Brand Registry Appeal
Strategies for Persistent Success
Imagine waking up one morning to discover your carefully built Amazon Brand Registry has vanished. It’s a nightmare scenario that countless sellers have faced.
The sudden loss of your brand identity can be devastating, impacting your sales, reputation, and overall business. Navigating the complex appeal process can be overwhelming, especially when faced with Amazon’s ever-changing policies.
Don’t lose hope. There is a path to reinstatement. In this blog post, we’ll delve into the steps our Amazon Agency founder, Steven Pope, took to appeal the revocation of his Age of Sage Brand Registry. From verifying trademark ownership to creating manufacturing certificates, we’ll cover everything you need to know.
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- •00:00 Brand Registry Revoked? Follow this Updated Full Guide
- •01:00 Speculations on why Amazon removed the brand registry.
- •03:00 Consequences of brand registry removal
- •08:45 Steps to resolve the brand registry removal
- •14:00 Appeal submission form and the verification process
- •17:00 Instructions for the video interview
- •20:00 Challenges encountered during the appeal process
- •23:00 Handling auto-rejections and persisting with appeals.
Amazon Brand Registry Appeal: Why It Matters
When Amazon revokes your Brand Registry, it strips away your ability to protect and control your brand on the platform. This means losing access to essential tools that allow you to enhance your product listings, fight counterfeits, and maintain ownership over your brand’s identity.
Without Brand Registry, you’re left vulnerable to competitors, copycats, and inaccurate listings, all of which can damage your reputation and sales.
Why Is a Revoked Amazon Brand Registry a Problem for Sellers?
Watch Steven’s raw and honest account of the devastating impact losing his Age of Sage Brand Registry had on his business.
Here’s the rundown of the damage that can happen when you lose your Brand Registry status:
Competitor Ads and Product Listings Take Over
Without Brand Registry, when customers click on your brand name, instead of being directed to your Brand Store, they’re sent to a general search results page. This is where your competitors’ ads and products flood in, causing you to lose valuable sales to brands like Dr. Squatch and Farina, as in the case of Age of Sage.
You worked hard to build a brand, and now Amazon’s search results are handing over your traffic to others.
Broken Links
Normally, clicking on your brand name would take shoppers to your Brand Store. But now, broken links and misdirected pages create a frustrating experience for customers.
They can still find your products, but the streamlined, branded shopping experience is gone, and potential buyers may be turned off by the confusion.
Compromised Brand Store Navigation
While your Brand Store still technically exists, the connections between it and your product listings are broken. In Steven’s case, when he clicked on Age of Sage, it redirects to another brand’s store—a glitch that cost him sales and damages customer trust.
It’s like Amazon has mixed up his brand identity with another seller’s, further compounding the problem.
Amazon Seller Support Delays
When you’re dealing with issues like this, you’re at the mercy of Amazon’s Seller Support team. And guess what? The delays are real.
He couldn’t even finish his appeal process for weeks because his next support appointment wasn’t until September 27th (almost a month after the revocation).
You can have a perfect account score, but when Amazon removes your Brand Registry, the road to fixing it is painfully slow.
Removal of Attorneys and Mass Brand Revocations
The recent blacklisting of attorneys by Amazon has left thousands of brands without proper representation in the Brand Registry appeal process.
Amazon isn’t being transparent about this, leaving sellers in a gray area with little information or support.
Why Does Amazon Revoke Brand Registry?
Amazon has been revoking Brand Registry for various speculated reasons, many of which remain unclear due to Amazon’s limited transparency. Here are a few potential causes:
Attorney Blacklisting:
Amazon has blacklisted thousands of attorneys, many of whom are in good standing with the USPTO (United States Patent and Trademark Office). This blacklisting seems to be an automated process triggered by Amazon’s bots.
Some speculate that brands working with blacklisted attorneys may be at higher risk of Brand Registry revocation. Notably, in June, an attorney successfully sued Amazon, leading to their reinstatement after being wrongfully blacklisted.
Infringement Reports
Some brand owners suspect that filing infringement reports against unauthorized sellers may also trigger revocation. This theory suggests that Amazon may have become stricter in its review processes when brands report counterfeiters or unauthorized sellers.
