The New & Improved Amazon Brand Registry

As of around April 30, 2017, Amazon updated their Brand Registry program. The new version takes aim at protecting intellectual property rights from suspected violators as well as monitoring the pages of authorized resellers for sellers/owners who wish to preserve the integrity of their brand. Brand owners and sellers who enrolled in the Brand Registry program before April 30 will need to re-enroll if they wish to take advantage of the new (and currently free) offerings. The original Seller Central program does still exist; it simply lacks the new tools and features of its more multi-tasking counterpart.
To start, visit brandservices.amazon.com. Use existing Seller Central credentials if you have them; anything previously registered in the original system should populate. Amazon will need to verify the trademark before any brands will be officially enrolled in the new Brand Registry system.
Sellers will be asked to provide a live or active registered trademark; a Government Registered Principal Trademark Registration or Serial Number [visit uspto.gov for more information]; images of the brand logo, and of the product and packaging with visible trademark; a list of product categories; and a list of countries where the products are manufactured and distributed.
Part of the charm of this program is how it allows sellers to take control of their brand. The seller uploads a photo of their own logo or text, and Amazon then absorbs this information and can flag if anyone else is using it. Only “Active” trademark statuses are eligible for the program, opposed to “Pending” and “Approved-Pending Filing” statuses. Check the status of your enrollment by logging into brandregistry.amazon.com with your seller credentials. And it should be noted that the Brand Registry only offers brand protection wherever your trademark is registered.
If protecting the integrity of your brand is important to you, Amazon’s updated Brand Registry tool is certainly worth checking out.

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