How to Build Enhanced Content Using Brand Registry on Amazon

In a competitive marketplace like Amazon, simply listing your products isn’t enough to capture and keep the attention of potential buyers. To stand out, sellers need to engage customers with high-quality content that tells a compelling story and showcases their products effectively. Amazon’s Enhanced Brand Content (EBC), also known as A+ Content, is a powerful tool that helps brands improve their listings by adding visually rich, informative content. For brands enrolled in Amazon’s Brand Registry, Enhanced Brand Content provides an opportunity to create an immersive shopping experience that can lead to increased conversions and stronger brand loyalty.

In this guide, we’ll dive into what Enhanced Brand Content is, how to access it through Brand Registry, the step-by-step process of creating it, and best practices for maximizing its impact on your Amazon listings.

What is Enhanced Brand Content (A+ Content)?

Enhanced Brand Content, or A+ Content, is a feature available to brands enrolled in Amazon Brand Registry. It allows you to add enhanced visuals, rich media, and more detailed product descriptions to your product listings, creating a more engaging and informative experience for shoppers. By using A+ Content, you can:

  • Boost Conversion Rates: Studies show that listings with A+ Content can see higher conversion rates due to better customer engagement.
  • Enhance Product Pages: With access to modules for images, comparison charts, and text blocks, A+ Content gives you more creative flexibility than standard listings.
  • Build Brand Trust: A+ Content enables you to showcase your brand story, mission, and values, which helps establish credibility and trust among customers.
  • Reduce Return Rates: By providing more detailed product information, A+ Content helps customers make more informed purchase decisions, leading to fewer returns.

How to Access Enhanced Brand Content (A+ Content) Through Amazon Brand Registry

To access Enhanced Brand Content, you must be enrolled in Amazon’s Brand Registry. Brand Registry is a program designed to help protect intellectual property and enhance brand-building tools on Amazon. Here’s how to get started with Brand Registry and access A+ Content:

Step 1: Apply for Amazon Brand Registry

To qualify for Brand Registry, you need to meet these requirements:

  • Trademarked Brand: Your brand must be trademarked in the country where you wish to enroll. You’ll need to provide a government-registered trademark number.
  • Brand Logo and Product Images: Amazon requires proof that you own the brand, which includes your brand logo, product images, and other identifiers.
  • Account Verification: Amazon will verify that you are an authorized representative of the brand, either as the brand owner or a registered agent.

Once accepted, you’ll have access to Brand Registry features, including A+ Content, Amazon Brand Analytics, and tools for reporting and removing counterfeit listings.

Step 2: Locate A+ Content in Seller Central

After enrolling in Brand Registry, go to Amazon Seller Central and navigate to the “Advertising” tab. Under this tab, you’ll find the A+ Content Manager. This is the hub where you can create, manage, and publish your enhanced content.

Step-by-Step Guide to Creating Enhanced Brand Content (A+ Content)

Now that you’re set up in Brand Registry, you’re ready to create A+ Content. Follow these steps to build engaging, conversion-focused enhanced content:

Step 1: Plan Your Content

Before diving into the creation process, it’s essential to plan out your A+ Content strategy. Consider the following elements:

  • Target Audience: Think about who your ideal customers are and what type of information they need to make a purchase decision.
  • Product Features: Identify the key features and benefits that make your product unique. Decide how you’ll highlight these in your A+ Content.
  • Brand Story: Consider incorporating your brand story to build trust and create an emotional connection with shoppers.

Step 2: Choose a Layout

Amazon provides several modular templates for A+ Content. These templates include options for text, images, and comparison charts. Here are some of the most popular modules to choose from:

  • Standard Image & Text: Allows you to combine text with an image, ideal for highlighting individual product features.
  • Comparison Chart: Lets you compare multiple products, which is useful if you have a product line.
  • Text-Only and Image-Only Modules: For displaying larger images or detailed descriptions without clutter.

Choose the layout that best suits your product and brand message. You can mix and match modules to create a unique look for each product.

Step 3: Add High-Quality Images

Images are one of the most critical components of A+ Content. Use high-resolution images that show your product in different contexts, highlighting specific features, textures, or unique aspects. Here are a few tips:

  • Lifestyle Images: Show your product in use. For example, if you’re selling outdoor gear, include images of people using the product outdoors.
  • Close-Up Shots: Include detailed shots that show unique design elements, materials, or functional features.
  • Infographics: Use infographics to visually explain key features, specifications, or benefits.

