Amazon Brand Registry Application: A simplified guide to the entire process
Brands have two major concerns when selling on Amazon, or any online platform for that matter. First is product visibility, and counterfeiting.
And with both being valid concerns, Amazon came up with a way to protect brands from said problems by streamlining its Amazon Brand Registry program.
Amazon’s new Brand Registry programme is an enhancement in terms of legal rights brands are provided with when registering their trademark with government entities.
But with many brands not privy to the protection that Amazon Brand Registry offers, much more understand how to apply for the said program, we took it upon ourselves to come up with a complete guide on how to apply to Amazon’s Brand Registry program.
Before we go to the application process guide itself, let’s first start with the technical side of things, which is Amazon brand registry requirements.
Amazon Brand Registry Programme Application: Who’s qualified?
There are only two types of sellers that are qualified to apply for Amazon’s Brand Registry Programme:
- Brand owners and/or manufacturers
- Re-sellers, distributors, as well as companies and/or individuals that can present legal written authorization from brand owners and/or manufacturers that they are authorized to sell products of said brands on Amazon.
So yes, it is a very stringent process as you can see, and not everyone will have the chance to register.
Then again, the rationale behind it is brand protection. And contrary to what some may say, I don’t believe that is it the purpose of Amazon to alienate those that are not qualified to apply to the said program.
As for categories, Amazon’s Brand registry prohibits the registration of products under;
- Entertainment Collectibles
- Sports Collectibles
Amazon Brand Registry Requirements
In order for brand owners and/or manufacturers to become part of Amazon’s Brand Registry, they first need to have;
- Image of their product’s packaging with clear, visible branding on it
- Image of their product with clear, visible branding on it
- Link to a working website where their products and brand name can be seen
- A registered email address that uses the brand name of said brand and/or manufacturer after the @ symbol. Example YourName@YourBrand.com. (Third party email address from Gmail, Yahoo etc will not be accepted)
Now that you are aware of what Amazon needs from you to apply for their Brand Registry program, let’s go to the actual application process.
Amazon Brand Registry Application: Step by step process
Step 1: Filling out the Brand Eligibility section
Given that you are indeed an owner and/or manufacturer of a said brand, then I guess it’s safe to assume that you had your brand trademarked yes? You see, the first part of the application process will ask if you have a trademark registration and/or serial number for your brand.
If you don’t have the said information, then I’m sorry to tell you that you won’t be able to continue any further.
*See image below
NOTE: For trademarks registered outside USPTO, just click the drop down menu and select as to what region your brand is registered in.
Next, you will then be asked if your products and its packaging have permanently affixed brand logo and name on it.
Again, if you don’t have one, or won’t be able to provide the images required later, you won’t be able to continue any further.
NOTE: For brand owners and/or manufacturers that want to register more than 10 brands, you should first complete the application process. After, you will be contacted by someone from the Brand registry team which will aid you in registering the rest of your brands in bulk.
Next, you enter the brand name you wished to be registered and click “Next”.
Step 2: Uploading images
Make sure that you follow the image requirements for every image requested of you. You also need to ensure that all of your images are clear, and that product logo, and packaging images are completely visible and recognizable.
*See image below and take note of image requirements
NOTE: Uploading images that does not satisfy the parameters asked by Amazon will most likely result in the rejection of your application.
The last part of this step pertains to your brand’s online presence. Though it is stated on the application that it is optional, it could affect the approval of your brand during the review process.
*See image below
The way I see it, if you went through the headache of applying for a trademark, it is but rational that you have a website to show for, or at least have a presence online.
Now if you have a trademark but don’t have a website, or any online presence for that matter, you can quickly make one using WordPress or any other blog platforms. As for social media links, use the one that you are most active in, and one that has the most followers.
Step 3: Fill up the brand characteristics section
You again need to enter the URL of the site you’re selling products from outside of Amazon.
*See image below
NOTE: Only use URLs associated with your brand if you’re actually selling products off it. If you are using said URL to just redirect traffic to your Amazon listings, do not include said URL.
Lastly, specify from which country you manufacture and sell your products to.
Now if you followed the instructions correctly, you will hopefully get a reply from Amazon after 2 weeks with a message that says your application has been approved.
Yes, I agree with you. It is a tedious process.
But then again, the protection that it provides against counterfeiters justifies all the effort. And with Amazon serious in cracking down shady sellers on its platform, we can expect better Brand Registry benefits and improvements in the future.
So, what do you think of the article? Did it explain the entire amazon brand registry application process in a way that everyone can understand? I would like to hear your thoughts about it, and the Amazon Brand Registry program in general, on the comment section below.
As always, have a great day, and see you next time.
Johann is a Psychology major turned online writer and branding/marketing consultant since 2008. He now happily calls SellerLift home, and is the person behind their blog content.
In his spare time, and to remind himself that there is more to life than his computer monitor, he throws himself down steep country roads on his longboard, takes black and white photos, and produces lounge music for an independent music label.