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Why You Need to Be Brand Registered on Amazon: Maximizing the Benefits for Success
October 19, 2023


In today’s swiftly changing digital market, Amazon reigns as the globe’s largest online vendor, serving as the preferred choice for millions of consumers worldwide. Additionally, boasting a wide variety of products and an expansive customer base, Amazon offers a platform for businesses of all scales to exhibit their offerings. Nonetheless, the vast scale and competitiveness of this platform require sellers to utilize every feasible advantage to excel. This is where the notion of brand registration on Amazon becomes pivotal in your online commerce strategy. Let’s delve into Why You Need to Be Brand Registered on Amazon.

Imagine brand registration as your passport to unlocking exclusive benefits and opportunities within Amazon’s ecosystem. It’s not merely an administrative checkbox; rather, it’s your gateway to enhanced visibility, trust, and control over your brand’s destiny on one of the world’s most influential online marketplaces.

  • Bolstering Your Brand’s Presence on Amazon
  • Safeguarding Your Intellectual Property
  • Catapulting Your Success in the Digital Commerce Landscape
  • Understanding the Imperative of Amazon Brand Registration
  • Diving Deep into the World of Amazon Brand Registration

Join us as we embark on a thorough exploration to uncover the diverse benefits of brand registration on Amazon. Discover how Amazon can enhance your brand’s visibility, protect your intellectual property, and propel your online retail efforts to new levels of success. Whether you’re a current Amazon seller or aiming to become one, understanding Amazon brand registration is crucial. It’s not merely a choice; it’s a vital necessity that can transform your journey to online retail success.

Why Do I Need a Brand to Sell on Amazon

Navigating the labyrinthine marketplace that is Amazon requires sellers to meet specific criteria, one of the foremost being establishing a robust brand presence. This requirement, while seemingly bureaucratic, is the linchpin of success for numerous reasons:

Trust and Credibility:

  • Amazon’s reputation as a reliable platform is established on the basis of brands. Establishing a brand presence with a logo, registered mark, and thorough product descriptions indicates to potential customers that you are a genuine and committed seller. As a result, consumers are more inclined to select products from recognized brands. A clearly outlined brand identity additionally strengthens your credibility in their perception.

Intellectual Property Protection:

  • Your brand is your distinct identity; keeping it safe is crucial. Moreover, Amazon acknowledges this and provides resources like the Brand Registry to aid in protecting your intellectual property. By enrolling your brand, you obtain the legal power to actively fight against counterfeiters, guaranteeing the authenticity of your products and preserving the integrity of your brand’s reputation.

Enhanced Product Listings:

  • A brand presence on Amazon enables you to create richer, more informative product listings. Furthermore, you can utilize Enhanced Brand Content (EBC) to showcase your products with high-quality images, engaging videos, and detailed descriptions. This improves the shopping experience and increases the likelihood of conversions.

Buy Box Eligibility:

  • Winning the Buy Box is the holy grail for Amazon sellers. Having a brand presence and maintaining a stellar seller performance record significantly increases your chances of winning this coveted spot, which drives more sales.

Access to Advertising Tools:

  • Amazon offers various advertising opportunities, such as Sponsored Products and Sponsored Brands, which are more accessible to brand-registered sellers. These tools allow you to promote your products effectively and boost your visibility.

Your brand is a fundamental element and a strategic asset that can unlock a myriad of opportunities on Amazon. Furthermore, it serves as the cornerstone of trust, a barrier against intellectual property infringements, and a catalyst for improving product presentation and sales performance. Now that we’ve discussed why a brand is indispensable, let’s delve deeper into the tangible benefits of becoming brand registered on Amazon.

What Does It Mean to Be a Brand Owner on Amazon

Becoming a brand owner on Amazon elevates your status within the e-commerce ecosystem, signifying more than just another seller; it represents a position of authority and distinction. Let’s delve into the multifaceted dimensions of being a brand owner on Amazon.

