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.
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:
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.
There are many advantages that come with getting your store qualified for the Amazon Brand Registry program. These main benefits include:
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.
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.
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.
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.
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.
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.
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:
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.
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.
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:
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!
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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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.