Answers to Your Questions About Amazon Brand Registry and Transparency

When you register your brand with Amazon, you get all kinds of benefits. Here are answers to your questions about Amazon Brand Registry and how it can help you.

Nowadays, a company that doesn’t sell its products on Amazon has a hard time competing online. Amazon is the best platform to sell your products and one of the easiest to register for. But with the ease of registering comes threats to your intellectual property through fraudulent sellers and counterfeit products.

Luckily, Amazon has two programs in place to help sellers protect their products: the Brand Registry and Transparency programs. These programs are specifically designed to stop practices that steal intellectual property and produce counterfeit products.

The programs are fantastic and essential for any Amazon seller, but they can also be a little confusing. Here are some answers to questions you may have about Amazon’s Brand Registry and Transparency program.

FAQ about Amazon Brand Registry and Transparency

1. What are the benefits of registering for Amazon Brand Registry and Transparency?

Amazon’s Brand registry protects your intellectual property, helping to stop copycats and anyone who wants to profit off of your hard work, especially by selling fraudulent products on Amazon by pretending they are you.

2. What do you get when you sign up for Amazon’s Brand Registry?

Amazon’s Brand Registry Program gives access to a special portal that lets you manage your brands. The portal offers monitoring tools for your trademarks and intellectual property so you can watch out for possible infringement. A combination of predictive software and priority action means that 95 per cent of all complaints filed through this portal have action taken within eight hours.

3. What do I need to sign up for Amazon’s Brand Registry?

Overall, you need four things:

A. A branded website and email address. This means your own website and domain, so no emails domains that end in Yahoo, Gmail or Hotmail.

B. A registered trademark. Since the brand registry is about protecting intellectual property, you will need intellectual property to protect. Currently, Amazon accepts government patents and trademarks from the USA, Canada, Mexico, India, Australia, Japan, France, Spain, Germany, Italy, the United Kingdom, and the European Union. Amazon currently accepts two trademark types: text-based that includes your company name or image-based trademarks that includes your company name and logo.

C. Branded product images that clearly show the product and your branding. If the product itself is too small or difficult to apply branding to, you can use packaging to meet these standards.

D. A unique identifier for your products or its product ID. These can include a UPC, ASIN, EAN, GCID or GTIN.

4. What is the Amazon Transparency Program?

The Amazon Transparency is a sister program to the brand registry, and helps protects customers and sellers from counterfeit. The program is only available to those already on Amazon’s Brand Registry.

5. How does the Transparency Program work?

After you register with the brand registry, Amazon will let you assign a special alphanumeric code to each individual product that you sell. This code authenticates the products before orders are fulfilled. This code also helps people at the warehouse grab the right product and mark anything suspicious as counterfeit.

6. Do I need anything extra to enroll in the Transparency Program?

You need two things after registering on the brand registry: a Global Trade Item Number (GTIN) and the ability to apply unique transparency codes on every unit you manufacture.

7. Are there any recent changes I need to know about?

Amazon made some major changes to its brand registry and transparency programs on April 30, 2017. Essentially, they added brand support and protection, giving members the ability to report policy violations and support for sellers whenever they file a complaint.

For those who registered for these programs before the end of April in 2017, they need to re-enroll to get the benefits again, and to get the new benefits.

6. Can a seller report an intellectual property infringement if their brand is not registered in Amazon Brand Registry?

Absolutely. Amazaon takes these concerns very seriously and has a public Report Infringement Form for that any seller can use. As it is a public form, the process is less streamlined than for clients using the registry.

Use the right tools to protect and grow your brand

If you are looking to protect your intellectual property and reputation on Amazon, all while maximizing your selling potential, be sure to join Wizards of Amazon. As the world’s largest meetup of Amazon sellers in the world, we have the resources, tips and tricks you need to make the most of your Amazon selling experience.

© 2019 by Blue Bird Marketing Solutions Inc.

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