The Amazon ecosystem is getting more competitive and complex each day. Counterfeit goods slipping into listings and rising marketing costs are just two of the many issues brands face when selling on Amazon. Luckily, one tool brands can use to overcome some of these issues is Amazon Brand Registry.
What is Amazon Brand Registry?
Amazon Brand Registry is an Amazon program that provides brands additional protection and access to other marketing services, including:
- Amazon’s infringement reporting tool
- Amazon Stores
- A+ Content
- Sponsored Display Ads
- Sponsored Brand Videos
- Amazon Attribution Program
- Amazon Live
- Brand Dashboard
- Brand Analytics
- Video Uploads
Enrollment in Brand Registry is free but requires a trademark registration number with the United States Patent and Trademark Office (USPTO). Learn more about all the benefits in our Always Up-to-Date List of Amazon Brand Registry Benefits.
What are Amazon Brand Registry Roles?
One big issue for unregistered brands is the lack of control over their listings. When your brand is not part of the Amazon Brand Registry, unauthorized sellers can come into your listing and change content. As brand trust becomes more important to consumers, it is crucial to maintain control of your listings.
When brands are brand registered with Amazon, only authorized accounts can change listings. Authorized accounts can include your employees or another account to which you have assigned a role, such as an authorized agency. There are currently three types of Amazon Brand Registry roles: Administrator, Rights Owner, and Registered Agent. Each comes with a different level of permissions.
- Administrator: An individual who has full permission to assign roles to user accounts.
- Rights Owner: An individual who is the rights owner or an employee of the rights owner who is authorized to report violations.
- Registered Agent: A third party who is authorized by the rights owner to report violations.
If you wish to give a seller the authority to report violations on your behalf and have extra authority within your listings, you must add them as a Registered Agent, Rights Owner, or Administrator.
How to Assign Brand Registry Roles
To assign roles for Amazon Brand Registry, follow these steps:
1 – On the Amazon Brand Registry platform, click on Brand Registry Support.
2 – Click through Update your brand profile > Update role or add new user to account
3 – Follow the on-screen form to submit the seller’s email as the role you desire them to have.
Apply for Amazon Brand Registry
Learn how to apply to Amazon Brand Registry.
Learn More about Amazon Services
We have a growing library of resources about Amazon services, including other blog posts, whitepapers, eBooks, podcasts, and more. Subscribe to our weekly blog to never miss a beat!
- Amazon Strategy Guide: Creating a Unified SEO & Sponsored Ads Amazon Strategy - April 13, 2021
- Amazon Dropshipping 101: How to Dropship on Amazon - November 9, 2020
- 6 Tips for Defending Against Competitors Undercutting Pricing on Amazon - October 30, 2020