As of May 2017, the new Amazon Brand Registry (Amazon Brands Register), a free tool provided by Amazon itself that makes it quick and easy to police unauthorized use of your brand on the marketplace.
One of the many aspects to be considered when selling on Amazon is protection from issues such as hijacking.
To protect your business and to provide you with advanced features, Amazon provides its brands register.
What is Amazon's brand register and what is it for?
If you are a brand owner, you can register in the Amazon brands register to achieve protection of your products, texts and images.
Through this special registry, Amazon helps you protect your intellectual property and create a safe and reliable shopping experience for customers on Amazon.
Benefits
According to Amazon's statistics, 99% of the registered trademarks have not received reports of suspicious violations.
Going into more detail, I want to tell you about the benefits of the Amazon Brands Register.
1. Accurate representation of the Brand
Trademarked sellers can have more control over product sheets so that buyers can have correct information associated with your brand.
To enable the brand to be best represented, Amazon provides a special page called page A+ with which you can improve your product sheet, differentiate yourself from others and add image blocks, comparison tables and more.
This prò determine a average increase in conversion rate which goes 12% to 15%, with some vendors reporting increases up to 20%.
2. Research and reporting tools
Amazon provides registered brands with advanced tools to search for potential violations:
- Global search: search for content in different Amazon Stores from the same screen without having to change pages.
- Image search: find product deals on Amazon that match your products or logo using images.
- Searching for ASINs in bulk: perform a bulk search within a list of ASINs or product URLs to quickly identify and report potential violations.
If you identify a potential violation, you can quickly and easily submit a report for review.
3. Additional brand protection
In addition to the measures mentioned above, the Amazon Brand Registry takes all measures to protect your brand by using all the information you provide about your brand to implement additional preventive protection for the purpose of identifying and removing potential incorrect catalog listings.
This means that Amazon will preemptively protect your brand against inappropriate use by third-party sellers.
You can then be protected against sellers who use your brand in the title of their product sheet or use images that contain your logo even though they do not belong to your brand or even sell products in countries where you do not distribute your brand.
How to register
To register your brand on Amazon's brand registry, your brand must already be registered to theItalian Patent and Trademark Office or on the European register, which is advisable if you mean protect your brand across europe.
Amazon will verify that your brand is properly registered, and within two weeks you can be added to Amazon's Brand Registry.
In this short period of time Amazon will check a variety of data about your company:
- Data of your trademark (name, filing and registration number and date).
- Images of the brand logo (if any).
- Images of products and packaging bearing your registered trademark.
- The list of product categories (e.g. Clothing, sporting goods, electronics) for which the trademark is registered.
- The list of countries where products bearing the mark are manufactured and distributed.
- The official website of your company
- A official e-mail address Referring to your brand/company.
Conclusion
One thing to focus on is that Amazon does not provide you with any legal protections over your brand, but it does provide you with a whole range of useful and necessary tools to enable you to establish your brand.
You will not be reimbursed for any damages or losses due to misuse of your brand, but you can put in place all the most appropriate tools to have efficient brand representation.
Registering the mark confers, in the eyes of the user, greater credibility to the brand by conveying confidence and incentivizing purchase.
It is likely that Amazon will also place increasing value in positioning on trademarked sellers.
