Archive for December, 2017

The NEW Brand Registry 2.0 and what it means for Sellers on Amazon

The NEW Brand Registry 2.0 and what it means for Sellers on Amazon

Brand Registry, while having been around for quite some time has recently undergone some significant changes to help empower sellers in the fight against the ever-growing counterfeit problem on the Amazon Platform.  In the past, Brand Registry was limited to allowing brand owners to control its content on Amazon Detail Pages.  The May 2017 release brings some new and exciting features giving brands even more content control and new tools to help drive discoverability and conversions.

What is new in Brand Registry 2.0?

In May 2017, Brand Registry 2.0 was released with the intention of getting more serious about the brand control and counterfeit mitigation discussion to create a better shopping experience for customers.  As such, the requirements to apply have become more strict.  The requirement of holding a Trademark is the biggest change in this application process.  After supplying a trademark, brands are required to enter contact information for the person(s) who applied for the Trademark as well as the involved attorney who worked on the Trademark.  To finish the process, a verification code is sent to the referenced attorney that must be entered to complete.

In addition to the request for the Trademark, another very interesting feature of Brand Registry 2.0 that gives brands more of an upper hand in the counterfeit fight is the “Report a Violation” link.  It’s a powerful tool that Amazon that allows Brand Owners to have their counterfeit complaints addressed in 4-hours’ time.  This form is intended for use by intellectual property rights owners to notify Amazon of alleged copyright and trademark intellectual property infringements.  Inside this process, it will allow you to Search by ASIN, Product Name or Brand and allows you to upload supporting images.

What are the requirements for Brand Registry?

  • Brand name that has a live/active registered trademark.
  • Government Registered Principal Trademark Registration or Serial Number
  • For USPTO marks, the Mark Drawing Type must be equal to “4 – STANDARD CHARACTER MARK” or “1 – TYPESET WORD(S)/LETTER(S)/NUMBER(S)”
  • Images of the brand’s logo.
  • Images of products and packaging that carry the trademarked brand name. If the product is not branded, the packaging must be branded.
  • A list of product categories (e.g., apparel, sporting goods, electronics) in which the brand should be listed.
  • A social media page (optional)
  • A list of countries where the brand’s products are manufactured and distributed.

Why Get Brand Registered? The Benefits and more…

The lax requirements for Brand Registry 1.0 have given way to more strict requirements but also an additional toolset beyond intellectual property protection.  The below tools give brands even more power in driving discoverability and convertibility of listings ultimately driving more sales and giving Amazon customers a better shopping experience.

  • Enhanced Brand Content
  • Storefront
  • Headline Search Ads

As many Amazon sellers know, these three areas of the Amazon platform are extremely powerful to leverage.  Enhanced Brand Content has proven to increase conversions and allows Brands to tell their stories with more robust content to support their listings.  Storefronts are another tool to showcase your brand in a more detailed light to give consumers that extra layer of personalized real estate.  Lastly, access to Headline Search Ads at a time when Amazon is reducing the right rail Sponsored Ads real estate is critical as it gives 2.0 Registered brands more opportunity to buy placement in search results.

If I was Brand Registered in 1.0, do I still need to Register for Brand Registry 2.0?

Yes! The process has changed and while you may not have been alerted by Amazon to actively re-apply there is minimal grandfathering into this program.  We at Channel Key have experienced some carryover but ultimately anticipate tools such as access to EBC without Brand Registry to go away.  If you need to apply for this new version, please find it here:

If you are a brand owner and not participating in Brand Registry 2.0 and need assistance or guidance, please reach out to Channel Key at today.

You Survived Black Friday, What’s Next for E-Commerce?

You Survived Black Friday, What’s Next for E-Commerce?

Black Friday has come and gone. It’s one of the best times of the year to scale back the prices of your products and services for a limited time to hike up your sales and increase profit.

However, it’s not the only time of the year that you can capitalize on to get more people to buy from you. Below are other dates over the next 365 days that you need to be wary of so you can prepare to drop your prices. That way you can get customers lined up to purchase whatever it is you’re offering!

Valentine’s Day (February 14)

Love is in the air during February. It’s the time of the year when couples show their love by giving gifts to each other. But before Valentine’s Day comes, you need to offer your deals weeks before so people can properly prepare to give their beloved the best gift they can offer.

Mother’s Day (May 13)

To give back to the woman in your life who has given you all the love they have, offer deals exclusive to mothers before May 13. These include but are not limited to jewelry, vacation packages, and fashion.

Father’s Day (June 17)

Similar to Mother’s Day, Fathers also get their props on the third week of June. Most brands related to men offer their best prices for their products on or before this day.

Independence Day (July 4)

To celebrate the day the U.S. declared its independence, people grill food outdoors as they watch a fireworks display with their families and neighbors. If you’re offering any of these items, it’s best to launch a sale of your products before the actual date.

Labor Day (September 3)

People celebrate Labor Day as they do during Independence Day. Families hold cookouts to commemorate the contributions of laborers to the country’s prosperity. If you’re in the food business, you might want to give your competitors a run for their money by holding discounted prices for your goods.

Halloween (November 1)

Families take pride in putting up the most thrilling and fun Halloween home decorations. At night, kids walk from door to door with their costumes to ask for candies and goods from homeowners who are also garbed in their outfit. Halloween is a seasonal holiday, so Halloween-themed decorations only sprout up weeks before November 1. However, candy companies can come up with the best bundle for their goods to be sold days before the event.

Thanksgiving Day (November 22)

Thanksgiving dinner is a yearly celebration where families hold a sumptuous feast with loved ones. Dinner isn’t complete without a stuffed turkey that serves as the main attraction of every dinner table. Food providers can offer their products at their best prices for this event.

If you want to raise the profile of your business, then you need to take advantage of these holidays and events in the hopes of increasing your sales.

If you’re selling your products on Amazon, then you may need help from someone who can serve as your turnkey solution for increasing your ROI and raking in more money. ChannelKey will provide you with enough help to grow your brand on Amazon Marketplace and attract more searches and purchases from your target consumers.

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