Amazon improves Brand Registry to entice more brands and retailers to use the marketplace

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Amazon has announced changes to its brand registry, making it safer and more protected for retailers and brands to sell via the marketplace.

Launched last November, Amazon Brand Registry gives protection to brand owners, helping them to work with Amazon to deliver “an accurate and trusted customer experience on Amazon while protecting your intellectual property”. In other words, it allows for more control of brand values for retailers or brands when using a third-party marketplace.

This addresses one of the key issues that many retailers and brands have with moving to marketplace selling. While most accept it is where their customers are increasingly to be found, many are wary that using a third party will erode their carefully constructed brand image.

For brand owners, enrolling provides them with powerful tools to help protect their trademarks, including proprietary text and image search and predictive automation. Moreover, it gives greater access to advertising solutions, which can help increase brand presence on Amazon.

According to Amazon, enrolled and verified brands have more authority on the information shown on a product’s detail pages over other sellers listing the same item. This helps improve the accuracy of listings on Amazon.com and helps customers find a brand or retailers products.

It is also the only way for sellers to access Enhanced Brand Content (EBC), which allows them to feature your product with enhanced images, text placement and unique brand story. When used effectively, adding EBC to the product detail pages can help boost traffic, conversion rates and sales. In addition, Headline Search Ads are now available to Amazon sellers who are enrolled in the programme.

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