Aug 10, 2018

How to Set up an Amazon Brand Page

In a competitive marketplace, it is important to win over customers’ trust so they feel confident when purchasing goods from your Amazon store.

It’s no secret that the Amazon ecommerce space is filled with millions of sellers – 5 million, to be exact. In a competitive marketplace, it is important to win over customers’ trust so they feel confident when purchasing goods from your Amazon store. Vendors especially must stand out from the crowd of those all selling the same products. Taking advantage of Amazon Brand Pages, part of Amazon Marketing Services since November 2012, is the best way to ensure that you set up an official shop for your brand.

To learn more about the statistics, costs and details of selling on Amazon, download our in-depth Guide to Amazon Commerce.

Benefits of Amazon Brand Registry

Claim and protect your brand

Keep in mind that Amazon Brand Registry is only available to Amazon sellers who manufacture or sell their own products. Because of the sheer quantity of sellers with the same items in their Amazon stores, setting up your Brand Page will do a lot of good for your company by differentiating you from your competition.

Among these benefits is the right to protect your brand’s product listings from other sellers. Amazon Brand Registry will guarantee that other sellers cannot manipulate your product listing information. Additionally, if you are a registered brand, Amazon will prioritize you whenever you choose to upgrade or update your product listing information.

Finally, registering will not only help your brand, but it will ultimately help your customers the most. If a customer flags a product as counterfeit, Amazon will only truly know if it is counterfeit if you have registered your logo and trademark with them. This will help Amazon be able to identify the counterfeit item, and possibly remove it.

Search for suspicious brand listings

If you are concerned or have a feeling that your intellectual property rights are being violated on Amazon, Brand Registry allows you the option to discover these cases and report them to Amazon.

Search products by:

  • Global search
  • Image search
  • ASIN/Product URL search

Reporting any violations

Amazon will allow you to report any cases of unauthorized sellers marketing your products. You must file these reports of infringement using a seller contact form. Amazon maintains that this process of searching and reporting will aid in eliminating counterfeit sellers who list fraudulent products, infringing upon your intellectual property rights.

Customizable Brand Page

Enhanced Brand Content: If you’re looking to upgrade from the standard product listing format, you can choose to edit within Enhanced Brand Content. One of the advantages of Enhanced Brand Content is the ability to have larger images and more detailed descriptions of products. The feature is a drop-down menu option under Advertising in Amazon’s Seller Central. Once you navigate to this page, you can choose from different templates to upgrade the look of these product listings. Provide the SKU for the product and then begin to edit. CPC Strategy calls Enhanced Brand Content the “new brand essential” rather than a “trending Amazon feature.”

Control Product Information: Being the brand owner, you are able to control the product detail description which would otherwise be automatically generated by Amazon given the product information. You can further control the product title, images and attributes. OperationROI also points out that you can choose not to include the UPCs or EANs in the product attributes.

Protective Measures

In order to keep maintaining your official Amazon brand presence, Amazon will catch cases of other sellers infringing upon your intellectual property rights and brand information, including trademarks, images, logo and brand name and report them to you. Amazon will spot this fraudulent activity and try to remove it from the site. Being on Brand Registry doesn’t guarantee that counterfeit products on Amazon will disappear, but they are easier to report.

Ad Approval Waiting Time

While most sellers face long creative delivery lead times averaging 8 days, Forbes claims that a registered brand can see their ads approved in as soon as 24 hours. Furthermore, you do not have to pause a campaign to make changes to your ad.

Amazon Analytics

Gain insight into shopper behavior on your brand page, such as audience demographics through Amazon Analytics. Understanding who your customers are and how your Store is performing is crucial to developing your selling strategy. Insights within the Amazon Store can help you find out where your traffic is coming from, and if your ads are working in your favor. Amazon also allows you to create a source tag for your Store URL to measure certain traffic sources. Analyze your Store performance insights to improve marketing strategy and discover new selling tactics, as well.

Increase Conversion Rates

Forbes also saw a 30% increase in conversion rates in brands who upgraded their product listings using Enhanced Brand Content.

Setting Up Brand Pages

In order to sign up you must have the following:

  1. An active registered trademark for your brand that appears on your products or packaging.
  2. The ability to verify yourself as the rights owner or the authorized agent for the trademark (Amazon does require that you have a website for your brand).
  3. An Amazon account. You can use an existing Amazon account (credentials associated with Vendor or Seller Central) or create a new one for free.

Let’s get started! There are 3 steps to enroll in Amazon Brand Registry.

  1. Review eligibility requirements
  2. Sign into Amazon Brand Registry
  3. Enroll your brand

Ready to start selling on Amazon?

Sign up to download our Guide to Selling on Amazon Whitepaper.