Step 4: Write Compelling Copy

While images are essential, the accompanying text provides crucial details and context. Write clear, concise, and benefit-driven descriptions that answer customer questions and address potential objections. Tips for effective copy:

  • Focus on Benefits: Describe how your product solves a problem or improves the customer’s life.
  • Use Bullet Points: Bullet points are easy to read and allow customers to quickly scan key details.
  • Keep It Simple: Avoid overly technical language unless absolutely necessary. Aim for a conversational tone that’s easy to understand.

Step 5: Add a Comparison Chart (if applicable)

If you have a line of related products, consider using a comparison chart to showcase their differences and help customers choose the right product for their needs. This is especially useful if you have multiple variations of the same product (e.g., different colors or sizes) or complementary products.

Step 6: Preview and Submit for Approval

Once you’ve created your A+ Content, preview it to ensure it looks professional and accurately represents your brand. Check for any typos or formatting issues. When you’re satisfied, submit it for Amazon’s approval. Amazon typically reviews and approves A+ Content within 24-48 hours, but it may take longer during peak periods.

Best Practices for Creating Effective Enhanced Brand Content

To get the most out of Amazon’s A+ Content, follow these best practices:

1. Use Consistent Branding

Ensure that your A+ Content aligns with your brand’s overall look and feel. Use a consistent color scheme, typography, and tone of voice that customers will recognize.

2. Focus on Visual Storytelling

Your goal is to engage customers visually, so focus on storytelling through your images and infographics. Showcase your product in real-life scenarios and highlight its key features in a way that’s visually appealing.

3. Highlight Unique Selling Points

Differentiate your product from competitors by highlighting what makes it unique. Whether it’s quality materials, special features, or exceptional craftsmanship, make sure customers understand why they should choose your product.

4. Optimize for Mobile

Many customers shop on Amazon using mobile devices, so make sure your A+ Content is mobile-friendly. Preview your content on both desktop and mobile to ensure a seamless experience.

5. Test and Update Regularly

Amazon allows you to update your A+ Content, so don’t hesitate to make changes based on customer feedback or sales performance. Test different layouts, images, and descriptions to see what resonates best with your audience.

Tracking and Analyzing the Performance of A+ Content

Amazon provides data that helps you analyze the performance of your A+ Content. Use the following metrics to gauge its effectiveness:

  • Conversion Rate: Check if listings with A+ Content have higher conversion rates compared to those without. Higher conversions indicate that your content is engaging and informative.
  • Customer Reviews and Questions: Monitor customer feedback for any recurring questions or concerns. If certain features are frequently misunderstood, consider updating your content to clarify these points.
  • Traffic and Click-Through Rate (CTR): Look at the amount of traffic your product pages receive and how many of those visitors make a purchase. High traffic but low CTR may suggest the need for content or imagery updates.

Benefits of Using Enhanced Brand Content

Enhanced Brand Content provides several advantages for Amazon sellers:

  • Higher Conversion Rates: Listings with A+ Content have been shown to convert better than those with standard content. Enhanced visuals and detailed descriptions help customers make informed buying decisions.
  • Reduced Return Rates: With better information available, customers are more likely to choose the right product, reducing the likelihood of returns.
  • Enhanced Customer Experience: A+ Content creates a more immersive and engaging shopping experience that can foster customer loyalty and build brand equity.

Conclusion

Building Enhanced Brand Content with Amazon’s Brand Registry is one of the most effective ways to increase your brand’s visibility and improve the customer experience on Amazon. By following best practices and focusing on visually engaging, informative content, you can create listings that capture attention, build trust, and ultimately lead to higher conversions.

Enhanced Brand Content allows you to tell your brand’s story, highlight unique product features, and provide valuable information that helps customers make confident purchasing decisions. As competition on Amazon continues to grow, leveraging A+ Content can set your brand apart and keep you ahead of the curve in the e-commerce landscape. Start using Enhanced Brand Content today to make a lasting impression on your customers and elevate your brand on Amazon.

How to Use Amazon’s Brand Registry for Growth: A Comprehensive Guide

In today’s competitive e-commerce landscape, growing your brand on Amazon requires more than just selling high-quality products. You need to protect your brand from counterfeiters, unauthorized sellers, and competitors who might infringe on your intellectual property. Fortunately, Amazon’s Brand Registry provides sellers with a powerful platform to protect their brand and leverage exclusive tools to drive growth and enhance customer trust.

