Amazon Brand Registry: 6 Benefits Your Brand Needs

Jared Mason

May 24, 2021

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.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)