A lot of the registry’s perks and capabilities live right on your Amazon Seller Central dashboard.
As a member of the Brand Registry, you can go to the Performance tab on Seller Central’s main navigation bar, and select Brand Dashboard to gain access.
This screen will give you a holistic view of your brand performance, with additional information and metrics to dig into.
And if you go into the new Brand Benefits section, you should see the information in the screenshot above.
Note: Not all Seller Central views are the same. Any differences may be due to your permissions setting or type of account, so you might need to search around a bit to find the above view.
If you’ve taken the time to apply and pay for a registered trademark, the last thing you want is for someone to mess with your brand. But, thankfully, the brand registry can help with that. It is your best bet for safeguarding your products.
You’ll be able to protect your intellectual property and content on Amazon, with a dedicated internal team on standby to help you with:
You’ll be able to monitor all of your ongoing cases related to any of the above, and can escalate when necessary.
Transparency is an Amazon program that offers additional security for your brand (and customers) from counterfeiters.
These are the steps involved when using Transparency:
One of the best features of Amazon’s Brand Registry is its “A+ Content Manager” (formerly called Enhanced Brand Content). You should be able to find the tool under Brand Benefits, but you can also locate it under the Advertising navigation tab.
Enhancing your brand content allows you to add further text and images to your product listings, over and above the standard plain-text product description.
Ultimately, it gives your listing a MUCH more professional look.
In early 2020, we split-tested two of our own product listings with and without Enhanced Brand Content. Here is what we learned: our listing using A+ content had nearly double the conversion rate as the listing lacking A+ content.
In other words, people clicked on our A+ listing and purchased twice as often as those who didn’t see the A+ content.
As soon as you select the ASIN for which you plan to use A+ content, it’s easy to create your enhanced listing. Amazon’s simple template setup allows you to select different module layouts, and media to upload.
Just make sure you’re focusing on the quality of content and not the quantity. Less is more!
Lastly, you’ll have to submit all enhanced content for review. (Before it goes live, it needs Amazon’s approval.)
Once submitted, you can easily check the status of your EBC submission on your Brand Dashboard, enabling you to stay on top of any requested revisions.
Being brand-registered also means gaining access to features that will set you apart from the crowd.
Storefronts and videos will instantly add value to your brand and legitimize your business:
Again, Amazon makes creating content like storefronts easy. You can just select one of the templates provided, or you can start from scratch!
If you choose to use a template, simply fill in the appropriate information and media to begin building your store.
And remember, as you build, preview both the desktop AND mobile view to ensure everything is aligned for optimal customer viewing. Don’t hesitate to move the tile blocks around. Add, edit, and delete until you’re satisfied.
Finally, similar to the A+ Content Manager process, you will submit your store (and/or video) for publishing. So, make sure you double check your spelling, punctuation, images, video, and mobile view before submitting, and be prepared to wait a few days for the approval (or their request for revisions).
Sponsored Brands are another way to engage with customers, and are the headline ads that appear at the top of the page in your Amazon search results.
You can utilize these ads to help drive discovery of your brand, using custom messaging to help shoppers see your brand the way you want it to be seen. Customers are already searching for your product, so what better way to draw attention to your brand!
When they click on your brand name or logo, they will be taken to your storefront immediately. Or, if they click on your product, they will be taken directly to your product page.
Like normal ads, you pay per each click that Amazon shoppers make on your ads.
If you’ve ever wanted to engage with your customers directly, you can now add interactive, livestream video to your brand strategy.
This feature of Amazon’s Brand Registry allows sellers to share their brand story. This helps them reach more shoppers.
You can use the livestream video to demonstrate how your product works, or you can use it to live chat with potential customers to answer any questions.
If you want to get an idea of the content out there, you can go to amazon.com/live to sample other sellers’ livestreams.
Shoppers will also be able to discover your livestreams across Amazon.com and the Amazon app—from your product listings, to your Amazon Store, to various placements where shoppers are browsing.
In order to effectively reach your customers using all of the Brand Registry benefits, you need to know who you’re dealing with.
Understanding the metrics of your customer base will ultimately guide your decisions regarding if and how you’ll use each of the tools and services available to you.
Brand Analytics aggregates customer search and purchase behavior data to help you improve your business operations.
You can find this feature by going back to Brand Benefits on the Brand Dashboard. Or, you may find it under Reports on the main navigation bar.
There is a wealth of information here, including:
Amazon Search Terms. Need help with PPC (pay-per-click)? With the registry, you can discover what products are winning the most clicks and conversions on strategic search terms. You’ll see what kind of impact your marketing strategies are having on sales, and you’ll be able to adjust accordingly.
Market Basket Analysis. This invaluable insight shows which of your products customers are purchasing together. With the tool, you can discover cross-selling and bundling opportunities. Or even new products to sell!
Item Comparison and Alternate Purchase Behavior. Improve your competitive intelligence by learning which other product is most frequently compared with yours. You can also see the customer’s final choice, after they view your product.
Demographics. In this section, charts will display customer attributes such as age, household income, level of education, gender, and marital status. You’ll also be able to select reporting range dates and export to CSV.
Are your products already registered with Amazon? Have the registry’s features boosted your sales? We’d love to hear about your experiences in the comments.