 100%

 

If you need help with anything you’ve read here, I’m happy to make things quicker & easier for you.

Having great products and not selling is agonizing.  Dominating competitors and selling through inventory is intensely gratifying.

I’m a top-rated Amazon Consultant & eCommerce Consultant with 10+ years of experience that can help you level up on Amazon in a hurry.

AMAZON BRAND REGISTRY INFOGRAPHIC – Amazon Brand Registry: The Complete Guide

Amazon Brand Registry: The Complete Guide - INFOGRAPHIC

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