E6: Why Brand Registry is the Abracadabra of Amazon Listing Optimization

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

📢 In this episode of Top of Search,Robyn Johnson & Abe Chomali break down Amazon Brand Registry—what it is, why it’s essential, and how to use it to protect your brand & boost sales. They cover trademark requirements, key benefits like A+ Content & Brand Analytics, and common myths. Whether launching a new brand or optimizing an existing one, this episode will help you navigate Amazon like a pro.

Key Takeaways

1️⃣ What is Amazon Brand Registry?

• Requires a live or pending trademark to verify brands.
• Prevents counterfeits & duplicate listings.
• Unlocks exclusive brand tools & protections.

2️⃣ How to Get Brand Registry

• Standard: Register a trademark with USPTO (6+ months).
• Fast-track: Use Amazon IP Accelerator for quicker access.
• Cost: $400–$1,500 for legal fees + government filing fees ($200–$400).

3️⃣ Benefits of Brand Registry

• Ad Tools: Sponsored Brands & Display Ads, including video ads.
• A+ Content: Enhances product listings and boosts conversions.
• Amazon Storefront: A dedicated page for your brand.
• Brand Analytics: First-party data on search trends and competitors.
• Listing Protection: Prevents unauthorized edits and counterfeit listings.
• GTIN Exemption: Allows some listings without UPC codes.

4️⃣ What Brand Registry Does NOT Do

• Does not remove unauthorized sellers.
• Does not enforce MAP pricing or distribution control.
• Does not automatically prevent hijacking—brands must monitor actively.
• Does not replace utility patent protection.

5️⃣ Best Practices

• Keep brand name formatting consistent.
• Fill out all backend listing fields to prevent edits.
• Create a shell listing before printing packaging.
• Set up a basic website with product images & descriptions.

6️⃣ Common Myths

• Does not guarantee full control over listings.
• Does not gatekeep—others can sell your product if obtained legally.
• Not optional for serious sellers—lack of protection can lead to hijacking.

Final Thoughts

Brand Registry is essential for any seller serious about scaling on Amazon. It provides powerful tools to protect your brand, optimize ads, and increase sales. If you're selling on Amazon, this should be your first step.

🔗 Links mentioned in the episode:

· Amazon IP Accelerator

· USPTO Trademark Registration

פרקים

1. Welcome To Top of Search (00:00:00)

2. Amazon Brand Registry = Abracadabra of the Amazon World (00:00:37)

3. How Do You Get Brand Registry for Your Brand On Amazon (00:03:09)

4. Amazon IP Accelerator For Brands Without A Live or Pending Trademark (00:03:36)

5. Living Dangerously - Creating A Listing Without Brand Registry (00:05:36)

6. Consistency in the Brand Field is Vital for Your Amazon Product Detail Page (00:09:28)

7. Creating A Shell Listing for Brand Registry (00:12:40)

8. Future Launch Dates for New Listings (00:14:50)

9. What Does Amazon Brand Registry Do? (00:15:36)

10. Addition Advertising with Brand Registry - Sponsored Brand and Sponsored Display (00:15:42)

11. A+ and A+ Premium Content with Brand Registry (00:16:02)

12. Store Pages - A Benefit of Amazon Brand Registry (00:17:09)

13. Brand Analytics- A Powerful Tool for Registered Brands on Amazon (00:20:35)

14. Protecting Trademarks, Copyright, and Design Patents (00:22:16)

15. Locking Your Listing Content from Changes on Amazon With Brand Registry (00:23:38)

16. Additional Tips for Protecting Image and Copy IP (00:24:08)

17. GTIN Excemptions - Creating Listings without UPCs (00:25:15)

18. Busting the Biggest Brand Registry Myth (00:27:13)

19. Changing A Brand Name on Amazon (00:28:42)

20. Can You Skip Brand Registry? (00:30:45)

21. Sponsored Display and Sponsored Brands are Vital for New to Category Brands (00:32:33)

22. More Reasons to Protect Your Brand Name (00:35:06)