17 Jun Protecting Your Intellectual Property on Amazon: Brand Registry 2.0
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Few e-commerce platforms current extra alternative and potential for manufacturers trying to acquire visibility and promote their merchandise on-line than Amazon. In reality, 53 cents of every dollar spent online is spent on Amazon.
However, the highly effective e-commerce platform will also be a nightmare for firms trying to handle their on-line presence and management how their merchandise are priced, displayed, and offered. Amazon is infamous for not permitting a non-public model to manage who sells its merchandise and even how its merchandise are priced on the platform.
In many instances, a model’s merchandise find yourself on Amazon with out the corporate’s approval. It’s not unusual for unauthorized sellers to even add an organization’s proprietary photographs to be used in these undesirable listings.
In addition, Amazon doesn’t permit manufacturers to introduce of their listings any content material that drives Amazon customers to a third-party web site or brick-and-mortar shops, which makes it troublesome for a model to maintain the worth of its merchandise from eroding when gadgets are priced artificially low on the Amazon platform.
In working with manufacturers on Amazon, we’ve seen these ache factors come up time and time once more. Brand homeowners are pissed off by the truth that they’re unable to manage who sells their merchandise, unable to manage the pricing of their merchandise by each licensed and unauthorized sellers, and unable to manage the usage of their mental property similar to photographs, textual content, and logos.
While there’s nonetheless loads of room for enhancements, Amazon has fortunately taken steps to resolve at the very least the difficulty of copyright and trademark infringement by way of the launch of their new model registry program, Amazon Brand Registry 2.0.
Amazon Brand Registry 1.zero vs. Amazon Brand Registry 2.0
For years, Amazon has had a model registry. In the previous, nonetheless, this model registry referred to as Amazon Brand Registry 1.zero solely allowed a model to manage content material on its personal itemizing and to create listings with no Global Trade Identification Number (GTIN) similar to a UPC or AIN for its merchandise. While helpful, the features of Amazon Brand Registry 1.zero had been restricted.
With Amazon Brand Registry 2.0, manufacturers promoting on Amazon are given entry to a couple new and thrilling options similar to including further photographs and a model story to its listings to boost model consciousness and promote buyer loyalty.
Most importantly, although, Amazon Brand Registry 2.0 confirmed early promise that it will give a model extra management over how others promote its merchandise. The introduction of Amazon Brand Registry 2.0’s launch adopted Amazon’s November 2016 resolution to start “gating” sure manufacturers, making it in order that third-party sellers couldn’t promote sure manufacturers’ merchandise with out presenting to Amazon written permission from the model proprietor or reputable invoices.
This timing led many individuals to wonder if Amazon Brand Registry 2.0 would take additional steps towards giving manufacturers extra management over how their merchandise and their mental property are offered on Amazon. Indeed, this turned out to be the case.
Enrolling in Amazon Brand Registry 2.0
Amazon Brand Registry 2.0 contains some highly effective new instruments for shielding a model’s mental property that anybody promoting bodily merchandise on Amazon ought to concentrate on.
Before you possibly can entry these new instruments, nonetheless, your model must register for Amazon Brand Registry 2.0.
Even in case your model is already enrolled in Amazon Brand Registry 1.zero, it received’t robotically be enrolled in Amazon Brand Registry 2.0. You must enroll once more by visiting brandregistry.amazon.com.
In order to qualify for this system, the model will probably be required to supply a registered trademark and its coordinating serial quantity. Unfortunately for up-and-coming manufacturers, pending logos don’t qualify for Amazon.
Brand Registry 2.0 Today
When getting into a trademark on the Amazon Brand Registry 2.0 utility, one should be cautious to precisely match the spelling of the trademark because it seems on uspto.gov. Keep in thoughts that it’s case delicate and areas rely as nicely.
Next, one will probably be required to enter the contact data for the model holder and/or the model’s authorized consultant. The individual registering will probably be required to entry a affirmation electronic mail to finish the enrollment course of.
