Learn about the Benefits of Amazon Brand Registry

Benefits of Amazon Brand Registry

Being a seller  on Amazon is a great way of gaining brand awareness abroad. But sometimes, selling on Amazon – like anywhere else – can lead to potential counterfeiters. Who could sell a fake version of your product. Not only can it damage your sales, but also the reputation of your brand on Amazon. Therefore, it is recommended that all brands register for ‘Brand Registry’. Let's start by going more in-depth on what it is  and the benefits of Amazon Brand Registry. 

What is Brand Registry on Amazon?

Some Benefits of Amazon Brand Registry is to help Amazon sellers protect their intellectual property and create an accurate  and trusted experience for customers. It gives brand owners additional control over their brand protection. Amazon uses information that owners provide about their brands to implement additional predictive protections. It is done by identifying and removing any potentially bad  or fake listings on Amazon.

Moreover, Amazon provides brand owners with tools to search and report potential infringements. Amazon can list that on any of their websites. This can be done by image search, product listing search, or by searching for similar content.

On top of this, brands receive loads of choice over the possible photos, videos, and other brand information. They want to detail on Amazon’s pages. Therefore customers can be more confident and informed when purchasing on Amazon. Two of the most effective tools on Amazon for representing your brand are creating Enhanced Brand Content (EBC) and Brand Store pages.

Creating Enhanced Brand Content (EBC) for your product listings

Only Brand Registry users are allowed to create EBC – a premium content feature. This feature helps to present the unique value proposition of the products through enhanced images and text placement.

Rather than just typing text into the description, Amazon will offer you various templates which you can then fill in manually:

When filling in the content, it’s essential to think about the context and value proposition that you want to deliver. Enhanced Brand Content is not something a customer sees straight away after clicking on your product. First, the customer sees your listing’s images, and reads the title and bullet points (the main content of the product page). Then, once the buyer knows a bit about your product, he/she will scroll down to see more information.

So this is a great opportunity to come up with some storytelling behind the product. And to go more in-depth by describing the product features and benefits. Here is an example of what EBC could look like:

Create your own Brand Store

In the same way as EBC, you can create a Brand Store  by selecting and filling in Amazon templates. The biggest difference is that a Brand Store is a separate page. It represents your brand and has a unique amazon URL, such as www.amazon.com/yourbrand

Brand Store allows sellers to create even more customised pages than EBC, showcasing products and even posting videos. It’s basically like creating your own e-commerce website on Amazon. Here is a great example:

Brand Store on Amazon is a fantastic space to direct your traffic to, rather than PPC campaigns on Amazon, or just Google or Facebook Ads.

Beyond that, the Amazon Brand Store feature allows you insights into your store and to see statistics like the number of daily visitors, views, sales per visitor, where the traffic comes from, and much more.

More likely to get the Buy Box

The Buy Box refers to the white box to the right of the Amazon product listing, where customers can add items to their cart. Not all sellers are automatically eligible to have the Buy Box function.

The Buy Box is a significant part of selling on Amazon, as 82% of sales go through this feature, and that percentage is even higher for purchases from mobile devices.

Amazon balances how it allocates the Buy Box time period across different products, giving everyone a chance at some point.

There are many factors which affect the amount of time your product will keep its Buy Box button. But one thing is clear – being registered for Brand Registry gives you a greater chance.

Amazon Brand Registry 2.0 Updated

Amazon’s Brand Registry was revamped in 2017 to provide an even more trustworthy and secure service for brand owners. Since the update, all brand owners should have a registered trademark in order to be brand registered.

Along with this update came new scanning tools in order to scan and identify potential counterfeiters, be able to report them and get the Amazon team involved quickly. Additionally, there is now a dedicated internal team. Which escalates  cases much more quickly and can monitor listing issues.

Updates also came with the new content features for sellers, with the possibility of finding agents who can access the Brand Registry tool.

How to register for Brand Registry

The exact requirements for applying for Brand Registry differ by country, but all of them require you to have the following:

• Website – which represents your brand and includes contact information on the website footer
• Pictures of your products with a logo on
• Your product identifier – EAN/UPC or any other barcode number which identifies your products
• Additional information about your sales – this one isn’t critical, but you still need to inform Amazon of where else you sell your products
• Registered trademark

In most cases, Amazon can approve you within 24 hours of applying. And the main thing is, it is absolutely free with a professional seller account.

The great thing about Brand Registry is that Amazon will keep improving this programme in the future. And might even come up with some new features for brand owners.

So, if you have recently started your business, we recommend applying for a trademark so that you will be able to register for Brand Registry.

Let us know what you think about the benefits of Brand Registry, and if you would consider applying for it.