September 12, 2023
August 5, 2022
There’s no escaping the fact that, for some brands, Amazon represents digital retail’s wild west, rife with counterfeiters, unauthorized third party sellers and nefarious selling practices. And while that might be an extreme view of things, it’s certainly true that Amazon itself continues to ramp up efforts to make its marketplaces a safe place to play for brands of all types.
Central to this is Brand Registry, which unlocks a variety of tools – including the Project Zero program and Transparency By Amazon service – that help you build as well as protect your brand, while creating a better customer experience.
In May 2017, Amazon introduced a new and enhanced Brand Registry aimed at helping brand owners to safeguard or protect their registered trademarks. The Brand Registry was also designed to create an accurate and reliable experience for brands’ customers by offering access to image search and proprietary text, along with predictive automation and reporting tools. Sellers who register with the program have more control over their brand on Amazon.
Today, the Brand Registry presents a powerful suite of tools or programs as well as features that verified brand owners can use to protect intellectual property and build their brand presence within Amazon and nurture their business.
Amazon says it’s protecting over 350,000 brands around the world that have enrolled with Amazon Brand Registry. Additionally, according to Amazon, these brands are on average finding and reporting 99 percent fewer suspected infringements compared to the time when Brand Registry hadn’t been launched. Moreover, Amazon stopped over 2.5 million bad actor accounts before they could publish a single product listing for sale while more than 6 billion suspicious bad product listings were blocked before they could even be published to the Amazon store.
One of the key features of Brand Registry is that it offers greater control over product pages on Amazon under a brand name, so customers are likely to see the right information that is associated with a given brand.
A set of search and reporting tools helps simplify the process of finding and identifying potential infringements. These include:
Once a search is complete, it’s possible to submit a report of any potential infringement to Amazon. The Amazon team then reviews the report and takes appropriate action.
Besides the standard proactive measures that Amazon provides, Brand Registry offers additional brand protection. The program utilizes information provided about a brand to help initiate additional predictive protection aimed at identifying and removing potentially bad listings. The more Brand Registry knows about a brand and its IP, the more proactive it will be, with measures including including:
Amazon Brand Registry also plays a key role in brand building, with the ability to use A+/enhanced brand content, use sponsored ads, and take advantage of Amazon Brand Analytics. The latter helps make informed decisions about listings and strategy, with insight into customer and search behaviour.
Before enrolling with Amazon’s Brand Registry, it’s important to know whether or not a brand is eligible. There are certain requirements for enrolment. For example, the brand needs to have an active registered trademark within every country in which it’s being enrolled. Also, the trademark for the brand should feature a text-based or image-based mark including letters, words, or numbers. The enrollee will also need to be able to verify that they’re the rights owner or the authorized agent of the trademark. Once a brand is confirmed as eligible for enrolment, users can log in with Seller or Vendor Central credentials to sign up.
To learn more about brand registry contact us.
September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.
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