With Amazon’s massive growth throughout the years, especially these last few years, it’s becoming increasingly challenging for Amazon sellers to gain market share on the platform.

Sure, you may have a great product, but if you don’t have reliable promotional tools and the proper defenses to protect your brand, you limit your sales potential.

Thankfully, Amazon has developed tools and programs that give both fulfillment by Amazon (FBA) and fulfillment by merchant (FBM) sellers a competitive edge. One of those programs is Brand Registry.

Brand Registry initially started as a way to help sellers combat counterfeit products, but today, it gives you access to exclusive features that can accelerate your success on the platform.

The main requirement to join Amazon Brand Registry is a trademark. It can take anywhere from months up to a year to get one, but to make the brand registration process smoother and faster, Amazon launched a program that expedites your access; it’s called the IP Accelerator.

With enrollment into the Amazon Brand Registry program being relatively easy, you’re only a few steps away from getting your hands on some powerful tools that will help you increase your income and better serve your customers.

Maybe you’ve been wondering whether Brand Registry is worth it. Or, maybe you’re already enrolled but don’t know how to take advantage of what it offers. In today’s article, we’re going to cover the nine major benefits of joining the Brand Registry.

Benefit #1 – A+ Content

On your traditional Amazon listing, there are limited means to sell your product. You have your standard photos, title, bullets, and a product description. When you become a brand-registered seller, you have all those standard features, but you get access to a special type of content called A+ Content.

With A+ Content, you get to promote your product in a more visually appealing way. You can create carousels, charts, images with text overlay, and so much more. This is better than your standard text-based description because it’s better at capturing attention. With images and large text, the browsing consumer can easily assimilate the product’s value proposition.

Benefit #2 – Storefront

As a brand-registered seller, you get to create a landing page that features your brand exclusively. The landing page feature is called Amazon Storefronts. It’s a major opportunity to increase product awareness. You can set up various catalogs, tell your brand story, spotlight one product—really, the customization is up to you.

In most places on the platform, you’re sharing space with other listings; even on your product page, there are lists like “Similar Products” or “Customers Who Viewed This Also Viewed,” etc. The Storefront is the first time you get a page completely dedicated to your brand.

Benefit #3 – Competitive Analytics

The data you get access to in Brand Registry is worth the signup alone. You don’t hear this aspect talked about as much, but you’ll get access to analytics about customer search and buying behavior that you won’t find in software like Jungle Scout or Helium10.

Brand Analytics makes selling products on Amazon easier. For instance, you’re able to see the top listings that customers view before viewing yours, or the top listings that customers buy from after viewing yours. That type of data is very valuable. If consumers are viewing a completely different product before they view yours, it may give you insights into other products you could launch or other keywords you should target.

Benefit #4 – Livestreaming

Livestreaming has been popular over the last several years, but, in most recent years, the market has seen an uptick in eCommerce livestreaming. Amazon is taking advantage of this trend.

In Brand Registry, you get access to the Amazon Live Creator app where you can go live on the Amazon website and feature your products.

What’s great is that these livestreams are broadcast across the platform. They’re on your individual product pages, but you also get placements in search results, all for free. You’ll get to see stats like how many people viewed the stream, how long they viewed it, and how many clicked to visit products through the livestream.

Some great way to use livestreaming is to demonstrate the potential uses of your product, educate the audience on how it works, partner with an influencer to gain traction, or promote a discount.

Benefit #5 – Video Ads

Recent marketing surveys show that consumers are much more apt to watch a video about a product than read about it. The trend is clear: If you’re not using video to communicate your product’s value, you’re missing out on sales.

One of the benefits of Brand Registry is that you’re allowed to use video ads. Video ads are great at capturing attention by themselves but especially on Amazon because they auto-play on a loop. In a video, you can communicate your features and benefits more extensively and more effectively than you can through text.

Benefit #6 – Transparency

With Amazon’s marketplace style format and public performance metrics (i.e., Best Sellers Rank), it’s easy for other people to see how your product listing is performing. If it’s performing well, bad actors may try to steal sales by creating counterfeit products.

Amazon Transparency is a way to help combat counterfeits. Amazon gives you a unique label that you place on your packaging, and before each product is sent out, it’s scanned to validate the authenticity.

Outside of the Transparency program, you get other brand protection features like priority access to a support team that’s dedicated to handling infringement-related activity.

Benefit #7 – Manage Your Customer Engagement

The main advantage of having a list of customers and prospects is that you get to market to them whenever you’d like.

For most of Amazon’s history, you weren’t allowed to market directly to consumers; now you can.

In early 2021, Amazon announced the Manage Your Customer Engagement (MYCE) tool.

This tool allows you to send an email broadcast to your Storefront followers. The format is limited but Amazon says they’ll be adding more templates in the future. For now, the only template they support is new product announcements.

Think about it: Early sales and reviews are important for boosting your sales velocity. Now that you’re able to send product announcement emails through the MYCE tool, you have a free way to gain early traction.

Wrapping Up

With the numerous benefits you get as a seller enrolled in Brand Registry, it’s an absolute no-brainer to join. While, yes, you have to jump through a few hoops to get started, the benefits are worth it.

With the extra insights and abilities you gain from the program, you’re better able to customize and cultivate your relationship with your customers so that they want to purchase from you instead of the hundreds of listings that are only a click or two away.

Happy Selling,

The Page.One Team

The Last Word:

Amazon’s algorithm is kept private. While there are a lot of external tools and software that have done a great job providing insights into trends and consumer shopping behavior on the platform, what’s better for your Amazon FBA business than getting those details from the source? With Brand Registry, you’re able to.