Amazon Brand Registry Tools
Supercharge Your Success Beyond Brand Protection
Imagine your brand as a diamond in the rough. Amazon Brand Registry is the polishing cloth, revealing its brilliance and attracting customers like moths to a flame.
You can start selling without a brand registry, but Amazon Brand Registry offers invaluable tools and resources for brand development and management. Safeguard your intellectual property with automation and support, and gain a competitive edge with enhanced customer trust and brand loyalty.
Although not mandatory, being a brand-registered seller is a strategic move to strengthen your brand’s presence and ensure long-term success on Amazon’s bustling marketplace. And here are the tools that can help make that happen.
Amazon Brand Registry Tools For Protection: Transparency
Overview of Transparency
- Serialization service to proactively prevent counterfeits.
- Unique codes for each unit; helps identify counterfeits from listing to shipment.
- Enables supply chain defect identification and customer engagement.
Key Features and Benefits
- Protects against counterfeit products on Amazon.
- Global protection, even in markets where you don’t actively sell.
- Version protection for different product variants.
- Enables customer engagement and feedback.
Why Sellers Need It
- Poor product reviews, tarnished reputation, and loss of customer trust.
- Additional costs and effort for brand defense.
- Listing protection from this Amazon Brand Registry tool prevents counterfeit products from being listed.
- FBA and merchant fulfilled orders are scanned before reaching customers.
- Consumers can scan codes with the Transparency app to authenticate products.
- Brands can share additional content with customers via the Transparency app.
- Allows for brand storytelling and customer feedback.
How It Works
- Enroll and add products to the system.
- Apply transparency codes to each unit.
- Each unit gets a unique code; not sequential.
- Applied as labels or incorporated into product packaging.
- Provides product-specific information when scanned by customers.
- Amazon scans each unit before shipment to customers.
Want to know more about Amazon’s Transparency Program? Read our blog post Protect Your Brand With Amazon Transparency Program.
Amazon Brand Registry Tools For Protection: Project Zero
Opening the marketplace to international sellers, particularly from China, led to an influx of counterfeit sales and hijackers.
As one of the Amazon Brand Registry tools, Project Zero empowers sellers to remove counterfeit listings and protect their brand.
Joining Amazon Project Zero
To join, sellers can visit Amazon's Project Zero website and join the waitlist. Once accepted, sellers must read the rules and guidelines to ensure responsible use of the tool.
Self-Service Counterfeit Removal Tool
Sellers can use the tool to remove counterfeit offers or entire ASINs from their listings. It requires sellers to select the relevant trademark and provide an order ID if a test buy was conducted.
Benefits of Using Amazon Project Zero
Free to use and provides automated enforcement. Removes counterfeit listings and hijackers, protecting sellers' revenue and brand reputation.
Maintaining Access to Project Zero
Sellers must maintain a high accuracy in their counterfeit removal submissions to retain access to the Amazon Brand Registry tool. Amazon is vigilant in ensuring the responsible use of the tool to keep the marketplace free from hijackers.
Amazon Brand Registry Tools For Protection: Counterfeit Crimes Unit
Collaboration with Law Enforcement
- The Amazon Brand Registry tool is a collaborative effort between Amazon and law enforcement agencies, such as HSI Atlanta Sheriff’s Department, to execute search warrants and bring justice to counterfeiters.
- Law enforcement plays a crucial role in dismantling the syndicates that support counterfeiters.
Executing a Search Warrant
- During a search warrant operation, the team ensures safety by being aware of potential risks, such as the presence of firearms registered to the target.
Experience and Expertise
- Members of the Counterfeit Crimes Unit have backgrounds in law enforcement, which helps them navigate and identify crucial information for law enforcement partners.
- Their experience allows them to effectively refer bad actors to law enforcement for further action.
Rewarding Results
- The unit’s efforts, combined with Amazon’s six months of hard work, result in rewarding outcomes in combating counterfeiting.
- Seeing the impact of their work firsthand is motivating and reinforces their commitment to the cause.
Addressing a Global Issue
- Counterfeiting is a global problem that extends beyond law enforcement or Amazon alone.
- It often involves collaboration with other criminal activities, such as human trafficking, identity fraud, and money laundering.
Looking for in-depth Amazon Brand Registry eligibility guide, read our post How Amazon Brand Registry Can Help You Succeed On The Marketplace.
Amazon Brand Registry Tools For Customer Connection: A+ Content
Core Features of A+ Content
- Upload detailed product images, additional text placements, and product-comparison charts to provide comprehensive product descriptions.
- Create and reuse content to tell the brand’s story and build brand awareness on product detail pages.
- No coding experience needed to use this Amazon Brand Registry tool, and it can answer customer questions, inspire purchases, and drive traffic to a brand’s Store.
Types of A+ Content
- A+ Brand Story Content helps customers learn about a brand’s history, values, and product lines.
- Basic A+ Content provides detailed product information, including images, text layouts, comparison charts, and feature lists.
- Premium A+ Content includes all features of Basic A+ Content, plus larger images, interactive modules, and a navigation carousel.
Using A+ Content
- A+ Content can help customers engage with a brand and its products.
- After setup, brands can use brand-specific advertising tools to drive customer traffic.
- Recommendations on the A+ Content Manager page can help identify high-traffic ASINs for A+ Content or improvement efforts.
Amazon Brand Registry Tools For Customer Connection: Sponsored Brands
Amazon Brand Registry Tools For Customer Connection: Amazon Stores
Overview
- Amazon Stores provide an immersive place to introduce audiences to your brand, mission, and products.
- Showcase your brand and products in a multipage, immersive shopping experience.
Key Features
- Get discovered by shoppers with your own branded URL on Amazon.
- Customize this Amazon Brand Registry tool with predesigned templates and drag-and-drop tiles, no coding required.
- Measure success with metrics like sales, visits, page views, and traffic sources.
Building Your Store
- Get Started: Create pages for your products using templates and features.
- Customize: WAdd videos, text, and images to showcase your products.
- Submit for Review: Your Store will typically be reviewed within 24 hours.
Shoppable Images
- Shoppable images in your Store help customers see products in context, engage with details, and add items directly to their carts.
Amazon Brand Registry Tools For Customer Connection: Vine
Amazon Vine Overview
- Amazon Vine invites trusted reviewers, known as Vine Voices, to post opinions about new products.
- Vine helps customers make informed purchase decisions by providing honest reviews.
Why Sellers Should Participate
- Provides free units of products for Vine Voices to review.
- Builds product awareness and boosts sales, especially for slow-moving ASINs.
- Helps customers make informed decisions about new products.
Enrollment Process
- Go to Brand Benefit Eligibility to access Vine and other brand-exclusive benefits.
- Once enrolled, Vine Voices can request your products for review.
- You will be charged a $200 enrollment fee per parent ASIN after the first Vine review is published.
- No fee if the enrolled product does not receive any reviews within 90 days.
Monitoring and Criteria
- Amazon monitors Vine Voices’ active participation and contribution to the program.
- Only the best reviewers remain in this Amazon Brand Registry Tool.
Eligibility Criteria for Enrolled Items
- Brand registered in Amazon Brand Registry.
- Fewer than 30 reviews on the product detail page.
- Buyable FBA offer in “New” condition.
- Not an adult product, digital item, or heavy/bulky item.
- Already launched at the time of enrollment.
- Available inventory, image, and description.
Exclusions from Amazon Vine
- Products that require bundling multiple products for delivery or review.
- Products that require reviewers to separately order another product for review.
Amazon Brand Registry Tools For Customer Connection: Customer Engagement
Overview
- Engage directly with Amazon customers to build loyal relationships and increase product visibility.
- Supports new product announcements, 7-day deal details, and gift event guides, with more options to be added in the future.
Campaign Setup
- Select a shopping event theme to update the visual style of the email.
- Choose a primary product to feature in the email campaign, including promotional details if eligible.
- Select a supporting image that adheres to Amazon’s product image requirements.
- Optionally, select up to four supporting products to add to your campaign.
- Schedule your campaign to start sending within a 5-day period.
Email Campaign Configuration
- Select a subject line and section header for the email.
- Upload your brand logo and choose a header style.
- Name your campaign for reference when reviewing performance.
Including Promotional Details
- Promotions must be of type “7-day Deal” and run for at least the duration of the email campaign.
- The promotion must have started before or on the selected campaign start date.
- Wait 24 hours after creating a promotion before adding it to an MYCE campaign.
Scheduling and Sending a Campaign
- Select the date for your campaign to start sending to customers.
- Your campaign will be sent over a 5-day window starting on the selected date.
- Grey dates are un-selectable, green dates are selectable without overlap, and yellow dates may overlap with another campaign.
Campaign Approvals
- Campaigns for this Amazon Brand Registry tool are reviewed by Amazon’s moderation team, with a minimum 72-hour review period for image assets.
- If a campaign is rejected during moderation, its status will change to suspended, requiring a new campaign that meets content requirements.
Amazon Brand Registry Tools For Customer Connection: Video Shopping
This Amazon Brand Registry tool helps customers understand product features and see the product in action.
Provides information that images or descriptions can’t portray, earning customer trust.
Go to Seller Central and type “manage my videos” in the search field to add videos.
Video Types
- Product Overview: Provides an overview of a product’s features and physical traits, demonstrating real-life use cases.
- Unboxing: Shows a product being unpacked, helping customers see its size and contents.
- Product Operation/How-to: Demonstrates how to use a product or perform a task.
- Setup: Provides a step-by-step guide for setting up or assembling a product.
- Troubleshooting: Explains how to fix common issues with a product.
- Brand Story: Provides an overview of a brand’s vision, mission, values, or journey.
- Other: For videos that do not fit into the above categories.
Video Approval and Display
- Videos are typically reviewed in less than a day but may take up to seven business days or more during peak periods.
- If your video hasn’t appeared on your product detail page after two days, check the number of images present and prioritize your video if there are more than six images.
External Links in Videos
- Videos cannot contain any web links, URLs, or calls to action that direct customers away from the product detail page.
Amazon Brand Registry Tools For Customer Connection: Amazon Live
- Amazon Live is a platform for real-time brand interaction, allowing creators to inspire, inform, and entertain viewers while earning commissions on sales.
- Creators can talk about up to 40 products per stream, with a product carousel next to the video for viewers to purchase immediately.
- Commission levels are the same as the Amazon Associates Program.
- Sign Up for the Amazon Influencer Program: This program allows you to create an Amazon Storefront.
- Download the Amazon Live Creator App: Currently available for iOS devices.
- Set Up Your Live Stream: Use the app to schedule your stream, select products to feature, and create engaging content.
- Use the Amazon Live Creator app to stream directly from your phone or use an external source for higher quality.
- Pre-film footage to overlay during your stream, especially useful for demonstrations or closeups of products.
- View performance data in the app, including earnings, unmuted views, video views, and engagement metrics.
- Reports show high-level performance over the last 30 days as well as stream-specific data.
- Managed Service with Amazon Hosts: Brands can integrate into Amazon’s curated live shows, featuring themed content and authentic demonstrations to educate shoppers about products.
- Amazon Influencers: Brands can sponsor influencer livestreams using the Amazon Live Creator app, leveraging the influence of top creators.
- Brands (Self-Service): Brands can stream directly from their iOS device to Amazon using the Amazon Live Creator app, maintaining control over their content.
- Live shopping has been successful in Asia for years and is gaining popularity globally.
- Investing in this Amazon Brand Registry tool now can help you hone your skills and be ahead of the curve when it becomes mainstream.
- The format could open up new opportunities, such as hosting live streams for brands from home.
Amazon Brand Registry Tools For Customer Connection: Subscribe & Save
Program Overview
- Subscribe & Save simplifies repeat purchases for customers.
- Customers subscribe to products and receive discounts, with the option to adjust, skip, or cancel at any time.
- Brands benefit from recurring sales and customer loyalty using this Amazon Brand Registry tool.
Managing Enrollment
- Sellers can check product enrollment in the ‘Subscribe & Save’ section under ‘Explore Programs’ in Seller Central.
- Sellers can request enrollment for eligible products through Seller Support.
- Sellers can remove products from Subscribe & Save or opt out of future enrollments.
Offer Management
- Sellers can set discounts for subscription orders, with options for 5% or 10%.
- Amazon adds an additional 5% discount on orders of five or more units.
- Sellers can change discounts for existing and new subscriptions.
Tools for Optimization
- Increase Subscribe & Save Funding: Recommends products for a 10% seller-funded discount based on estimated sales lift.
- Performance Dashboard: Displays top-line metrics and revenue projections for current subscriptions.
- FBA Reports: Subscribe & Save Forecasting provides an eight-week sales projection, while Subscribe & Save Performance offers a four-week snapshot of shipped units.
Amazon Brand Registry Tools For Customer Connection: Virtual Bundles
Overview
- Allows brand owners to create bundles of two to five complementary ASINs.
- Bundles are purchased together from a single detail page.
- No need to package items together or change FBA inbound inventory.
Requirements
- ASINs must belong to a brand registered in Brand Registry.
- ASINs must have active FBA inventory in ‘New’ condition.
- Cannot include gift cards, electronically delivered products, or renewed/used ASINs.
- Product bundles can be created only in the US Amazon store.
Number of ASINs
- Bundles must contain two to five ASINs.
- Each component ASIN must be buyable on its own.
Pricing
- Bundles can be priced lower than or equal to the sum total of individual product prices.
- Successful bundles typically offer attractive discounts.
Main Component
- Sellers can choose any ASIN in the bundle as its main component.
- Determines search and browse categorization of the bundle.
- Bundle ASIN inherits search keywords from its main component ASIN.
Discoverability
- Desktop detail page of the main component may show the ‘Make it a bundle’ widget.
