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Amazon Brand Registration Tutorial
These are the advantages
In this Amazon brand registration tutorial, Lorenz from eBakery gives you an overview of the benefits that await you when you register a brand with Amazon. In this video you will learn which 3 options are available to you.
Amazon Brand Registration Tutorial - The 3 Options
Brand registration on Amazon there are, if you want to sell private label, sort of different ways to do that. There are virtually three possibilities: once no brand name or no brand we can say. The second is trademark without DPMA registration, and then as the third point quasi trademark with DPMA registration.
Now what do I mean by the three options? When we create products on Amazon, Amazon will always ask for a brand name, and for new sellers, of course, the question now is, “How do I do that?”, “Can I put anything in there?”, “Do I need to have anything unlocked?”, “Can I maybe sell without a brand name?” and that’s what this is going to be a little bit about. If we don’t use a brand, that’s sort of then you would enter in brand names “Generic” for example, or you just sit meanwhile also a hook on Amazon and say this product doesn’t have a brand. Is this recommended in the private label sector? No, not at all. We’ll get to why we want to avoid that in a moment, but in general I would recommend avoiding that.
Sell trademark without DPMA registration on Amazon
With the second: Brand without DPMA registration.Here we can use brand names, but here you still have little protection – with “Generic you have no protection at all – not everyone, as I said immediately on what that means. In the third variant we have again our brand name, which we can use. Full protection, so the whole thing is then super protected, and all the features .So with Amazon, as I said, there are these three options. We don’t have a brand name at all and then have to say the product is generic, or we use a brand name, but we don’t have it at the DPMA (German Patent and Trademark Office). The German Patent and Trademark Office, as the name already says, is responsible for registering, protecting, registering, deleting trademarks, everything that has to do with trademark patent and also design protection, the DPMA does as an official body in Germany. If we now look back at number two of the options, we can use a brand name without having registered it with the DPMA. Of course, this must not have been in use before, if this brand name is already in use at Amazon or has already been registered at the dpa by someone else, we cannot use it. If we now have a fantasy name or think up, we can sell our products under this fantasy name of our own brand name, so to speak. But legally, we have no protection, because the whole thing is not registered at DPMA. Amazon will nevertheless release this brand name to us and we are allowed to sell under it. Under the condition that we prove that either the product and or the packaging has permanent branding. What does that mean? The packaging or the product must have logo or brand name, either printed, embroidered in some form it must be permanent. It’s not enough if we now have a box and then make a sticker with a brand name, on it it’s also not enough if the product somehow has a sticker with the brand name.
Amazon Trademark Registration Tutorial - Sell with DPMA Registration
Amazon’s guidelines say branding, so to speak, the brand components must be permanently affixed to that product or packaging. If that is the case, you can open a case, or open a support ticket in the case, include that brand name, send in photos of the product or packaging. Amazon then says in the best case “Hey, great that meets the guidelines. You are now allowed to create products with X brand name”. The third option is: we go to the DPMA – not physically, but online – and officially register our brand, then enter our personal data, the brand name, the logo if available, which classes, that is, which product categories quasi fit the brand. Even if this is not relevant for Amazon, Amazon is not interested in the classes under which your product is registered in the DPMA. Very important, is not relevant. Currently not yet. And Amazon then says after everything is ready at the DPMA, and that costs I think currently so 300 or 400 euros approximately. The brand registration – you can order this in the faster variant. The nice thing is now Amazon accepts trademark applications even if they are not yet final at the DPMA through. So means the brand is still in the registration phase, we can still connect it to Amazon. How do we do it? We go to Amazon Brand Registry, which is kind of the name of the portal, use our normal seller account if we already have one. We use the email and password from the normal seller account, i.e. Seller Central account, log in to Brand Registry and start the brand registration there. This means that everything must already be ready at the DPMA or the trademark must at least already appear in the register as a registration, then we can deposit our trademark at the Brand Registry Portal of Amazon, must then also confirm a few things and then Amazon informs us “Hey, the trademark has been properly registered, can now be used in the seller account”.
Amazon Brand Registration Tutorial - The Advantages
What’s in it for us? And that’s now I say actually the main content of the video: extra features as a brand owner. I’ll list a few now, there is a list of many smaller features that may be relevant, but for now the most important are uploading videos to the listing once. What does that mean? I can also upload my product listing on my listing now a video. There are then different criteria and guidelines again, but that is very nice. Videos can of course help to increase the conversion rate for many products. Next: protection of the brand and listing. If we look at the other two options again, selling without a brand, or selling with a brand and no protection – as the second option I recorded – it’s so that other sellers can just start co-selling on our listing, because Amazon says “These listings are not protected”, so now if someone says they have your product, they can offer that as well. What happens then? We see again and again that sellers sell without brand, generic for example. Then upload photos, have a good product, advertise, pull up the listing, get rating and often start on Chinese sellers to co-sell on the same listing and virtually in “steal” the sales away. This is very problematic for the original seller, because the listing was stolen, I say, listing hijacking quasi, so to speak, the listing was taken over by another seller.
