Amazon Brand Registry: how it works and how to enroll

What is Amazon Brand Registry for?

The Amazon Brand Registry, therefore, was created to protect owners of a registered trademark from the onslaught of those who try to profit from their image by selling similar but non-original products.

This tool consists of an active and continuous control system on the platform through a system of algorithms that searches for and reports any potential violations.

Furthermore, this service provides you with manual tools to search for and report possible violations. You can perform global searches from the same screen across marketplaces in every country, but also search by images to find products similar to your own and, finally, search via a list of ASINs, Amazon's identification codes.

There is another phenomenon that Brand Registry helps to prevent. Amazon sellers know that for many products, several sellers compete and must fight for the Buy Box. However, it can happen that unscrupulous sellers try to insert their goods into the Buy Box of similar products but from different brands.

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In this case, the original seller finds themselves competing with a different product, from another brand and with different characteristics, which nevertheless benefits from the images, texts, reviews, and search engine ranking of the original product.

For this reason, it is important for all sellers to register their brand, even if it is not well known or if it is a private label.

Exclusive tools

In addition to the protection mentioned above, Brand Registry provides registered sellers with several exclusive tools.

• Amazon Stores: with this feature, you can create your own storefront within Amazon, customizable in design and content.

• Enhanced Content: this is the ability to have greater customization freedom in the product detail page with additional images, text, and even videos. This tool is available for Seller Central sellers; those on Vendor Central have the equivalent A+ Pages at their disposal.

How to register your brand

To enroll your brand in the Brand Registry, first, you obviously need to be registered as an Amazon seller. Furthermore, the trademark to be enrolled must be registered with one of the authorized bodies (national and/or European) and, finally, you must prove to Amazon that you are the owner of the trademark rights.

Once the enrollment request is completed, Amazon will take approximately one month to complete the request and verify all the documentation submitted.

Conclusions

Ultimately, Amazon Brand Registry allows for greater protection as a seller from the marketplace to ensure the best possible experience for all sellers. If you want to enroll in the Brand Registry or need help improving the ranking of your products: