Amazon Brand Registry: Complete control over brand identity and intellectual property rights protection

Amazon Brand Registry is a program created in 2017 that allows businesses to register their products within the Amazon ecosystem to increase control over brand identity and protect intellectual property rights. It is a crucial step for companies looking to effectively manage their products on the Amazon platform and safeguard them from unauthorized users.

The main goal of Amazon Brand Registry is to provide better protection against copyright infringement, fraud, and illegal activities on the Amazon platform. Registering in the program enables faster and more effective responses to infringements of rights, such as illegal copying of products or counterfeiting. Additionally, Amazon Brand Registry provides additional tools for brands to build their presence on the platform and increase customer trust in their products.

Who can register a business in the Amazon Brand Registry program?

Amazon Brand Registry is open to anyone with an active and registered trademark. To apply for registration in this program, it is necessary to present a certificate issued by the European Union Intellectual Property Office (EUIPO) or by the local patent office. In Poland, this responsibility lies with the Polish Patent Office. Importantly, Amazon also accepts trademarks registered in other countries, allowing brands to use the program on a global scale. Through Amazon Brand Registry, brands gain a higher level of protection for their intellectual property rights and greater control over their products on the Amazon platform. This not only facilitates the identification and authentication of products but also strengthens customer trust in the brand.

What trademarks are accepted by Amazon Brand Registry?

It is important to note that not all trademarks will be accepted in the program. Amazon Brand Registry accepts only trademarks in the form of a word mark or a word-graphic mark, which includes words, letters, or numbers.

The trademark should be maintained in a simple graphic form that facilitates the identification of any attempts to impersonate the brand through programs dedicated to this purpose. Amazon also recommends avoiding trademarks in the form of domains. This is dictated by the platform’s policy, which prohibits directing customers outside its area. A trademark associated with a domain name may suggest that the seller operates their own online store, which contradicts Amazon’s principles.

The introduction of a trademark in accordance with Amazon’s requirements requires a protective certificate, which is an expression of its legal recognition and exclusivity. This is a time-consuming process that can take up to eight months from the date of application.

Registration process in the Amazon Brand Registry program

The registration process in the Amazon Brand Registry program begins with visiting the dedicated Brand Registry page on the Amazon platform, where brands can register their intellectual property. After logging into the seller’s account on the Amazon Seller Central platform, the user must go to the Brand Registry section and click on the “Register your brand” option. Next, fill out the registration form, providing necessary information such as the brand name, information about the office where the trademark was registered, and the registration number.

The registration process requires providing clear photos of products displaying the logo or brand name. The entrepreneur will also need to provide detailed information about their business, such as the type of activity (whether they are a supplier or a seller), the category of products sold, ASIN codes of best-selling products, and distribution information, including whether the brand sells products to distributors or licenses entities producing goods related to its intellectual property.

Subsequently, after filling out the form and providing the required documents, the brand receives a verification code that must be entered in the appropriate field. Amazon conducts a verification process within a maximum of 7 days, during which it checks whether the reported brand meets all the program’s criteria and requirements. Upon successful completion of the registration process, the brand gains access to additional tools and features offered by Amazon Brand Registry, such as product content management tools, copyright infringement reporting, or participation in promotional programs.

Amazon Brand Registry is much more than intellectual property protection

Amazon Brand Registry offers much more than just intellectual property protection and buyer safety. This program gives brands the opportunity to use a variety of tools and features that help effectively manage their presence on the Amazon platform and build a strong brand. Within the Brand Registry program, brands can utilize a range of advanced tools that assist in product promotion, increasing visibility, and engaging customers. Below are the key functionalities offered by the Amazon Brand Registry program and the benefits of their use for program participants.

Functionalities offered by Amazon Brand Registry

Amazon Brand Store
Amazon Brand Store allows brands to create a personalized store on the Amazon platform, enhancing differentiation from competitors and building a strong brand. Brands can customize the appearance and content of the store, helping to present products in a consistent manner and increase customer trust through professional presentation of their offerings.

Amazon Brand Analytics
Amazon Brand Analytics provides detailed sales data and customer behavior analysis on the Amazon platform. Program participants can use a rich set of analytical tools to better understand the market, identify trends, and monitor the effectiveness of marketing activities.

A+ Content
A+ Content allows brands to enrich the product page with additional content and graphics, enabling a more compelling presentation of products and increasing customer engagement. With A+ Content, brands can highlight unique product features, present the brand’s story, and provide additional information that aids in purchasing decisions.

Amazon Vine
Amazon Vine is a program that allows products to be delivered to testers in exchange for reviews. Program participants can benefit from reviews from credible reviewers, helping to increase customer trust and improve product visibility on the Amazon platform.

Buy Box
Registration in the Amazon Brand Registry program also helps in gaining the Buy Box, a featured offer on the right side of the product page, which Amazon considers the best for a given product, influencing purchase decisions by up to 90%. However, it should be noted that registration on the Amazon Brand Registry platform only helps and does not guarantee gaining the Buy Box, which depends on the price of the product and brand reviews.

Amazon Live and Amazon Posts
Amazon Live and Amazon Posts are tools that allow brands to conduct live broadcasts and publish posts on the Amazon platform. With these tools, brands can directly communicate with customers, present new products, and engage the Amazon community in an interactive way.