A+ content on Amazon is only available to brand owners
This can happen in the first option (without brand) and also in the second option (with brand and without protection) in both and it still happens every day. In the third variant, where we have officially registered our trademark via DPMA, the whole thing cannot happen so easily. Because I can just claim anyone, he has our brand products and sells them now with on our offer. Partly, it may happen that other sellers may try it. However, we can then get rid of these other sellers who mistakenly co-sell on our product relatively quickly via Amazon Prime Registry. This is a huge advantage especially for listings that generate good revenue growth and of course so that you have a good protection there.
The next one would be “Experiments”, for example. That hasn’t been around for too long, I think about a year and a half maybe, which is not that long of a period for Amazon now. Here you can do split tests in the area of titles, images and A+ content, i.e. brand content, which I’ll come back to in a moment. Means we can say for four, six, eight, ten few weeks, half of the customers should see the title, the other half in other title, half of the customers the picture, the other half the picture. Very cool way to collect data and see what converts better, what images, what texts and so on. Really good is still much too little used by brand owners, should definitely take a look.
Then A+ Content or as it is also called, or was called before in Enhanced Brand Content. This is virtually just the possibility to replace the normal boring product description, which consists only of a block of text, with modules in which photos can be placed, text can be placed, comparisons can be placed, and even cross-selling with other products can be done. Very cool feature. Uses every buyer who is, I say, relatively professional on the road. Statistically, I think 5% to 6% is more revenue that the A+ can bring in, or brings in. Viewed on instead of 100,000 listings or so on Amazon and then sort of compared. That’s not bad, of course. 5% doesn’t matter that much now with a new seller, with strong sellers 5% isn’t bad of course, and over a lot of listings is worth it anyway.
Amazon Trademark Registration Tutorial - More Advertising Opportunities Through Trademark Registration
Next: this is now about Sponsored Ads and specifically Sponsored Brands and Display. These two types of ads – Sponsored Brand Ads and Sponsor Display Ads and their campaigns – are not available for sellers who have not registered a brand, or vice versa, are only available for sellers with a registered brand. Here, we can run more advertising campaigns, so to speak, with other goals, with other possibilities, with creatives, including images and videos. This is actually the biggest point why trademark registration is very worthwhile. With more ad campaigns and more opportunities, we can collect more data, find more interesting ad targets, push more and generate rankings. Larger sellers, or then I say sales with the solid starting budget, also make great use of these advertising opportunities. That is one of the best points of the whole thing. Then you have the Brand Registry Support which is in theory a better support than the normal Seller Support. Does not always work out as one would hope. Is but from the quality already a bit better than the normal Amazon support he is questionable from the quality.
Amazon Trademark Registration Tutorial - Summary
All in all, being a brand owner is very rewarding on Amazon. Amazon is putting out more and more tools, more and more features for brand owners, and actually making it harder and harder for non-brand owners to sell on Amazon. Accordingly super thing, we can only recommend, gives us many opportunities to add extra content and gives in the long term much more protection. In the sense brand registration from our side always recommended, unless there is a very small budget to start. But this I say I think 290-390 euros the whole costs, you get longer term always out with the extra features and even with smaller vendors is worth it. Alone for the protection of the listing – that a foreign seller can not take over the whole thing – that alone is definitely worth 300 euros. This about that. Brand owner be super good. The last point does not sound now written down had, if we adapt with us the pictures, adapt texts, content quasi change, we are as a brand owner always in the right and can adapt this – not only brand owner – for the applies quasi change of the pictures, change of the text is a suggestion for the catalog, does not have to be implemented by Amazon, not even with the own product. In the case of brand owners, these proposed changes are virtually not proposals, but must in theory be brought live by Amazon in any case. I have not always either, but much better than non-brand owners.
Amazon agency eBakery
That on the subject of being a brand owner and advantages that applies to all Amazon markets, by the way. America has these features then as well as in Germany. Important is the trademark must be registered as a rule all countries. A German brand won’t work in America on Amazon. You have to re-register your trademark in every country. Partly I have seen that also with a mark quasi that could be transferred then over other countries, is not possible however the theory. So there you really have to look in the best case in each country where you sell or actively want to sell, then also register brand. We hope we could show you the advantages of registering a brand on Amazon and which 3 options are available to you. If you have any questions or if you want to leave the optimization to the professionals, please feel free to make an appointment with us. We are happy to help you as Amazon SEO agency, Amazon PPC agency, but also general Amazon agency.
Do you have questions or need an individual offer? Do not hesitate to contact us.
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