Amazon Brand Registry: What You Need to Know

Amazon Brand Registry offers sellers various benefits, including access to Amazon A+ Content and Brand Analytics, just to name a few. The program seems like such a great idea to help protect your brand from listing hijackers, spiteful competition and to help manage your account health.

Unfortunately, Brand Registry can go wrong – and frequently does. But there is good news. Just like account suspensions and ASIN takedowns, Brand Registry issues can be appealed, escalated and even fixed. Today, we’re diving into the nitty gritty of Amazon Brand Registry and what you need to know about Brand Registry to leverage this major benefit to the best of your ability.

What is Amazon Brand Registry?

amazon brand registry

Amazon Brand Registry is a program designed by Amazon to help brand owners protect their intellectual property and maintain control over their products on the Amazon platform.

The program is available in the United States, Canada, Mexico, the United Kingdom, Australia, France, Germany, India, Italy, Japan, Brazil, Spain, the United Arab Emirates, Turkey, Sweden, Poland, Egypt, Belgium, Singapore, the Netherlands, and Saudi Arabia.

Brand Registry is a set of tools and services that empower you to manage and enforce your brand presence on Amazon, creating a more secure and trustworthy customer shopping experience. Here are a few benefits of Amazon Brand Registry:

Brand Protection

  • Trademark Verification: Brand owners must have a registered and active trademark to enroll in Brand Registry. This ensures that only legitimate brand owners can participate in the program.
  • Protection Against Infringement: Once enrolled, you can access tools and programs like Amazon Transparency to help you safeguard your business. Amazon will then take certain measures to address and prevent unauthorized use of your brand.

Enhanced Brand Control

  • Content Management: Brand Registry allows you to create an Amazon storefront and offers greater control over your product listings. You can use enhanced content features to create a compelling and consistent brand presence.
  • Enhanced Content: Once enrolled, you can leverage various content features like A+ Content, the Amazon Brand Story, Storefronts, and more to enhance your product detail pages with multimedia and additional info. Brand Registry helps you improve the shopping experience and helps your brand stand out from the competition.

Advanced Advertising and Reporting

  • Sponsored Ads & Search Features: Brand Registry provides search term recommendations and access to advanced ad options, helping you appear in vital placements across the marketplace.
  • Reporting Tools: With Amazon Brand Registry, you can leverage reporting tools to monitor and analyze your performance, helping you make informed decisions to enhance performance.

Authenticity and Scalability

  • Customer Trust: By participating in Brand Registry, you’ll help foster trust on the platform. Customers can be more confident that they are purchasing genuine products from trusted and established brands.
  • Scaling Opportunities: Brands who enroll can access virtual bundles, unlike their competition. Virtual bundles are packages of multiple products, streamlining the shopping experience for buyers and can help you increase profits.

Customer Reviews

  • Review Management: Sellers enrolled in Brand Registry can respond to customer reviews, address concerns, and demonstrate a commitment to customer satisfaction within the customer review page in the Brand Registry dashboard. You can also report abuse within the dashboard under the ‘Report Abuse from Detail Page’ option. Well-managed customer reviews help foster transparency and trust.

Amazon Brand Registry serves as a crucial tool for brand owners to protect their intellectual property, control their brand presence on the platform, and provide a more reliable and authentic shopping experience for customers.

What is the point of Amazon Brand Registry?

Amazon Brand Registry

Brand Registry helps brand owners establish and maintain some semblance of control over their brands on Amazon. While it’s not a perfect system and the “bad guys” may find workarounds, it offers a reasonable solution for brand owners trying to stay a step ahead.

With Amazon Brand Registry, you can:

  • Report violations: You can report violations like review manipulation and customer complaints about products being ‘not as described.’
  • Notify Amazon about listing issues: This includes inaccurate product details, problems with product variations, and blocked listings.
  • Initiate or retract IP claims: You can do this directly through the Brand Registry dashboard.
  • Report technical issues: Report technical issues regarding loading your product listing page or operations on your Seller Central homepage.
  • Escalate previously submitted claims: Ask Brand Registry support to review claims further and find a resolution.
  • Access more control: Maintain primary control over your listing detail page so other sellers cannot make inaccurate changes.
  • Legitimize your brand: Establish your ASINs as authentic and legitimate.
  • Remove hijackers: Pesky listing hijackers attempt to sell counterfeit goods under the same ASIN. With Brand Registry, you’ll have more options to defend your band and remove hijackers.

