How Long Does Amazon Brand Registry Take?

You’ve painstakingly built your brand and now, you’re ready to step into the expansive world of Amazon.

As you anticipate launching your brand on this global platform, one crucial question is likely on your mind: How long does Amazon Brand Registry take?

In this comprehensive guide, we’ll illuminate not only the timeline, but also the process and benefits of Amazon’s Brand Registry, helping you navigate your journey with ease.

Amazon Brand Registry

So How Long Does It Take?

Amazon’s Brand Registry can take between 2 to 10 days. This includes verification of your application by Amazon, which is a crucial step in safeguarding your brand. Amazon works diligently to verify the details you provide, ensuring that every brand in their registry has been thoroughly vetted. Its important to note, that brand registration typically occurs, after you have a registered and active trademark for your brand (a process which can take several months to over a year). 

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Amazon’s Brand Registry Explained

The Amazon Brand Registry is a valuable tool designed to bolster the presence and protection of sellers on Amazon. However, to fully leverage its potential, one must understand its capabilities and limitations.

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What is Amazon’s Brand Registry?

The Amazon Brand Registry is a program devised by Amazon to provide sellers with increased authority over their product listings. This program is instrumental in maintaining brand integrity and enhancing customer trust. 

The Benefits

  • Exclusive Rights: The rightful owner of a trademark attains exclusive rights to sell products under that brand on Amazon.
  • Brand Representation: It allows brands to represent themselves accurately.
  • Protection Against Counterfeits: It offers the ability to swiftly take down counterfeit listings.
  • Control Over Product Details: It prevents unauthorized sellers from altering your product details.

Read more on why Ecommerce websites are still a top strategy today

Limitations

Although the Brand Registry brings numerous benefits to the table, it is not without limitations.

  • Does Not Fully Prevent Counterfeit Sellers: Despite its robust control measures, the Brand Registry doesn’t provide an impenetrable shield against counterfeit sellers. Vigilance and proactive reporting of infringements remain key.
  • Does Not Grant Approval for Restricted Categories: The Brand Registry doesn’t automatically approve your brand for selling in restricted or gated categories on Amazon. A separate approval process is required for these categories.

Comprehending the abilities and constraints of the Amazon Brand Registry is pivotal in maneuvering Amazon’s dynamic marketplace and getting the most out of your selling experience.

Brand Registry Certification

Pre-Brand Registry Process: Trademarking and Timeline

Before delving into the Brand Registry, sellers must understand the need for a trademark and the process involved in obtaining one.

The Role of a Trademark

A trademark is not merely a name or logo; it represents your brand’s identity. It serves as a form of protection, helping you take legal action against counterfeiters and infringers. Amazon requires this as a means of verifying your ownership and ensuring the authenticity of your brand. (1)

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Securing a Trademark: Step by Step

Obtaining a trademark involves a formal process that requires careful attention to detail:

  • Trademark Search: Begin by conducting a thorough search to ensure your brand name or logo isn’t already trademarked.
  • Application: Apply for the trademark through the United States Patent and Trademark Office (USPTO) or a similar body in your country. You’ll need to provide details about your brand and the types of products it represents.
  • Review and Publication: The USPTO will review your application and, if approved, publish your trademark in the Official Gazette, a weekly publication. This step provides others the opportunity to oppose your trademark if they believe it infringes on their own.
  • Approval: If there’s no opposition, or if you win any opposition proceedings, the USPTO will register your trademark.

Understanding the Timeline

As for the question, “How long does it take to get a trademark registered?” — The answer varies. The trademark registration process can take anywhere from 6 months to a year or more, depending largely on the specifics of your application and any potential oppositions.

The Amazon Brand Registry Process: Step-By-Step Guide and Approval Time

Navigating the Amazon Brand Registry process may seem daunting, but with this step-by-step guide, you can embark on the journey with confidence.

Step 1: Create a Brand Registry Account

Start by creating an account on the Amazon Brand Registry site. To do this, you’ll need an Amazon account. You may use your existing seller or vendor account, or create a new one specifically for this purpose. (1)

Step 2: Enroll Your Brand

Once you’ve set up your account, proceed to the brand enrollment process. You’ll need to provide your registered trademark number, list the product categories in which your brand should be listed, and identify the countries where your brand’s products are manufactured and distributed.

Step 3: Verification from Amazon

Amazon will verify the information you’ve submitted with the trademark office. You’ll also receive a verification code via post or email from Amazon, which you must forward to the Amazon Brand Registry team.

Step 4: Amazon Brand Registry Approval

After you’ve submitted all the necessary information, Amazon will review your application. If everything checks out, your brand will be enrolled in the Amazon Brand Registry. You’ll receive a confirmation message from Amazon once this is done.

Brand Registry Approval Time

On average, once Amazon has received all the required information, it takes about 2 weeks for the Amazon Brand Registry approval process to be completed. However, remember that this is an average, and the time can vary based on factors like the completeness and accuracy of the information provided, or Amazon’s current volume of applications.

