Protecting Your Brand for Amazon 3P Sellers (Part 1: Brand Registry)

May 23, 2017

Brands Barbara Riccardi By Barbara Riccardi

Ever been to Amazon to check on your performance, only to find that you’re no longer the Buy Box owner and your product content has been overridden with another seller’s data? You’re not alone. Amazon’s single product detail page structure is great for consumers but can hurt sellers — especially brands. Cue the Amazon Brand Registry program to save the day.

If you aren’t already a part of Amazon’s Brand Registry program, we highly recommend you apply today. It’s simple and can help you gain control over your listings again.

As members of the Brand Registry program, sellers are given priority over listing content such as titles, images and descriptions. In addition, no one else will be able to use your registered brand name. After you’re approved, if you experience any issues with your listing content and need to open a support case with Amazon, be sure to mention that you’re the brand owner and a part of the Brand Registry Program. It typically helps expedite a resolution.  

The Brand Registry does not, however, stop other sellers from selling your product even if you haven’t authorized them as distributors, nor does it guarantee that you’ll always be the Buy Box winner. That will still be determined by your feedback, seller performance and pricing.

Only manufacturers, brand owners or distributors that have written authorization from the manufacturer or brand owner to manage the brand content on Amazon can enroll in the program.

Amazon’s application form is simple. You’ll need to provide the following items to submit your application:

  • An image of your product packaging with branding visible on the packaging.
  • An image of a product with your branding visible on the product itself.
  • A unique key attribute for each product that will have your brand name. The most commonly used attributes are UPC (universal product code) or MPN (manufacturer part number).

If you get approved, be sure you provide the key attribute each time you create a new product and ensure that, within your product details, you include the EXACT brand name you registered with.

This program also makes it easier for you to report copyright and trademark infringement issues and gives you the ability to add content to your listings, an option known as Enhanced Brand Content.

Stay tuned for Part 2 of this blog which will focus on the ins and outs of Enhanced Brand Content on Amazon.