Following numerous complaints of counterfeiting, Amazon has set up the Amazon Brand Registry program. It enables brands to protect their intellectual property on the platform and thus reduce the risk of fraud.

More than just a way to protect your brand on Amazon, this program also offers exclusive advertising benefits and additional tools to develop and strengthen your brand.

The exclusive advantages offered by this program make it an indispensable step for those wishing to establish a long-term presence on the platform. That's why we support our customers so they can take full advantage of it.

1- What is the Amazon Brand Registry program?

Amazon Brand Registry is a program designed to enable sellers to register their brands on Amazon and protect them against counterfeiting, thanks to an automatic module that prevents the creation of similar product pages, and with the ability to report intellectual property infringements.

In addition to brand protection, Amazon Brand Registry gives sellers access to various tools to develop and promote their brand on Amazon, such as A+ content, Sponsored Brands and Sponsored Display Ads.

It's an easy-to-access program that's essential today to stand out from the competition and improve the customer experience.

2- How do I access the Amazon Brand Registry?

To be eligible for the Amazon Brand Registry, you must meet the following conditions:

• Have a registered trademark: Your brand must have an active registered trademark in each country where you wish to sell. You can submit a pending trademark application via Amazon IP Accelerator to speed up the process and start the Amazon Brand Registry process.
• Have a textual or figurative trademark: Your company's trademark must take the form of a textual trademark (word mark) or a figurative trademark made up of words, letters or numbers.

Please note that Amazon Brand Registry only accepts trademarks registered by government offices in certain countries. The list of accepted countries is evolving, so we recommend that you consult the updated list on the Amazon website.

Once you've met all Amazon's requirements, you're ready to begin the registration process. Here's how it works: 

• Connect to the Amazon Brand Registry site and create an account using your Seller or Vendor Central account. If you do not have an Amazon Seller or Vendor Central account, create a new one free of charge. If you have an Individual Seller account, we recommend that you upgrade it to a Professional account before registering. 
• After creating your account, log in to it and access the dashboard. Click on "Enrol a brand" (as shown below) and fill in the information requested by Amazon. Be careful not to make any mistakes with your brand name!

• Once submitted, Amazon will email you a verification code. You will need to return it by going back to your Amazon Brand Registry account. Go to the "Case Log" section and respond to the trademark case by providing the code. Once sent, Amazon will verify all your information. This process takes about 2 weeks.

To check that your brand is registered with the Amazon Brand Registry, see if your products have a UPC/EAN code, or if you can use Brand Registry tools such as Brand Analytics or Sponsored Brand Ads. 

3- A tool to improve the customer experience on Amazon

As explained above, the Amazon Brand Registry not only allows you to protect your brand and products at no cost, it's much more than that! 

In fact, once you've registered, you'll have a range of new tools at your disposal to help you develop your brand and the customer experience you offer on Amazon. Most of these additions have already been covered in our previous articles. Nevertheless, here's a quick rundown of the features that will help you improve the customer experience: 

• A+ content: Enhanced product descriptions with a much more visual layout.

• Store: Allows you to create your own personalized online store on the Amazon platform. This gives you a dedicated space to showcase your products, share your brand story and enhance your customers' shopping experience.

• Amazon Posts: Create social network-style posts to promote your brand or products with engaging visuals that can be displayed on your product pages or store.

• Amazon Live (only available in the USA): Offers an interactive online shopping experience where you can broadcast live videos to promote your products, allowing customers to interact, ask questions and buy directly during the broadcast.

All these features contribute to a unique customer experience specific to your brand. That's why we recommend that our customers register with the Amazon Brand Registry.

4- Optimize your ads and promotions strategy with Amazon Brand Registry

In addition to features designed to enhance the customer experience, registering your brand with Amazon Brand Registry also gives you access to additional features to improve and optimize your advertising strategy. Here are the additions it brings you:

• Sponsored Brands and Display Ads: A category of ads offered by Amazon that showcase your brand and products.
• Vine: A program that lets you send your products free of charge to a group of reviewers selected by Amazon to gather honest consumer opinions on your product sheets.
• Brand Analytics: A tool exclusive to brands registered in the Brand Registry, providing advanced data on your brand and products, such as search trends, customer buying behavior and product performance.

The right use of all these additional tools will enable you to improve and optimize your promotional strategy to stimulate the growth of your account.

Conclusion

In conclusion, Amazon Brand Registry takes your brand to the next level on Amazon, offering you the opportunity to protect your brand, create a unique customer experience and improve and optimize your Ads strategy. That's why we support and advise our customers to join this program, which was born out of a real problem on the platform: counterfeiting. 

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Nicolas