Brand Protection Through Amazon Brand Registry: Your Questions Answered

1. Dependable Outsourcing Since 1999 interview Q&A Brand protection through Amazon Brand Registry: Your questions answered Here's an Interview with Ravi Kant, V.P., eCommerce Division, SunTec India, and an Amazon Seller Central Consultant and Expert, focused on accurately listing and managing your products on Amazon, merchandising your product pages – photos, descriptions, etc., Amazon Sponsored Ads and product promotions management, competitor analysis, account health optimization, building Amazon store inventory, FBA services, and overall improving your conversion rates on Amazon. Answer Question Amazon Brand Registry is a critical program for sellers on Amazon.com who wish to manage and attain better control over their product listings. The Amazon Brand Registry is a program that is only available to sellers who manufacture or sell their own brand products. Sellers can get their brand enrolled in the Amazon Brand Registry and register themselves as the brand owner. Therefore, getting your brand registered with Amazon can provide you with enhanced control over your product details, descriptions, titles, etc. This program allows you to list your products without any EAN or UPC barcodes, similar to listing customized products that do not have barcode. Could you please tell us a little about Amazon Brand Registry and how can it benefit Amazon sellers? Copyright © 2016 SunTecIndia.com. All rights reserved. Yes, sure. There are many scenarios wherein Brand Registry can be beneficial in managing brands on Amazon, such as: Could you please describe few scenarios wherein Brand Registry will prove beneficial in managing a brand on Amazon? Imagine that you are selling products of your own brand on Amazon, and you wish that other sellers selling you item, retain the original product content for your brand products. This is where Amazon Brand Registry can help you lock down content. SunTecIndia.com 01

2. Interview Q&A Brand protection through Amazon Brand Registry: Your questions answered Other resellers may list your brand products on Amazon. What if these resellers haven’t been able to create correct and complete product details and content on their store? With the help of Brand Registry you can update as well as lock such content. If you are not the brand owner of the product that you are selling on Amazon, you can still lock the content by sending Amazon a letter of approval received from the brand owners allowing you to manage and update the product listings on Amazon on their behalf. If you search for Brand Registry on Seller Central, you will find a link that will take you to the page where you can apply for Brand Registry. You will be required to provide information explaining the specific scenarios for which you wish to apply for Brand Registry. You will be asked about the product aspect you want to use as unique identification criteria for every SKU – like EAN and UPC code, etc. Once the identifying attribute is selected by you, Amazon’s Brand Registry team will only take a few days to analyze and give approval to your application. How can a seller apply for Brand Registry on Amazon? What all information will be required while applying? Once you are given Brand Registry for your brand you will be required to Re-submit all your feeds pertaining to the brand. Only after doing so, your content will get locked down and Global Catalog Identifier (GCID) will be applied by Amazon to all the SKUs of the brands you want to lock down. So, once a seller gets Brand Registry for the brand, what next? What are the considerations for re- submitting feeds in Seller Central? While re-submitting your feeds in Seller Central, make sure to verify the error reports. Proper assignment of GCID to your products is crucial to have better control on your product listings. Copyright © 2016 SunTecIndia.com. All rights reserved. In order to make sure that GCID’s have been assigned to your products, check whether or not your product listings have: Name of the brand Key attributes It is important to know whether or not GCIDs have been tied to all the SKUs of the brands that you wish lock down in Brand Registry. SunTecIndia.com 02

3. Interview Q&A Brand protection through Amazon Brand Registry: Your questions answered You can view GCIDs of your product in an inventory report by following these steps: What are the steps to view GCIDs of products in an inventory report? In Seller Central, under inventory, choose inventory reports. Choose Active listings report on the inventory reports page from report drop down list. After generation of report, open the file using any spreadsheet program such as Excel, etc. Identify the column titled “product-id” in the report. If GCID has been assigned to the product you will be able to see an alphanumeric 16 character value. For example: 6B6BXXX888XXX888 Important Note – Data that you add after being approved will be locked down and only you can make change to it. However, exception is available to images, which can be uploaded by any seller. So, if you want certain fields to be locked, make sure that you have submitted them in your feed after you have got approval for Brand Registry for your brand. Copyright © 2016 SunTecIndia.com. All rights reserved. SunTecIndia.com 03