At its essence, brand ownership entails being the official custodian of a distinct product line or brand identity within Amazon’s vast marketplace. This involves registering your brand as an unequivocal endorsement of your products’ authenticity. As a result, there’s an immediate surge in trust among Amazon’s discerning clientele.

Now, let’s explore the responsibilities and privileges of this esteemed status.

Responsibilities of a Brand Owner

  • Brand Integrity: As a brand owner, you are responsible for maintaining the highest standards of your brand’s integrity. This entails creating meticulously detailed product listings, ensuring they are free from inaccuracies, and promptly addressing customer inquiries and concerns. Doing so provides a seamless shopping experience that fosters trust and loyalty.
  • Review Management: The reputation of your brand hinges on customer feedback. Monitoring and responding to product reviews professionally and transparently is an ongoing duty. Positive reviews enhance your brand’s credibility, while constructive responses to negative feedback demonstrate your commitment to customer satisfaction.
  • IP Protection: Intellectual property (IP) is the lifeblood of your brand. Moreover, through the Brand Registry program, Amazon empowers brand owners to take decisive action against IP infringements. This includes reporting counterfeit products, unauthorized resellers, and content violations. Consequently, your brand is fortified, and counterfeiters are kept at bay.

Privileges of a Brand Owner

  • Enhanced Product Listings: Brand owners enjoy the privilege of creating rich and immersive product listings. Moreover, You can harness Enhanced Brand Content (EBC) and A+ Content to provide potential buyers with captivating multimedia experiences, compelling descriptions, and unique selling propositions that set your brand apart.
  • Listing Control: With brand ownership comes greater autonomy. You can optimize product titles, images, and descriptions precisely, ensuring they resonate with your brand’s messaging. You also have the authority to dictate pricing and inventory management.
  • Channel Control: Being a brand owner lets you decide who can sell your products. Moreover, you can establish exclusive distribution agreements, implement brand gating to restrict unauthorized sellers, and curate your brand’s presence on Amazon.
  • IP Defense: The power to protect your brand’s IP is yours. You can employ Amazon’s robust IP enforcement mechanisms to combat counterfeiters, safeguarding your brand’s reputation and customer trust.

Being a brand owner on Amazon is a multifaceted role that involves nurturing your brand’s image, wielding unparalleled control over your product listings, and safeguarding your intellectual property. It represents a position of authority and influence that enhances your brand’s recognition and credibility, empowering you to navigate the Amazon marketplace confidently and succeed.

Benefits of Being Brand Registered on Amazon

Becoming a brand registered on Amazon is akin to unlocking a treasure trove of advantages that can redefine your e-commerce journey. To understand this better, let’s delve into these benefits, each of which plays a pivotal role in enhancing your brand’s presence and profitability on the platform:

Enhanced Brand Content (EBC):

  • EBC empowers brand-registered sellers to elevate their product listings from standard to spectacular. Through utilizing captivating images, engaging videos, and enhanced product descriptions, EBC immerses potential buyers in your brand’s story. This informs and educates customers and entices them to purchase, increasing conversion rates.

Brand Analytics:

  • Knowledge is power, and brand analytics bestows it. With this tool, you gain invaluable insights into customer behavior, market trends, and the performance of your products. These data-driven revelations enable you to make informed decisions, refine your marketing strategies, and adapt your product offerings to meet consumer demands effectively.

Amazon Storefront:

  • Your brand deserves a dedicated space where you can tell its story comprehensively. Through Amazon Storefronts provides a customizable, branded storefront showcasing your entire product catalog. It’s an immersive shopping experience that enhances customer engagement, fosters brand loyalty, and drives higher sales.

Trademark Protection:

  • Registering your brand with Amazon offers a robust shield against counterfeiters and unauthorized sellers. Furthermore, Amazon takes intellectual property seriously and actively collaborates with brand owners to enforce trademark protection, ensuring that your products remain authentic and your brand’s reputation untarnished.

Brand Gating:

  • One of the most compelling benefits of brand registration is the power to enforce brand gating. This effectively bars unauthorized sellers from listing your products, preventing counterfeiters and unauthorized resellers from diluting your brand’s value and competing on your listings.

