All About Amazon Brand Registry: 2021 Changes

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What is Amazon Brand Registry?

Amazon Brand Registry is a global service with tools to help you protect your Brand’s intellectual property (IP), find and report violations, and share information that can help Amazon prevent violations. Enrolling in Amazon Brand Registry unlocks a suite of tools designed to help you build and protect your brand, creating a better experience for customers. Once enrolled, you can build your brand with A+ Content, Sponsored Brands, Amazon Stores, and Amazon Brand Analytics.

Recent Changes to Amazon Brand Registry and PDMG Insight:

-The power of the Amazon Support Reps to make updates to seller listings has been taken away, and everything has been moved to the Brand Registry team. Why did Amazon make this change?

PDMG INSIGHT:

Amazon does not want as many hands in the pot when it comes to making changes to listings. Brand Registry is a much smaller team. This setup allows for the review of changes/requests but with a smaller group making the changes. For example, a new hire Amazon support rep could potentially do something harmful versus helpful to the account, and Amazon is trying to prevent any harm from being done.

Moreover, any time a change to a listing is requested, Brand Registry roles need to be reviewed to ensure the actual Brand Owner is the one requesting the changes. There is a Brand Registry specific tool that verifies the Brand Registry role, and only certain people have permissions to use this tool. Amazon has also removed many permissions from the main Amazon Support staff, even to just make a simple change to a listing (i.e. category updates). This is all in an effort to safeguard the Brand Registry account and make the entire Seller Support System more synchronized when it comes to making changes.

– What are the implications of doing this? Has it affected the support team’s efficiencies? Has this created slowdown in solving cases?

PDMG INSIGHT:

It has definitely increased transfer rates and customer frustration. Associates need to better communicate the expectations with sellers from the get-go and explain the “why” behind the transfer to Brand Registry (or whatever the resolution may be). Usually, the associates want to help, but the policy change prevents them from doing so. Amazon has physically removed any workarounds that worked in the past to assist with the updates. This includes removing permissions to tools that updated the listings. This is why Amazon support has requested all sellers to take advantage of feed files. However, this is an issue because feed files are quite technical and highly problematic due to the requirements and terminologies.

-Why is this specifically problematic for sellers?

PDMG INSIGHT:

The increased transfer rate here is a problem for sellers because it takes a long time to call Seller Support, be switched to a different department, and then wait for a resolution. Sellers are potentially having to wait a very long time frame to fix incredibly simple issues that at one time were very easy for Amazon support reps to fix. Cases can be ongoing with Brand Registry and it can be confusing to keep track of the way Brand Registry opens and closes cases. Moreover, the lack of communication and understanding of this process has created seller frustration.

-When did this change happen on Amazon?

PDMG INSIGHT:

About 6-9 months to about a year ago is when Amazon started to steer cases to the Brand Registry team.

-Are there any other insights or important things to note about Brand Registry?

PDMG INSIGHT:

We don’t know the exact number of people on this team or where they are located; we just know the team is smaller. We believe the team is so closed off and operates by email only so the phone lines don’t get clogged with requests. Some teams are able to make outbound calls when necessary, but unless you are part of that team, you do not know the reason why you can or cannot make outbound calls. We still see a log jam with efficiencies as Brand Registry cases can be ongoing and not always a quick resolution.

Brand Registry Eligibility and How To Enroll:

Eligibility Requirements:

-UPC for a product

-Accurate photos you can provide of your product

-Registered Trademark for your brand (If you want BR in multiple countries, you must apply for a trademark in each of those countries)

How to Enroll:

Click here and select Enroll now at the bottom of the page.

You will need to provide the requested information which includes: supplying product photos, product UPC’s, the image of your trademark, and the trademark number. Keep in mind, you’ll need to do this from the admin user of your Seller Central Account.

Once you fill in the required information, Amazon will create a case for your Brand Registry application, and you can check back there to see if you get approved. You should also get an email. 

Brand Registry Roles:

If you are approved for Brand Registry, it’s a good idea to set up the Brand Registry user roles for each person on your team that needs access.

There are three types of Brand Registry Roles for users:

-Rights Owner: An individual who is the trademark owner or their employee, who is authorized to report violations. Users with this role have access to the “Report a Violation Tool” and listing benefits.

-Registered Agent: A third party who is authorized by the Rights Owner to report violations using Brand Registry tools.

-Administrator: An individual who has permission to assign roles to user accounts.

In order to add new users to the account, the Rights Owner (which should be the same person that did the original application for Brand Registry) will need to go invite those users and select which role that user should have.

Perks of Being Brand Registered on Amazon:

-Brand Stores: This is a virtual store you can set up for your brand where customers can shop for only your products. You can categorize the products, showcase images, etc.

-EBC or A+ Content: A+ Content are enhanced graphics that live towards the bottom of a product detail page. A+ Content is a great way to showcase your products with a variety of images and provide additional information to the customer.

-Video Uploads: Adding videos to your listings to showcase your product

-Detail Page Control: This means you, the brand owner, have the ability to make changes to the catalog and what shows up on the live detail page (i.e. a bullet point or image)

-Access to Brand Health Page (US only currently): This is essentially an informational dashboard for your ASINS. It will show your ASINS and a description of each ASIN’s current brand health. If there are issues, Amazon will provide action you can take to resolve the issue.

-Access to Brand Analytics Dashboard: This is a tool that allows you to input your ASINs and view their corresponding search rank, conversion rate, etc. You can also view this dashboard by search terms to see how your search terms are performing for a product. You can study purchase behavior, consumer demographics, and more.

Tips For Success with Amazon Brand Registry:

-If you are making updates to the catalog (i.e. changing the title of your product), we suggest running a full update using a feed file. If you are having issues making updates, contact Brand Registry directly. Meaning, you should create a case directly* with Brand Registry (remember that you need to have been assigned a BR role to do this). When you create a case, try to provide as much information as possible to Brand Registry in order to expedite the solution.

-Your brand name should be listed in the backend for every one of your ASINS. Be sure the brand name is listed here EXACTLY how it was submitted on the trademark (capitalization, spelling, punctuation, etc.). This needs to be done correctly from the very beginning (i.e. when you first created the listing) in order to prevent issues with updates. If the brand name or UPC was entered incorrectly the first time, you should re-list your product under a new ASIN.

-Know that you cannot get somebody on the phone with Brand Registry. You must be diligent in keeping track of your cases. Brand Registry may close a case before it was resolved, so know that you may need to re-open cases until the issue is fixed.

-When you open a case with Brand Registry, Amazon may request the following to fix your issue: Image of the UPC on the product, link to the manufacture website, screenshot from the product manual, trademark proof, etc. Amazon is trying to provide the best buying experience for the customer, so even if you are the Brand Owner, Amazon may try to verify that fact. This also protects your account from negative reviews and high return rates. If Amazon tries to tell you that you aren’t the brand owner when you actually are, this is a good time to share that trademark proof.

EXAMPLES:

Report a Violation: Let’s say somebody who is not authorized to do so began listing your product on Amazon to compete with you. This is a violation. Use your “Report A Violation” Tool in your Brand Registry account to report this, and provide Amazon with as much information as possible.

Trouble Updating Images: Let’s say you have tried to update some new images for your product and a full update did not work. Create a case with Brand Registry. Provide the images and the ASIN you need to be fixed. State that you are the Brand Owner, and tell Amazon to update the images. Tell Amazon to remove any image contributions that are incorrect, if there are any. Brand Owner images should be the only ones showing. Try to provide documentation that you own the trademark if you can because Amazon may ask for it regardless.