Amazon Brand Registry – The Amazon Seller Podcast
Amazon Brand Registry
The Amazon Brand Registry is an extremely valuable resource to Amazon sellers. We strongly recommend that you go through the Amazon Brand Registry if you have your own private label brand or if you are an authorized distributor of a brand.
Benefits of the Amazon Brand Registry Program
There are several benefits of the Amazon Brand Registry program. Some of them have been around for a while and some are pretty new for most sellers. Let’s look at the 4 primary benefits:
- More control over listings: One of the benefits of getting your brand registered with Amazon is that you have more control over your listings. If you are not brand registered, you may find that you are not able to make changes to pictures, titles, bullet points and/or the listing description after it has been live for a little while. Amazon does this to prevent sellers from “messing up” a listing that they are not the authorized manufacturer/distributor of. However, if you are brand registered, you should be able to make changes to listings that fall under your brand very quickly.
- Don’t need UPC codes: When you are going through the Amazon Brand Registry process, Amazon will ask you if you have purchased UPC, EAN or JAN for all your products. If you select the ‘no’ bubble here, you can select what you want your “key attribute” or “unique product identifier” to be. We recommend that you select either ‘model number’ or ‘manufacturer part number’. This will make it so that you do not need to worry about UPC codes. Once you do this, you no longer need to worry about purchasing GS1 barcodes as you can simply put in a model number/manufacturer number when you are creating your listing. Contrary to what many people think, you do not need to wait for a “GCID” code before creating your listing. You simply need to put in your brand name spelled correctly and then the key attribute you selected.
- Enhanced content: Enhanced content is additional images and copy that you can put on your listing to make your Amazon listing stand out more and convert better. This enhanced content feature is only available to brands that are enrolled in the Amazon Brand Registry program. Having this feature for your listings is another benefit of getting registered and can really improve the look of your listings.
- Brand gating: What is “brand gating”? Brand gating means that other Amazon sellers are unable to list on your brand’s Amazon listings unless they have a letter of authorization from your brand or invoices showing proof of purchase from your brand. Historically, only larger brands have been able to “gate” their brands on Amazon. That is no longer the case. Now, many private label sellers and other brand owners have been able to get their brands gated once they are enrolled in the Amazon Brand Registry program. This is extremely helpful because it prevents other sellers from “hijacking” your listing with counterfeit products and/or undercutting your price. Unfortunately, getting brand registered does not automatically result in brand gating, but it is the first necessary step. Amazon has been brand gating Amaozn registered brands randomly, and they also will sometimes gate your brand if you write in to them and explain why you feel your brand should be gating.
Amazon Brand Registry Requirements
The following is necessary in order to successfully complete the Amazon Brand Registry process.
- Logo on product and packaging: As part of the Amazon Brand Registry application, you need to provide Amazon with an image of your logo clearly on the product and the product packaging. It is important that you have your brand’s logo on both pieces of this (unless it is not possible, such as in the case of most grocery products). We recommend that you take the picture of the product while you are holding it in your hand. This seems to increase the chances of getting approved as it makes the pictures look more authentic.
- Website: Amazon asks for a website that has your Amazon seller contact information on it during the Amazon Brand Registry application process. This can be a simple website and you don’t need to use it for any other reason than getting brand registered if you don’t want to. There are several free websites that you can use to create a basic website. We have already heard of Facebook pages working for people.
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