What is Amazon brand registry?
Simply put, it's a fantastic service for Amazon manufacturers to gain better control over their product listings. It's critical to highlight the fact that this service is only available to sellers who manufacture their products.
A manufacturer can sign up and register themselves as their brand owner, and this makes it's significantly easier for that manufacturer to manage their brand. In order to get approved,
Efficiant Era points out: “Brand Registry isn’t a prerequisite for selling your own branded product on Amazon — it’s just an extra bit of paperwork that says yes, you are definitely the brand owner of these products.“
To understand why this is important you first need to know how Amazon works regarding sellers. This post will walk you through all you need to know.
What are EANS UPCS or JANS?
A UPC or Universal Product Code is a 12-digit bar code used to identify product listings, primarily utilized in the US. EAN or the European Article Number is a 12 or 13-digit code used to identify products used primarily where? You guessed it, the EU. A JAN is a Japanese Article Number, and at this point, we imagine you can guess what this is used for and where!
An example of the difference between the a EAN and UPC:
These and other unlisted product codes are the big name product codes, the beauty of the amazon registry is the ability to use a non-mainstream alternative.
Key benefits of Amazon brand registry:
1. More control over item listings
So you’ve enrolled and claimed your ownership over your brand? What benefits do you get and how do you use them?
Multiple seller data is compiled and squashed together if you will, because of this it's common to see incorrect information on a product's listing. The registry puts the steering wheel in the hands of the manufacturer and gives them far more control; this helps ensure correct product information is listed and as a result assures a better brand image shaped by the manufacturer.
As the brand owner, any information you submit to product pages will be automatically updated to all of your brand's listings, thus ensuring that you have the correct details and most up-to-date information for your products.
2. Products without UPC or EANs can be listed
If you enroll in the brand registry service, you can use specific key attributes to list branded products, without a standard and commonly used ID.
What attributes are valid to use?
The main thing to keep in mind when thinking about your key attribute is an item that is unique for all your products. If your key attribute isn’t unique to your brand, you’re going to have a bad time! Without that unique feature, you’ll receive errors or many not even have your products listed.
Side note: If you have EANS, UPCS or JANS for your products you can select one of these as the attribute.
Ideas for key attributes to choose for registry without regular product ID:
- Part number
- Model number
- Catalog number
3. The Beauty of GTINs
The Amazon brand registry creates a beautifully unique product identification number called a GTIN, which is a Global Trade Item Number. This globally unique 14-digit number that will be assigned to registered listings. However, this doesn’t mean you don’t need a key identifier but gives you an alternative product ID used globally.
What the hell is an ASIN?
A GTIN is a unique alternative to the standard ASIN (Amazon Standard Identification Numbers) an ASIN is the generic standard product Identification number given to products listed. With your shiny new GTIN for each of your new listings, you’ll have less product match conflicts.
So, you know why the registry may benefit you, but how the hell do you sign up? What process do you have to go through? Fear not, you fantastic high-quality product creator! We’ll walk you through the process!
How and what do you need to sign up for Amazon brand registry:
To start your application for brand registry, get your behind to the application form located here. Note the fact that becoming the brand owner on Amazon WILL NOT stop other sellers selling your branded products. Manufacturers, make sure you read the product availability policy.
To sign up for the Amazon brand registry, you’ll need the manufacturer’s company, listing product and trademark information. The application isn’t instant! So be prepared to wait up to two weeks for your application to be approved by Amazon.
When filling out the application form, you’ll need:
- An image of your product with your brand visible on the product itself
- A link to your website, or a website that displays your branded products
- An image of your packaging with, again your brand visible on it
As stated before, you’ll need a key attribute to list if you don’t have a standard product ID available! Reminder: this identifier should be easily found by distributors or customers on the packaging, and ALWAYS stays the same!
By applying for Brand Registry, you can list your products with different product outside UPC and EAN codes
When listing products, it's important to note you must include your brand name EXACTLY how it was spelled and capitalized on the application form and your unique value for the selected attribute you used on the application form.
So now you know how to sign up, and what benefits you as a manufacturer gain via signing up for the brand registry. You should be aware that thisy isn’t bulletproof, it has its faults and will NOT stop sellers selling your brand products. The registry WILL, however, give you significant control over your brand listings, and this will allow you to represent your brand exactly how you wish. Your item listings looking professional and pretty will be more enticing for a potential buyer, and increase the chance of that lead to convert to sale. More so, it assures correct information is on each listing leading to better reviews, and a better reputation.
With GTINs your product won’t clash with standard ASINs and as such your items will stand out from generic sellers. When people come for your brand your brand is more likely to be found and not independent sellers of your brand, thus resulting in more sales. And more sales means more possible reviews and a better reputation as a seller, and with a better reputation the cycle repeats!
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