Brand Registration at Amazon: Benefits and Features

Brand counterfeiting poses a major problem for trading on large marketplaces on the internet. The Amazon Brand Registry is designed to help sellers prevent that from happening. In this article, you will learn about the advantages of the brand registry and how you can sign up for it.

Is trademark registration on Amazon worth it?

If you sell goods on an online marketplace like Amazon, you may run into problems with counterfeits. Many third-party sellers imitate products and then resell them.

According to a trademark protection report, Amazon had to withdraw around 2 million counterfeit products from circulation in 2020.

The Amazon Brand Registry allows sellers to detect and report counterfeits to Amazon using advanced reporting and search capabilities. It was introduced in 2017 and protects both sellers and customers from substandard goods.

This in turn promotes trust in the brand. Customers can quickly fall for a fake or a very similar product.

Even if the owners of the original brand are not to blame, they are often punished with negative reviews. This happens, for example, when customers recognise the difference between the original and the imitation only when it’s too late.

Benefits and features of Amazon trademark registration

The options for brand protection have evolved on Amazon. Owners and manufacturers are thus able to protect their intellectual property, enabling them to strengthen their brand presence and expand their business on Amazon.

Writing rights for more control over your brand

Amazon’s writing privileges allow you to control all of the details, descriptions, bullet points and titles on your product page. This allows you to more effectively counter misinformation from other sellers who are selling knock-offs of your product.

Advanced search features

Amazon makes it easier and faster for sellers to find trademark infringements with the following search features:

  • With the global search, you can find products in Amazon shops in different countries without ever having to navigate away from your own country shop
  • You can use the image search to find products and logos that look like yours
  • You can also search for your Amazon Standard Identification Number (ASIN). Unauthorised third parties could use this to sell cheaper imitations of your product.

If you find products that are potentially infringing upon trademarks, you can file a report through the Amazon Brand Registry. Amazon will then be able to review the case as quickly as possible and intervene if necessary.

Preventive protection and brand support

The more information you share with Amazon about your brand, the better it can be protected. Amazon proactively removes unauthorised imitations. In addition, Amazon brand registration support is available around the clock.

How can I register a trademark?

This was previously limited to word marks, but owners of word and image marks (logos) can now also make use of this feature. To protect your brand and product, follow the Amazon trademark registration instructions below:

  1. There are several requirements for registration: it must be a protected trademark. You also need a state registration number. The countries in which your products are produced and sold is also important. The trademark should be visible either on the product itself or on the packaging. It is helpful to provide the contact details of a lawyer or notary public who can confirm that you are the trademark owner.
  2. If you meet all of the the access requirements, you can register with the Amazon Seller Brand Registry. If you already have a shop, log in with your Vendor or Seller Central login data. If you do not yet have this data, you must first create an account. Then you can start registering your brand.
  3. Amazon will ask you for several pieces of information about your brand and you will need to enter your brand name. You will also be asked to enter your trademark number and the corresponding trademark office. If it is not just a word mark but a word and image mark, you will need to upload a high-resolution image.
  4. Amazon will now ask for further information such as ISBN, EAN, UPC or GTIN. If such numbers are available, please include them. Amazon also wants to know whether goods produced by you under your brand are sold to other retailers and whether there are other licensees of your brand.
  5. Amazon will send you or your brand’s representative (lawyer or notary) a verification code.

This completes the registration process and gives you access to the benefits and features of the Offer.

Steve Paine