A+ Content:

  • A+ Content allows brand owners to craft compelling product descriptions. It’s an opportunity to highlight unique features, offer in-depth explanations, and create a captivating narrative that resonates with customers. This results in improved product understanding and, subsequently, higher sales.

Improved Ranking:

  • Last but certainly not least, brand registration significantly impacts your search ranking. Amazon’s algorithm rewards brand-registered sellers with enhanced visibility in search results, associating your products with trust, authenticity, and quality. This improved visibility translates into more clicks and conversions.

The advantages extend from creating compelling product listings to defending your brand against infringement, bolstering your search visibility and bottom line. 

Advertise on Amazon Without a Brand Registry

Amazon’s advertising ecosystem caters to sellers with varying brand presence levels, thus offering registered and non-registered brands ample opportunities to promote their products. Now, let’s dive into the intricacies of Amazon advertising, examining the options available to sellers irrespective of their brand registration status.

For non-registered brands, Amazon provides accessible and effective advertising avenues. These include:

  • Sponsored Products: This option allows non-registered sellers to promote individual product listings. Consequently, your products will appear in search results and on product detail pages, making it an excellent choice for increasing visibility and driving sales.
  • Sponsored Brands: Formerly known as Headline Search Ads, Sponsored Brands enable non-registered brands to create custom ads showcasing multiple products. These ads appear at the top of search results and are a powerful tool for brand exposure and customer engagement.
  • Sponsored Display: This advertising format is available to registered and non-registered brands and enables you to target customers on and off Amazon. It’s particularly effective for retargeting and reaching potential customers beyond the Amazon platform.

In summary, while non-registered brands can effectively advertise on Amazon, however, brand registration provides a competitive edge by offering additional advertising tools and instilling customer trust. It’s not just about advertising; rather, it’s about creating a comprehensive and compelling brand presence that resonates with Amazon’s discerning shoppers. In the following sections, we will delve deeper into Amazon’s advertising landscape, exploring strategies for maximizing the impact of your campaigns, whether you’re a registered or non-registered brand.

The Brand Registry Process

Becoming a brand registered on Amazon is a strategic move that can significantly elevate your brand’s standing on the platform. In this section, we’ll provide a comprehensive step-by-step guide to becoming brand-registered on Amazon and insights into potential challenges and how to overcome them.

Step 1: Eligibility Check

Begin by ensuring that you meet Amazon’s eligibility criteria for brand registration. The primary requirement is having a registered trademark for your brand. Verify that your trademark is active and in good standing, serving as the linchpin of your brand identity on Amazon.

Step 2: Trademark Registration

This is your starting point if you still need to register a trademark for your brand. Trademarks protect your brand and open the door to brand registration on Amazon. The trademark registration process can vary by country, so consult with a trademark attorney or the relevant intellectual property office in your jurisdiction to initiate this crucial step.

Step 3: Create an Amazon Seller Account

You must create an Amazon Seller account if you’re not an Amazon seller. This account will serve as the central hub for managing your brand registration and conducting all seller-related activities on the platform.

Step 4: Access the Brand Registry

Once you have a registered trademark and an Amazon Seller account, navigate to the Amazon Brand Registry website and initiate the application process. Be prepared to provide the necessary documentation and information to substantiate your brand’s legitimacy.

Step 5: Provide Detailed Brand Information

Amazon will require you to furnish comprehensive details about your brand during the application process. This includes submitting your registered trademark details, specifying the product categories associated with your brand, and providing high-quality images and content that represent your brand effectively. It’s important to note that attention to detail here is crucial, as accurate information expedites approval.

Step 6: Verification and Approval

Amazon will meticulously review your brand registration application. This verification process typically takes a few weeks, during which Amazon will verify the authenticity of your brand and trademark. Amazon may request additional documentation or clarification if any issues, questions, or discrepancies arise during the review.

Step 7: Access Brand Registry Benefits

Once your brand registration is approved, you can access the full spectrum of benefits and tools associated with the Brand Registry. These include Enhanced Brand Content (EBC), A+ Content, and brand protection measures. You can now leverage these resources to enhance your brand’s presence and protection on Amazon.

