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Protect Your Brand on Amazon Today

June 19, 2017


Few e-commerce platforms present more opportunity and potential for brands looking to gain visibility and sell their products online than Amazon.In many cases, a brand’s products end up on Amazon without the company’s approval.It’s not uncommon for unauthorized sellers to even upload a company’s proprietary images for use in these unwanted listings.In addition, Amazon doesn’t allow brands to introduce in their listings any content that drives Amazon shoppers to a third-party website or brick-and-mortar stores, which makes it difficult for a brand to keep the value of its products from eroding when items are priced artificially low on the Amazon platform.In working with brands on Amazon,we’ve seen these pain points come up time and time again.Brand owners are frustrated by the fact that they are unable to control who sells their products, unable to control the pricing of their products by both authorized and unauthorized sellers, and unable to control the use of their intellectual property such as images, text, and trademarks.

Amazon Brand Registry 1.0 vs. Amazon Brand Registry 2.0
For years, Amazon has had a brand registry.In the past, however, this brand registry called Amazon Brand Registry 1.0 only allowed a brand to control content on its own listing and to create listings without a Global Trade Identification Number (GTIN) such as a UPC or AIN for its products.With Amazon Brand Registry 2.0, brands selling on Amazon are given access to a few new and exciting features such as adding extra images and a brand story to its listings to enhance brand awareness and promote customer loyalty.Most importantly, though, Amazon Brand Registry 2.0 showed early promise that it would give a brand more control over how others sell its products.The introduction of Amazon Brand Registry 2.0’s release followed Amazon’s November 2016 decision to begin “gating” certain brands, making it so that third-party sellers could not sell certain brands’ products without presenting to Amazon written permission from the brand owner or legitimate invoices.In order to qualify for the program, the brand will be required to provide a registered trademark and its coordinating serial number.Unfortunately for up-and-coming brands, pending trademarks don’t qualify for Amazon.

Brand Registry 2.0 Today
When entering a trademark on the Amazon Brand Registry 2.0 application, one must be careful to exactly match the spelling of the trademark as it appears on in mind that it’s case sensitive and spaces count as well.Next, one will be required to enter the contact information for the brand holder and/or the brand’s legal representative.The last step is to upload any photographs that the brand would like included on any packaging as well as an image of the brand’s logo.After submitting the required information and sending the trademark confirmation code to Amazon, one should be all set and ready to start accessing the new tools and features of Amazon Brand Registry 2.0.

How Amazon Brand Registry 2.0 Helps Brands Protect Their Intellectual Property

This new feature looks a little more like a simple hyperlink, but it’s a powerful tool that Amazon Brand Registry 1.0 didn’t offer.Through this link, brands can save hundreds of hours searching for sellers who are abusing their intellectual property, thanks to the tool’s powerful new search features.These search features allow one to search for specific text, keywords, and even images by using a tool similar to Google’s reverse image search.If a brand owner finds that its intellectual property is being misused, Amazon Brand Registry 2.0 streamlines the reporting process, making it easy to take action against the violator(s).In working with numerous brands, we’ve found that hunting down listings that are misusing a brand’s copyrights and trademarks is one of the most arduous steps in protecting its intellectual property.With Amazon Brand Registry 2.0, this process has been drastically simplified.Amazon Brand Registry 2.0 still doesn’t give brands the power to control authorized sellers or demand exclusive distribution of its products.Rather, the new system only makes it so brands are able to protect their intellectual property by reporting sellers who are misusing copyrighted text, images, and trademarks.

Making the Most of Amazon Brand Registry 2.0
Amazon Brand Registry 2.0 isn’t a perfect solution.However, it’s certainly a step in the right direction.It puts more power back into the hands of brand holders whose products are sold on Amazon.Brand owners will also want to check out the additional enhanced brand content that Amazon Brand Registry 2.0 allows them to include on their listings.This feature should help companies grow brand awareness andrecognition.Brand Registry also has a new perk that helps new brands get their first reviews.The Early Reviewer Program, only available to U.S.Brand Registered Sellers, is a program for products with less than five reviews and a selling price of $15 or more to get their first reviews.The program is reasonably priced at $60 and a great value for brands looking to garner their first reviews for proof of concept on their Amazon ASIN.In the future, there’s a real possibility that Amazon will introduce more features and tools to Amazon Brand Registry 2.0; the company has a history of both adding and removing features in response to changes in the market.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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