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What is Brand Registry on Amazon?
Marketplaces
4 mins

What is Brand Registry on Amazon?

Table of Contents:

    Amazon Brand Registry offers a robust defense against nefarious counterfeiters trying to sneak onto e-commerce sites illegally. Did you know that 99 percent fewer infringements were reported by 130,000 brands signed up with the brand registry, as reported by Amazon?

    Red Points explains why it’s a must-have! 

    What is Amazon Brand Registry?

    Brand registry, an initiative by Amazon, is designed for sellers to protect their patents and trademarks through the use of enhanced monitoring tools. These include exclusive text and image searches, automated predictions, and infringement detection tools.

    It is a one-source platform to detect and report possible infringements, improve customer experience, and track brand performance through analytics. 

    To encourage brand owners, Amazon offers registered brands additional perks. These include access to expanded advertising options and the ability to list items using identification methods other than UPC and EAN codes.

    Who can sign up for Amazon Brand Registry?

    Brand owners that are sellers on Amazon or authorized agents of their registered trademarks are eligible to sign up for the brand registry. 

    As proof of brand and Intellectual Property ownership, a pending trademark application or registered trademark needs to be submitted. Additionally, it is mandatory to provide the brand name and Manufacturer Part Number (MPN) or Global Trade Item Number (GTIN).

    Amazon Brand Registry requirements

    At present, the following must be proved to be a part of the Amazon Brand Registry.

    • A brand name with an active trademark registration. Commercial use of the registered trademark must be demonstrated, i.e., on your products or packaging. In a subset of trademark offices, Amazon also accepts trademark pending registrations.
    • A list of product categories where the brand products are listed.
    • Your brand’s trademark must be in the form of an image mark (containing words, letters, or numbers- design mark) or a text-based mark (word mark). 

    Disclaimer: Amazon currently only accepts trademarks granted in the United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Spain, the United Kingdom, and the European Union, Turkey, and the United Arab Emirates.. 

    What is the benefit of Brand Registry on Amazon?

    Various benefits are offered to Amazon Sellers registered with the Brand Registry. To mention a few

    • Neutral Patent Evaluation: With support from a neutral third-party evaluator on the Amazon platform, determine if a utility patent has been infringed. Save time and expense on litigation. (US only)
    • Live support agents: Navigate and resolve technical issues, marketplace violations, and more from real support agents. 
    • Advanced tools to report violations: Browse through an internal catalog to detect possible Intellectual property infringements and report them using advanced tools.
    • Amazon Store Fronts: Access is given to registered owners to create a multi-page site on the platform. Amazon Store Front is a great way to build a brand identity and retain repeat customers. 

    amazon-brand-protection-services

    Amazon Brand Registry sign-up guide 

    If you are a seller, log in to your Amazon Seller Central Program and follow these simple steps.

    Step 1 – Create a Registry Account 

    Access the Brand Registry page and Sign-Up. The following documents are required to create an account.

    • Prove your identity through an SMS OTP.
    • Provide legal/corporate information.
    • Accept terms and conditions.

    Step 2 – Enroll Your Brand

    After creating an account, it’s time to enroll your brand. 

    • Provide information about the brand name, logo, and the number of names to be registered.
    • Upload product images, brand logos, packaging images, and website details
    • Details about your Intellectual Property, including documentation of granted trademarks.
    • Key information about the brand, including seller ID, licenses, and more.

    Step 3 – Get Verified by Amazon

    Once an application is submitted, Amazon officials will validate all the key information and get back with an approval or a rejection within 2-10 business days.

    Amazon Brand Protection: The next level

    Amazon Brand Registry is one of many initiatives taken by the brand to curtail infringements and counterfeits on their platform.

    Over the years, Amazon has launched several other programs, such as the Amazon Brand Gating, Amazon Project Zero, and the Amazon Transparency Program.

    Read our detailed blog on Amazon Brand Protection Programs to know in depth about these initiatives and how they can help!

    How busy execs manage hundreds of infringements on Amazon at once with Red Points

    Did you know that Amazon generated 470 billion $ in sales revenue in 2021 alone?

    With over 350 million product listings, the potential risk of Intellectual Property infringements and counterfeits is exceptionally high.

    Red Point’s Amazon Brand Protection Service is a single-stop solution to manage and prevent cyber criminals from taking advantage of your brand reputation.

    Here’s how Amazon sellers stop scammers from capitalizing on their brand reputation with Red Points.

    Monitoring and Detection

    Red Points uses bot-powered search 24/7 on Amazon to identify potential trademark, copyright and patent infringements. This search is optimized with AI powered technology, image recognition, and keyword search. Machine learning allows the model to self-improve over time, suggesting new rules and keyword opportunities.

    Prioritize and remove

    Dealing with thousands of potential infringements that could harm your business is challenging to navigate through, but the Red Points Amazon Protection Platform makes it easy. 

    Knowing that not all infringements have the same impact on your business, our platform allows you to set up rules that will prioritize which potential incidents require your attention. Visualize the listing using image cards to validate, pause or discard the infringement. You can also use rules that can automatically enforce against infringing sellers using your trademark, patent or copyright on Amazon. 

    Discover the economic impact 

    Red Points provides a specific report that can help you keep track of the estimated revenue you are getting back from your enforcements as well as the economic value of the detected incidents. 

    You can also see different information on an asset level filtering by different products you are protecting, and make decisions based on price differences between your original asset and fakes. 

    Set custom reports.

    After successfully removing infringements, you can leverage more insightful data gathered by Red Points to make smarter decisions to protect your brand on Amazon. 

    Red Points understands that every brand is different, so are their data needs. You can request more specific information that might be relevant for your business and we will create a report that meets your business needs. For example, you can request data such as average takedown time or success rate by particular infringement type. 

    What’s Next 

    Amazon marketplace, the largest ecommerce platform globally, had over 948.34M visits in October 2022 alone. 

    The chance of revenue growth and expansion on Amazon is exponential. Unfortunately, it is challenging to eliminate all scammers due to the high traffic volume.

    Without actively monitoring and taking action against infringements, your brand risks losing its reputation and millions of dollars in revenue. With Red Points, fight against impersonations, privacy, and counterfeits across the internet.

    Red Points ebook on how to report a counterfeit item on Amazon

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