What’s The Easy Way To Complete Amazon Brand Registry?

Below you will find information explaining what the Amazon Brand Registry process is and how to complete it. As a warning, going through the Amazon Brand Registry application process can be kind of a pain and waste of time. If you want a shortcut through the Amazon Brand Registry process and realize that time is money for your business, check out how we can get you registered the easy way!

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Amazon Brand Registry: What is it?

Amazon Brand Registry is a great way for brand owners to establish control over their product listing on Amazon.com. In order to go through the Amazon Brand Registry process, you must be a seller who manufacturers your own branded products.

Manufacturers can enroll their brand in the Amazon Brand Registry and register themselves as the brand owner. The goal of Amazon Brand Registry is to make it easier for sellers to manage their own brands and list their products on Amazon.

Just because you created a listing on Amazon doesn’t necessarily mean that you are going to have total control over that product listing forever – even if it is your own brand! However, the Amazon Brand Registry does give manufacturers more control over a listing by allowing them to make automatic changes to a detail page. What if you don’t get enrolled in the Amazon Brand Registry program? Well, your changes may not take place as quickly as you would like or you may even have to prove to Amazon that you are a manufacturer of your own product!

What Does Amazon Brand Registry Do?

Amazon states that the following are benefits of getting approved for Amazon Brand Registry:

  1.  Influence the product detail information for your branded products:
    As the registered brand owner, you will have increased influence in editing the information on product detail pages for your registered branded products, which then helps you to specify the correct titles, details, images, and other attributes for your branded products.
  2. List products without UPCs or EANs:
    Registering your brand enables you to specify an alternative key attribute that you can use to list your branded products instead of a standard product ID.

Does Amazon Brand Registry Prevent “Amazon Hijackers”

No. One of the things that enrolling your brand in the Amazon Brand Registry program does not do is prevent other Amazon sellers from listing products under your brand’s Amazon listing page (or “hijack” your listing). Other sellers are allowed to list on your listing as long as they are actually selling your exact branded product. If they are not, then you need to go through the proper steps to try to remove them from selling unauthorized or counterfeit products.

Who Can Enroll in Amazon Brand Registry?

The following sellers may apply to enroll in the Brand Registry and register as the brand owner (according to Amazon):

  • Manufacturers or brand owners
  • Distributors, resellers and other individuals or companies who have the written authorization from the manufacturer or brand owner to manage a brand’s content on Amazon.

The following categories are currently not eligible for the Brand Registry:

  • Books, Music, Videos, and DVDs (BMVD).
  • Products in the Entertainment Collectibles and Sports Collectibles categories.

What Do I Need To Apply For Amazon Brand Registry?

To complete an application with the brand registry, you will need the following items:

  1. An image of your product packaging with branding visible on the packaging.
  2. An image of a product with your branding visible on the product itself.
  3. Link to an active website that displays your brand or products.
  4. An email address that coordinates with your brand name (cannot be a gmail or yahoo address).

The application for Amazon Brand Registry is actually really short and fairly easy to fill out. The harder part is getting your pictures approved, which we will look at further in a minute. Below you can see a screenshot of the first page of the application process:

amazon brand registry apply

Let’s break down each of these section:

  1. Your contact name can be your name or your brand’s name – pretty straight forward
  2. Your contact email needs to be associated with your brand and cannot be a Gmail or Yahoo email address. For example: YourName@YourBrand.com
  3. Best contact number. In our experience, they typically do not call for Brand Registry information, but there is a chance that they could.
  4. A website with your brand information on it. Amazon must be able to connect you with the website, so they may ask you to have information such as your phone number and email clearly visible on the website.
  5. Your brand name exactly as shown on your product packaging.

Don’t I Need A UPC Code To Sell On Amazon?

Actually, you don’t necessarily need a UPC code if you go through the Amazon Brand Registry for your product and select an alternative key attribute. On the second page of the Brand Registry application, you will be asked what category your product falls under and what the key attribute should be. Your choices for key attributes are the following:

  • Manufacturer Part Number
  • Model Number
  • EAN
  • Catalog Number
  • JAN
  • UPC

*Note, available attributes depend on the product category. See here which attributes are available for each category.

Which Key Attribute Should I Choose For Amazon Brand Registry?

