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Selling on Amazon is definitely one of the most promising ways to build your ecommerce business. However, the competition is stiff — which brings the need to protect your Amazon business.
A lot of Amazon sellers have expressed concerns which risk their business, including:
Now you might ask yourself what is the best way to defend yourself from such infringement? The answer is to register your brand trademark with Amazon Brand Registry.
Amazon Brand Registry is a program designed for ecommerce merchants selling products on Amazon. It enables sellers to register their brand to Amazon and access a plethora of powerful tools that help them protect the intellectual property of their brand and create a trusted experience for Amazon customers.
Originally, Amazon's Brand Registry was just a tab in Amazon's seller central. However, in May 2017, Amazon launched a new and improved Brand Registry designed to help brand owners protect their registered trademarks by providing access to proprietary text, image search, predictive automation, and reporting tools.
As of 2019, Amazon has more than 3,50,000 brand enrolled in their program. Amazon Brand Registry also unlocks a powerful suite of features for verified brand owners to build their brand presence on Amazon and grow their business.
The most important aspect of Amazon's Brand Registry involves protecting ecommerce businesses from brand infringement, counterfeit merchandise, and disruptive product listings.
Amazon simplifies the process of finding cases of potential infringement with powerful search and report tools designed specifically for brands:
Once you have completed your search, Amazon Brand registry provides you with a guided walkthrough to submit a potential infringement report. Amazon then reviews this report and takes appropriate action.
Amazon Brand Registry also allows you to maximise conversions by making your products more lucrative to Amazon customers.
Amazon Brand Registry requires sellers who:
If you haven't obtained a principal trademark for your brand, head to the official website of intellectual property of India to find out more information related to registering for a trademark.
To be a part of Amazon Brand Registry, you need to sign in to the Amazon seller central and head to the Amazon Brand Registry enrolment page. You will have to provide:
Amazon will verify the information that you provide against the registered trademark. You will then need to obtain a verification code from the trademark office or website and send it to Amazon.
To register multiple brands, you need to repeat the above-mentioned process with the same contact and seller information.
Alternatively, you can register one trademark that encompasses all your brands — this will help you save time, effort and money.
Amazon transparency is an item-level authentication service that helps brands proactively identify and prevent counterfeits from reaching customers. Sellers enrol their products into the program and assign a transparency code to each product. This transparency code is scanned by Amazon to confirm the authenticity of a product.
To qualify for the Amazon Transparency program, sellers must:
Amazon Project Zero is a program which leverages the combined strength of Amazon and the registered brands to drive counterfeits to zero.
Features of Amazon Project Zero:
Brands provide key data points about themselves such as trademarks and logos. Amazon then uses machine learning to continuously scan brands selling on Amazon to remove suspected counterfeits — Amazon scans up to 5 billion product listings daily.
Brands registered with Project Zero have the ability to remove counterfeit listings without contacting Amazon using a self-service tool. Amazon also uses this data to strengthen its automated protection and catch similar counterfeits in the near future.
Brands apply a unique code on every unit they manufacture. Amazon scans these unique identification codes and confirms the authenticity of each product. With this, Amazon makes sure no counterfeit reaches your customer.
Amazon Brand Registry might sound like a program reserved for the big brands and the white collars — but it's not. Register your brand to this program and protect your most valuable assets — your brand identity and your customers.