Things you can’t do with Brand Registry:

  • Guaranteed elimination of IP infringements: While Amazon Brand Registry provides tools to identify and address potential intellectual property infringements, it does not guarantee the complete elimination of these issues.
  • Gating Access: Amazon Brand Registry does not provide an absolute gating mechanism to completely restrict other sellers from offering your brand’s products. While it enhances brand control, it doesn’t entirely prevent other sellers from listing or selling items associated with your brand.
  • Selective Whitelisting/Blacklisting: The program doesn’t provide a feature to whitelist or blacklist specific sellers directly. The control focuses more on reporting and addressing potential infringements rather than directly dictating which sellers can or cannot offer your products.
  • Third-Party Submissions: Only the brand owner, not a third party, can officially submit infringement claims through Amazon Brand Registry. The program empowers you to protect your intellectual property, ensuring you address potential violations yourself.
  • Bypassing Standard Amazon Policies: Brand Registry does not grant brand owners the ability to bypass or override standard Amazon policies and guidelines. All participants, including those enrolled in Brand Registry, must adhere to the platform’s rules and regulations.

Can I join Amazon Brand Registry without a trademark?

Amazon Brand Registry

No, a trademark is required to access Amazon Brand Registry. Securing a trademark can take anywhere from several months to over a year, depending on factors like jurisdiction, complexity of the application, and potential legal challenges.

Amazon will require you to submit your trademark paperwork (via their attorney) and confirm it is accurate. Only then can you establish a Brand Registry account.

This is why it’s critical for you to start the paperwork to obtain a trademark as soon as it is established. It can take six months for the trademark process to complete and another two to three months for Brand Registry to be formalized and established after that.

Where can Amazon Brand Registry go wrong?

Sometimes, Amazon limits access to the benefits of Brand Registry. In other cases, bad actors and technical difficulties plague Brand Registry, causing problems that require resolution.

Common seller struggles include:

  • The seller cannot register a new brand
  • The seller cannot add a product to its brand
  • The brand cannot add a user to its Brand Registry
  • The brand cannot access Brand Registry because of an account suspension
  • The brand cannot remove a hijacker who has taken over ASINs, or the brand
  • The brand cannot report infringement because Amazon revoked the reporting function
  • The brand cannot log into Brand Registry
  • The brand cannot transfer brand ownership

You may need to enlist expert Amazon Consultation Services if your account has been suspended due to issues with Brand Registry or if you can’t access the features within the program.

How to resolve issues with Amazon Brand Registry

Amazon Brand Registry

Did you know Amazon’s Executive Seller Relations team has Brand Registry specialists? Sellers experiencing Brand Registry issues can file a case to request help, just like you would with regular seller support-type concerns.

However, even with this dedicated team of Brand Registry specialists, it can be a long and repetitive process to get any real assistance. Just like communicating with Amazon in general, there are no easy or quick fixes. It may be necessary to have experts work with you and write an Amazon Brand Registry appeal. So, what can you do to maximize your chances of getting help? A few communication best practices can increase your success rate:

  • Be concise and describe your issue clearly. No matter how frustrated you are, spell out the problem minus emotion.
  • Provide the details. When did the problem start? How many brands/ASINs is it affecting? What kind of impact is it having?
  • Include screenshots of error messages (or other technical issues). Screenshots are super helpful!
  • What is your desired outcome? Ask for what you want plainly — don’t assume the rep understands. Clarity is king.
  • If you’ve written in before regarding the same issue, reference past cases – help your rep help you.

When navigating Amazon Brand Registry support, you must add one more tool to your toolbox– patience. It’s rare for a Brand Registry problem to be resolved with one case. Not only will patience reduce stress, but it will help you prioritize and not lose sight of your goal — fixing the problem.

Things to look out for with Amazon Brand Registry

While Brand Registry provides a slew of benefits, there are a few things you need to look out for once enrolled. Amazon can remove your Brand Registry access, affecting your operations.

The most common reason for Amazon Brand Registry to take action against a seller is when Brand Registry has identified abusive seller or brand activities. This can happen for several reasons:

  • The brand removes sellers from its ASINs for alleged intellectual property violations, but many of these removals are overturned.
  • The brand is linked to other sellers or brands that have been abusive in shared or linked Amazon Brand Registry accounts.
  • The brand is suspected of black hat (deceptive and unethical practices) against sellers or other brand owners.

Fortunately, all of these scenarios can be appealed. While the process isn’t as clearly laid out as Amazon account and ASIN suspensions, it can be navigated effectively by the pros.

Amazon Brand Registry is far from perfect, but sellers can enlist expert Amazon consultation services to help with listing issues and nefarious players. The two key ingredients to resolve Brand Registry issues? Patience and professionals who can navigate the program with you. At Riverbend, we’ve journeyed through dozens of Brand Registry support cases. We’re here to help.

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