This may depend on whether you are the manufacturer of the brand that you are trying to register or an authorized reseller.
If you are the manufacturer/brand owner and trying to avoid needing to spend money on an expensive GS1 UPC code, then we recommend that you try to use a manufacturer part number or model number as your key attribute. The nice thing about choosing either of these attributes is that it is pretty easy to assign a product a part number or model number. It also means that you do not need to enter a UPC code into Amazon when you are creating a new product listing page on Amazon.
If you are not the brand owner then you are probably not worried about having to purchase UPC codes for the products in the brand so you can go ahead and choose whichever key attribute seems easiest to identify.

If you select UPC as your key attribute, you may need to answer the following questions via email (if asked) with “yes” answers.

• That you or the companies that you are an authorized distributor for own every single one of your UPCs on the products you are selling
• That you or the companies that you are an authorized distributor for will never reuse your UPC number again
• And that you or the companies that you are an authorized distributor for will never need to upload an item that will NOT have a UPC

The following guidelines about key attributes is given by Amazon:

  • A good key attribute is unique to the product and never changes. It should be easily discoverable by your distributors and customers on your packaging, on your website, or in your catalog.
  • Ensure that the value for your key attribute is unique for all your products. If it is not unique, your products will not be registered in the Brand Registry; you will receive error messages when you create or update your products on Amazon, or you may not be able to list your products.

I Keep Getting Denied For Amazon Brand Registry

The following are some common reasons for being denied and ways to troubleshoot the issues:

  • Picture appears to be digitally altered. This is arguably the most challenging part of the Amazon Brand Registry process. Amazon is pretty picky about the images clearly showing the brand logo that you are trying to get approved for. Not only that, but because so many people have tried to simply photoshop their brand’s logo onto their product photo, they are highly suspicious that you have done the same. The best way to deal with this is to take a picture of you holding your product in your hand (or your supplier/manufacturer’s hand holding the product). If they see you holding the product in your hand they are much less likely to think the brand logo is faked.
  • Cannot clearly associate your website with your brand. Your website must have you brand’s information on it and it must clearly be linked with your Amazon seller account. The best way to do this is to have a phone number or email associated with your Amazon account directly on the website that you provide them.
  • Email address is not connected to your brand. Amazon does not want to see a Gmail or Yahoo email address for your brand – you can use alternative email domains out there or use a custom email domain for your brand.

I Was Approved For Amazon Brand Registry! Now How Do I Get My Products Listed?

Once you are approved in Amazon Brand Registry, you must do the following with each listing:

  • Use the unique key attribute value that you selected in the application for your brand
  • Put your brand name at the start of your Amazon product listing title capitalized and spelled exactly as it was approved

You must put the brand name at the start of your product title for it to register. For example, if you were the brand owner of LEGO’s, one of your listings may look like this:
“LEGO Funhouse Set 10234”
If you titled your listing like this however, “Funhouse LEGO Set 10234”, your listing would not conform to the Brand Registry standards.

How Do I get My Existing Listings Enrolled In Amazon Brand Registry?

If you are approved for Brand Registry your product listings that have the brand name and select key attributes in their listing will automatically be added to the Amazon Brand Registry. if they do not get automatically added, you may need to move the brand name to the start of the listing title, ensure it is spelled and capitalized correctly and check to see if the unique key attribute selected for your brand is also associated with the specific listing.

Amazon Brand Registry: What Is A GCID?

Once you are approved for Amazon Brand Registry, all SKUs/listings for that brand will be assigned a unique GCID (Global Catalog Identified) code. The GCID is a 16-character long code that is alphnumeric without spaces or hyphens. The Code will look something like this: 5DSF5156SDF8441V.

A GCID is not the same as your product ASIN and should never change for your product.

How Do I Check If My Product Has A GCID?

The GCIDgcid will be automatically created for any of your products/listings that are correctly formatted for the Amazon Brand Registry. To view your GCID codes for each product you can do the following:

Open Seller Central > Go To Reports> Business Reports > Brand Performance

Amazon Brand Registry: Is There An Easier Way?

Yes! Skip the hassle of trying to get your brand registered on Amazon and let us get you on the fast-track through the Amazon Brand Registry process – quick and easy. Click below for more details.

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