In May 2017, Amazon Launched a new and improved Brand Registry.

The goal of the Brand Registry is to help manufacturers and brand owners protect registered trademarks (on Amazon) and create an accurate and trusted experience for customers.

As an Amazon Seller you may experience counterfeit issues or situations where your product content is changed by a 3rd party Seller. Amazon Brand Registry provides a toolset that may help you avoid these issues.

Already enrolled in the Brand Registry?
You might have to enroll again.

Amazon improved the Amazon Brand Registry in 2017 by updating the eligibility requirements and functionality.

IMPORTANT: Brand owners enrolled (in the old brand registry) prior to April 30, 2017 will need to re-enroll to enjoy the updated program’s benefits.

Why is the Amazon Brand Registry Important?

For brand owners, enrolling provides you with powerful tools to help protect your trademarks, including proprietary text and image search and predictive automation.

It also gives you more access to advertising solutions to increase your brand presence on Amazon.

1) Provides authority over the detail page: Enrolled and verified brands have more authority on the information shown on a product’s detail pages over other sellers listing the same item. This helps you improve the accuracy of your listing on Amazon.com and helps customers find your products.

2) Access to EBC & Headline Search Ads: It is also the only way for sellers to access Enhanced Brand Content (EBC), which allows you to feature your product with enhanced images, text placement, and unique brand story. In addition, Headline Search Ads are now available to Amazon sellers who are enrolled in the program.

Amazon Brand Registry: Eligibility & Application

Visit brandservices.amazon.com to see if you meet the eligibility requirements to enroll your brand(s) in Amazon Brand Registry. Eligible brands can currently enroll at no cost.

During the enrollment process, brands will be asked to select a key attribute. This should be an existing product identifier for branded products.

Once an application for the Brand Registry is approved, brand will need to provide a unique value for this attribute for each branded product.

Pro Tip: If you have UPCs, EANs, or JANs for your branded products , you can select one of these as your key attribute.

Brand can also select one of the following as the key attribute:

  • Manufacturer Part Number
  • Model Number
  • Catalog Number
  • Style Number

 

A good key attribute is unique to the product and never changes. It should be easily discoverable by a brand’s distributors and customers on their packaging, website, or in their catalog. 

Pro-Tip: Ensure that the value for your key attribute is unique for all your products. If it is not unique, your products will not be registered in the Amazon Brand Registry; you will receive error messages when you create or update your products on Amazon, or you may not be able to list your products.

Amazon Brand Registry: How To List Products

Once a brand is enrolled in the Amazon Brand Registry, they must include the following:

  • Their brand name spelled and capitalized exactly as it was submitted it for brand approval.
  • A unique value for the key attribute selected in the application.

 

Pro Tip: This value must be entered for all products in your brand, and no two products in the brand should have the same value for the key attribute.

If brands select UPC, EAN, or JAN as their key attribute in their application for the Amazon Brand Registry then they should also include values for that attribute when they list their products.

If brands do not have UPCs, EANs or JANs for their products and they select an alternative key attribute such as part number, Amazon will use this key attribute to identify each of their products and they must include a value for this attribute to list their products.

Amazon Brand Registry: How To Enroll Existing Products

Automatic: When manufacturers enroll in the Amazon Brand Registry, if their product listings already includes the brand name and selected key attribute, all of their products will automatically be enrolled in the Amazon Brand Registry.

Manual: If product listings do not already include the brand name and selected key attribute, to enroll the existing products in the Amazon Brand Registry manufacturers will need to update their inventory to include the brand and a unique key attribute value for each SKU.

Amazon Brand Registry: How To Add or Enroll New Productsamazon-prime-day2

To list new products and enroll them in the Amazon Brand Registry, manufacturers should include their brand and a unique key attribute value for each SKU.

Pro Tip: If they also sell Amazon Brand Registry products in Amazon Webstore, the listing updates to these products must be done from the manufacturers Selling on Amazon marketplace not from the Amazon Webstore marketplace.

Amazon Brand Registry: How To Update Enrolled Products

After products are enrolled in the Amazon Brand Registry, manufacturers can update product information with product SKUs plus values in the specific fields you want to update for those SKUs.

Manufacturers should not update an existing listing for a new version of a product where the versions are materially different.

This includes changes in color, size, material, features, and product name. They should create a new product detail page for new versions of products.

For example, a manufacturer updates its battery operated toy car by introducing a new remote control with six buttons instead of three buttons on the old controller. This update must be listed as a new ASIN.

Amazon Brand Registry: The Global Catalog Identifier

When manufactures successfully enroll their products in the Amazon Brand Registry by including unique values for their UPC/EAN/JAN or key attribute when they list, they are automatically assigned a unique product ID called the Global Catalog Identifier (GCID). The GCID does not change over time or across countries. It is 16 characters long, alphanumeric, and does not include spaces or hyphens.

The GCID differs from the ASIN in that the GCID is directly tied to a product. The ASIN, on the other hand, is tied to the product listing and can change.

Pro Tip: If a GCID is not successfully assigned to your products, your submissions to the detail page will not be automatically displayed.

To ensure that GCIDs are assigned to your products, verify that your product listings have the following:

  • Brand name (case sensitive)
  • Selected key attribute

 

Amazon Brand Registry: How To View Product GCID 

The GCID that is created and automatically assigned to each of product will not appear on the product detail pages or in your listings on the Manage Inventory page. To view the GCIDs that are assigned to your products, you can download an Inventory Report.

However, brands should still keep a close eye on their product information to make sure they don’t fall into an “Incomplete Brand Registry” issue. They can monitor the Brand Performance Reports to ensure all of their products have been accepted by Amazon’s Brand Registry.

Why the Amazon Brand Registry is Not Bullet Proof

Although the Amazon Brand Registry provides manufacturers with an opportunity to elevate their business on the shopping platform – it should not be considered a bullet proof solution.

For example: A manufacturer applies (brand-owner) and is accepted into Amazon’s Brand Registry program. Eight months later, a re-seller (considered more powerful because of their extensive sales history) enters the brand registry for the same product. Because the re-seller is viewed by Amazon as a larger more powerful seller, when they (the reseller) make product changes this could unfortunately impact the manufacturer’s listing.

The good news is, because the manufacturer is already registered with the program – they can contact Amazon Services and have their product content updated almost immediately. If they were not in the program, the likelihood Amazon would respond to their content request is much lower.

Regardless, it is still highly encouraged that manufacturers (especially new brands), apply to the Amazon Brand Registry program.

For more on Amazon Brand Registry, email tara@cpcstrategy.com or visit Amazon Brand Registry for further assistance.

About the AuthorTara graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California. She is a leading voice behind CPC Strategy’s Blog. See all posts by this author here.