Why Sellers Should Take Advantage of Amazon Brand ServicesCaroline Powell
Every month, our Amazon experts host a roundtable discussion for our Managed Services clients. It’s a way to do more for clients, and get the questions answered that they might not even know they had. This month’s focus: Amazon Brand Services.
Before we get too deep into Brand Services, let’s take it back to Amazon Brand Registry. If you have a trademark (or trademark application, you should apply to become brand registered on Amazon. Brand Registry opens up a world of features and functionality on Amazon, like Stores, Posts, and A+ Content. However, keep in mind that Brand Registry is just the key to get in the gate. A lot of the services (especially newer ones) will still require you to apply.
Expert Roundtable Q&A
This roundtable was hosted by Bret Darby, with Julia Kleiber and Jessica Wright.
Q: What is Amazon Brand Services?
JW: Brand Services is the wealth of offerings available to Brand Registered sellers, covering everything from Brand Analytics to A+ Content. It is an offering Amazon created in order to help grow, promote, and protect brands on the marketplace.
Q: How do I get Brand Registered?
JW: You can apply for Brand Registry if you have a trademark. Since March 2020, Amazon has also opened up Brand Registry applications to brands with a trademark application. The U.S. Patent and Trademark Office was getting so backed up that waiting for the trademark approval was causing issues for brands.
However, we’re expecting that reprieve to be removed within the next year. The trademark application and approval for Brand Registry has also created quite a few issues with black-hat sellers trying to take advantage of this “loophole” and knocking legitimate sellers off the map.
Just be respectful and honest in your business practices. Black-hat sellers never last long.
Q: Does Brand Registry ensure that other sellers can’t list on my listings?
JW: It does not. It does make the process of getting illegitimate sellers and/or IP infringement cases resolved much faster.
Q: What are some of the biggest mistakes brands make when it comes to A+ Content?
JK: A+ Content was one of the first benefits introduced to sellers who were brand registered. Back in the day, it was referred to as Enhanced Brand Content.
The biggest mistake we see when working with clients is not having A+ Content at all. It’s a great resource for brands to be able to tell their brand story within the Amazon marketplace. There are easy-to-use templates available, so there’s no excuse to not have A+ Content on your listings.
Beyond that, we’ve most often seen clients have trouble with getting A+ Content approved when they use “guarantees” or verified claims in the copy. Keep it light and keep it relevant to how your product can help buyers.
Q: Do you believe that having a Brand Store is necessary?
JK: Absolutely! A brand store allows Amazon sellers essentially to have a storefront for their brand. You can then use this page to drive traffic from Sponsored Brand Ads or even external ads.
Q: What are virtual bundles?
JW: Virtual bundles are a great way to sell more products. Amazon will essentially let you sell products together without having to package them together when you submit them to FBA warehouses. Pickers in the warehouse know that multiple separate items need to be selected to be fulfilled. This also creates a new ASIN for sellers, and allows you to operate from the same inventory.
Q: Is the Brand Referral Bonus too good to be true?
JW: As a refresher, the Brand Referral Bonus gives money “back” to brands who refer traffic to their Amazon listings from external sources, like Facebook or Google Ads.
The Brand Referral Bonus is legit and does work for a lot of brands to help offset advertising costs. However, consider what Amazon gets out of it. You’re helping to drive more traffic to Amazon. This traffic, depending on where it is coming from, is more likely to convert, which means money in Amazon’s pocket. Not only that, but they’re also getting customer information and traffic data and the like.
It’s a great system, but we also encourage brands to have their own eCommerce store as well! The traffic and customer data is all yours.
Q: Final question, what advice would you give to sellers considering getting Brand Registered and signing up for Amazon Brand Services?
JK: Do it! Brand Registry unlocks so many doors for sellers that it isn’t even a question of whether you do it or not. These services are free, but keep in mind that there may be some additional costs to doing them right. (Ex. Getting graphic design done for A+ Content)
Bonus Resources for Amazon Brand Services
- [White Paper] Getting Started with Amazon Brand Registry
- Lessons Learned at Amazon Accelerate 
- Brand Registry Is Just the Beginning: A Roundup of Amazon Anti-Counterfeiting Programs
- Amazon Brand Store: Benefits, Highlights, and Features by Seller Labs
- [Tip Sheet] 4 Reasons Why You Should Enroll in Amazon Brand Registry
- A Catch-All Guide to Amazon Posts & Reasons to Use it Now
Note: This post is not a comprehensive overview of all that was covered during the Managed Services Members-Only Roundtable. This event is complimentary for all clients. Talk to one of our experts about getting started today.
Stay Up to Date on All Things Amazon and eCommerce