Want to protect your brand and increase visibility on Amazon? Then the Amazon Brand Registry program is exactly right for you. This program, launched in 2017 and available to registered and eligible brand owners, provides advanced brand protection tools, access to Amazon's early-stage product launches, and enhanced capabilities for managing your brand's presence on the marketplace.
In this article, we'll discuss the benefits of the Amazon Brand Registry program and explain how you can enroll in the program to take your brand to the next level on Amazon.
Registration and Brand Costs
To register your brand and join the Amazon Brand Registry program, you must first register your brand with the government of your country or region. This process may vary depending on your location, but generally, you need to take the following steps:
- Conduct a trademark search to ensure that the trademark you want is available for use.
- Submit a trademark application to the appropriate government authority. This typically includes information about your trademark, such as the mark itself, the goods or services for which it will be used, and the owner of the trademark.
- Pay any required fees.
- Wait for the authority to review and approve your application.
It is completely free to register your brand with Amazon. However, trademark registration with the DPMA (German Patent and Trademark Office) costs approximately €300. This includes three goods and services classes. Each additional class costs an additional €100.
If you want to sell your product in other EU countries, you must register it with the EUIPO. The basic fee here is €850 and includes only one class.
Benefits of a Registered Brand in Amazon Brand Registry
Once your brand is officially registered with the respective authority (DPMA, EUIPO, etc.), you can apply to participate in the Amazon Brand Registry program. This is not done from your Amazon Seller or Vendor Central, but on the dedicated Amazon website www.brandservices.amazon.de
Here you must provide proof of your registered trademark as well as additional information about your brand and your products. Amazon will review your application and inform you after a short processing time, which usually takes only a few days.
Once the review process is successfully completed, you now have the opportunity to enjoy the benefits of a registered brand on Amazon. We will now briefly introduce the benefits that Amazon Brand Registry offers for Amazon Vendors and Amazon Sellers.
In addition to several others, the following benefits are the most important:
- Protection against product piracy and brand abuse.
- Ability to manage and optimize product listings and distribute content to all resellers.
- Create A+ and Brand Stores to strengthen your brand presence
- Access to advanced reports and analytical tools.
- Access to the Amazon Vine program, which enables the generation of customer reviews by sending free products to selected Amazon customers who, in return, leave a review on the listing.
- Ability to use Amazon's Project Zero to report and have counterfeit products removed from the platform.
- Priority access to Amazon support teams.
- Ability to create and run Sponsored Brands ads.
Additionally, the following additions to the points for which we regularly receive numerous inquiries. Amazon Vendors and Sellers who have registered their brand in Amazon's Brand Registry receive so-called content sovereignty. This allows you to distribute the image and text content, the A+ content, as well as the Brand Store across all resellers. Experience shows that it takes some time for this to be fully implemented. But once it is set up, it is an important tool for protecting your own brand.
We also often receive inquiries about Amazon Project Zero. This is an Amazon program designed to help brand owners identify and report counterfeit products on the platform. The program allows brand owners to have automatically detected and reported counterfeits removed by Amazon without requiring a manual report. The program uses artificial intelligence and machine learning to identify potential counterfeits.
Conclusion
Overall, the Amazon Brand Registry program is a powerful tool for any brand looking to build a strong and protected presence on the world's largest e-commerce platform. By joining the program, you can take advantage of a range of features that will help you protect your brand, increase visibility and sales, and improve your overall performance on Amazon.
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