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Is Joining Amazon Brand Registry Worth It?

You may have heard of the Amazon Brand Registry on your selling journey, but what exactly is it? And is it worth joining? Let’s take a look.

What is the Amazon Brand Registry?

The Amazon Brand Registry is a free programme that helps brands to:

It essentially legitimises your brand and gives you an advantage over non-registered brands. It’s free to enrol your business, and once done, you’ll have access to a suite of tools that assist in building brand awareness, increasing your conversion rate and improving brand loyalty. To register your brand, there are just two requirements. You will need:

During registration, you provide detailed information about your IP and products, which helps Amazon understand and safeguard your brand.

Important update: You used to need a separate registered trademark for each country you planned to trade in via Amazon. This is no longer the case. You only need to register in one country, no matter where you plan to sell.

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Why is it worth joining the Amazon Brand Registry?

Once enrolled, you’ll have access to extra tools right in your Seller Central dashboard. Simply go to the Brands tab and you’ll have access to:

Brand Analytics

A feature that contains valuable insights to help businesses make informed, data-driven decisions for their brand, marketing or advertising. There are analytics for:

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Manage Experiments

Conduct A/B testing on your listings or advertising campaigns to get the most out of your products. You’ll be able to run two versions of your titles, images or content, which are randomly shown to different customers. It then collates the data in ‘Manage Experiments’ to conclude which version has the higher conversion rate. If you’d like to know more about A/B testing, have a look at the what, why and how here.

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Customer Reviews

Getting customer reviews can be a bit of a struggle. However, once enrolled in the Brand Registry, you’ll be entitled to use the Amazon Vine programme. Amazon Vine uses the most trusted reviewers to post honest feedback about products to help customers make purchasing decisions. Having more reviews on your listings can help boost your organic reach, in turn improving sales and building brand awareness. Amazon Vine is great for new product launches and can boost sales by up to 30%. You can submit 1-2 parent ASINs for free, with a varied pricing structure introduced for 3 or more products.

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Important note: You’ll also be charged an FBA fee for each unit enrolled.

Customer Engagement

There are various tools at your disposal to improve customer engagement once you’ve enrolled in the Brand Registry. One of the most useful elements is the Brand Store, which is essentially a free website directly in the Amazon Store. You can create a single platform for customers to explore your brand in full, showcasing all your products and your brand story to help grow your business. When customers visit your Brand Store, they are free from competitor distractions, which can improve your conversion rate. It adds value and trust in your brand. It’s also very simple to use – no coding experience required – with easy templates available for you to fill in. You can drive traffic to your brand store using Amazon’s Sponsored Brand Advertising.

Top tip: Make sure to check your store in desktop view and mobile view before publishing.

Brand Monkey Amazon Brand Store Example for Beauty

Another beneficial Brand Registry tool is Amazon Live. If you’re already a ‘Live’ user on social media platforms, this is very similar. It allows you to drive discovery and conversion using livestream. You can go live to show your product and how it works, very teleshopping style, or to chat with customers about your brand. Often with Amazon, business owners don’t get to talk directly with their customers, so this is a great way to break down that wall and engage with them. You can also link to products in your videos, making it easy for viewers to buy with as few clicks as possible. If you want some inspiration for the sort of livestreams you could do, check out Amazon Live and see what other people are doing. You could also connect with Influencers on the platform, who often have a large following, to help promote your products.

Virtual Bundles

With Amazon Brand Registry, for USA sellers, you’ll be able to create Amazon Virtual Bundles, a group of 2-5 products that are sold together on a single product page. It’s a great way to upsell using complementary products, and allows you to offer a discount on bulk purchases, improving your conversion rates and giving you a higher AOV. For more information on virtual bundles, check out our blog here.

Brand Referral Bonus

An Amazon programme that rewards sellers for encouraging visits to their Amazon pages from external sources. For clicks through from social media campaigns, emails and other marketing outside the Amazon Store, you’ll receive a percentage bonus, an average of 10% depending on category and various factors. This bonus accumulates as credits to offset the referral fees for future sales when you use Amazon Attribution tags as part of your ads.

Amazon premium A+ content created by Brand Monkey showing on laptop as an example

Build Your Brand

This encompasses several tools that do exactly what they suggest; build your brand. These include:

1. A+ Content

A+ Content and Premium A+ Content are enhanced product descriptions for your listings. It allows you to add more images, video content, comparison charts and more that help show off your brand in a more visual way, helping avoid the dreaded wall of text. Basic A+ Content can help increase your sales by up to 8%, whilst Premium A+ Content can increase sales by up to 20%. Take a look at our latest blog for more about Amazon A+ content.

2. Amazon Advertising

You’ll be able to create CPC campaigns for your brand and products to help improve conversions. This includes:

Sponsored Brands and Sponsored Display are only available to registered brands, but Sponsored Products is not. You can find out more about Amazon Advertising here.

3. 3D Models and Augmented Reality

Create an immersive experience for your customers using ‘View in 3D’, ‘View in Your Room’ or ‘Virtual Try-On’. The advances in AI now allow us to really put the customers in the thick of it. Whilst lifestyle images are always a great choice for encouraging customers to imagine themselves with the product, 3D models and augmented reality are the next step. This will encourage a higher CTR and improve conversions.

Important note: 3D models are not available for all categories or all markets.

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IP Protection

There are lots of benefits to joining, as you can see, but one of the biggest benefits is peace of mind. The additional IP protection helps you maintain customer trust by preventing counterfeit products from reaching them. Amazon uses AI and proactive protection to help block and prevent inaccurate product information, fraud, abuse and bad actors before it impacts your customer relationships. You’ll be able to use the tools available to track and monitor stats related to your brand’s protection, and detect and report any violation of your IP. They have a dedicated support team that will be able to help you, and we all know how much easier it is to talk to a human sometimes.

How long does it take to get registered?

Provided you already have a registered trademark and meet the eligibility criteria, it usually takes approximately two weeks for approval. Just make sure you provide all the information Amazon needs the first time around; otherwise, you’ll just face unnecessary delays.

So, if you want to enrol your brand in the Amazon Brand Registry and take advantage of these brand-building tools and benefits, click here.

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