Whether you’re a new seller looking to protect your intellectual property or an established brand aiming to scale your business, Amazon’s Brand Registry can be a game-changer. In this SEO-optimized blog post, we’ll explore how you can use Amazon Brand Registry to protect your brand and harness its advanced features to boost sales, increase visibility, and grow your business.

What is Amazon Brand Registry?

Amazon Brand Registry is a program designed to help brand owners protect their intellectual property, prevent counterfeit products, and gain access to enhanced selling tools. Launched in 2017, Brand Registry gives sellers more control over their product listings and provides access to powerful resources that can help grow their brand.

With Amazon Brand Registry, sellers can:

  • Protect intellectual property by reporting potential infringements and unauthorized sellers.
  • Gain access to enhanced content tools like A+ Content and Amazon Stores to improve product listings.
  • Leverage exclusive marketing features such as Sponsored Brands and Sponsored Display ads to boost brand visibility.
  • Use Brand Analytics to gain insights into customer behavior and optimize product listings and marketing strategies.

Why is Amazon Brand Registry Important for Your Business?

If you’re serious about building and protecting your brand on Amazon, enrolling in Brand Registry is essential. Here are a few key reasons why it’s important for your business:

  1. Brand Protection: Brand Registry provides tools that allow you to detect and report counterfeit products, intellectual property infringements, and unauthorized sellers. This protection helps maintain the integrity of your brand and builds customer trust.
  2. Enhanced Control Over Listings: Brand owners can take greater control over their product listings, ensuring that the information, images, and descriptions are accurate and aligned with their brand message.
  3. Exclusive Access to Growth Tools: Once enrolled in Brand Registry, you can access a range of tools designed to help you expand your presence on Amazon, including A+ Content, Amazon Stores, Sponsored Brands, and more.
  4. Data-Driven Insights: Brand Analytics gives you valuable insights into your customers’ purchasing habits, preferences, and search behavior. This data can be used to refine your listings, improve marketing campaigns, and make better business decisions.

How to Enroll in Amazon Brand Registry

Before you can access the benefits of Amazon Brand Registry, you’ll need to meet certain requirements and complete the enrollment process. Here’s how to get started:

1. Meet the Eligibility Requirements

To be eligible for Amazon Brand Registry, you must:

  • Own a registered trademark: Your brand’s trademark must be registered in the country where you want to enroll. This can include the U.S., Canada, U.K., EU, and other regions. You’ll need to provide the trademark registration number.
  • Sell branded products: You must be the owner or authorized agent of the brand associated with the trademark.

If you don’t have a registered trademark yet, Amazon offers assistance through its IP Accelerator Program, which helps connect sellers with trusted trademark attorneys for faster trademark registration.

2. Complete the Brand Registry Application

Once you have your trademark, follow these steps to complete the Brand Registry enrollment:

  • Go to the Amazon Brand Registry website.
  • Click on “Enroll Now” and sign in to your Amazon Seller Central account.
  • Submit your trademark registration details, including the country of registration and the registration number.
  • Provide information about your brand, including the product categories you sell in and the marketplaces where you want to protect your brand.

3. Verification Process

After submitting your application, Amazon will verify your trademark ownership. You may need to work with the contact listed on your trademark registration to complete the verification process. Once your application is approved, you’ll gain access to all the tools and features of Amazon Brand Registry.

Leveraging Amazon Brand Registry for Growth

Now that you’ve successfully enrolled in Brand Registry, let’s explore how you can leverage the program to protect your brand, increase sales, and expand your presence on Amazon.

1. Protect Your Brand from Counterfeiting and Infringements

One of the primary benefits of Amazon Brand Registry is the ability to protect your brand from counterfeit products and unauthorized sellers. Counterfeiting is a serious issue on Amazon, and Brand Registry gives you tools to report and remove counterfeit listings that could harm your reputation.

How to Protect Your Brand:

  • Report Intellectual Property Infringements: Use the Report a Violation tool to report counterfeit or infringing listings. Amazon’s automated systems will investigate and remove violators if necessary.
  • Automated Protections: Brand Registry provides automated protections that proactively scan listings for potential infringements based on your intellectual property (e.g., logo, brand name). These systems will automatically block or flag suspicious listings.
  • Transparency Program: Consider enrolling in Amazon’s Transparency Program, which uses unique codes on each product unit to verify authenticity. This adds an extra layer of protection for your products and helps prevent counterfeiting.

