May 24, 2021

What Are the Benefits of Amazon Brand Registry?

By Jared Mason / Brand Protection, Amazon

As an ecommerce business on Amazon, protecting your brand from fraud needs to be one of your biggest priorities. From third-party sellers changing the name of your products to competitors using your brand name to sell their low-quality items, there’s a lot of things that can go wrong if you’re not careful.

That’s why online stores should get serious about Amazon Brand Registry, the ecommerce platform’s suite of tools to protect their brand. It’s going to offer you more security while also creating a better brand experience for your customers.

  • What is Amazon Brand Registry?
  • The 5 Benefits of Amazon Brand Registry
  • How to Register for Amazon Brand Registry

What is Amazon Brand Registry?

Amazon Brand Registry is a program that allows store owners on Amazon to gain access to a wide range of advanced tools to improve their business, protect their brand, and deliver better customer experiences. It can make a significant difference if you’re trying to take your Amazon store to the next level.

Whether it’s to measure your store performance or find new ways to reach customers, Amazon Brand registry has a tool for you. Some of the solutions that it offers include:

  • Brand Protection: Amazon Brand Registry comes with all the tools to protect your online store. It comes with accurate listings for your product pages, removes suspected infringement of your brand, and allows you to report any perceived violations.
  • Brand Experience Optimization: Stores that register for Amazon Brand Registry get unlimited ways to promote their brand online. For example, that includes sponsored ads and high-quality content to showcase products.
  • Advanced Store Analytics: With Brand Registry’s advanced analytics, you’ll gain a complete understanding of how your business is performing. From there, you’ll be able to make better data-driven decisions to improve your store.

There’s currently over 350,000 Amazon brands worldwide that are part of the Amazon Brand Registry program. According to Amazon themselves, the program was able to stop over 2.5 million bad actors and block around 6 billion suspected bad listings.

The 6 Amazon Brand Registry benefits for store owners

There are many advantages that come with getting your store qualified for the Amazon Brand Registry program. These main benefits include:

1. Gain complete protection of your brand’s product listings

With Amazon Brand Registry, you gain complete protection over your product listings. That means that you gain control of how your product listing’s information displays on the platform and how you want to promote your products. In other words, you can rest assured that all your brand information is in the right hands.

You won’t have to worry about third-party Amazon sellers changing your product listing’s information. Amazon will always prioritize the data you registered for your brand first when it showcases your products on its platform.

Aside from your product information, Amazon Brand Registry can also help protect your advertising data. As a registered brand, Amazon is going to recognize you above others selling your same product, and can prevent other stores from running suspicious ads that use your brand to drive traffic to their own products.

Also, other Amazon sellers can use your brand name to sell their low-quality products without the proper brand protection. Brand Registry blocks this from happening the minute it identifies fraudulent activity, so you still protect your brand’s image.

2. Boost your product sales and drive more conversions

So what happens when Amazon better protects your brand data and removes any fraudulent listings related to your brand from its platform? You’ll naturally see an increase in sales. When customers type in your search terms on Amazon, they’ll always find your products and not others.

3. Better understand your customers with data-driven analytics

Ask yourself: how well do you know your customers? Understanding the needs of your audience and what drives them to purchase will be vital to delivering the best results on Amazon.

With Amazon Brand Registry’s advanced analytics feature, you get access to data on customer search and the buying behavior of your target customers. You’ll be able to instantly identify which products are working the best with your audience, what search terms your audience is frequently typing in, and key demographics.

From there you can use the insights to improve your store experience and your products. There won’t be any guessing involved anymore when it comes to enhancing your Amazon strategy.

4. Get access to Amazon’s A+ Content feature

Amazon’s Brand Registry program comes with the A+ Content Manager that stores can use to improve the display of their product listing. You can add extra text to your item listing, add high-quality images, include unique brand stories, and more.

With all of this new enhanced brand content, it’s going to be easier to showcase your product’s unique value proposition and overcome any objections your customers may have. Great content will always have a positive impact on sales.

