Last updated on June 5th, 2023
Written by Himanshi Raj
With many entrepreneurs joining Amazon over the last decade, Amazon had to launch a scheme to protect them from the possible problems they might encounter during their typical business operations. Unfortunately, problems such as listing hijacking and counterfeiting still happen in the marketplace, which is why Amazon launched Brand Registry.
Brand Registry is not a new thing in Amazon. It has existed for quite some time until the current version, 2.0, was released in 2017. Today, it has served many brands of all niches and sizes in ways it's supposed to work. Having a Brand registry account Amazon has indeed revolutionized how brands work, from their listings to advertisements, all down to the sales and revenues they gain.
Being an Amazon seller can be exciting and nerve-wracking at the same time, especially when there's some issue that you are pushing to be resolved. And this is where the ultimate edge of being registered to Brand Registry lies - the brand registry Amazon support ready to respond to your concerns almost instantaneously. Seller Central is especially crafted for brand owners.
But there's a predicament: an Amazon seller can stay away from enrolling its brands on Brand Registry. Many entrepreneurs, especially those with relatively smaller-revenue Amazon businesses, get discouraged by the number of resources they allocate during the registration process. Sometimes, the whole process can take a few weeks to months, depending on the situation. And most of the time, SMEs (Small and Medium Enterprises) brands cannot sacrifice their limited resources just for this.
Though those may be the hard facts laid out about Amazon, we have gathered 3 main reasons why you should still consider getting a brand registry for Amazon:
Let us go back to the main reason why Brand Registry was implemented in the first place: to implement Amazon Brand Protection Solution. Many hijackers harm legitimate sellers by selling counterfeit or knock-off versions, disappointing customers in return. Their main objective to do this is because it is easier to draw in shoppers from the legitimate products pages than starting from scratch. For example, when a customer buys a product from a hijacker's listing, the customer may leave a negative review of the legitimate seller's listing, which is outright unjust on the part of the legitimate seller.
On the other hand, counterfeit sellers offer fake and poor-quality products on top of the legitimate products sold by popular brands out there. Amazon has been aggressively combating this issue by cracking down on counterfeit listings. Since 2019, Amazon has stepped up its anti-counterfeiting with new tools and technologies. This resulted in 10 million knockoff listings on the Amazon platform before these listings made any sales.
Amazon has specifically made Transparency, a program that tracks where your products go using barcodes, and Project Zero, a service that enables collaboration between Amazon and sellers to ban all counterfeiters on the platform. Additionally, Amazon Intellectual Property (IP) Accelerator takes brand protection to the next level by providing legal solutions to sellers who wish to have their trademark granted quickly and have concrete legal insurance.
Selling on Amazon is seldom free from challenges, but the current situation is now a lot bearable thanks to Amazon's efforts. With continuously improving and effective methods Amazon is applying to protect its sellers, you can rest assured that your brand is protected from hijackers and counterfeiters alike.
Amazon made sure that brands could thrive well in its marketplace. Brand Registry is packed with tools that are incredibly helpful in scaling brands in all stages of their growth. Here are just some of the tools and features that brands enrolled in Brand Registry can enjoy:
Amazon listings can make or break a sale - when it is laid out strategically, it will yield you a shopper's click on the Buy Box and a new customer. But for businesses enrolled in Brand Registry, A+ Content is there to make the shopping experience to the next level. It gives an advantage to brands by giving them freedom in using customized texts and graphics that are both easy to understand and aesthetically pleasing to the eyes.
You'll have two content types here: enhanced product description and brand content. The enhanced product description is a beautified version of the typical product description found in non-branded product listings.
What's sweet about being on the Amazon US Brand Registry is creating product bundles. These are products sold in "virtual" bundles at a lower price, enticing shoppers to have more products of different kinds. This can be a great strategy for selling more Amazon FBA wholesale inventory and gaining more customers with this exclusive feature.
Customers nowadays spend more time on Amazon pages that give them the WOW factor. Like A+ Content, Stores is a tool for sellers to design their Amazon storefront and better showcase what their brand can offer their shoppers. As a result, stores have increased overall shopper dwell time, conversions, sales, and revenue - perfect for brand growth!
The flow of making Stores is easy: sellers can use templates and features to start customizing. Then, Graphics (photos and videos) and text are available to be added. Amazon will then review finished Stores within 24 hours, and after that, your brand now has an amazing new look to WOW your shoppers and make them more likely to buy your product.
Today, Amazon offers 3 types of PPC services: Sponsored Products, Sponsored Brand ads, and Sponsored Display. What's unique among these three is the Sponsored Brand ads, which are only available for brands enrolled in Brand Registry. It is a carefully crafted Amazon self-service advertisement that caters to brands of all sizes. It allows brands to layout their logo and three products on shopping results and product detail pages. According to Amazon, this type of PPC ad has increased customer loyalty across all brands found on its platform.
Furthermore, Brand Registry empowers brands using Amazon Attribution. It is a powerful tool that can measure and analyze how their non-Amazon marketing strategies perform. This free tool can show you what works and what doesn't - ramping up your sales and saving you resources in return.
Brand Registry is not easy for a lot of sellers. Smaller stores may find it complex and sometimes not cost-effective to enroll their brands. However, to secure your longevity, reputation, and brand protection in Amazon as early as possible, signing up for Brand Registry is the best path to take.
With added tools, features, and many more benefits, it can act as your strongest investment for the longevity of your Amazon business.
Thinking of saying yes to Brand Registry? Or do you need more opinions from a panel of Amazon experts? Give us a call at +1 800-820-3746, and we'll help you every step of the way!
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