Amazon Brand Registry is a program designed to give brand owners increased control of their products on Amazon. The program’s biggest benefit for manufacturers is the direct influence they have on their detail pages. In this post, we’re going to discuss what the program allows brands to do, why brands should consider using it, and what are some of its limitations.
Manufacturers and brand owners must apply to be considered for the program. Amazon is pretty clear about what is needed before an application can be submitted.
Here are things you must include with your application:
Amazon asks that manufacturers and brand owners provide a unique product identifier when enrolling in the program. The identifiers need to be easily discoverable on the package, product, website and catalog. Identifiers need to be consistent and unchanging.
Besides being able to influence detail page content to a greater extent, the best argument as to why a brand owner should enroll in the program is expedite the process of removing counterfeit listings. But it doesn’t make brand owners and manufacturers impervious to counterfeiters. Amazon says “Enrolling a brand in the Brand Registry and registering as the brand owner does not prevent other sellers from selling the branded products.”
So how can you leverage the program to your advantage?
Brand owners and manufacturers can expedite the process of removing a counterfeit or inauthentic product from a listing because they can easily prove to Amazon that they own the brand. Counterfeit listings are an extremely common problem for popular brands or sellers with higher sales velocity.
Removing fraudulent sellers from a listing isn’t as big of a hassle for a brand if the seller is using FBA. By being on the Brand Registry, a seller can prove if someone has counterfeited a product quicker because of the previous work of registering a brand on Amazon is done. Best of all, Amazon will dispose of any counterfeit inventory if the seller is using FBA. Unfortunately, non-FBA sellers can hop back on a listing after they’ve been removed by opening up another seller account with a different name.
Patrick from Seller Labs’s $25k Challenge spoke with me about applying for and enrolling his #1 selling barbell collars in the Brand Registry program. He said the hardest part about getting enrolled into the program was adding a logo to his product and packaging since he hadn’t done so from the beginning.
When I spoke with him, he told me he was in the process of removing six counterfeit listings from his detail page. And the best way for him to prove the others were fake was by using the Brand Registry program. He’s had to make some additions to his offering to further differentiate it from would-be copycats. He added a carrying case with his brand on it to make it weigh more for shipping, thus make it more expensive for non-FBA counterfeits, and to improve the overall quality.
He believes Amazon has created its own nightmare, though, by opening up its platform to any Chinese seller. Amazon aggressively started onboarding Chinese sellers to keep up with the popularity of Wish.com last year. In doing so, Amazon has opened itself up to an influx of counterfeit products, which could keep potential shoppers away if too many claims are made about product quality and legitimacy. Not to mention the possibility of large brands pulling their listings or avoiding the site altogether— Birkenstock’s decision to leave Amazon due to a rise in counterfeit sales is an apropos example of this. There is still much that remains to be seen in regards to how Amazon will smother counterfeit items.