What is the benefit of Amazon Brand Registry for Brands?

To stand out on Amazon and take control of how your brand is represented, Amazon Brand Registry is a must.

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Brand Strategy
  • DATE: 13/10/2020

Do you want to take ownership of your brand on Amazon and ensure that your brand story is consistent across the platform?

Then Amazon Brand Registry is essential. Regardless of whether your brand is big or small, once registered correctly with Amazon, you can enjoy complete control across all product listings and eliminate brand hijacking.

Amazon Brand Registry has many benefits including accurate brand representation & protection, access to premium content features, as well as new and improved search & report tools to assist with finding potential brand infringements.

Ensure Your Brand is Represented Correctly

It’s important to maintain consistency in order to gain consumer trust during the shopping experience on Amazon. Customers are more likely to find the correct product information when they’re browsing a brand’s product in the marketplace if the brand has control over other Amazon product pages that use the brand name.

Brand Registry is useful for correct representation and protection of a brand. Once registered, only the brand is allowed to control the content of products listed underneath the brand as well as eliminating any duplicate product listings that carry the brand name but are sold by other sellers.

Simultaneously, Brand Registry reduces contributions from other sellers who may be altering information relating to a brand and it’s products because the registered brand’s product data is prioritized above other 3rd party sellers.

The Amazon Brand Registry team uses information that you provide about your brand to implement additional protections in place that attempt to identify and remove potentially counterfeit listings by other sellers.

The more information provided to Amazon’s Brand Registry team regarding the brand and its intellectual property, the more you can protect your brand against the following:

  • Product listings that aren’t for your brand and incorrectly use your trademarked terms in their titles.
  • Images that contain your logo, but are for products that don’t carry your brand name.
  • Sellers shipping products from countries in which you do not manufacture or distribute your brand.
  • Product listings being created with your brand name when you have already listed your full product catalog on Amazon.
Access Premium Content Features

A+ Content creation is one of the most effective ways of increasing customer trust, boosting conversion rates, and acquiring a higher ranking on Amazon’s search engine results pages (SERPs).

Registered brands gain automatic access to A+, which enables them to describe their product features in a visually pleasing layout by including a unique brand story, enhanced images, and text placements. These content features result in higher conversion rates, increased traffic, and increased sales when used effectively.

Amazon Brand Stores (formerly “Amazon Storefronts”) are also available for all registered brands. Any customer that clicks on a product’s brand name will be taken to a custom brand page designed by the brand owner, or their agency. Amazon Brand Stores are a free, self-service, branded destination on Amazon for advertisers to curate content that inspires, educates, and helps customers discover the brand’s product selection, in turn, increasing consumer confidence.

Using a simple drag-and-drop creation tool, with a choice from a range of modules, the brand owner can add product links, photos, text and even video to their Amazon Brand Store.


Get Registered Now

Amazon Brand Registry is crucial for taking control of your brand. Having correct brand representation and protection helps you ensure that your brand is represented correctly. Having access to premium content features is also an advantage as it’s been proven to result in higher conversion rates, increased traffic, and increased sales when used effectively.

Lastly, being able to easily discover cases of potential infringements thanks to custom search features makes it easier to ensure your brand is maintaining a strong reputation on Amazon.

If you’d like to register your brand with Amazon Brand Registry or have any questions about how it works, feel free to drop us a message – we’d love to help you.

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