How to add products to the Amazon Brand Registry

What is Amazon Brand Registry?

Amazon Brand Registry enables brand owners to manage their products’ representation accurately. It provides access to powerful tools that can protect against counterfeit products, enhance brand visibility, and improve the overall shopping experience for customers. The primary functions of the Amazon Brand Registry include:

1. Protection against Counterfeits: Brand owners can report violations and remove improperly listed products.
2. Access to Enhanced Features: Brands gain access to advanced features like A+ Content and Sponsored Brands.
3. Control Over Product Listings: Brands can have more say in how their products are listed and displayed on Amazon.

Requirements for Amazon Brand Registry

Before you can add products to the Amazon Brand Registry, you must ensure you meet specific criteria:

1. Registered Trademark: A trademark must be registered in the country where you want to enroll in the Brand Registry. This typically includes a registered symbol (®) if your trademark is federally registered.
2. Brand Name: You must have an active brand name that is associated with your trademark.
3. Amazon Seller Central or Vendor Central Account: You need an Amazon selling account to enroll in Brand Registry.
4. Product Identifiers: You must be able to provide Global Trade Item Numbers (GTINs), like UPC or EAN, for your products.

Steps to Enroll in Amazon Brand Registry

Step 1: Create or Sign in to Your Amazon Seller Account

If you haven’t already, you need to create an Amazon Seller Central or Vendor Central account:

1. Go to the Amazon Seller Central website.
2. Sign up for an account if you don’t have one or log in to your existing account.

Step 2: Enroll in the Brand Registry

After logging in, take the following steps to enroll:

1. Navigate to Brand Registry: Go to the Brand Registry page from the Seller Central or Vendor Central dashboard.
2. Click on “Enroll a New Brand”: You’ll be prompted to provide brand and product details.
3. Fill Out Required Information: Provide your brand name, trademark registration number, and other pertinent information as requested.
4. Submit Required Documentation: You may need to upload images, such as the trademark registration, product packaging, and a list of product categories associated with your brand.

Step 3: Wait for Approval

After submitting your application, Amazon reviews your enrollment request. The review process typically takes a few days to a couple of weeks. Once approved, you will receive a confirmation email, and your brand will be added to the Brand Registry.

Adding Products to the Amazon Brand Registry

Once you have successfully enrolled in the Amazon Brand Registry, you’ll want to add your products to enhance your brand’s visibility. Here’s how to do that:

Step 1: Navigate to Inventory

1. Log in to your Amazon Seller Central account.
2. Click on the “Inventory” tab on the top menu.
3. Select “Add a Product” from the drop-down menu.

Step 2: Search for Your Product

1. If Your Product Exists: First, check if your product already exists in the Amazon catalog. You can do this by entering its name, UPC, or ASIN.
2. If Your Product Does Not Exist: If your product isn’t listed, you’ll need to create a new product listing. Click on “Create a new product listing.”

Step 3: Choose Your Product Category

1. Select the appropriate category for your product from the list provided by Amazon. This step is crucial for ensuring your product is categorized correctly for customer discovery.
2. You may need to answer category-specific questions to further define your product.

Step 4: Input Product Information

1. Product Title: Input a clear, informative product title that includes essential keywords.
2. Product Description: Write a compelling product description that communicates the value proposition and highlights key features.
3. Bullet Points: Use bullet points to summarize key features or benefits effectively. Highlight unique selling points to attract potential customers.
4. Images: Upload high-quality images of your product. Amazon recommends using multiple images depicting the product from various angles and in different use cases.
5. Pricing: Set a competitive price for your listing. Research similar products to ensure your pricing is attractive.
6. Product Identifiers: Enter the GTIN, UPC, or EAN that corresponds to your product.
7. Variations: If your product has variations (size, color, etc.), indicate how these are organized and add details accordingly.

Step 5: Optimize for Search

1. Keywords: Use relevant keywords throughout the title, description, and bullet points without keyword stuffing. This optimization increases your visibility in Amazon’s search results.
2. Back-end Keywords: In the back-end keyword section, include synonyms, related terms, and other variations to enhance your product’s discoverability.

Step 6: Review and Submit

Once all product details are filled out:

1. Review the information for accuracy.
2. Click “Save and Finish” to submit your product listing.

Monitoring & Managing Your Product Listings

After adding products to the Amazon Brand Registry and launching your listings, it’s crucial to maintain and monitor them regularly. Here’s how you can manage your listings effectively:

1. Accessing Manage Inventory: Regularly return to the “Inventory” tab and select “Manage Inventory” to see all active listings, check for suppressed listings, and view performance statistics.
2. Utilizing Reports: Use Amazon’s reporting features to track sales, customer feedback, and overall performance. You can identify trends in clicks and sales to help assess your marketing strategies.
3. Responding to Customer Queries: Make sure to respond to customer questions and reviews promptly to build a positive reputation.

Leveraging Enhanced Brand Content

With product listings successfully added, consider using Enhanced Brand Content (EBC) features offered to Brand Registry users:

1. A+ Content: This feature allows you to add additional images, text, and features to your product detail page, helping to tell your brand’s story more compellingly and informatively.
2. Brand Story: Utilize the “Brand Story” section to offer deeper insights into your brand’s values, mission, and product quality.

Adding products to the Amazon Brand Registry is fundamental for businesses looking to establish a robust foothold on the platform. By following the outlined steps, you can ensure your product listings are optimized and effectively managed, protecting your brand while reaching a growing audience. The combination of excellent product representation, strong brand protection, and strategic marketing can significantly impact your success on Amazon. Moreover, staying informed about the latest features and tools provided by Amazon will enable your brand to adapt and thrive in an ever-evolving e-commerce landscape.

Engaging directly with your customers, leveraging analytics, and continually optimizing your listings will not only enhance visibility but also contribute greatly to your brand’s long-term success on Amazon