International Trademark Complications
For brands that have trademarks in multiple countries, like Canada and the U.S., there could be discrepancies between the different trademark registrations, which may complicate the reinstatement process.
Overall, the exact reasons for revocations are still somewhat speculative, but attorney blacklisting and actions taken against unauthorized sellers seem to be key contributing factors.
Policy Violation for Misuse of Report a Violation Tool
Amazon may revoke a brand registry due to “policy violations” related to the misuse of the Report a Violation tool. After reporting counterfeit sellers with proper evidence (Order IDs and photos), Amazon accused sellers of abusing the tool, despite following the correct procedure to protect my brand from poor-quality knockoffs.
False Accusations of Counterfeiting
Accusing another seller of selling counterfeit products without verifying their authenticity can lead to suspension.
Misuse of Authorization Claims
Claiming a seller is unauthorized as a basis for IP infringement isn’t sufficient.
Brand Registry Appeal: Day 1 of Steven's Journey
Amazon’s recent blacklisting of attorneys has led to significant disruptions for many sellers. Steven’s experience offers valuable lessons for other sellers facing similar challenges.
What Sellers Can Expect
Unanticipated Brand Registry Removal
Amazon has started removing brand registries for thousands of sellers whose trademarks were filed by blacklisted attorneys. This can happen unexpectedly, with little explanation provided.
Complicated Resolution Process
The process to rectify the situation involves multiple steps, including filing an attorney withdrawal with the USPTO and submitting an appeal to Amazon. This can be time-consuming and fraught with uncertainty.
Impact on Business
Losing brand registry status can severely impact your business, affecting your ability to manage listings, access A+ content, and utilize other Brand Registry benefits. For some, it may also hinder the ability to file new trademarks or launch new brands.
Actionable Strategies to Implement
File Attorney Withdrawal
Remove the blacklisted attorney from your USPTO records. Access the Trademark Electronic Application System (TEAS) and submit a withdrawal of attorney form using the serial number from your trademark lookup.
Submit an Appeal to Amazon
After handling the USPTO withdrawal, file an appeal with Amazon to reinstate your Brand Registry. Ensure you reference your case ID and provide any necessary documentation.
Verify Your Identity
Use ID.me to verify your identity with the USPTO. This involves uploading a driver’s license, a selfie, and other personal information. Follow the steps carefully to avoid delays.
Seek Professional Help
Consider hiring legal experts to navigate the process of withdrawing an attorney and reapplying for Brand Registry. Their expertise can help streamline the process and address any complications.
Track Your Appeal
Keep track of the status of your appeal with Amazon. Be prepared for potential delays and continue to monitor any changes to your Brand Registry status.
Adjust Strategies
If your appeal is not successful, consider alternative strategies such as exploring other branding or trademark registration options.
Engage with Amazon
Advocate for more transparent and fair practices regarding Brand Registry removals. Encourage Amazon to communicate directly with sellers before taking such actions and to use more logical criteria for enforcement.
Brand Registry Appeal: Day 2 of Steven's Journey
What Sellers Can Expect
Potential Delays
Amazon may take several days to review appeals, and there’s a chance of instant rejections.
Impact on Business
Removal can affect your ability to manage listings, access A+ content, and maintain brand control.
Key Takeaways:
- • Fill out the Amazon Brand Registry Appeal Form, providing your trademark documentation and details about your manufacturing setup or certificate.
- • List active products, ASINs, and include an invoice showing recent sales; ensure your attorney isn’t blacklisted by Amazon.
- • Appeals may take up to five days, and using the IP Accelerator can help prevent attorney-related issues in the future.
Actionable Strategies
File an Appeal:
- • Use the link provided in the email from Amazon to access the Brand Registry Submission Appeal Form.
- • Upload a copy of your trademark registration. If receipts are unclear, a PDF of your trademark test page should suffice.
- • Specify whether you manufacture in-house or through a third party. Include detailed information about your setup.
- • dresses, quality control measures, and a signed statement. Include photos or scans of your products and facilities.
