What is Amazon Brand Registry?
Amazon Brand Registry provides a brand with tools that enable you to represent the brand, find and report violations and share information that can help you proactively prevent infringement. Brand Registry also helps protect intellectual property, create an accurate and trusted experience for Amazon customers.
Amazon Brand Registry is a suite of tools designed to assist brands with protecting their intellectual property and product content on Amazon. The program’s most significant benefit for a brand is the direct control of their detail pages. Additionally, it gives registered Amazon sellers access to many optimization tools.
What Features does it Unlock?
Ability to “lock” the content on the product detail pages from unauthorized changes – It gives you complete control over your listing content and allows you to choose product titles, descriptions, bullet points, and images. According to Amazon, they “take considerations from multiple contributors” for product listing content. For brands that do not have Brand Registry, it can be challenging to prove that their content is the one that should be displayed.
Access to A+ Content (Formerly Enhanced Brand Content) – A+ Content is one of the optimal ways to highlight your brand on the Amazon product detail pages. An additional benefit of A+ is Brand Story. Share your Brand story across all the products in your Brand (content displays in a new section above the A+). It gives your listing a professional look.
Amazon Brand Stores – One of the most significant benefits of Brand Registry is the Amazon Brand Store under the Amazon Advertising platform. Amazon seller storefront is a mini-me version of your website where you can highlight your product catalog in an organized manner.
Videos – The Brand registry allows you to add videos to your Amazon listing, right under the images. Videos provide a huge boost to your conversion rate, as they allow you to really show your product in action.
Access to Sponsored Brands Ads – Sponsored Brand ads stretch across the tops of the detail page, making them more visible than any other type of ads.
Access to Sponsored Display ads – With Sponsored Display Ads, you can lure customers direct from your competitors’ detail pages. Sound tempting, huh?
‘Build Your Brand’ Tool – Brand Registry also opens up specific analytic pages called Build Your Brand through Seller Central.
Seller Central provides tools designed for Brand Registry owners to achieve their brand-building objectives at a glance:
- Potential pricing competitiveness.
- Prime eligibility.
- In-stock rate.
- Which listings need A+ content.
- Listings missing detail page items.
- Listings with less than five reviews.
- Any negative reviews on your brand.
Brand Analytics – The Brand Analytics tool gives sellers insight into search terms or specific products.
Project Zero – Project Zero harnesses the power of Amazon technology combined with brand insights to detect and remove counterfeits. Enrolling in Project Zero is free. In return, you gain access to automated protections and self-service counterfeit removal tool.
Transparency – If brand experiences consistent counterfeit issues, then they should consider the transparency program. Transparency protects the brand and customers by ensuring every unit shipped is authentic. Transparency utilizes secure, unique coding that identifies individual units, stops counterfeits from reaching customers, improves customer engagement, and provides a brand valuable insights to optimize their supply chains.
Efficient Communication – It is no secret that it is hard to find a common ground with amazon support, isn’t it? Luckily, Brand Registry offers a separate, more efficient, internal team to escalate and help fix incorrect listing contributions and variations. More importantly Amazon Brand Registry provides a dedicated internal team for submitting and escalating IP infringement claims.
Amazon Vine Program – Amazon invites trusted reviewers to become “Vine Voices” and comment on new items—as well as pre-release items— in order to assist, potential customers in making informed decisions.
HOW TO ENROLL INTO BRAND REGISTRY
When you apply for Brand Registry, you should choose how you are going to deal with it.
- Register your brand and create your own Amazon Seller Central accountto manage and access all of your Brand Registry features. If you already have a Seller Central, use the same email that was used to create Seller Central to register in Brand Registry.
- Register your brand and assign the Rights Owner roleto a partner account to create content, launch advertising campaigns, and use all other features to improve your brand image
STEPS TO APPLY FOR THE AMAZON BRAND REGISTRY:
- Create a Brand Registry Account
- Enroll Your Brand
- Wait for the Amazon verification
The process is simple. However, there some tricks to make it work correctly. For more information on Brand Registry or if you need assistance from our professional team, contact us.
