"I signed up for the Amazon Brand Registry, but where can I remove unauthorized sellers? "
This is one of the most frequently asked questions in most forums and groups regarding selling on Amazon.
Sometimes it's even worse:
"I just signed a contrat to help remove unauthorized sellers from a brand. They have a trademark register. How can I do this? ”
It 's true.
The Amazon Trademark Registry is all about protecting your brand.
However, Amazon made it clear that they did not want to be involved in distribution
"Amazon respects the manufacturer's right to enter into exclusive distribution agreements for its products. However, violations of these agreements do not constitute a violation of intellectual property rights. Since the enforcement of these agreements is a matter between manufacturer and retailers, it would not be appropriate for Amazon to participate in enforcement activities.
So contrary to what you may have heard, this means that you cannot validate your products or your brand withc the trademark registry program.
Amazon gates products on occasion.
Typically, this happens when:
- There is a proven and consistent pattern of counterfeiting problems.
- There is a potential substantial product safety issue.
Additionally, Amazon will sometimes remove a seller if they can be shown to have counterfeit products.
For the most part, brands cannot decide if or how their products will be restricted to third-party sellers.
I know this might go against anything you've heard about the Trademark Registry program.
The program 's misuse was very widespread in its early days.
Entire companies have been built around knowin gly filing bogus intellectual property claims against sellers.
ThThis resulted in everything from lawsuits to Amazon removing the possibility for certain brands to file complaints on their site.
But before you consider the Trademark Registry unnecessary , read on.
Brand Registry features make it one of the most important programs for successfully launching and marketing products on Amazon.
Amazon has gradually added to the tools available to brand owners to help make the prospect of selling on Amazon Seller Central more and more attractive.
A comprehensive guide to the Trademark Registry should, of course, give you an idea of all aspects of the program.
Below I have highlighted some of the special programs that are currently available once entered in the Trademark Register.
I also have specific information on how to reduce or eliminate third-party sellers later in this article as well.
Let's see how weExactly includes the Trademark Registry program and some of the benefits it offers that you may not be familiar with.
We use the benefits of these programs every day to help the brands we work with quickly increase their sales and profitability, as well as make Amazon less maddening overall.
Ama Basic Principles of the zon Trademark Registry
The Amazon Trademark Registry is a program that helps brand owners protect their intellectual property through the protection of trademarks, copyrights and patents.
With the Trademark Registry you can:
- Report abuse of your trademark.
- Report copyright infringements.
- Report patent violations.
- "Lock the content of the product detail pages against changes to your brand."
In the Trademark Registry Portal, you can search for misuse of your trademarks quickly and use the forms to report any violations directly to Amazon.
Although it is extremely important to be able to report violations of intellectual propertyWhen you browse Amazon, what makes the Trademark Registry so important are the additional programs you have access to.
The Trademark Registry is the abracadabra of the Amazon world.
Having trouble getting more reviews?
Want to access a sophisticated new advertising space?
Tired of tearing your hair out trying to get your lists changed?
The Trademark Registry will help you with all of this and more.
What else do you have access to with the Trademark Registry?
Not to sound too much like a version of a late night infomercial, but wait, there's more…
To access additional programs including many vendors know nothing, use the tools you have access to from the Trademark Registry as a secret weapon to get ahead of your competition.
Advantages of the list
In addition to the possibilityBy "locking down your content for product detail pages from changes, you also have access to other modules in Seller Central that give your offerings an edge."
Note: some of these programs are available in Vendor Central without Brand Registry.
A + Content (formerly Enhanced Branded Content)
You may have seen this on competitor listings. This is the additional area under "From manufacturer."
Amazon tells us that A + content has been shown to increase ad conversion by 7-11%, allowing you to really showcase your brand and all of the selling characteristics unique to your articles.
The trademark registry allows you to 'add videos to your Amazon listing, right there under the images.
This can dramatically increase your conversion rate, as it allows you to really show your product in action.
With increasingly strict rules for sending messages and emails to Amazon customers, getting reviews on your products is getting harder and harder.
Amazon Vine allows you to gift products to Amazon-approved buyers in exchange for honest reviews.
Just a quick word of warning, though. This is a very honest review.
Make sure you have used programs such as Early Reviewer Program to ensure that customers have a positive experience with your products.
This program is very new to the Amazon platform. It allows you to assemble specific ASINs to create batches.
For example, if you sell a water balloon launcher as well as water balloons, you may have an additional ASIN selling the two products together.
The real advantage of this program is that you don 't have to designate an inventory specifically for this set. Amazon extracts from your existing stock.
Search Term Optimizer
Maximizing the words you get indexed for is vital for organic optimization on Amazon.
The optimiSearch term sor is part of the brand dashboard and searches for duplicate backend keywords so you can free up more characters to index for additional keywords.