2. Optimize Product Listings with A+ Content

A+ Content (formerly Enhanced Brand Content) is one of the most valuable tools available through Amazon Brand Registry. It allows you to create visually enhanced product descriptions with images, comparison charts, and branded content that helps your product stand out.

How A+ Content Can Drive Growth:

  • Improve Conversion Rates: High-quality A+ Content helps customers understand your product’s features and benefits, increasing the likelihood of purchase. Enhanced visuals and detailed descriptions build trust and make your product more appealing.
  • Boost SEO and Discoverability: A+ Content can improve your product’s ranking in search results by providing valuable keywords, helping customers find your listings more easily.
  • Differentiate from Competitors: Well-designed A+ Content sets you apart from competitors who only use standard product descriptions, giving you a competitive edge.

3. Build Your Brand with Amazon Stores

Another exclusive feature of Amazon Brand Registry is the ability to create an Amazon Store. Amazon Stores are customizable, multi-page storefronts where you can showcase your entire product line, tell your brand’s story, and create a seamless shopping experience.

Benefits of Amazon Stores:

  • Highlight Your Brand’s Story: Use your Amazon Store to provide in-depth information about your brand, mission, and products. This personal connection can help build customer loyalty.
  • Create a Tailored Shopping Experience: Organize your products by category or collection, making it easy for customers to browse your entire product range.
  • Drive Traffic with Sponsored Brands Ads: You can link Sponsored Brands ads directly to your Amazon Store, driving more traffic to your products and increasing sales.

4. Leverage Sponsored Brands and Sponsored Display Ads

As a Brand Registered seller, you’ll gain access to Amazon’s Sponsored Brands and Sponsored Display advertising options. These ads are designed to increase your brand visibility and drive more traffic to your listings.

Sponsored Brands Ads:

  • Customizable Ad Format: Sponsored Brands ads appear at the top of Amazon search results and feature your logo, brand name, and a custom headline. These ads link to either a product listing or your Amazon Store.
  • Drive Traffic to Your Store: Use Sponsored Brands ads to promote multiple products or collections within your Amazon Store. This strategy helps customers discover more of your offerings.

Sponsored Display Ads:

  • Target Specific Audiences: Sponsored Display ads allow you to target shoppers based on their browsing behavior or purchase history. This type of retargeting ad is a powerful way to reach potential customers who have shown interest in your products or similar products.

5. Gain Insights with Brand Analytics

Brand Analytics is a powerful tool that provides Brand Registered sellers with detailed data about customer behavior, search terms, purchase patterns, and competitor performance. You can use this data to make informed decisions and optimize your listings, advertising campaigns, and marketing strategies.

How to Use Brand Analytics for Growth:

  • Identify High-Performing Keywords: Use Brand Analytics to discover which search terms are driving traffic to your products and adjust your listings to include those high-volume keywords.
  • Analyze Customer Buying Behavior: Gain insights into customer demographics, preferences, and buying habits, allowing you to tailor your product offerings and marketing campaigns.
  • Track Competitor Performance: Monitor your competitors’ performance and identify opportunities to improve your listings or offer better pricing.

Common Mistakes to Avoid with Amazon Brand Registry

  1. Not Using A+ Content: Failing to utilize A+ Content means missing out on the chance to create engaging, visually appealing product descriptions that drive conversions.
  2. Ignoring Brand Analytics: Many sellers overlook the power of Brand Analytics. Regularly reviewing this data can help you optimize your listings and marketing efforts for better results.
  3. Not Monitoring for Infringements: While Brand Registry provides automated protections, it’s important to regularly check for potential infringements or counterfeit listings that may slip through the cracks.
  4. Underutilizing Sponsored Brands Ads: Sponsored Brands ads offer excellent visibility and are often underutilized by sellers. Make sure you’re taking full advantage of this advertising option to promote your brand and products.

Conclusion: Grow Your Amazon Business with Brand Registry

Amazon Brand Registry offers a comprehensive set of tools to help protect your intellectual property, enhance your product listings, and drive brand growth. By enrolling in Brand Registry, you can unlock valuable features like A+ Content, Amazon Stores, Sponsored Brands, and Brand Analytics—all of which can help you expand your presence on Amazon and increase sales.

