Amazon Brand Registry: Full Guide, Costs, Tips & Tricks [2021]


Amazon Brand Registry

Create a brand, register it and become a pro-seller. How? We are going to elaborate in this article.

What is Amazon Brand Registry? How will it establish your brand? Where do you start from? And a million questions popping up in your mind will be discussed here.

What is Amazon Brand Registry?

Amazon bolsters your brand value and pushes you ahead in the competition. Amazon Brand registry helps you protect your intellectual property. Create an accurate and trusted experience for customers. Amazon Brand Registry is one of the most powerful tools that Amazon offers to upscale your brand.

It takes time, patience and some cash. It is a superb tool that would push you forward in the competitive sphere.

Who can use Brand registry on Amazon?

Quickly glance through the eligibility criteria to bec0ome a partner of Amazon and get entitled to the benefits of Amazon Brand Registry.

1. Review Eligibility Requirements:

You need to be a registered seller on Amazon, and your brand should have an active registered trademark in each country where you wish to enroll. The trademark for your brand must be in the form of a text-based mark or an image-based mark with words, letters, or numbers. The trademark text must match the brand name on the application. If your trademark is an Image-based, you will need to upload a copy of the image. Please ensure that this information matches before submitting your application. This trademark must also appear on your products or packaging.

Amazon only accepts trademarks issued by the following countries:

  • United States
  • Brazil
  • Canada
  • Mexico
  • Australia
  • India
  • Japan
  • France
  • Germany
  • Italy
  • Spain
  • United Kingdom
  • European Union

It does not take trademarks from the World Intellectual Property Organization (WIPO).

2. Sign in to Amazon Brand Registry:

Trademark owners should submit Brand Registry applications. Sign into Brand Registry. You must have an Amazon account. If not, create one for free.

3. Enroll your Brand:

  • Your brand name that has an active registered trademark
  • The active registered trademark for your brand must appear on your products or packaging
  • The trademark registration number provided by the Intellectual Property office
  • A list of product categories (e.g., apparel, sporting goods, electronics) in which your brand should be listed.
  • A list of countries where your brand’s products are manufactured and distributed.

Amazon Brand Registry Benefits

The benefits of registering with Amazon Brand Registry as a seller are innumerable. Protect your brand. The tool enables you to accurately represent your brand, find and report violations, and share information that can prevent violations.

Prevent Violations

There are proactive measures to protect the sellers registered on Amazon Brand Registry. Product hijacking is one of the worst fraudulent activities that sellers are afraid of. Amazon Brand Registry keeps your product safe from these violations by hijackers. Stay shielded from scammers and get an edge in the competition.

You can be recognised as a verified seller who sells according to the terms of Amazon and complies with its standards. You get the ownership of extra fraud fighter. You have the right to access the Amazon Buy Box. It can detect scams and attacks over your listing items.

Control the Listings

Do you worry that your listing may be destroyed by third party sellers? Amazon Brand Registry takes care to keep them safe from hijackers. That saves you from the hassle of opening up a case with Amazon. Brand Registry collects all the information surrounding your brand to form predictive protections that verify the legitimacy of an ad with your trademark. Thus, it protects you as an advertiser as well. Brand Registry gives you the confidence that your brand reputation is protected by checking these issues-

  • Product listings that use your trademarks or logo but aren’t your product
  • Images with trademark material that don’t represent your brand
  • Listings that fraudulently use your brand’s name

Establish your Brand

Amazon Brand Registry is an umbrella of expert content management tools. It is also called Enhanced Brand Content (EBC), or A+ Content Manager. Spice up your brand content and make it appealing to customers and hook them to your brand. The tool provides a convenient step-by-step brand builder.

Glam up the appearance of the product page, manage the product listing. Add images, edit the style of texts to edge the visual appeal.

Boost your Sales

One of the immediate perks of enrolling in Amazon Brand Registry is the increase in sales. The spike in sales, with removal of fraudulent listings, will make you shine in glory. Amazon Brand Registry works proactively in maximising your conversion rates. Amazon Brand Registry helps in protecting the value of your brand.

