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How does Amazon Brand Registry work? And is it worthwhile for Sellers?

    According to Amazon, 130,000 brands were making use of their brand registry as of the new year, with 99% of those reporting fewer infringements as a result. Now, as online sales become ever more important to brands, countless companies look to safe solutions like these to boost their online efforts. 

    If your Amazon account is eligible, Brand Registry is almost always a worthwhile investment. So, how exactly does Amazon Brand Registry work, and how can you be sure that it’s the right choice for you?

    What is Amazon Brand Registry?

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    Amazon Brand Registry, at its heart, is an enhanced marketing tool with security front of mind. Launched in May 2017, the registry model was intended to protect Seller patents and trademarks by both legitimizing brands and making it easier to oversee the way products are listed. Brand Registry also drastically simplifies the fraud reporting process, meaning that Amazon can eliminate counterfeit brands in much shorter periods. 

    This concept isn't exactly new, but Brand Registry is the first Amazon offering to provide a one-source, easy enrolment platform to tackle these issues. In order to incentivize brands to take part in Brand Registry, Amazon provides registered brands with a number of benefits, including: 

    • The ability to list products with identification outside of UPC and EAN codes
    • ASIN searches in bulk
    • Proactive report and search tools to help track and manage brands
    • Faster counterfeit reporting capabilities
    • Action on more than 95% of infringement reports in less than eight hours
    • Access to A+ content for improved displays
    • Expanded advertising options
    • Access to Amazon Brand Analytics 
    • And more

    Excluding the costs of maintaining an Amazon Seller account, enrollment in Brand Registry is free. However, some of the eligibility requirements do cost money (holding a registered trademark, for example). These are costs you need to keep in mind. But the value for money is incredibly high. The most obvious example is free access to Amazon Brand Analytics, a tool that used to only be available to Vendors and cost about $30k per year.  

    The volume of analytics data available through Brand Registry also opens the door to partnering with third-party analytics tools that deploy AI/ML to calculate things like customer lifetime value, which can entirely change the way you strategize on the platform. But before we get into these benefits, it’s worth looking at eligibility requirements. 

     


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    Amazon Brand Registry eligibility

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    Amazon Brand Registry eligibility isn’t a given. Anyone looking to apply must meet certain requirements in advance. The specifics here vary between geography — so, it’s important that you research specific eligibility criteria in your country. 

    In most cases, you must hold an active trademark that’s registered in the relevant location. This trademark must be in the form of a standard character mark consisting of words, letters, or numbers issued from the mark office of an eligible government, for example:  

    • European union
    • United States
    • Brazil
    • Japan
    • And more

    Your trademark text must match the brand name given on your application, which must then be submitted by the trademark owner. You will also need to sign in to your existing Seller account, or create a new one before you can complete registration. 

    How do you register as a brand on Amazon?

    Once you’ve worked your way around eligibility, it’s time to register. You just need the username and password you created above. You’ll be glad to hear that the registration process is incredibly straightforward, but you will need to keep certain things to hand, including: 

    1. Your brand name
    2. Your government-registered trademark number
    3. Any relevant product categories
    4. Countries where your products are manufactured and distributed

    It is actually that simple. Then it’s just a matter of learning how to put to good use the benefits and features that becoming brand registered has afforded you.  

    Understanding why Amazon Brand Registry is a good idea

    As we mentioned, Amazon Brand Registry is almost always worthwhile. There are a range of reasons for this, some of which are evident from merely considering the perks we mentioned at the start. But to give you a headstart on putting these features to good use, here is a rundown of the main ways Amazon Brand Registry helps Sellers on Amazon. 

    1. Access to Amazon Brand Analytics

    As of last year, registered brand owners have free access to Amazon Brand Analytics (ABA). Previously only available to 1P Vendors, this feature contains invaluable insights about the way consumers interact with Amazon-based brands. This information is accessible through a number of reporting tools that focus on search terms, ASIN rankings, customer demographics and more. 

    Admittedly, the platform isn’t without its setbacks, and it can be hard to cross-reference different data sets within the interface. However, ABA is a critical resource for understanding your customers, competitors and product lines. If augmented with Amazon MWS data and used in conjunction with third-party analytics tools, the possibilities for deep analysis are expansive. If you want more detail on how to master ABA, we’ve written an eBook to help Sellers do just that.  Screenshot 2020-05-11 at 20.25.21

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    2. Increased control over your listings

    Increased listing control is another notable benefit, with registry perks like report and search tools making it easier than ever to track and manage your brand across the platform. This takes us back to that prime Brand Registry perk — recognizing counterfeit Sellers as soon as they emerge. As soon as the registry legitimizes your brand, Amazon’s internal team will be on your side, aiming to address issues like these in no more than eight hours.

    Pro tip: Amazon’s Transparency program can take these security benefits even further thanks to transparency codes and authentication benefits, so Sellers may also want to register here. 

     

    3. Access to A+ listings

    Formerly called ‘enhanced brand content,’ Amazon’s A+ listings allow you to drastically enhance your professional image thanks to longer product descriptions and more accompanying images. Given that consumers typically click on such listings twice as often, that’s fantastic news for your conversion rates. And, it’s a perk that only registered brands can enjoy, meaning that a failure to take action here could, in the long run, leave you forever short of the sales mark. 

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    4. Amazon Storefronts


    Becoming brand registered also gives you access to Amazon Storefronts. This allows you to create a multi-page site on Amazon that customers can interact with like they would a physical store. Amazon Storefronts are a great way for businesses to build a brand reputation on Amazon, and attract repeat customers. Particularly when it comes to small-to-medium sized businesses, Amazon Storefronts provides a valuable tool for breaking into competitive markets and generating regular organic traffic for their products.   

    5. More advertising options

    Amazon ads alone look set to account for 14% of digital ad spending in the US within as little as three years. That’s a big deal, and it’s a benefit you can only truly enjoy once you’re on their registry within easy reach of enhanced ad options, such as sponsored brand ads and sponsored display ads.

    Unlike the keyword-led product ads that are available to all, these rely on demographics to better target audiences based on interests and shopping histories. Sponsored brand ads allow you to advertise your brand at the top of results pages, driving people to your Amazon Storefront. They are great for top-of-funnel advertising. 

    Sponsored display ads are designed to re-target shoppers. Unlike any other advertising option on Amazon, sponsored display ads can appear on and off Amazon, directing shoppers back to your Amazon listings. 

    Your ability to access these multiple ad types is fantastic news for helping to tailor your ads and ensure they hit the mark. These perks also bring the significant benefit of appearing above sponsored product alternatives, meaning registry members always have the upper hand. 

    Is Amazon Brand Registry right for you?

    Amazon has put a lot of weight behind getting Sellers to register their brand with the platform. Likely, this is driven by a desire to improve transparency and crack down on fake listings

    Ultimately, providing brands with more control over listings is a benefit to everyone. Amazon gets improved quality standards and so do brands. Although this is just speculation, it’s easy to assume that this win-win is why Amazon provides so many perks to brands willing to register. However, the outcome is the same — for brands, Amazon Brand Registry is a no-brainer. 

    By becoming brand registered, Sellers gain access to reporting tools, different ad options, improved listing capabilities and priority when it comes to listing disputes. You effectively legitimize yourself in the eyes of Amazon, and to reward you for the paperwork, Amazon delivers you perks that are not afforded to other Sellers. If you are eligible, Amazon Brand Registry is an easy win — take it! 

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