If you’re looking to protect your brand, optimize your listings, and grow your Amazon business, Marketplace Valet is here to help. Our team specializes in Amazon marketplace management, brand growth strategies, and e-commerce success. Contact us today to learn how we can support your brand on Amazon!

Unlocking the Power of Amazon Brand Registry for Third-Party Sellers

In today’s competitive e-commerce landscape, establishing and protecting your brand on Amazon is more critical than ever. For third-party sellers, Amazon Brand Registry is a powerful tool designed to give you more control over your product listings and enhance your brand’s presence. This comprehensive guide will explore the benefits of Amazon Brand Registry, how to enroll, and strategic tips for leveraging this service to maximize your success on Amazon.

What is Amazon Brand Registry?

Amazon Brand Registry is a program that helps you protect your registered trademarks on Amazon and create a more trustworthy experience for customers. It provides access to tools that enable you to find and report violations, manage your brand representation, and enhance your listings with rich content.

Benefits of Amazon Brand Registry

  1. Enhanced Brand Protection: Amazon Brand Registry helps in protecting your intellectual property and combating counterfeit products. It offers powerful search tools across various Amazon stores, and proactive brand protections that automatically find and take action against suspected infringements.
  2. Powerful Search and Report Tools: Sellers can search for content using images, keywords, or a list of ASINs in bulk and report potential infringements through a simple, guided workflow.
  3. Exclusive Access to Brand Building Tools: Registered brands can use Enhanced Brand Content, add videos to their listings, and utilize the Amazon Storefronts feature. This enables brands to showcase their products through rich media and customized product pages.
  4. Improved Search and Browsing Experience: Brand Registry helps in improving the accuracy of the Amazon catalog, which makes it easier for customers to find, compare, and purchase products from registered brands.
  5. Access to Brand Analytics: Gain insights with Amazon Brand Analytics, such as search term reports and competitor analysis, which can help in making informed strategic decisions.

How to Enroll in Amazon Brand Registry

Enrolling in Amazon Brand Registry requires a few steps, which are designed to protect the integrity of the program and ensure that it benefits legitimate brand owners.

Eligibility Requirements

  • Active Registered Trademark: You must have an active registered trademark in each country where you wish to enroll. The trademark must be in the form of a text-based mark or an image-based mark with words, letters, or numbers.
  • Amazon Account: You need to have an Amazon Seller or Vendor account.

Steps to Enroll

  1. Sign In to Amazon Brand Registry: Use your Vendor or Seller credentials to sign in.
  2. Enroll Your Brand: Provide your trademark registration number, images of your branded products and packaging, and a list of product categories in which your brand should be listed.
  3. Verification: Amazon will verify your trademark with the respective trademark office. Post-verification, you will need to verify yourself as the rights owner or the authorized agent for the trademark.

Leveraging Brand Registry for Business Growth

Once enrolled, maximize the potential of Brand Registry with these strategic actions:

1. Optimize Product Listings

Use Enhanced Brand Content to improve product descriptions with rich text and images. This can help in increasing conversion rates by providing a better customer experience.

2. Monitor and Protect Your Brand

Regularly use the brand protection tools to monitor and report any infringement. This proactive approach can significantly reduce counterfeit issues and unauthorized sellers.

3. Utilize Brand Analytics

Analyze the performance of your products using Amazon Brand Analytics. This tool provides valuable insights such as search terms, competitor performance, and demographic information of purchasers.

4. Create an Amazon Storefront

Develop an Amazon Storefront to further enhance your brand’s presence. This is a free service for brand owners that provides a customizable space on Amazon to showcase your brand story and product portfolio.

Conclusion

Amazon Brand Registry is a must-have for any serious third-party seller looking to secure and expand their brand presence on Amazon. By protecting your brand, enhancing listing content, and utilizing exclusive insights and tools, you can effectively increase customer trust and drive more sales. As you continue to grow on Amazon, continually adapting and making the most of the resources available through Amazon Brand Registry will be key to your success.

Maximizing Your Brand Potential on Amazon with Brand Registry

In the bustling marketplace of Amazon, distinguishing your brand and protecting your intellectual property is paramount. Amazon Brand Registry offers a powerful solution for sellers looking to enhance their brand presence and safeguard their products against infringement. This comprehensive guide delves into the ins and outs of Amazon’s Brand Registry, outlining how you can leverage this service to maximize your brand’s potential and streamline your selling strategy.

What is Amazon Brand Registry?

