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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Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

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. 

What is an Amazon SEO Agency?

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:

Prioritize Your Success

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.

Provide Detailed Competitive Insight

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.

Reduce Your Ad Spend Over Time

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.

Amazon SEO Optimization and More

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.

Global Ecommerce: Weekly News (20th September 2022)
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Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)