- • Provide URLs and product titles for items sold under the affected brand. Use business reports to gather ASINs and titles.
- • Include invoices showing sales and manufacturing details for the past six months.
Prepare for Possible Outcomes
- • Keep track of your appeal’s progress. Be ready for possible rejections and have a plan for resubmitting if necessary.
- • If the appeal is unsuccessful, consider alternative branding or trademark registration strategies.
Brand Registry Appeal: Day 3-5 of Steven's Journey
As you wait for Amazon’s response to your brand registry removal appeal, implementing proactive strategies can help mitigate the impact and prepare for various outcomes.
Proactive Steps to Take
Research and Prepare
- • Analyze possible reasons for your brand registry removal, such as issues with your attorney or discrepancies in your documentation.
- • Compile all relevant documents and evidence to strengthen your appeal. This may include trademark registration details, manufacturing certificates, invoices, and product information.
Network with Other Sellers
- • Connect with other sellers who have faced similar brand registry issues. Online forums, social media groups, and industry networks can provide valuable insights and practical advice.
- • Engaging with others can also help you understand different approaches and solutions to resolve the issue.
Keep Selling
- • Continue to sell your products on Amazon if possible. Brand registry is not required for listing or selling products, so focus on maintaining your sales and customer relationships.
- • Ensure your product listings are optimized and comply with Amazon’s policies to avoid further issues.
Diversify Your Sales Channels
- • Reduce your reliance on Amazon by expanding to other e-commerce platforms like Walmart, Shopify, or eBay. This diversification can help mitigate the impact of any disruptions on Amazon.
- • Establish a presence on multiple platforms to reach a broader audience and create alternative revenue streams.
Develop Contingency Plans
- • Prepare for different scenarios, including the potential reapplication for brand registry, legal actions, or restructuring your business.
- • Develop strategies to address potential setbacks, such as sourcing new products or adjusting your marketing approach.
Stay Updated
- • Keep yourself informed about any updates or changes to Amazon’s policies that may affect your brand registry status.
- • Frequently review your Seller Central account for any notifications or updates related to your appeal.
Brand Registry Appeal: Day 6 of Steven's Journey
Key Lessons from Steven’s Experience
Prepare for In-Depth Verification
- • Amazon may request detailed evidence of your brand and manufacturing processes, including video conferences and product inspections.
- • Expect potential delays in the review process, as seen with Steven’s 30-day wait for a video conference.
Understand Attorney Blacklisting Impact
- • Attorney blacklisting has led to brand registry removals affecting many sellers. Stay informed about this issue.
- • Without brand registry, you may face restrictions on adding products or managing content, and a higher risk of hijackers.
Manage Operational Challenges
- • Be aware of limitations like the inability to update your Brand Store or add new products. Monitor for unauthorized sellers.
- • Continue selling your products on Amazon and consider diversifying to other e-commerce platforms.
Stay Positive and Persistent
- • Find ways to manage frustration, such as engaging in activities that boost your morale.
- • Stay engaged with Amazon Seller Support and be persistent in resolving the issue.
Action Steps for Sellers
- • Prepare documentation. Have all necessary documents ready for Amazon’s review.
- • Network with other sellers. Gain insights from others who faced similar issues.
- • Monitor listings. Watch for unauthorized sellers and report issues.
- • Diversify channels. Explore other sales platforms to reduce reliance on Amazon.
- • Stay updated. Keep up with Amazon’s policy changes and appeal procedures.
Brand Registry Appeal: Day 7 of Steven's Journey
Steven PopeI believe that it is unfair to hurt the thousands of sellers who did nothing wrong. Amazon should not remove brands from the Brand Registry without first contacting the sellers and asking questions.
Key Takeaways from Steven’s Day 7 Experience
Monitor Links
- • Regularly ensure brand store links work correctly and don’t redirect to competitors or unrelated stores.
- • Report any broken or incorrect links to Amazon promptly.
Anticipate Technical Issues
- • Be aware that brand registry removals can cause technical glitches.
- • Address these issues quickly with Amazon support.
Stay Professional
- • Maintain professionalism in all interactions with Amazon.