The final step is to add any pictures that the model would really like included on any packaging in addition to a picture of the model’s brand. After submitting the required data and sending the trademark affirmation code to Amazon, one needs to be all set and able to begin accessing the brand new instruments and options of Amazon Brand Registry 2.0.
How Amazon Brand Registry 2.0 Helps Brands Protect Their Intellectual Property
Perhaps Amazon Brand Registry 2.0’s most helpful new software for shielding mental property is the “Report a Violation” hyperlink.
This new characteristic appears to be like a little extra like a easy hyperlink, but it surely’s a strong software that Amazon Brand Registry 1.zero didn’t provide. Through this hyperlink, manufacturers can save a whole bunch of hours trying to find sellers who’re abusing their mental property, because of the software’s highly effective new search options.
These search options permit one to seek for particular textual content, key phrases, and even photographs through the use of a software much like Google’s reverse picture search. If a model proprietor finds that its mental property is being misused, Amazon Brand Registry 2.0 streamlines the reporting course of, making it simple to take motion towards the violator(s).
In working with quite a few manufacturers, we’ve discovered that searching down listings which are misusing a model’s copyrights and logos is among the most arduous steps in defending its mental property. With Amazon Brand Registry 2.0, this course of has been drastically simplified.
Still, it’s vital to be clear about what Amazon Brand Registry 2.0 does and doesn’t present.
Amazon Brand Registry 2.0 nonetheless doesn’t give manufacturers the facility to manage licensed sellers or demand unique distribution of its merchandise. Rather, the brand new system solely makes it so manufacturers are capable of defend their mental property by reporting sellers who’re misusing copyrighted textual content, photographs, and logos.
Yet, it’s vital that model homeowners don’t abuse this new characteristic. Amazon has already began noting manufacturers which are utilizing the “Report a Violation” hyperlink as a way to bully licensed sellers of their merchandise, and Amazon appears to be taking steps to remove such abuse of the software.
Since Amazon Brand Registry 2.0 is tied to a model’s vendor account, we strongly advocate that manufacturers use the “Report a Violation” hyperlink just for instances the place a third-party vendor is misusing a model’s mental property.
In instances the place a model wants to make use of the “Report a Violation” software, it needs to be very clear and detailed in its justification of how its mental property has been infringed upon. The extra proof supplied, the higher.
The “Report a Violation” hyperlink ought to solely be used to report copyright and/or trademark infringement. Patent infringements should nonetheless be reported by way of Amazon’s original infringement link.
Making the Most of Amazon Brand Registry 2.0
Amazon Brand Registry 2.0 isn’t an ideal resolution. However, it’s definitely a step in the best route. It places extra energy again into the palms of name holders whose merchandise are offered on Amazon.
To profit from the brand new system, manufacturers ought to use the “Report a Violation” hyperlink’s search engine to constantly catch and report sellers who’re misusing their model’s mental property as rapidly as potential.
Brand homeowners can even need to take a look at the extra enhanced model content material that Amazon Brand Registry 2.0 permits them to incorporate on their listings. This characteristic ought to assist firms develop model consciousness and recognition.
Brand Registry additionally has a brand new perk that helps new manufacturers get their first critiques. The Early Reviewer Program, solely obtainable to U.S. Brand Registered Sellers, is a program for merchandise with lower than 5 critiques and a promoting worth of $15 or extra to get their first critiques. The program is fairly priced at $60 and an amazing worth for manufacturers trying to garner their first critiques for proof of idea on their Amazon ASIN.
In the long run, there’s an actual risk that Amazon will introduce extra options and instruments to Amazon Brand Registry 2.0; the corporate has a historical past of each including and eradicating options in response to modifications out there.
As of proper now, although, these two new options of Amazon Brand Registry 2.0 present a strong new method for firms to manage how their model is offered on Amazon whereas utilizing the e-commerce large as an efficient launching board for brand new merchandise.
In-post Images: Screenshots by Robyn Johnson. Taken June 2017.