Unlocking the Power of Amazon Brand Registry

Over the years, the primary focus of Amazon sellers has rapidly shifted from cranking out products and seeing what sticks to building brands with longevity. Amazon quickly followed suit with a complete range of brand-building features and programs exclusive to brand-registered sellers. But even for the most seasoned brands, many new to Amazon are still left with the question - “Where do I get started?” In this blog post, OMG’s Amazon team breaks down brand registry for you along with our favorite features:

What’s Required for Amazon Brand Registry?

You’ll just need a few things to get started:

  • A Brand Registry account linked to your Seller Central account
  • Your Brand Name
  • The Trademark Office where your trademark is live and on the principal registry
  • Your Trademark Registration Number
  • Your Brand’s Website
  • Images of your Products
  • Business Name
  • Business Address
  • EIN
  • You will likely also be required to provide a valid passport ID or further identification

How Do I Get Brand Registered on Amazon?


Getting started with Brand Registry is simple once you have your Seller Account in place. Simply ensure you have a brand registry account set up under the same email as your seller account at brandregistry.amazon.com.

 

Then, once you are logged in, select “Manage” -  “Enroll a brand”.



On the next page, select “Enroll your brand” and you’ll be prompted to provide your Brand info, Seller and Business information and Distribution specific info.

How Long Does It Take to Get Amazon Brand Registered?

After that, you’ll wait up to 2 weeks for approval. Once you received a notification that you’ve been approved, double check that access to all brand features are available in your Seller Central account. 

In some cases, it may take up to 72 hours after approval for brand features to properly map to your account. If you find that anything is still missing after 72 hours, follow the prompts to log a case and request access through Amazon support.

Can I Get Brand Registered on Amazon without a Trademark?

 The short answer is, no. Until you have a trademark fully registered on the principal registry and in the “LIVE” state, Amazon will not accept your brand registry submission. However, Amazon does have a convenient IP Accelerator program that grants you expedited access to brand features in as little as 14 days by using one of Amazon’s preferred law firms within their partner network.

For those of you who just recently filed your trademark or have yet to even file, this can save anywhere from 12-18 months of waiting for access. The only requirement with this program is that the trademark MUST be filed through an attorney participating in the IP Accelerator program. Therefore, if you’ve already filed and you want immediate access, you’ll need to refile.

How can I maximize Amazon Brand Registry?


Outside of the added control Amazon brand registry offers by enabling you to enforce trademark violations and remove unauthorized sellers, claiming your brand on Amazon also unlocks an entire suite of valuable brand-exclusive features. We’ve narrowed down our Top 5 favorite brand features to get you started:


Sponsored Brand & Sponsored Brand Video Campaigns


Take your brand awareness and defense strategy to the next level on Amazon with these two brand-exclusive ad placements.

 

Hone in on a selection of products with customized copy and lifestyle imagery in a Sponsored Brand campaign on top of, alongside or within shopping results. One of the most aspirational Sponsored Brand placements is prime real estate and displays at the very top of Amazon search results:



For those brands with an archive of great video assets, Sponsored Brand Video campaigns can be nested prominently within search results, on product pages and on competitor pages:


A+ Content


A+ Content is by far one of our favorite ways to amplify product display pages. Not only does it allow sellers to better educate customers on complex products and pull in lifestyle imagery, it also takes up a massive amount of real estate pushing competitors further down your page and away from the “Add to Cart” button.

 

With plenty of module options, you can leverage A+ content for improved conversion, upselling and cross-selling products and enhancing your brand defense with helpful sections like a comparison chart:



Amazon Storefronts


Use your Amazon Storefront to neatly organize your products for customers higher in the funnel who may be browsing. Implementing even a basic Amazon storefront has major benefits as your brand name will map directly to your brand exclusive storefront rather than search results for your brand name filled with competitors.

 

Use your storefront to segment product collections, highlight deals and provide additional customer education through shoppable images and videos:



Vine


As you may already know, on Amazon, reviews are king. So, when it comes to launching products on the marketplace, your initial review strategy is crucial in setting up your product for success.

 

Even the most established brands can struggle with obtaining those initial 5 or so reviews which sets the tone for sales velocity, ranking, conversion rate and ad performance. That’s why we love that registered brands have access to Amazon’s network of trusted Vine reviewers.

 

Once you are in the “Vine” dashboard, it’s as easy as entering your ASIN and selecting “Begin Enrollment”:



As of October 12, 2021, Amazon has updated fees for enrollment from free to $200 per parent ASIN. However, there is still tremendous value in launching with Vine particularly on variations with multiple child ASINs.

 

With the Vine program you can enroll up to a quantity of 30 units of product per parent ASIN. Eligible parent ASINs must have available FBA inventory and less than 30 total reviews on page. Based on past launches, high demand products without any ongoing, repeat complaints tend to be the best candidates for the Vine program. That being said, put your best foot (and established products) forward when testing Vine.


Brand Analytics, Amazon Attribution & Brand Metrics


While still in beta, the reporting available under Brand Analytics and Brand Insights are incredible for companies who crave data. From being able to dig deeper into “Amazon Search Terms” to breaking down your customers “Repeat Purchase Behavior” and conducting a “Market Basket Analysis”, Brand Analytics has a wealth of brand specific data that can be turned into actionable items for growth like bundling products that are frequently purchased together:




Brand Analytics also gives you direct access to “Amazon Attribution” which enables you to track sales off Amazon through trackable links. Plus, thanks to Amazon’s new “Brand Referral Bonus” program, brands using Amazon Attribution to successfully drive sales through external traffic qualify for a referral fee of up to 10% which can help offset costly FBA and advertising fees.

 

In addition to Brand Analytics, the newer “Brand Metrics” feature in the Advertising dashboard is another one of our favorite resources for brand data. While still a work in progress, Brand Metrics delivers a drilldown of metrics that are hyper specific to your category, something which was previously only available through advertising reps to top tier sellers.

 

Overall, Amazon’s Brand Registry process is straightforward and as you can see, unleashes a range of awesome features that’ll take your brand to the next level on Amazon!

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