Build Customer Engagement

In order to keep your Amazon selling business thriving, you should build a stable customer engagement. As far as Amazon is concerned, customer engagement is crucial. Get access to video features and storefronts with Amazon Brand Registry. Invest in coming closer to customers and build customer trust and brand value.

Advertisement Base

With the additional advertising option, create engaging campaigns. Start sponsored ads in less than 24 hours. They feature your brand name, logo and allow you to promote up to 3 products. Create comprehensive ad campaigns with Amazon Brand Registry.

Product Videos

Sellers who do not have the partnership with Amazon Brand Registry cannot access product videos and demo tours. It gives you an edge. Beat the top competitors. Explain the benefits and mode of usage of the products you sell, so that customers get an all-round view of the product.

Store Builder

Storefronts should appeal to customers and hook them to your brands. They are interactive mini-websites each having their own navigation, footer, and content area where the product tiles are displayed. Amazon offers you with custom templates. You don’t have to waste hours fixing the design and display.

Amazon Brand Registry Eligibility Criteria

The eligibility criteria and the application for Amazon Brand Registry differ in different nations. Every country has its own rand registration policies. Adhere to them and go through them closely to get registered with a trademark and become entitled to the benefits of Amazon Brand Registry. Here are the guidelines of the top western markets- USA, UK and Canada.

USA Market

The trademark organization is called USPTO. They register brands to place them in the national registry. Then, you can get the trademark that allows you to set off on the commercial road without any barriers. In a text-based brand, Amazon demands it to have 1 letter, word, number, as well as 4 Standard Character Marks. For the image, visual representation should include letters, words, numbers in any shape.

UK Market

Trademark organisation in Britain is UK IPO and EUIPO. The former is responsible for the registration of intellectual property on the territory of the UK. In EUIPO, you have to complete the process in the European Union. The text-based trademark has to be a word. The image-based brand part must be a figure. The figure should also include the word that corresponds to the brand.

Canada Market

You have to pass through CIPO. The text- based brand should be a word recognised by human speech. The image- based brand must have a unique look and be pre-designed.

Final Thoughts

Selling on Amazon to build a profitable empire is amazing, but it comes entangled with cut throat competition. You need to protect your brand from threats and hijackers. Amazon Brand Registry helps protect the brand value-

  • Give the brand owner greater control over your listing content.
  • Offer a separate, internal team to help with fixing incorrect listing.
  • Offer a dedicated internal team for submitting and escalating IP infringement claims.
  • Provide a tool to monitor your brand on Amazon.
  • Grant you access to A+ Content to improve the content display on product listings.
  • Increase visibility through alternative advertising routes and interactive media.

FAQs on Amazon Brand Registry

Do you need a trademark for Amazon brand registry?

Yes, Amazon wants new sellers to have the registered trademark in the USA, Canada, and the UK. The trademark can be a text or an image and it should be visible on the product or packaging.

How do I get a trademark?

To get the ball rolling, you’ll need to take these steps:

  1. Once you have a name and logo, ensure it is unique and that no other registered trademarks exist with the same name. Check this on the USPTO website by doing a thorough search using their official database.
  2. File within a specific class for your trademark. This is similar to selecting a product category in Amazon, and it will define what type of items will be under your trademarked brand. The cost for the trademark will depend on its class.
  3. Hire a licensed trademark attorney to file your trademark application.

How long does it take to apply for Amazon brand registry?

The whole process of registering requires some steps to complete. Applying for the registration with the trademark, labelling, meeting the eligibility criteria and such steps span a period of time. The process might take around 2 weeks. If you meet all the requirements set by Amazon, the registration should not take long. Remember that all you have to do is give Amazon everything they ask for in the official requirements.

How much does it cost to register a brand on Amazon?

You need to pay a charge for trademark registration. The cost varies in the range of $ 225 to $ 400. Extra fees may be charged depending on the application fees and extra class protection.

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