Overcoming Challenges:

While brand registration is generally straightforward, challenges can surface, especially concerning trademark issues or application discrepancies. To navigate potential challenges effectively:

  • Ensure your trademark is registered and up-to-date before initiating the brand registration process.
  • Be responsive and diligent in providing any requested information or documentation during the application review.
  • Seek legal counsel or trademark experts for guidance if you encounter complex trademark issues or require clarification.

Brand registration on Amazon is essential to elevating your brand and safeguarding your products and reputation. While the process may involve certain complexities, the benefits of enhanced visibility, trust, and control over your brand’s destiny make it a valuable investment. In the following sections, we will delve deeper into the myriad benefits of brand registration and how you can strategically leverage them to excel on the Amazon platform.

Success Stories

Real-life success stories vividly illustrate the transformative power of brand registration on Amazon. These examples not only inspire but also offer tangible proof of the advantages that await brand-registered sellers. Let’s explore a few such success stories that underscore the game-changing potential of this strategic move:

Anker:

  • The electronics and tech accessories brand Anker saw a remarkable sales and visibility surge after becoming a brand registered on Amazon. By leveraging Enhanced Brand Content (EBC) to create compelling product listings, Anker engaged customers effectively and witnessed a substantial increase in conversion rates. Furthermore, this and the ability to protect their brand from counterfeiters solidified their presence as a trusted brand on Amazon.

Nespresso:

  • The renowned coffee brand Nespresso strategically employed brand registration to create a dedicated Amazon Storefront. This customized space allowed them to comprehensively showcase their coffee machines, capsules, and accessories. As a result, a richer customer shopping experience leads to increased customer loyalty and higher sales.

Epson:

  • Epson, a global leader in printing and imaging solutions, used brand registration to its advantage by gaining access to A+ Content. This feature enabled them to create immersive product listings with in-depth descriptions and engaging visuals. Consequently, the outcome was higher conversions and a more profound customer connection through enhanced product education.

These success stories exemplify the transformative potential of brand registration on Amazon. From increased sales and visibility to a strengthened brand reputation, these brands have harnessed the benefits of the Brand Registry to thrive in the competitive e-commerce landscape. Indeed, their journeys are compelling testaments to the strategic value of becoming a brand registered on Amazon.

The Strategic Imperative of Brand Registration on Amazon

In the ever-evolving landscape of e-commerce, it’s essential to recognize the significance of brand registration on Amazon. Now, let’s distill the crucial insights we’ve uncovered:

Brand registration on Amazon transcends a mere administrative task; rather, it’s a strategic imperative that forges trust, credibility, and authority in the fiercely competitive marketplace.

The benefits of brand registration are a treasure trove for sellers: Enhanced Brand Content (EBC), brand analytics, Amazon Storefronts, trademark protection, brand gating, A+ Content, and improved search rankings are indeed invaluable tools at your disposal.

While advertising without brand registration is feasible, becoming brand-registered elevates advertising to an art form, fostering trust and engagement with your target audience.

The brand registration involves meticulous steps, including trademark registration, eligibility checks, and a comprehensive application process. Challenges may arise, but they can be surmounted with diligence and, if necessary, professional guidance.

Real-world success stories from industry leaders like Anker, Nespresso, and Epson serve as beacons, illustrating the remarkable transformations possible through brand registration.

Brand registration on Amazon is not just an option; instead, it’s a strategic imperative for those looking to thrive in the dynamic world of e-commerce. It equips you with tools and safeguards that propel your brand towards unparalleled success. 

As you embark on your Amazon journey, view brand registration as the North Star guiding you toward e-commerce excellence. Take this strategic leap, harness the full potential of the Brand Registry, and position your brand for resounding success in Amazon’s expansive marketplace. The journey to prominence for your brand begins here, and the possibilities are boundless.

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Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche

Treasurer

An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner

CFO

Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​

CEO

As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.

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