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?

Enroll your brand through Amazon Brand Registry. If you already use Seller Central, use the same credentials when creating your Brand Registry 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.

Transparency uses unique, scannable codes on individual product units to verify authenticity. Codes have a cost, and the program has separate eligibility requirements.

Project Zero adds a tool for eligible brands to remove counterfeit listings alongside automated brand protection. Additional eligibility requirements apply.

A high acceptance rate for previous infringement reports does not guarantee access to Project Zero. Amazon considers additional criteria and displays eligibility in Brand Registry.

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 adds an enhanced product description to your listing. Our A+ Content article explains the available content types and how to get started.

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.

Use the Store builder to create a dedicated brand presence within Amazon. Customers can explore products from your brand there.

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

An enrolled brand and an eligible selling account can unlock additional advertising options, including Sponsored Brands and display ads.

Sponsored Brands support ads with brand content, images and video. Available creative options and placements depend on the selected ad format.

Use your campaign results to assess whether video is cheaper or more effective than another ad. A video format does not guarantee lower costs per click or a higher conversion rate.

Sponsored Brands can appear in search results, among other placements. A specific position or easier access to the top placement is not guaranteed.

Sponsored Display is now called display ads. Existing Sponsored Display campaigns continue running. Check the available formats and audiences in the Ads console.

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!

The Search Query Performance Report shows trends for relevant search queries. Markus’s video provides an introduction in German; the interface may have changed since the recording.

How does the registration for Amazon Brand Registry work?

Start with Amazon Brand Registry and check the eligibility requirements for your brand before enrolling.

Depending on the trademark office, Amazon accepts an active registered trademark or a pending trademark application. The brand name must match the application and be permanently affixed to the product or packaging. Brand Registry does not replace registration with a government trademark office.

Brand Registry uses a global account. Separately check the territorial scope of your trademark protection and the requirements for the protection tools you want to use in each marketplace.

During enrollment, Amazon requests the trademark registration or application number and images showing the brand permanently affixed to the product or packaging.

After approval, you can use the features available to your brand. Individual programs may have additional requirements or require separate enrollment.

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!

With sellerfox, you can monitor product metrics and compare changes over time. Try sellerfox free for 30 days and explore the metrics relevant to your brand.