Why a brand is important for the Amazon Brand Registry and how we can support you with this

The Amazon Brand Registry has become an important tool for companies that sell their products via Amazon established itself as an indispensable tool. It offers Brand owners numerous advantages that not only benefit Protection of your brand but also support the growth of your business. In this article, we explain why a registered trademark is a basic requirement for using the Amazon Brand Registry and how we, as an experienced law firm in the field of trademark law, can help you to optimally secure and enforce your rights.

What is the Amazon Brand Registry?

The Amazon Brand Registry is a program developed by Amazon specifically for brand owners. It offers extensive tools and protection mechanisms to ensure the integrity of brands on the platform. These include, among others:

• Better control over product detail pages: Brand owners can ensure that their products are displayed correctly.
• Extended trademark protection: Automated tools recognize and remove potentially infringing offers.
• Extended access to marketing tools: Functions such as Amazon Stores and Sponsored Brands are exclusively available to Brand Registry participants.
• Simple reporting of infringements: A central platform facilitates the identification and reporting of counterfeit products or other trademark infringements.

Why is a registered trademark necessary?

Amazon is pursuing the goal of becoming the most customer-friendly company in the world. To protect customers on its marketplace from counterfeits and to make it easier for brand owners to control their own brand products, Amazon allows them to register their own brand via the Brand Registry.

The most important requirement for registration with the Amazon Brand Registry is an active trademark registered with an official trademark office. Registrations in state trademark offices worldwide are accepted (as of July 2023). Amazon accepts both text-based and image-based trademark forms, but not pure image trademarks. It is necessary that the registered brand name matches that of the application to the Brand Registry.

Advantages of the Amazon trademark application

Registering with the Amazon Brand Registry offers the following key benefits:

1. Customer and brand protection:
   • Use search tools: Trademark owners worldwide can search content on Amazon websites for terms, ASIN lists or images and detect trademark infringements more easily.
   • Report violations: Infringements can be reported in a simple process. According to Amazon, 95 % of these reports are processed within eight hours.
   • Automatic protection: Based on the information provided, Amazon automatically recognizes and removes possible violations.
   • Fewer violations: Registered trademarks report on average 99 % fewer potential infringements.
2. Additional content and advertising:
   • Enhanced Brand Content (EBC): Brand owners can expand product descriptions with images, comparison tables and other content.
   • Amazon Brand Store: A customizable brand store offers a central platform for the presentation of your brand.
   • Sponsored Brand Ads: Ads with prominent placement improve the visibility of your brand.
3. Amazon Vine: Products from registered brands may be eligible for the Amazon Vine program. This program makes it possible to receive trustworthy reviews for new products.
4. Write permissions: Brand owners receive the highest writing rights for product detail pages to counteract false or misleading content.

How we can support you

Our law firm "marken medien meyen" specializes in trademark law and offers comprehensive support in all steps of registering and enforcing your trademark:

1. Trademark search: We check whether your desired brand is available and identify potential conflicts with existing brands.
2. Trademark application: We take care of the entire process of registering your trademark with the relevant authorities, whether national, European or international.
3. Advice on brand strategy: We help you to develop a long-term brand strategy that takes into account both legal and business aspects.
4. Enforcement of your rights: Should it come to Trademark infringements we will consistently enforce your rights both in and out of court.

Conclusion

One registered trademark is not only the key to using the Amazon Brand Registry, but also a central building block for the long-term success of your company. Use the free Amazon Brand Registry to counteract counterfeiting and increase the visibility of your products. Our law firm is at your side with many years of experience and comprehensive know-how to effectively protect and strengthen your brand. Contact us today to get your brand off the ground and realize the full potential of the Amazon Brand Registry.