Sponsored Brands, Sponsored Brands Video Ads, and Sponsored Display Ads
Sponsored Brands, Sponsored Brands Video Ads, and Sponsored Display Ads are PPC campaigns that allow brands to promote their products on the Amazon platform more effectively. With these tools, brands can increase the visibility of their products and reach a larger number of potential customers.

• Sponsored Brands are a form of advertising on the Amazon platform that allows brands to promote their products by displaying them prominently in the search results page and on product pages. These ads typically include the brand logo, headline, and selected products. Sponsored Brands help increase brand visibility, attract more customers, and direct traffic to the brand’s Amazon store. Sponsored Brands campaigns are often used to build brand awareness and promote special offers and product innovations.
• Sponsored Brands Video Ads expand on traditional Sponsored Brands ads by incorporating video as part of the advertisement. These video ads are displayed on the Amazon search results page, offering a dynamic and engaging way to present products. Videos automatically play, capturing users’ attention and providing them with more detailed product information. Sponsored Brands Video Ads are an effective tool for attracting potential customers’ attention and increasing conversions through more engaging and visual content.
• Sponsored Display Ads are a flexible form of advertising that allows brands to reach customers both on the Amazon platform and beyond. These ads can be displayed on various Amazon pages, including product pages, as well as on external websites that collaborate with Amazon. Sponsored Display Ads use shopping data and user interests to precisely target ads to the right audience. This allows brands to effectively increase the reach of their campaigns, attract new customers, and retarget individuals who have already shown interest in their products.

Brand Registry Support
Brand Registry Support provides dedicated technical support and assistance in resolving issues related to the Amazon Brand Registry program. Brands participating in the program can rely on quick and effective assistance from Amazon specialists, allowing for smooth management of their presence on the platform.

Report Violation
Report Violation is a tool for reporting copyright infringements and brand protection on the Amazon platform. Since the program’s inception, over 3 million inauthentic products have been detected and removed.

Project Zero
This program is for brands that demonstrate effectiveness in reporting intellectual property infringements. If more than 90% of cases reported by the brand under the Report Violation tool are found to be true, the brand gains full rights to independently remove dishonest sellers and their offers from the platform.

Transparency Program
The Transparency Program ensures product authenticity and protection against counterfeiting by assigning unique barcodes to products. Program participants can track the origin of products and verify their authenticity. The ability to scan and verify barcodes in the application is available to trademark owners, warehouse staff, and customers alike.

Amazon Brand Registry – global impact on brand protection

Amazon Brand Registry plays a crucial role in brand protection on a global scale. In 2023, Amazon made significant investments, allocating over $1.2 billion and employing 15,000 staff members to effectively safeguard customers, selling partners, and stores from the scourge of counterfeits, fraud, and abuses. These efforts have resulted in a notable decrease in legitimate infringement notifications reported by brands, despite an increase in the number of products available for sale. The Transparency program, which verifies product authenticity through code verification, now covers over 1.6 billion units, securing both the Amazon marketplace and other stages of the supply chain.

Equally important is the prevention of over 700,000 attempts to open new selling accounts by dishonest users before listing any products. Additionally, Amazon employs proactive monitoring tools that preemptively stop over 99% of suspicious offers before brands themselves report them. These actions have contributed to identifying, seizing, and eliminating over 7 million counterfeit products worldwide, thereby protecting customers from harm and further resale.

Legal accountability is also a significant aspect of brand protection. Actions by Amazon’s CCU unit have led to holding over 21,000 dishonest users accountable through legal proceedings and criminal referrals. Collaboration with brands and law enforcement agencies, particularly in China, has resulted in over 50 raids and the apprehension of over 100 counterfeiters.

Amazon continues to expand its partnerships in combating counterfeiting. Collaborations with the London Police Intellectual Property Crime Unit and Philips have disrupted counterfeit networks in the United Kingdom. Similarly, cooperation with BMW has resulted in a joint civil lawsuit aimed at protecting customers and holding counterfeiters accountable using state-of-the-art machine learning technologies. Through these efforts, Amazon Brand Registry globally influences brand protection and ensures product authenticity for customers.

Summary – Benefits of Amazon Brand Registry

Amazon Brand Registry is a comprehensive program offering brands a wide array of tools and features to support their presence on the Amazon platform. By enrolling in the program, brands can effectively protect their intellectual property and maximize the benefits of being present on one of the world’s largest e-commerce platforms. Features such as Amazon Brand Store, A+ Content, Amazon Vine, Buy Box, Amazon Live, and diverse advertising options including Sponsored Brands, Sponsored Brands Video Ads, and Sponsored Display Ads enable brands to build a strong and recognizable presence, increase product visibility, and engage customers in innovative ways. Programs like Project Zero and Transparency Program further strengthen protection against counterfeits, ensuring product authenticity and customer safety.

Registration in Amazon Brand Registry is a strategic step for any brand looking to effectively expand its business on the Amazon platform, leveraging advanced tools and technologies that support brand promotion, sales, and protection. Participation in the program delivers tangible benefits, translating into increased customer trust, higher sales performance, and long-term success in the e-commerce market.