What is Amazon Brand Registry?
Amazon Brand Registry is a term that has become more prominent in the industry over the past year or so, as Amazon has made it clear they plan to cater to big brands over smaller-scale third party sellers. So if you have a great product line already in place, you’re a perfect candidate for Brand Registry approval.
[amazon brand registry; noun] Amazon Brand Registry is a program for sellers who manufacture or sell their own branded products. Enrolling in Brand Registry allows these sellers to acknowledge their presence as the official brand owner.
For the right candidates, the benefits of Amazon Brand Registry are vast. First off, establishing a presence as an official brand owner on the Amazon marketplace allows you to keep other sellers from altering your unique, trademarked listings. When sellers are enrolled in Brand Registry, the brand owner has the exclusive rights to all of the content on their listings. That means no one can add an incorrect item detail, a photo that doesn’t match, or anything else that will hurt your listing and ultimately, your performance. Other sellers may still sell your brand — but they must abide by your listings or face violations.
How to Apply for Brand Registry
For small-scale manufacturers, artists and creators of handmade products, the Brand Registry approval process may seem daunting at first glance. But when broken down into smaller and simpler steps, it really is quite simple.
Anyone who manufactures their own products is eligible for Brand Registry. Before you submit an application, there are a few things you will need to gather in order to get approved: images of your packaging and branded products, corresponding UPCs, and a live website that refers to your product list with UPCs attached. Having a registered trademark is a gray area — until further notice from Amazon, at least. Our advice: apply for the trademark. You’ll need it anyway, and it protects brands from serious harm.
Brand Registry Checklist
Sellers who meet the criteria mentioned above will need the following items, images and documents in order to get approved for Brand Registry:
- Images of Your Branded Packaging
- Images of Your Branded Products
- A Registered Trademark