Traffic and Advertising
Several components of Amazon Brand Registry allow you to access the additional program to specific marketing products on Amazon.
Sponsored Brands (formerly Headline Search Ads)
Currently, on Seller Central, these ads appear as banners at the top of search results pages.
As a result, they have a larger screen than sponsored products. This type of ad allows some control over the ad creation.
This type of ad offers even more creative flexibility. It 's also the only type of listing on Amazon that allows customer retargeting.
Amazon you Allows you to create a store page to showcase all of your products and / or brand history.
Store pages help build your presence on Amazon.
Additionally , they can help you drive traffic for your ads and be used with Sponsored Brand Ads to increase your conversion rates.
Amazon Live allows brands to create live feeds to present the benefits of their products or to interact with their customers in real time.
Analytical benefits
The Trademark Registry also opens specific analytical tools in Seller Central and Vendor Central.
Brand Dashboard
The Brand Dashboard is a relatively new component of Seller Central that allows you to see, in one at a glance:
- Potential price competitiveness.
- Main eligibility.
- Stock rate.
From this dashboard, you can also easily access other tools, such as Manage My Experiences, as well as manage your customer reviews.
Brand Analysis
This is a treasure trove of data that was previously not available to Amazon sellers.
Brand analysis gives sellers insight into specific search terms or products.
These include search term rankings, most clicked product, conversion rates, and other useful information for making informed decisions.
This beta feature on Amazon will allow sellers to test the effect that A + changes can have on the performance of their products.
This program allows sellers to unify their advertising metrics and analytics to track sales fromadvertising outside Amazon like Facebook.
Access the Trademark Register
Any trademark can be part of the Trademark Registry program.
If you have a live brand , registration is easy.
Make sure you are using the same email address as the primary sign in to your seller account.
Never let a third party seller or agency register on your behalf with their username.
Always use your own login, and once you have access to the program, you can add more sub-users to your brand registry account.
If you don't have a live brand, you can still access the brand registry program through the IP accelerator program.
It usually takes two to six weeks.
Beware of agencies or third-party sellers who offerfeel to file infringement claims on your behalf.
If Amazon sees multiple false claims of intellectual property, they have limited the ability for specific agents and companies to file further complaints through the program.
If you signed up for the Trademark Registry a long time ago but don't have access to most of these programs, you might be in an older version of Brand Reg istry.
To access these features, you may need to re-register your trademark.
Control of Third Party Sellers
That being said, a lot of people are turning to the Trademark Registry because they are trying to take control of their products on Amazon.
The reason this is much more difficult compared to other platforms is that each listing is owned by the community; no seller or brand actually owns an ad.
LoWhen used strategically, using third-party sellers can actually be a way for you to reduce the capital required to optimize your presence on Amazon.
Too many salespeople can cause big problems.
In general, the more sellers there are on a particular SKU, the less stable the price of that product can become.
There are a few commonalities - sensible tactics you can use to control the distribution of your products on Amazon.
Clear Reseller Agreements
Having clear reseller agreements and clearly posting those agreements on your line sheets is a good way to start controlling the number of sellers.
Although Amazon is not involved in these specific agreements, you can use your own legal team to enforce these agreements.
Distribution control
Your distribution chain will have a big role to play in thecility with which this will be accomplished.
If you use distributors or sell to national big box stores, occasionally selling to Amazon on Vendor Central is your best option to deter third-party sellers.
If your distribution is slightly smaller, monitoring and tracking third-party vendors closely might be a solution.
Amazon also announced that in just over a month, all legal trade names and addresses of all third-party sellers will be available on the site.
This will allow you to quickly identify vulnerabilities in your distribution.
Testing Purchases
If you have products that you feel are potentially counterfeit, performing a Test Buy is the best way to test this theory.
Be sure to take photos of the item when it arrived and the product you received, and include them in your report to Amazon.
Often when we test purchases, we quickly do so able to identify the third party seller if they are dropshipping.
Then the brand we work with has discontinued supply to this seller in the future.
Transparency
If you regularly encounter counterfeiting problems, you can consult the transparency program.
This will help you avoid any further counterfeit issues.
In doing so, however, you will need to take into account that you will need to attach a unique barcode to each item you produce of that SKU, regardless of the sales channel.
Overall, using the Registry brand and the special programs associated with it can help you better market your product and have more control over how your brand is displayed on Amazon.
The subject of the use of the trademark register could be an atelier for a day. by himself.
There 's no way to completely sum up all that you can and cannot do in a few thousand words.
As Amazon continues to work on new programs to woo products for sale directly on Seller Central, you will likely see even more opportunities to help you maximize your sales volume and monitor your brand's presence on Amazon.
More resources:
- Amazon brand analysis: Getting the most from your sales on Amazon
- Advanced SEO Guide to Top Rankings on Amazon
- What's up with the rise of retail media networks?
Image credits
Screenshot taken by the author, July 2020
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