Amazon Brand Registry Glossary of Terms

Introduction

Are you an Amazon seller looking to safeguard your brand and maximize your presence on the platform? 🛡️ Understanding the Amazon Brand Registry is crucial for protecting your intellectual property and accessing powerful tools that can elevate your business. This comprehensive glossary will demystify essential terms and programs within the Brand Registry, helping you navigate the system with confidence.

Why the Amazon Brand Registry Matters

The Amazon Brand Registry is more than just a protective measure—it's a gateway to advanced features that enhance brand visibility and customer trust. By familiarizing yourself with its terminology and benefits, you can effectively leverage the platform to outshine competitors and build a loyal customer base.

Program Terms

Amazon Brand Registry

A global service that enables brand owners to protect their intellectual property and product content on Amazon. Enrollment unlocks a suite of tools designed to prevent inaccurate or infringing listings.

Counterfeit Crimes Unit (CCU)

Amazon's dedicated team working with brands, law enforcement, and customers worldwide to stop counterfeiters and hold them accountable for counterfeit crimes.

IP Accelerator

A program connecting brands with trusted IP law firms to expedite trademark registration and access Brand Registry benefits sooner.

Project Zero

An initiative combining Amazon's advanced technology with the expertise of brands to eliminate counterfeit products, aiming to reduce counterfeits to zero.

Transparency

A product serialization service that helps prevent counterfeits by assigning unique codes to each product unit, ensuring only authentic products reach customers.

Enrollment Terms

ASIN (Amazon Standard Identification Number)

A unique 10-character alphanumeric code assigned to products within Amazon's catalog, used for tracking and identification.

Brand

A unique name representing a product or range of products, distinguished by a specific logo, name, or mark.

Brand Name

The identifiable name of a product line that differentiates it from competitors.

GTIN (Global Trade Item Number)

A globally recognized identifier for trade items, including UPC, ISBN, EAN, and JAN codes.

Trademark Terms

Design Mark

An image-based trademark, such as a logo or stylized brand name.

Pending Trademark

A trademark application filed with a trademark office but not yet registered or approved.

Registered Trademark

A trademark officially recorded and approved by a country's trademark office, granting legal protection.

Trademark

A symbol, word, or design legally registered to represent a company or product.

Trademark Owner

The individual or entity holding the legal rights to a registered trademark.

Word Mark

A text-based trademark, protecting the brand name in any stylization.

Account Types

Selling Partner

An individual or business offering products on Amazon, either as a seller or vendor.

Selling Partner Account

An account (Seller Central or Vendor Central) providing access to tools and resources for managing products and orders on Amazon.

Seller

An entity using a Seller Central account to sell products directly to customers on Amazon.

Merchant Token

A unique code associated with a seller, linking their products to their account.

Vendor

An entity with a Vendor Central account that sells products wholesale to Amazon.

Vendor Code

A unique identifier linking a vendor's products to their account.

Roles and Permissions

Protection Roles

Permissions assigned within Brand Registry to access brand protection tools.

Administrator: Has full access, including managing user roles and permissions.
Rights Owner: Authorized to report violations and protect the brand.
Registered Agent: Third-party authorized to report infringements on behalf of the brand.

Selling Roles

Permissions related to brand selling benefits.

Brand Representative: An employee directly associated with the brand.
Reseller: An authorized third-party seller of the brand's products.

Benefits and Features

Amazon Patent Evaluation Express (APEX)

A program allowing U.S. utility patent owners to report potential patent infringements, facilitating a neutral evaluation process.

Automated Brand Protections

Machine learning systems that proactively remove or prevent bad listings using the brand information provided during enrollment.

A+ Content

Enhanced product descriptions with rich text and images to showcase brand stories and product features, improving conversion rates.

Brand Analytics

A suite of reports providing aggregate customer data to inform marketing and product listing decisions.

Brand Protection Benefits

Tools and programs designed to protect a brand's intellectual property, including the Report a Violation tool and automated protections.

Brand Registry Support

Dedicated support service assisting with brand protection issues.

Brand Selling Benefits

Tools that enhance brand visibility and management, such as A+ Content, Stores, and Sponsored Brands.

Case ID and Case Log

Identifiers and logs for tracking support cases related to brand protection.

Help Center

Resource hub with articles and guides on brand protection topics.

Impact Dashboard

A feature showing the effectiveness of Amazon's protections in removing infringing listings.

Manage Selling Accounts

Tool for Administrators to grant selling partners access to brand selling benefits.

Report a Violation (RAV)

A tool for Rights Owners and Registered Agents to report suspected intellectual property infringements.

Self-Service Counterfeit Removal Tool

Available to Project Zero participants, allowing brands to remove counterfeit listings directly.

Stores

Customizable multi-page storefronts on Amazon to promote brands and products.

Submission History

Log of infringement reports and removed listings over the past six months.

Subscribe & Save

Program offering customers regular deliveries of products at discounted prices.

User Permissions

Tool for Administrators to assign or revoke roles within Brand Registry.

Vine

Program where trusted reviewers (Vine Voices) receive products for free in exchange for honest reviews.

Conclusion

Mastering the terminology of the Amazon Brand Registry empowers you to fully utilize its features and protect your brand effectively. By understanding these key terms and programs, you can navigate the platform with ease, enhance your brand's visibility, and provide a trustworthy shopping experience for your customers.

If you need personalized guidance or help fine-tuning your strategies, Superfuel AI can assist. Our AI-powered assistant analyzes 36+ key Amazon metrics to identify and address the root causes of sales fluctuations, helping you optimize your storefront and boost sales. Reach out to us at [email protected].

Ben Mathew, Amazon Expert

Ben Mathew is a co-founder at Superfuel, a sales assistant for Amazon sellers. In the past, Ben and his team of e-commerce specialists and software engineers have launched 40+ new brands on Amazon, taking them from zero to bestsellers. In his free time, he is either learning from other top sellers or encouraging his 3 daughters in their love for reading. He is reachable at ben [at] superfuel.io.

FAQs

1. What is the Amazon Brand Registry?

A service that helps brand owners protect their intellectual property and access tools to enhance their brand's presence on Amazon.

2. How do I enroll in the Amazon Brand Registry?

You need a registered trademark and an active Seller Central or Vendor Central account. Visit the Brand Registry enrollment page to start.

3. What are the benefits of enrolling in the Brand Registry?

Access to tools like A+ Content, Brand Analytics, and enhanced protection against infringement and counterfeit products.

4. What is Project Zero?

An initiative allowing brands to proactively remove counterfeit listings using Amazon's advanced technology and their own expertise.

5. How does the Transparency program work?

By assigning unique codes to each product unit, ensuring that only authentic products are shipped to customers.

6. Who can use the Report a Violation tool?

Rights Owners and Registered Agents enrolled in the Brand Registry.

7. What is A+ Content?

A feature that lets brands enhance their product listings with rich text and images to improve customer engagement.