Amazon's Brand Registry program has quietly evolved into its 2.0 version, marking a significant departure from its previous iteration. The days of simple information submission are over, replaced by stricter requirements for brand authenticity and comprehensive documentation. This examination explores key aspects of the updated process to help sellers avoid common pitfalls and successfully complete brand registration.
The Evolution of Brand Registry: From 1.0 to 2.0
Amazon's Brand Registry was designed to protect intellectual property rights while providing sellers with enhanced brand management tools. The initial 1.0 version focused primarily on basic brand information collection. However, as counterfeit products proliferated on the platform, Amazon implemented more rigorous verification standards in version 2.0. The core change requires sellers to provide thorough supporting evidence for every piece of brand information submitted.
Key Changes: Common Challenges and Solutions
The updated verification process presents two primary challenges for sellers:
Product Images: Permanent Logo Requirements
Product images represent a critical component of brand verification. Amazon now mandates that trademarks must appear permanently affixed to products or packaging. Temporary labels or digitally added logos through photo editing software will fail verification. The platform examines how logos integrate with products or packaging to assess permanence and non-removability.
Recommended Approaches:
- Premium Solution: Utilize screen printing or heat transfer methods to permanently imprint logos directly onto products or packaging. While more costly, this approach best satisfies Amazon's requirements.
- Budget-Friendly Alternative: Consider high-quality transfer stickers that closely resemble permanent imprints. When submitting images, ensure logos appear clear, complete, and seamlessly integrated with products or packaging.
Manufacturing and Distribution Information
The manufacturing and distribution section requires sellers to identify as either manufacturers or resellers, each with distinct documentation requirements:
- Manufacturers need only provide purchase invoices from the past six months. Manufacturer qualification documents remain optional.
- Resellers must submit both purchase invoices from the past six months and formal procurement contracts with manufacturers.
Documentation Strategies:
- Procurement Contracts: Many sellers lack formal agreements with suppliers. In such cases, draft a contract using available templates and obtain supplier approval with official stamps. Contracts should include product names, quantities, pricing, delivery timelines, and payment terms.
- Purchase Invoices: Both value-added tax and standard invoices are acceptable. Ensure the buyer's name matches exactly between contracts and invoices, with accurate brand names in remarks sections.
Video Verification: The Final Verification Step
Some sellers may encounter Amazon's video verification process, which includes these requirements:
- Present valid identification to confirm brand/trademark ownership
- Prepare at least 50 products bearing the brand logo
- Allow random product sampling during verification
- Ensure proper lighting for clear visibility of products and packaging
- Focus on demonstrating logo placement and product lines
The unrecorded session typically lasts 30 minutes.
Verification Preparation:
- Organize products with properly affixed logos beforehand
- Respond clearly and accurately to all inquiries
- Maintain professional communication throughout the process
Benefits of Successful Brand Registration
Upon completing verification, sellers gain access to:
- Brand Store creation capabilities
- Enhanced A+ Content features for product pages
- Brand Analytics tools
- Improved intellectual property protection
While Amazon Brand Registry 2.0 presents more stringent requirements, thorough preparation and understanding of the updated process can lead to successful verification. Accurate information with proper documentation remains essential, as does professional engagement during any video verification. Completion unlocks valuable brand management tools and stronger marketplace protection.