[Tip Sheet] 4 Reasons Why You Should Enroll in Amazon Brand Registry
UPDATE: September 24, 2019: From Amazon: “Enhanced Brand Content is now called A+ Content.”
The Amazon Brand Registry program identifies brand owners to Amazon while helping owners protect their intellectual property, find and report infringement violations, and better represent their brand. We recommend that all brands that have an active registered trademark enroll in Amazon Brand Registry. Membership provides counterfeit protection and control of the brand experience. Here are four reasons why you should take a closer look at enrolling in Amazon Brand Registry today!
1. STOP COMPETITORS FROM HIJACKING YOUR LISTINGS WITH AMAZON BRAND REGISTRY.
Amazon listing hijacking is a serious problem affecting all sellers. As stated in our recent blog post 3 Ways to Prevent an Amazon Listing Hijack, hijackers are known to steal the Buy Box or worse, steal your detail page and leave you with bad reviews. Amazon introduced Brand Registry to help stem the flow of counterfeit issues. The program uses detailed information about your brand to proactively remove infringing and inaccurate content from your listings. By enrolling in Brand Registry, you receive increased authority over your product detail pages and have the ability to request updates if inaccurate information is published about your brand or products.
2. USE BRAND REGISTRY TO FIND, REPORT, AND RETRACT INFRINGEMENT MORE EASILY.
Per Amazon, brands that participate in Brand Registry report 99% fewer suspected infringements compared to unenrolled brands. This basically means you don’t have to worry about hijackers anymore! Should hijackers strike, 95% of infringement notices are investigated and action is determined within 24 hours. As an additional tool, Amazon Project Zero provides brand owners with additional counterfeit protections including a new, unique product serialization system to prove authenticity.
3. GAIN MORE CONTROL OVER YOUR BRAND’S LISTINGS AND PRODUCT PAGES.
Once you’re a member of Amazon Brand Registry, the brand is no longer bound to Amazon’s general selling algorithms, which means you have more control over your product pages. For instance, sellers can upload a photo to Brand Registry and Amazon will scan their system for anyone using your logo or text anywhere on the platform. This ensures you’ll be notified if there’s a trademark or copyright infringement.
4. SHOWCASE YOUR BRAND WITH ENHANCED BRAND CONTENT AND SPONSORED BRANDS.
One of the benefits to membership is the brand-boosting tools sellers can use to increase conversion rates and increase product sales found in Enhanced Brand Content. With EBC, you can access Amazon’s listing templates, additional images within a product’s description section, improved text treatments, and more. And with Sponsored Brands, you can drive awareness and discovery of your brand in customer search results.
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Jessica Wright is the in-house "Amazon Genius" for the Seller Labs Managed Services team. Her focus is working with our team members and clients to educate and answer tough Amazon questions in areas outside of PPC advertising. With 15 years of manufacturing and eCommerce experience on both the brand and agency sides of the business, Jessica is knowledgeable in all things Amazon and is constantly seeking out the latest updates to help Seller Labs clients stay ahead.