- • Handle public statements carefully to protect your brand’s reputation.
Steven PopeAmazon, I urge you to reconsider your policy of removing brands from the Brand Registry without first contacting the sellers. This is hurting legitimate sellers and hindering their businesses. I believe that it would be a better use of your time to help sellers instead of hindering them.
Yes, Amazon has been obstructing sellers rather than supporting them. Just look at the situation with Horus X.
Brand Registry Appeal: Day 8-9 of Steven's Journey
After having one brand removed, Steven faced another setback when Amazon took down his Momstir brand as well. Despite the difficulties, he shared his perspective on the situation:
Amazon is not a transparent company. I highly recommend selling on Amazon. I'm just a transparent agency that talks about the complications.
Brand Registry Appeal: Day 10 of Steven's Journey
The appeal process involves Amazon engaging sellers in an open cam call. Reports suggest that Amazon conducts a thorough interrogation, requests that you open random products, and adheres to a rigid script.
But do not get your hopes up because discussing the potential for an error on Amazon’s part seems to be off the table.
Actionable Insights
- • Don’t wait for Amazon’s scheduled dates if they are far out. Proactively request an earlier appointment or intervention to minimize downtime.
- • Be ready with all necessary documentation and evidence to support your case. This preparation will be crucial during any required interviews or reviews.
- • Evaluate other e-commerce platforms like TikTok Shop or others as potential alternatives to reduce reliance on Amazon.
- • If your attorney is involved, verify their standing and consider removing them from your trademarks if there’s a risk they may be blacklisted.
- • Keep up with the latest developments and legal disputes surrounding Brand Registry and attorney blacklisting. This knowledge can help you navigate and address any similar issues.
- • Take proactive measures to protect your brand, such as ensuring all your trademarks are in good standing and exploring contingency plans.
Plan of Action for Appealing Revoked Amazon Brand Registry
1. Gather Required Documentation
- • Obtain a copy of your trademark registration from the USPTO (a PDF of the TESS page or a payment receipt).
- • If you manufacture your products, create a certificate detailing the manufacturing process, including quality control, the production address, and your brand name.
- • Compile a list of your active ASINs and product titles, with an invoice from the last six months showing product sales.
How our Amazon Agency Can Help: Agencies can streamline this step by ensuring the correct documents are submitted, avoiding mistakes that can delay the appeal.
2. Complete the Amazon Brand Registry Appeal Form
- • Fill out the appeal form with detailed information about your products, manufacturing, and sales channels.
- • Provide your brand’s website and store URLs, ensuring they reflect your current active listings.
- • Accurately list your ASINs, but limit them to the most recent and relevant ones to avoid overloading the form.
How our Full Service Amazon Agency Can Help: With deep experience navigating Amazon’s forms and systems, an agency can handle the tedious submission process for you, reducing errors and frustration.
3. Check for Attorney Blacklisting
- • If your brand registry was revoked due to a blacklisted attorney, remove the attorney from your USPTO trademark record and switch to a trusted one.
- • Consider using Amazon’s IP Accelerator to prevent issues with attorney blacklisting.
How our Amazon Agency Can Help: An agency familiar with Amazon’s trademark policies can guide you through removing or changing the attorney on file, ensuring compliance with Amazon’s requirements.
4. Submit and Wait for Review
- • Submit the appeal and allow Amazon up to five days to review the case. Be prepared for potential rejections or requests for additional information.
How our Amazon Agency Can Help: Agencies can follow up with Amazon on your behalf, ensuring a faster and smoother resolution to your case. They can also help you respond to Amazon’s requests for additional information promptly.
The Brand Registry Appeal: A Continuing Saga
It was a bittersweet moment. Amazon briefly restored Steven’s Brand Registry, giving him a taste of the benefits like enhanced listings and A+ content. But then, like a cruel joke, they took it away again.
Many sellers are still grappling with the challenges of Amazon Brand Registry revocation. The fight for reinstatement is ongoing, and our Amazon experts are here to support you every step of the way.
If you need personalized support, our Full Service Amazon agency has helped countless sellers navigate this complex process. Contact us today to get expert assistance tailored to your needs.
