The Pros and Cons of Amazon Brand Registry


As of 2021, Amazon has 1.5 million active sellers (and over 6 million in total), so the ever-growing number of sellers in the marketplace makes it a competitive platform. If you are the manufacturer or owner of your brand and want to sell on Amazon, how can you ensure that your brand is protected against copyright infringement and counterfeit products?

Amazon’s answer is the Amazon Brand Registry. If you are a manufacturer, private label owner, distributor or reseller, you can register.

However, if you are a distributor or reseller, you need a licensed trademark and written permission from the trademark owner that you are authorized to manage their product detail pages on Amazon. The trademark or brand owner has the authority to grant permission to a reseller.

Benefits of Amazon Brand Registry

The Amazon Brand Registry is free. Once your brand is registered, you will have access to more reporting tools. These tools can be used to search for counterfeit products, copyrights and intellectual property violations. Once you find them, you can submit a support case directly through the Brand Registry Portal, where a dedicated Brand Registry Helpdesk representative will investigate the case.

You also get access to more advanced A+ content, Brand Analytics, Amazon Stores, and Amazon Live. All of these tools can help you increase your customer engagement.

Being able to create an Amazon Brand Store, in particular, is beneficial for telling your brand story, building customer engagement, trust, and loyalty, as well as being able to create pages and sub-navigation in your store to organize and categorize your products. the way you want.

Another benefit of Amazon Brand Registry is that when you create or edit a listing, your content, such as titles, descriptions, images, and bullet points, takes precedence over other third-party sellers who may also have an offer of sale on your product. This can ensure that the product information to the customer is accurate. It is also useful when creating product listings that do not have UPCs, GTINs, or EANs. However, if you require a GTIN exemption, this must be requested in Seller Central.

The Disadvantages of Amazon Brand Registry

While the Amazon Brand Registry registration process typically takes two weeks, there are dependencies that can lengthen the process.

You must have a registered trademark with the associated government in which you operate. For example, in the United States, you must have a trademark registered with the United States Patent and Trademark Office. If you don’t have a registered trademark, you will need to apply for one. This process can take up to a year in some cases.

If you have a pending mark, you can use Amazon’s IP Accelerator service, which has an additional cost.

You must also have a website outside of Amazon so that the Trademark Registry team can find your trademark online. If you don’t have a website for your brand, you need to create one.

You may need to change your packaging if your brand name is not on the box it is sold in. This will increase your cost per unit if you haven’t done this since the start of your product, but it will serve you well in the long run. Course.

The essential

If you want to have complete ownership of your branded products on Amazon, or if you’re an authorized reseller with exclusive rights to a brand, the pros outweigh the cons. You have access to tools to protect your copyrights and intellectual property and prevent counterfeiters from putting fraudulent products on your listings. You can also create your own branded store on Amazon, which gives you more options to showcase your products and interact with your customers.

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