Protection with trademark

Post-Brand Registry Process: Verification and Benefits

After going through the enrollment process, it’s crucial to understand what happens next – from brand verification to unlocking a myriad of benefits provided by the Amazon Brand Registry.

Confirmation of Brand Verification

When it comes to knowing if your brand has been verified, Amazon makes the process straightforward. Upon successful enrollment, Amazon will send a confirmation email detailing the verification of your brand. Keep this email for your records as it serves as an official acknowledgment of your brand’s enrollment in the Amazon Brand Registry.

Benefits of Joining the Amazon Brand Registry

Enrolling in the Amazon Brand Registry is more than just a step toward protecting your brand; it opens up a wealth of opportunities designed to help your business grow and thrive on the platform. These benefits include:

1. Brand Protection: Amazon Brand Registry offers tools and features that aid in protecting your brand from counterfeiters and unauthorized use.

2. Access to A+ Content: You’ll be able to create enhanced product descriptions with visuals and a narrative about your brand to help customers make informed buying decisions.

3. Engaged Customers: With access to Amazon Stores, you can build a branded shopping experience to engage customers with your brand story and product portfolio.

4. Sponsored Brand Ads: Promote your brand and products with ads that appear in search results and product detail pages.

5. Amazon Live Creator: Use live streaming to interact with shoppers in real-time and showcase your products.

6. Customer Insights: Leverage Amazon Brand Analytics for data-driven decisions to improve your brand performance.

From protecting your intellectual property to using advanced marketing tools, the Amazon Brand Registry offers an array of benefits that can significantly improve your brand’s visibility, customer trust, and overall sales on Amazon.

Enhanced Features

Beyond protecting your brand, Amazon Brand Registry offers a wealth of powerful features designed to enhance your marketing strategy and provide valuable insights into customer behavior.

A+ Content: Elevating Your Product Descriptions

At the heart of the Amazon Brand Registry is A+ content (previously known as Enhanced Brand Content). This feature empowers you to transform your product descriptions into visually-rich narratives. With custom text placements, image galleries, comparison charts, and more, A+ content allows you to convey your brand’s unique story and the value of your products in a more compelling and engaging manner.

Amazon Live Creator: Engaging Customers in Real-Time

One of the unique benefits of the Amazon Brand Registry is access to Amazon Live Creator. This feature enables you to leverage live streaming to connect with your customers in real-time. You can showcase your products, demonstrate their use, and engage directly with your customers to answer their queries. Setting up Amazon Live Creator is straightforward:

  • Download the App: Amazon Live Creator is an app available for iOS devices. Start by downloading it from the App Store.
  • Set Up Your Stream: Follow the instructions provided within the app to set up your first live stream. You can choose to stream live or record a video to stream later.
  • Start Streaming: Once you’ve set up your stream, you can start streaming directly from the app. You can monitor the performance of your streams in real-time and engage with viewers as they tune in. (1)

Brand Analytics

Last, but certainly not least, is Brand Analytics. This tool provides valuable insights into customer shopping behavior on Amazon, including popular search terms, conversion rate metrics, and customer demographics. Armed with this data, you can make informed decisions to fine-tune your marketing strategy, enhance your product offerings, and ultimately, drive more sales.

FAQs

The process of applying and maintaining the Amazon Brand Registry often brings up a number of questions. To help you better navigate this journey, we’ve compiled and answered some of the most commonly asked queries about Amazon.

Can I sell on Amazon without Brand Registry?

Yes, you can. However, enrolling in the Brand Registry provides added protection against counterfeiters, grants access to enhanced marketing tools like A+ content, and offers valuable customer insights through Brand Analytics.

How much does Amazon Brand Registry cost?

There is no fee to enroll in Amazon Brand Registry, but obtaining a registered trademark—a prerequisite for the program—can incur costs. The cost can vary depending on your location and the complexity of your application.

Can I enroll multiple brands in the Amazon Brand Registry?

Yes. You can enroll as many brands as you own in the Amazon Brand Registry, as long as each brand has a registered and active trademark.

Can anyone apply for Amazon Brand Registry?

The Brand Registry is available to any brand owner who has a registered and active trademark. It’s also accessible to authorized sellers, manufacturers, or distributors granted permission by the brand owner.

How do I access my Amazon Brand Registry benefits?

Once approved, you can access your benefits through Seller Central. You’ll find additional tabs like A+ Content Manager and Brand Dashboard that house these specific features.

Wrapping up on Amazon Brand Registry

Navigating the Amazon Brand Registry can initially seem complex, but the benefits it offers to protect and promote your brand make it an indispensable tool for Amazon sellers. The time it takes to complete the process can vary, but the investment is worthwhile, providing an unparalleled level of control and access to advanced features that can significantly enhance your brand’s presence on the platform.

Whether it’s warding off counterfeiters, delivering top-tier content, or extracting valuable customer insights, the Amazon Brand Registry serves as your ticket to a secure and effective selling experience on the world’s largest online marketplace. Take the time to understand the requirements and steps involved, and you’ll be well on your way to harnessing the full power of the Amazon ecosystem for your brand. Remember, patience and diligence during the setup process can yield a future of robust online retail success.