8 Ways You May Be Using Brand Registry Incorrectly

Amazon Brand Registry is a self-service brand protection and support tool for products listed with a registered trademark on Amazon. It is constantly evolving and requires our account team to stay on top of these changes to ensure our clients have optimal listings. Monitoring Brand Registry at the level it requires to be successful can be time-consuming. Our eCommerce experts handle this process for hundreds of brands allowing our clients to focus on other priorities. Here are a few things to consider the next time you use Brand Registry:

1.) Submitting your case once.
If you don’t get the result you were hoping for, this is common. Persistence is incredibly important when submitting and following up on Brand Registry cases. Just because you didn’t have success initially, does not mean you can’t submit your case again and get your intended result.

2.) Not speaking Amazon’s language.
Amazon’s representatives, at times, have contradictory or dizzying ways of responding to case submissions helpfully. It’s important to ground your request in your original submission and constantly leverage Amazon’s written policies as your justification for the outcome you intend on generating.

3.) Not reporting IP infringement out of legal concerns.
Every brand has a different threshold for IP submissions based on several factors. What’s important to recognize, is that Amazon is the responsible party for actioning on IP requests. Selling on Amazon is not a guaranteed right and a seller has not successfully challenged a manufacturer to compensate them for lost revenue due to action taken by Amazon as an arbiter of these complaints. 

4.) Referencing inferior violations.
You likely know that not all violations are equivalent in Amazon’s eyes. When trying to remove a malicious seller from listing on your brand, starting with a violation (like IP or selling on the same listing with multiple storefronts to manipulate Buy Box Wins) is more likely to produce the end goal than reporting on “low hanging fruit.”

5.) Not responding quickly.
Amazon works quickly to answer cases even if they aren’t addressing the actual issue. Be vigilant when checking for Amazon responses. They will finalize a case after 5 days of no response, regardless of whether they’ve taken the appropriate action based on the original submission.

6.) Trusting Amazon representatives to be knowledgeable.
This is one of the largest mistakes brands make. Amazon representatives, often, are not knowledgeable about their policies; which creates a frustrating dynamic when it comes to enforcing those policies. POTOO highly recommends using the exact language of the policy or policies you are referencing in the body text of the case.

7.) Relying on Amazon’s Case Log.
If you’ve had experience navigating Brand Registry, you may have noticed that sometimes your cases have partial or full content removed, or that your entire case has been deleted. This can be frustrating, particularly if you haven’t logged your case ID or the content therein. POTOO recommends saving your case history in some kind of offline manner, consistent with whichever style works best for you (CRM, Excel, Google Docs, etc.). Screenshots are also effective, as they are impossible for Amazon to refute in the escalation process.

8.) Not utilizing the Amazon platform with the least amount of resistance for your issue.
Amazon has segmented many of the functions that used to exist within Brand Registry to Seller or Vendor Central. This is perhaps most glaring in the arena of catalog cleanup where both duplicate merging and listing content updates are easier facilitated within Seller Central instead of Brand Registry.

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