Sometimes, all it takes to improve your sales and conversions is a simple tweak in your listing copy or your image. With the A+ Content Manager, you can quickly test which different product listing structure produces the best results, saving you time from guessing what’s going to work the best with customers.

5. Deliver a better shopping experience for your customers

With Amazon Brand Registry, you can instantly improve the experience of your online store and find better ways to engage your customers. You’ll have all the tools to make your Amazon store stand out from your competitors.

For example, you can easily create a custom Amazon storefront for your store with Brand Registry’s easy-to-use store builder. You have various templates to choose from, or you start from scratch if that’s what you prefer.

To boost your brand awareness and drive more traffic to your products, you can leverage the use of Sponsored Brand Ads. These ads appear on top of Amazon’s search results page to help draw more attention to your product offering.

6. Better support from Amazon

If you notice any fraudulent activity surrounding your brand and products, you benefit from exceptional support from Amazon. The platform will handle all of your complaints quickly and efficiently.

Amazon has its own dedicated team that reports any suspicious activity and counterfeit products. If you’re part of the Brand Registry program, the platform will address any complaints you may have within only a couple of hours.

How to register for Amazon Brand Registry

So how can stores on Amazon start taking advantage of all the benefits that come with the Brand Registry program? Here’s what you’ll need to do to take part in the program to improve your store:

Amazon Brand Registry Steps

Step 1: Make sure that you’re eligible for Brand Registry

Not every store on Amazon can benefit from Brand Registry. Before you get started with Brand Registry, there are a couple of requirements to comply with.

For example, the first thing Amazon will ask you is for Trademark Registration or Serial Number. If that’s something that you don’t currently have for your business, you won’t be able to proceed with the following steps.

To apply for a trademark number, you can go to the www.uspto.gov website and complete a form. However, keep in mind that the process can take as long as nine months, and you’ll also have to cover application costs that vary on the type of products you’re registering.

Next, Amazon will want to know if your products come with branded logos and packaging. Just as with a registered trademark number, the same rule applies: if it's something you lack, you won't qualify for the Amazon Brand Registry program.

Step 2: Create your Amazon Brand Registry account

After meeting Amazon’s requirements for its Brand Registry program, it’s time to create your account. You can use your username and password credentials from your Amazon Seller account to sign into Brand Registry.

Step 3: Enroll your brand

Once you create your Amazon Brand Registry Account, the next step will be to enroll your brand in the program officially. Here’s the information you’ll need to provide Amazon with to get started:

  • Brand Identification: On this page you’ll have to upload all of your product images, logos, packaging, and your social media and website links.
  • Intellectual Property: For this step you’ll need to select your brand’s trademark type, trademark name, registration number, and registration office. This information will be vital to making sure Amazon can protect your brand online.
  • Account Characteristics: In this section you’ll have to drop in crucial information about your brand. It will include information such as manufacturing details, seller account information, vendor account details, and which countries you're distributing your products to.

After providing Amazon with all of this information, all you have to do is click “Submit,” and you’re good to go. You’ll then receive confirmation from Amazon within a couple of days that you’re now part of the Brand Registry program. Congratulations!

Step up your business with Amazon Brand Registry today

Stores on Amazon have a lot to gain out of signing up for the ecommerce platform’s Brand Registry program. From better brand protection to endless ways of engaging customers, you’ll have everything you need to drive more sales and boost awareness.

It all comes down to creating the best brand experience. By using all the tools you have access too, you’ll be one step closer to maximizing your potential on Amazon and standing out from the crowd.

Want to learn more about delivering a better brand experience on Amazon? We can help. Countless Amazon stores have boosted their sales and improved their search results thanks to our expertise. Contact Pattern today to learn more about our services for Amazon businesses.

More Resources
The Ultimate Guide to Amazon SEO
The Experts' Guide to Amazon Advertising Strategy