Amazon designed its brand registry program to help protect brands selling on its global e-commerce platform. This technology and e-commerce giant says that it strives to be one of the customer-centric brands on earth.
Its customer base includes a network of first-party and third-party sellers on its marketplace, small-to-medium-sized businesses who rely on its publishing tools for sharing content across the web, and enterprise-sized businesses who use a combination of all of its services to promote, sell, and fulfill products and services with the help of one of the largest technology companies on the planet.
The Amazon Brand Registry encompasses a built-in suite of tools that empowers sellers to create a trustworthy shopping experience for Amazon shoppers who rely on the company and its sellers to deliver a wide variety of trusted products and services.
Amazon's Brand Protection Report published in June 2022 shows that the company invested close to a billion dollars in employing expert investigators, data scientists, and software developers who protect the privacy and transactions of brands, customers, and Amazon sellers on its gigantic platform.
The Brand Protection Report for 2022 goes on to say that Amazon thwarted over 2 million attempts by "bad actors" attempting to create sales accounts on their platform.
Their strict vetting process for Amazon sellers, products, and services and their ASIN tracking system makes it difficult for people with bad intentions to join its platform and bring down the quality of products, services, and customer satisfaction levels while shopping on Amazon.
Automated brand protection tools help curb counterfeit attempts and steer customers towards purchasing authentic products from brands and sellers.
Click here to read the full Brand Protection Report.
The Amazon Brand Registry saw a 40% increase in registrations from 2020 - 2022. Their proprietary registry currently has at least 700,000 brands enrolled for its automatic brand protection features.
Built-in brand protection includes Amazon's "Report a Violation Tool" where brand owners can track suspicious activity and report violations against their brands on the Amazon marketplace and third-party websites.
The Brand Registry features machine learning controls that make brand protection more precise through the use of technology.
Amazon reports that brands who subscribe to its registry noticed almost a 25% reduction in brand infringements since 2020.
Amazon's proprietary Brand Registry is a brand protection tool available for brand owners who sell products and services online. They provide services for sellers and brands who use the Amazon store for promoting and selling products and also for brands who sell products outside of the giant e-commerce platform.
Amazon says brands who register with Amazon's registry can manage and protect their brands and intellectual property rights on Amazon.
Trademarks - Enrolled participants in Amazon's Brand Registry gain access to brand trademark protection, which covers brand names, symbols, and designs used in e-commerce communications.
Patents - Brand owners who sell patented products on the Amazon marketplace and third-party websites gain access to patents with exclusive invention rights when they become members of Amazon's Brand Registry.
Copyrights - When brands register with Amazon, they gain easy access to copyright protection for literary and artistic works. The Amazon Brand Registry protects creator rights and ownership of books, images, and films.
Amazon sellers who enroll for their brand registry become eligible for Automated Protections that are built into the registry. The following are examples of some features Amazon brands benefit from by enrolling in the registry.
Report a Violation Tool - Amazon sellers can use this automated protection to report suspected issues and IP infringement against their branded products to the Brand Registry programs.
Transparency Tool - The transparency feature of the Brand is another built-in feature of the Amazon selling platform which helps protect sellers and brands from counterfeit products being listed and sold on the platform.
Project Zero - A feature of Amazon Brand Registry that helps Amazon and sellers on its platform to detect and remove counterfeit products from circulation. Visit the Amazon Brand Registry website for more information about how this proprietary project benefits Amazon sellers.
Counterfeit Crimes Unit - The Amazon Counterfeit Crime Unit is a protective feature that allows law enforcement to investigate suspicious transactions on the platform when they are reported by an individual Amazon seller.
Approved sellers gain access to the Brand Registry tools above upon registration.