Amazon Brand Registry is a program designed to provide brand owners with enhanced control over their product listings on Amazon. The program helps to protect registered trademarks and offers a suite of tools to improve brand representation and combat counterfeit goods. By enrolling in Brand Registry, sellers gain access to powerful search tools, predictive automation based on reported intellectual property rights violations, and increased influence over product information.

Benefits of Amazon Brand Registry

Enrolling in Amazon Brand Registry offers numerous advantages that can significantly impact your brand’s success on the platform:

Enhanced Brand Protection

Amazon uses information provided during registration to proactively remove suspected infringing or inaccurate content. The Brand Registry’s proactive measures help maintain the integrity of your brand by preventing misuse and ensuring that only accurate information is associated with your trademark.

Improved Listing Control

Brand Registry gives you greater authority over your product listings, ensuring that the information is consistent with your brand identity. This control extends to product titles, descriptions, images, and other key product details, which can lead to improved customer trust and conversion rates.

Access to Powerful Marketing Tools

Registered brands have exclusive access to tools such as A+ Content, Sponsored Brands ads, and Amazon Stores, which enhance product visibility and provide opportunities for brand storytelling directly on Amazon.

Actionable Search Tools and Reports

Amazon provides advanced search tools that make it easier to find cases of potential intellectual property infringement. Brand owners can search for content using images, keywords, or a list of ASINs in bulk to uncover and report violations effectively.

How to Enroll in Amazon Brand Registry

Enrolling in Amazon Brand Registry involves several steps, each critical to ensuring a smooth and successful registration process.

Step 1: Verify Your Eligibility

To participate in Amazon Brand Registry, you must have an active registered trademark in each country where you wish to enroll. The trademark must be in the form of a text-based mark (word mark) or an image-based mark with words, letters, or numbers. Currently, Amazon accepts trademarks that are issued by government trademark offices in the United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, the United Kingdom, the European Union, and the United Arab Emirates.

Step 2: Sign into Amazon Brand Registry

If you meet the eligibility criteria, sign into Amazon Brand Registry using your existing Amazon seller or vendor account credentials. If you do not have an Amazon account, you will need to create one.

Step 3: Enroll Your Brand

During the enrollment process, you will be asked to provide information about your brand, including:

  • Your brand name that has an active registered trademark.
  • The government-registered trademark number.
  • A list of product categories in which your brand should be listed.
  • A list of countries where your brand’s products are manufactured and distributed.

Step 4: Verify Your Identity

As a final step, Amazon will require you to verify yourself as the rights owner or the authorized agent for the trademark. This typically involves providing a contact name from the public trademark records, which Amazon will use to verify your application.

Best Practices for Leveraging Brand Registry

Once enrolled, maximize the benefits of Brand Registry by:

  • Utilizing A+ Content: Enhance your product descriptions with rich text and images to help customers make informed buying decisions.
  • Monitoring Your Brand’s Representation: Regularly check your brand’s representation on Amazon to ensure all information remains accurate and compliant with your standards.
  • Engaging with Sponsored Brands and Amazon Stores: Take advantage of these tools to increase visibility and connect with a broader audience.
  • Actively Monitoring and Reporting Infringements: Use the provided tools to protect your intellectual property by reporting violations promptly.

Conclusion

Amazon Brand Registry is an essential tool for any brand owner looking to enhance their presence and protect their products on Amazon. By following the steps outlined in this guide and utilizing the available resources, you can effectively manage your brand, improve customer experience, and potentially increase your sales on one of the world’s largest retail platforms.

At Marketplace Valet, we specialize in helping brands maximize their Amazon potential. Contact us today to learn more about how we can assist you in navigating Amazon Brand Registry and other aspects of selling on Amazon.

10 Things You Need to Know About Amazon Brand Registry

amazon brand registry

Whether brands choose to or not, at one point or another every brand with a registered trademark ends up on Amazon.

As most businesses know, it’s important to have some control over how your brand is represented in a retail marketplace. Thankfully Amazon Brand Registry offers the option for brands to take control over their brand.

As Amazon dominates the retail market with nearly 50% of all e-commerce sales, businesses have no choice but to work with Amazon. It’s important that every business is using Amazon to gain an advantage in the market. Otherwise, Amazon could contribute to a bad reputation.

If you’re wondering what working with the Amazon Brand Registry means for your business, here are the 10 things you need to know.

