What Is Amazon Brand Registry? 8 Key Benefits For Your Brand

Amazon is a lucrative online marketplace, offering many businesses golden opportunities to promote and sell their products. However, many sellers seem to worry about setting themselves out against the competition and ensuring their intellectual property and products are protected from people who might want to steal their ideas. Luckily, the platform has created the Amazon Brand Registry, which can do all this for them. 

If you’re new to the Amazon platform and want to embrace the Brand Registry but need to know more about the program, we have compiled the ultimate guide to help. Keep reading to discover what it is, if you’re eligible for it, and the key benefits that make it more enticing.

Let’s get started. 

What is Amazon Brand Registry?

Amazon Brand Registry is a program designed to help brands protect their intellectual property and establish more control over their product listings on Amazon’s marketplace. It provides tools and resources for brand owners to manage and enhance their brand presence, including proprietary text and image search capabilities, increased authority over product detail pages, and access to powerful reporting tools. 

Through brand registry, brands can protect against unauthorised use of their intellectual property, improve their visibility, and enhance the overall customer experience by ensuring accurate and consistent product information.

Who is eligible for Amazon Brand Registry?

Eligibility for Amazon Brand Registry is primarily open to brand owners with registered product or logo trademarks. This includes manufacturers, private label brands, and authorised resellers. However, Amazon has expanded eligibility criteria to include certain government-registered trademarks, such as text-based and logos. 

Brands must have an active Amazon seller account and provide accurate information about their brand and products. While eligibility requirements may vary by country, Amazon Brand Registry aims to support legitimate brand owners in protecting their intellectual property rights and enhancing their presence on the platform.

8 benefits of Amazon Brand Registry for brands

Want to discover what Amazon Brand registry can do for you? Here are eight of the top benefits of the program that make it enticing to sellers across the platform:

Enhanced brand protection

Amazon Brand Registry further strengthens brand protection by providing robust solutions and materials to safeguard a business’s intellectual property. These involve the capacity to discover and report instances where a business suspects a false copy, enhanced check measures for trademark registration, and automatic manufacturer settlement. 

By enabling the property owners to control their goods and safeguard them from improper exploitation, Amazon’s marketplace has been secured, and brand honesty has been preserved.

Increased control over product listings

Brand owners have control over their product’s listing through the Amazon Brand Registry, which makes it easy to manage and edit them personally. This management enables owners to update product details, photos, and sets conditions to be met, ensuring that only genuine products are attributed to the brand. The owner can thus battle illegal vendors while increasing the customer experience when assured that they will get what they want following the accurate information displayed.

Access to enhanced brand content

Additionally, the Amazon Brand Registry also enables companies to utilise enhanced brand content and A+ content to develop more appealing and fully informative product listings. 

Therefore, marketers can use these features to increase customers’ visual attractiveness and information depth by embedding their EBC marketing materials with videos, better photos, and longer text descriptions. Thus, EBC helps firms increase consumer interaction, enhance conversion rates, and tell their brand stories and products’ benefits more effectively on Amazon’s platform.

Advanced search and reporting tools

Amazon Brand Registry also includes advanced search and reporting tools to assist brands in monitoring and protecting their intellectual property. Businesses get access to proprietary capabilities to conduct text and image searches to uncover violations and automate the reporting process to discover misuse of their assets promptly. In addition, proprietary tools provide brand owners with reporting analytics that help measure sales and assess the brand’s performance, obtaining crucial information and insights to enhance their operations on Amazon.

Streamlines brand verification process

Amazon Brand Registry streamlines the brand verification process, simplifying enrollment and granting quicker access to its benefits. Brand owners can verify their trademarks efficiently, effectively protecting their intellectual property rights. With a streamlined verification process, brands can expedite the resolution of intellectual property disputes and gain access to the Brand Registry’s suite of tools and resources sooner. 

This streamlined approach enhances brand protection and allows brands to focus on growing their presence in Amazon’s marketplace.

Brand storefront customisation

Through the Amazon Brand Registry, brands can build and design their customised brand storefronts. With this feature, brands have a space to highlight their collections, share the story of their creation, and talk to their clients on a personal level. Brands can add any branding components they desire and display their products with tailored messages. 

This way, Amazon’s customers will get a lot more than products. They will be exposed to a fully immersive brand experience that helps strengthen brands’ images and create closer connections with repeat consumers.

Brand analytics insights

Brand analytics insights are a variety of data and information available only to brand owners. The data and insights include information on who their customers are, how they search for products, what products they purchase, and how they ensure customers are protected and have safe shopping on Amazon. 

Therefore, brands can make decisions and target efforts based on what will be the most beneficial and result in sales. Hence, brands can boost their brand by tracking trends, product calibration, and customer satisfaction.

Early access to new features

Amazon Brand Registry members often enjoy early access to new features and programs rolled out on the platform. This advantage enables brands to stay ahead of the competition by leveraging innovative tools and functionalities before they become widely available. By being among the first to adopt new features, brand owners can gain a competitive edge, optimise their operations, and enhance their presence on Amazon’s marketplace, positioning themselves for continued growth and success in the ever-evolving e-commerce landscape.

How to leverage Amazon Brand Registry to your advantage

Leveraging Amazon’s Brand Registry involves maximising the benefits it offers. 

• Ensure brand assets are registered and protected. 
• Utilise enhanced content features like EBC to create compelling product listings. Vigilantly monitor listings for infringements using the platform’s search and reporting tools, swiftly addressing any violations. 
• Optimise brand storefronts for a cohesive customer experience. 
• Analyse brand analytics to refine strategies and offerings. 
• Stay informed and capitalise on early access to new features. 

Key takeaways

Overall, as you can see, the Amazon Brand Registry can do many great things for sellers on the platform. From protecting your brand to giving yourself more control over optimising your product listings, the registry gives you all you need to become a successful business through Amazon and increase your overall profitability.

If you need additional help with promoting and advertising your Amazon shop, then Mercatus is here to help. We are experts in the platform and have helped many sellers beat the competition and come out on top. All you need to do is contact us for a free consultation to begin your journey towards success.