INTRODUCTION

After working hard to create and launch a brand on the Amazon marketplace you need to ensure the equity that you have built in the brand is identified as your brand and protected from hijacked listings and counterfeit items.

The Amazon Brand Register was introduced to reduce counterfeiting and intellectual property (IP) violations on the site. The scheme also facilitates the brand’s development on the platform through enhanced listings.

GROWING

The first step to growing your established unique brand is to join the Amazon Brand Register. Your brand equity is catalogued and identified back to you. Registration allows the brand owner to:

• Enter enhanced brand content to improve your product listing by adding a unique brand story, enhanced images, and text placements.

• Promote your brand and products with your own multi-page store on Amazon and grow brand awareness with sponsored ads featuring your logo.

• Access to Amazon Brand Analytics that enables you to make informed smarter, faster data driven business decisions enabling you to learn more about customers, search terms and customer behaviour.

PROTECTING

As part of the Amazon Brand Register you can build a digital fence around your brand and products by ‘brand gating’ specific ASINs for a fee, meaning all sellers of the brand must have approval to sell.

Upon joining Amazon Project Zero, brand owners no longer need to contact Amazon to remove counterfeit listings from the marketplace. Instead, they have the ability to do so themselves using a self-service tool.

Other protective steps external to the Amazon platform include having a strong visible logo that is apparent on the product and its packaging making your copyright clear to see. It is also prudent to file a formal trademark for the brand and logo.

Notwithstanding the above it is always good practice to secure your account on Seller Central with two-step verification login. 

CONCLUSION

Amazon are taking steps to move the responsibility of protection to brand owners and making it easier for Amazon to enforce its Standards for Brands Selling in the Amazon Store.