Brand registry on Amazon is a murky topic. Every brand wants more control of their products on the marketplace, but few know how to properly leverage the tools at their disposal!
We spoke with Milica Knezevic, Bobsled Account Specialist and brand registry expert, about the most common areas of confusion.
On the right: Milica Knezevic, Bobsled Account Specialist
I successfully applied for Brand Registry 1.0 - will I automatically be ‘grandfathered’ into Brand Registry 2.0?
Brand Registry 2.0 offers tighter anti-counterfeiting procedures, therefore most brands are not automatically enrolled in the program. You will need to apply again in order to get new benefits. The original terms from 1.0 still apply, but you’ll have none of the new protections unless you enroll in BR 2.0.
How do I tell if we have BR 1.0 or BR 2.0?
One thing that separates Amazon Brand Registry 2.0 from its older version is the ‘Report a Violation’ tool. If you can see this tool in your BR dashboard that means you are enrolled in BR 2.0.
How can I tell if my products are connected to BR?
Log in to Seller Central and navigate to Reports > Business Reports > Brand Performance. Here you will find a list of ASINs that have been enrolled in Brand Registry. If you do not see certain products listed in the Brand Performance section you will need to do a partial update using the UPC code, manufacturer part number or catalog number.
I have Brand Registry 2.0 but don’t have access to my Storefront. What should I do?
If you experience this issue you should contact the HSA/Stores team and request that their technical team ensure that the storefront is accessible to all admins with the right level of user permissions. To do this navigate to Help > Get Support > Advertising and Stores > Stores > Basic Settings > Other Issues.
Do I need to have Brand Registry in order to sell on Vendor Central?
In short, yes. In March 2019 Amazon gave all existing vendors 60 days to enroll in the program. Non-brand owners were directed to Seller Central. By requiring all vendors to register their brands, Amazon knows that the vendors are authorized sellers of their products.
Do I need to apply for BR 2.0 separately for each Amazon marketplace?
North American Region
Once the brand is registered in the US marketplace, the associated account in Canada and/or Mexico will also be added under the same brand registry.
However, if you have a different email ID associated in other marketplaces, you may have to follow the below steps to add a role for the account under the same brand.1. Click on the ‘Brand Registry Support’ link on the Brand Registry dashboard where the brand is already brand registered.
2. Select the ‘Update brand profile’ drop down
3. Click on ‘Update role for user account’
4. Complete the form provided, indicating:
- User account’s email address or phone number for mobile accounts
- Brand(s) relevant to this request
- Role for that user account
5. Once this is done, the account will be added to brand registry and you will be able to utilize all the brand registry features.
Each region of marketplaces has its own registry, so you need to apply separately to each. Therefore, if you have brand registry in North America this won’t be valid for Amazon marketplaces in Europe.
In order to do this you will need a new email address that isn’t associated with any of the existing seller accounts and create a new Amazon Brand Registry account for the desired marketplace. When you enroll your brand it will require you to enter the email of your seller account so it will automatically be linked to your account.
When it comes to registered trademarks, different rules apply for different marketplaces. The trademark requirements for most BR pages are as follows:
“...fully-registered word marks that have been issued by national government trade mark offices in the United States, Brazil, Canada, Mexico, Australia, India, Japan, Turkey, Singapore, France, Germany, Italy, Spain, the United Kingdom, the European Union, and the United Arab Emirates.”
However, there are exceptions. For example, registered word marks that have been issued by the national government trade mark office in Turkey are not accepted on the Amazon Japan Brand Registry page. Therefore, it’s important to check eligibility requirements for each of the marketplaces before applying for BR.
Do I need to apply for BR 2.0 separately for Vendor Central and Seller Central?
No. If you have used different email addresses for creating SC and VC accounts (which we highly recommend) in order to have benefits of Brand Registry on both accounts, it is enough to assign a user role to one of these email addresses.
For example, when creating a BR account, you can use your SC email address, and later assign a user role (rights owner, administrator, or registered agent) to your VC email address.
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