Amazon Brand Registry: Pros and Cons Explained
Amazon has a program for sellers to register their brand and get the most from selling on Amazon. Enrolling in this program, sellers claim and get the ownership verified for their brand on Amazon. The brand registry helps them protect from copyright infringement, brand identity, trademark, and product content.
Requirements for Amazon Brand Registry
To initiate the brand registry process, your brand should have a trademark (text or image-based) from the country where you are selling it on Amazon.
If you have an approved watermark, start the process to apply for it. Else, contact a lawyer in the country and get the trademark process done.
Trademark registration in the USA may take up to a year. So, if you are in the process of launching a private label business on Amazon, it is better to apply for a trademark asap. This will save you time after the product launch on Amazon.
Amazon Brand Registry: Pros
1. Brand protection
With a brand registry, you gain authority for your brand on Amazon. You can protect your brand product listing against the infringements, manipulated and fake reviews, IP infringements, and other technical problems associated with Amazon dashboard and product listing pages (loading time etc).
2. Enhanced Control
Enrolling in a brand registry, brands gain control of their listing content. They can make modifications and corrections to listings to feed the correct information to the customer.
3. Brand monitoring
Enrolling in the brand registry, brand owners can analyze the performance of their brand on Amazon. You can check reviews, social media mentions, forum discussions mentioning your brand, and listing performance.
4. A+ Content
Amazon Brand Registry facilitates high-quality content creation for your product listings. Using Amazon A+ content services, brands can add more information on every product detail page using text and images.
You can add A+ content to all the product listings. This way, you can enhance the listing quality and convert more customers into sales. The A+ feature contains 17 A+ modules, out of which you can use up to 5 on every listing.
5. Brand story
Adding “Brand Story” to the product listing pages helps you connect with your audience. You can share your mission, vision, and ethics with customers. This will help you stand out from the competition and build a relationship with new customers.
6. Unlock the Premium A+ Content
Having use of brand story and A+ content will help you gain access to premium A+ content creation on the listing pages.
Creating and submitting a Brand story on every product detail page and uploading A+ content on at least 5 listings will entitle you to create Premium A+ Content for your product listings. Having Premium A+ content on the listings pages boosts the conversions.
7. Sponsored Brands Ads
Brands can run sponsored brand ads after enrollment. Your ad will appear on the top and bottom of the Amazon search pages, along with your logo and 2-3 products. This way, you can promote your brand for more awareness.
Clicking on the logo will take the user to your brand storefront while on clicking the product they will land to the specified product listing detail page.
8. Storefront
Make an appealing store front for customers who land on your brand page. Show them your complete catalog and other products using videos and graphics.
9. Amazon Live
Use it to interact with your customers for a new product launch, etc. Also, you can interact with the customers and answer their questions and queries about the product or news in the category.
10. Amazon Vine
This program allows new sellers and brands to get initial product reviews for their new listings.
When a brand enrolls its products in the Vine program, Amazon invites trusted reviewers to review your product. Next, these reviewers get the product for free, and they test the product.
Based on their use case, they review the product. In short, this is the best way to get some initial trusted and genuine reviews and ratings on Amazon. This way your product could perform better through the advertising campaign.
Amazon Brand Registry: Cons
1. Product Gating
Amazon does not gate your products directly after the brand registry. To gate your products on Amazon and decide who can sell your products other than you, you need to send an email.
Send all the ASINs you want to gate on Amazon, and it is up to them whether to gate or not.
2. Infringement Claims
Sellers who sell your product on Amazon can send an infringement notice to other sellers, excluding the brand owner.
