What is Amazon Brand Registry and how can it help my business?
If you’re selling a trademarked product on Amazon, then the site’s Brand Registry programme could hold significant benefits for you.
Amazon Brand Registry legitimises brands on the site and gives those that enrol special advantages over non-registered brands. This is what Amazon says about the scheme: “For brand owners, enrolling in the Brand Registry provides access to powerful tools to help protect your trademarks, including proprietary text and image search and predictive automation.”
It you are part of Amazon Brand Registry, you are provided with a tool to monitor your brand on the site, have access to a dedicated internal team for submitting and escalating IP infringement claims and a team that helps fix incorrect listings. It also gives you greater control over your listing content, grants to access to ‘Amazon A+ Content’ and provides increased visibility through alternative advertising routes and interactive media.
It is also important though to understand what it does not give you. It will not limit other Sellers from selling your brand or allow you to blacklist other Sellers from selling it.
Holly Sloan, Senior Case Handler at Thompson and Holt, believes there are four key reasons to consider using Amazon Brand Registry if you have a trademarked product.
1. It helps protect your brand
Thompson and Holt’s Holly Sloan: “If you’ve invested time and money into paying for a registered trademark, you want to protect it - and this is a good way to do that. Their dedicated internal team can help you with reporting any marketplace violations, any issues with your listings, submitting or retracting IP infringement claims and reporting any technical issues. It’s an efficient way to monitor any on-going cases and escalate them if necessary.”
2. Access to A+ Content Manager
Thompson and Holt’s Holly Sloan: “This used to be known as Enhanced Brand Content and allows you to add further text and images to your product listings, over and above what you usually can. Studies have shown how much of an impact this can have in increasing sales, with some suggesting it can as much as doubling usual conversion rates.”
3. Access to Sponsored Brand Ads
Thompson and Holt’s Holly Sloan: “This is another really good feature, which allows you to access the headline ads that appear at the top of the page in Amazon search results. It pushes your brand to the forefront of customers’ pages that are already searching for your product, giving you an advantage over rivals. Clicking on them takes you straight to your page, and like normal ads, you pay per each click.”
4. Use of Amazon Live Creator
Thompson and Holt’s Holly Sloan: “This feature allows you to sell your brand story and reach more shoppers through livestream video. You can also use it to chat with potential customers if they have any questions about your product. Details of how to use the feature are available at www.https://www.amazon.com/b?ie=UTF8&node=19118335011 and it’s not as daunting as it might sound to some. Also have a look at other Sellers’ content at www. amazon.com/live.”
Worried about an Amazon suspension?
If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Seller business back online as quickly as possible.
Thompson and Holt are also offering a free month’s trial of their Monitor and Protect service to help sellers prevent a suspension of ASINs or an their account during the COVID pandemic, more information on how to protect your Amazon seller account from a suspension can be found here.