 

1. It Helps Brands

When third-party sellers post one of your products for sale, Amazon will auto-populate the information about that product. If you haven’t had time to enter information about your products, it could be riddled with information entered by other users.

The Amazon Brand Registry allows you to put up the best photos of your product, add descriptive titles, and make sure descriptions fit. The Enhanced Brand Content Page allows you to optimize all of that information to make sure you’re always putting your best foot forward.

You can also list your products without UPCs. If you set up an alternate key attribute, you can more easily list products and create variations.

 

2. Fight Counterfeits

While setting up your brand registry account doesn’t eliminate counterfeit items, it can help. Your registration creates a listing tied to your brand, meaning that if someone tries to sell your products, you need to approve it first.

By preparing your application with as many details as possible, you can keep bad resellers from being able to tie their posting to your brand. The Enhanced Brand Registry has a section committed to combatting counterfeit and unauthorized reselling.

 

3. Enrolling Is Easy

Your first step is to enter your application. To qualify, you must first meet a set of initial criteria. You must be either a brand owner, manufacturer or a reseller with written permission from a brand owner to manage product details.

Otherwise, you won’t be able to manage the important product details that turn a view into a sale on Amazon.

You need to provide your brand name with a registered trademark. You’ll also need to provide the registration or serial number related to that trademark.

Send in vector images of the brand logo. They’ll also want images of products and packages that list your brand’s name. If you sell a product that remains unmarked, the packaging needs to be branded.

Go through Amazon’s product categories and see which categories fit best. Amazon will ask for a list. You’ll also need to provide a list of countries where your products are manufactured.

If you sell products that end up in the Books, Music, Videos, and DVDs category, you’re not eligible for the Amazon Brand Registry.

 

4. Applications Take Time

Once you gather all of your information, fill out your application carefully. Leaving anything empty or unfilled could affect your sales. It can take two weeks for Amazon to approve your application, so get started early.

If you’re a brand reseller or distributor filling out an application to get brand ownership, Amazon will require you to upload your letter of authorization. Either the manufacturer or the brand owner has the authority to give you this letter saying you’re allowed to fill out product information.

 

5. Key Attributes Are Important

While you’re enrolling, you’ll need to pick out your key attribute. This will help Amazon identify the product and help you to keep track of it. It should be something that you’re already using for the product.

Many brands choose their UPC or company registration number so that they can quickly identify an exact product.

It needs to be something that will never change. It should be something that can be searched and found on your packaging and your website.

Failure to leave out your key attribute will likely cause Amazon to leave you out of the program. Updating future products could lead to lots of errors too.

 

6. List Your Products Accurately

Once you’re accepted, you need to make sure that your products are always listed consistently. If you have a particular way that you capitalize or spell your brand name, make sure it’s consistent. That will lead to quicker approval periods.

Every product with your brand name will need to be listed consistently. Otherwise, Amazon will take it upon themselves to register the product for you, leading to all sorts of issues.

 

7. Know How To Enroll Older Products

Products can be entered manually or automatically through your Amazon brand registry.

If your listing includes your brand name and key attribute, products will be listed automatically. This can make your brand control much more efficient.

With products that aren’t in the registry yet, you’ll need to enter them manually. You’ll have to also add a unique key attribute with each product name that you add.

Adding new products is like adding older products not in the system yet. You’ll need your brand information and your key attributes ready. Then move to the web store in the seller central section of Amazon. You’ll be able to add new products with brand information and key attributes there.

 

9. You Can Update Enrolled Products

If you notice something is listed incorrectly or if minor details have changed, you don’t need an entirely new listing. Be sure that the updated information only corrects older information.

Changes to color, size, material, or features of your product should get their own new listing. If your product’s name changes, you should start a new product listing as well.

 

10. Check your GCID

Every new product will be assigned its own unique product identifier. It’s called a Global Catalog Identifier and it can allow you to find your product under any circumstances.

The 16 characters connected to your product should be unique and automatically displayed. If you don’t find one, be sure that your brand name and key attribute are correct.

Once you’re set up, be ready to ship because orders are sure to start pouring in.

 

Amazon Brand Registry Will Help You Grow

Every brand should be listing their products through Amazon’s Brand Registry. It allows you to take control over your listing and let buyers feel secure when they see your brand name pop up in their searches.

If you’re still learning how to list with the Amazon Brand Registry, check out our Amazon Brand services for more helpful tips.