Amazon Brand Registry: How to protect your brand on Amazon

Are you selling on Amazon and engaging in private labeling or producing your own products under your own brand? And you haven't registered your brand in the Amazon Brand Registry yet? Then you are probably missing out on a lot of potential.

Because registering your brand on Amazon allows you many opportunities to present and market your brand, giving you an edge over the competition. Today, we will show you how to make the most of it and get started with Amazon Brand Registry.

What is the Amazon Brand Registry?

Below brandservices.amazon.de Can you find the Amazon Brand Registry? Here you can start the registration process with your Seller Central account.

The Amazon Brand Registry is designed to help registered users enforce their brand rights on the platform. Larger and well-known brands are often targeted by scams and counterfeits, which Amazon aims to prevent with this program.

These protection options are available not only to brands selling on Amazon. Brands that are not listed on Amazon can also protect themselves through the Amazon Brand Registry.

What are the advantages of the Amazon Brand Registry?

In addition to the protection options mentioned for your brand on Amazon, there are of course further benefits of registering in this brand registry. This includes advantages in designing your listings, PPC, analysis, and other programs related to brand registration.

Additional programs

In connection with the Amazon Brand Registry, there is the Amazon Transparency program and Project Zero. Both programs can help you combat counterfeiting.

The Transparency Program is a paid service where you can obtain QR codes from Amazon to attach them to your products. The purpose of these codes is to allow customers to verify the authenticity of the product themselves.

Also interesting is the Project Zero program. Although it is not paid, you must meet additional requirements. This service helps you to automatically detect counterfeit products being offered on Amazon.

However, as mentioned, you cannot simply sign up for it. In order to qualify, you must have successfully reported violations in the Amazon Brand Registry. The requirement is a minimum acceptance rate of 90% in the last six months. This means that the program is only open to sellers who have already been affected by counterfeiting.

Benefits for your listing

Registering with the Amazon Brand Registry also has advantages for your listing. You can then use A+ content and the brand story.

A+ Content is an enhanced product description that replaces the one you uploaded when creating the listing. There is already a detailed article about A+ Content on our blog. Therefore, we will refrain from providing a detailed explanation at this point. Just take a look. here Pure, if you want to learn more about it!

The brand story is another tool provided to you once you have signed up for the Amazon Brand Registry. In principle, it is a complement to A+ content. Therefore, we recommend using both.

Similar to A+ Content, you can use various modules for creating the brand story. It will be displayed above the A+ Content in the listing, giving you the opportunity to introduce customers to the story of your brand.

The Amazon Brand Store

In addition, you can also use the Amazon Brand Store as an additional design element. Thanks to the Amazon Brand Registry, you can create your own brand shop on Amazon.

This is very easy thanks to an easily accessible modular system. So you have the opportunity to build a "shop within a shop". This shop will then be linked in each of your product listings, giving customers the opportunity to discover your entire product range.

Of course, you can also link your brand store externally. For example, on the social media pages of your brand. A very good way to generate external traffic that converts!

Additional PPC campaigns

Registering with the Amazon Brand Registry not only opens up the mentioned possibilities for you but also provides new potential for your campaigns on Amazon. You can use two additional campaign types: Sponsored Brands and Sponsored Display campaigns.

The Sponsored Brands campaign allows you to access very strong advertising spaces and use additional creatives, especially videos. The ability to advertise with videos has been proven to achieve a higher conversion rate.

In addition, video ad spaces on Amazon often have cheaper click prices. This is because there is still less competition in many niches. So, if you have the opportunity to place video ads, you should definitely do it!

With Sponsored Brands campaigns, it is also easier to achieve the Top of Search, which is the first position in the search results. This position is even higher for Sponsored Brands campaigns than the first position for Sponsored Products campaigns!

You can target additional interesting advertising spaces with Sponsored Display campaigns. This campaign format is also available to you thanks to the Amazon Brand Registry. The targeting options are particularly interesting here.

You can create retargeting campaigns here or target specific audiences or product categories. With retargeting campaigns, you can bring customers back to your listing or target similar products. However, the various target groups listed by Amazon are also very interesting. It is definitely worth taking a look at this option!

Advanced analysis options

In addition to all the new opportunities that registering with the Amazon Brand Registry brings you, it also opens up completely new analysis possibilities. You will then have access to Brand Analytics and thus to the powerful Search Query Performance Report!

With this report, you have unprecedented opportunities to observe and analyze your market and the performance of your products. However, it is not only very powerful but also complex. Therefore, it is best to take a direct look at it. Video from Markus about it.

How does the registration for Amazon Brand Registry work?

The registration for Amazon Brand Registry is actually quite simple. Just access it via brandservices.amazon.de Go there and follow the instructions. Before you do that, you must also consider the necessary requirements that you need to fulfill.

First, you need a registered word or image trademark. Because you must not confuse the Amazon Brand Registry with an official trademark registration. You are only protecting your brand on Amazon here!

The registration must be valid in all countries where you want to sell on the respective marketplace. So, if you have registered your brand with the DPMA, your registration for the Amazon Brand Registry will only be valid on the German marketplace. If you plan to expand to other European marketplaces in the future, it is recommended to register your brand with the EUIPO, the EU Intellectual Property Office, from the beginning.

During the registration process, you will also be asked to provide additional documents. These include, in particular, the registration number of the relevant trademark office and images of your products that visibly feature the brand.

Once your registration with the Amazon Brand Registry is approved, you will have immediate access to all the features and programs we have shown you above.

Conclusion: It is possible to do without, but one should not.

You have learned a lot here about the benefits of registering with Amazon Brand Registry. In principle, you can also do without it, but it's simply not worth it. Especially for the presence of your brand on Amazon and the PPC opportunities that open up to you, the effort is definitely worth it!

We have written a lot about possibilities. But what are possibilities worth if you cannot evaluate them after using them? Still a lot, but definitely less. In order to be able to evaluate the analysis of your performance optimally, even after registering in the Amazon Brand Registry, we have developed Sellerfox. Take a look. here Stop by during the open beta and see for yourself!