- Widget displays up to six bundles sharing the same main component ASIN.
Editing a Bundle
- Editable attributes of this Amazon Brand Registry tool include title, description, bullet points, price, and images.
- Products, main component, and bundle SKU cannot be edited once saved.
- Delete the bundle and recreate it to make changes to these attributes.
Reviews and Ratings
- Bundle ASINs have separate reviews and ratings from component ASINs.
Amazon Brand Registry Tools For Data & Strategy: Amazon Brand Analytics
Overview
Brands enrolled in Amazon Brand Registry gain access to additional selling benefits, including the Brand Analytics tool in Seller Central.
This report provides insights into customer search activity across the Amazon store.
Accessing Report
Select “Brands” in the main menu, then click “Brand Analytics,” or locate the Brand Analytics card under “All Brand Benefits.”
Features and Functionality
The Top Search Terms report lists keywords customers have used to find and purchase products on Amazon.
This Amazon Brand Registry tool helps brands suggest updates to keywords on their product detail pages and identify purchasing trends and advertising opportunities.
Using the Report
Access the Top Search Terms report in Brand Analytics.
The report lists keywords in order of search frequency, along with top-clicked brands, categories, and products associated with each keyword.
Metrics
Click Share: Number of times customers click the product on search results pages divided by the number of times customers clicked any product.
Conversion Share: Number of times customers purchase the product after using a keyword divided by the number of times customers purchased any product.
Customization
Use filters to narrow the report by top-clicked products, brands, categories, or specific keywords.
Customize columns to add or remove metrics from the report.
Amazon Brand Registry Tools For Data & Strategy: Amazon Attribution
Amazon Attribution Insights
- Amazon Attribution provides key insights into how marketing campaigns outside of Amazon drive traffic to product pages and stores, creating value for brands.
- These insights can help build more effective marketing strategies and campaigns, ensuring they produce the right outcomes.
Metrics and Reports
- View metrics like detail page views, add to carts, and purchases to understand shopper engagement.
- Download reports (campaign, channel publisher, keyword or creative, product) as Excel files in Report Center to track performance and make improvements.
Brand and Product Discovery
- Consider where you’re driving your audience (store, product page) and how they engage with your brand with this Amazon Brand Registry tool..
- Determine which creative elements (video, imagery, text) attract the most clicks and product engagement.
Maximizing Customer Engagement
- Leverage insights from detailed product reports, especially during events or deal promotions.
- Measure your campaign’s brand Halo impact to gauge the effect of deals on shopping cart additions.
Amazon Brand Registry Tools For Data & Strategy: Brand Referral Bonus
- Sellers can earn Brand Referral Bonuses by driving purchases of their brand’s products using non-Amazon advertising.
- These bonuses are provided as credits that offset referral fees for future sales, reducing referral fees for promoted products by 50% on average.
- Enroll in the Amazon Brand Registry tool, then use the Amazon Attribution tool in the Amazon Ads console to select products and create tags for your non-Amazon advertising.
- Apply tags to your non-Amazon advertising using a campaign manager, for both paid and unpaid advertising.
- Earn a bonus each time a customer clicks an ad you’ve applied a tag to, travels to the Amazon store, and purchases a product within your brand associated with a tag.
- Track, assess, and optimize the impact of your non-Amazon advertising using Amazon Attribution reports.
- Brand Referral Bonuses are provided as credits and are used to offset referral fees in one or more transactions until the bonus is exhausted.
- View bonuses in transaction details for customer order payments and download a report summarizing your bonus information.
Amazon Brand Registry Tools For Data & Strategy: Manage Experiments
Manage Your Experiments compare two versions of content to see which performs better. This Amazon Brand Registry tool helps you learn how to build better content that appeals to your customers and boosts sales.
What Makes a Good Experiment?
- Versions A and B should be very different from each other.
- For A+ content, try different modules or orders of modules. For product titles, shorten the length significantly.
- Duration of the experiment is 10 weeks to collect ample data.
- The more different the content, the more meaningful the results.
Setting Up an Experiment
- Start an Experiment: Select the experiment type from the Manage Your Experiments main screen.
- Select an Eligible ASIN: Choose a Reference ASIN, which is the primary product for the experiment.
- Autopublish (Beta): Optionally, enable this feature for Amazon to publish the winning content if it’s at least 66% better.
Experiment Details
- Experiment Name: Name your experiment for easy identification.
- Hypothesis: State the question you expect to evaluate with your experimental content.
- Experiment Duration: Recommended 8-10 weeks for more confident results.
Select Experimental Content
- For product titles, enter proposed titles. For A+ Content, select approved content for Version A and create or select different content for Version B. For images, upload a compliant image.
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