Changes in requirements for Amazon Brand Registry

Amazon has made it mandatory for sellers to upload images of the product as well as the packaging for registering a brand on the platform.

What is Brand Registry?

The brand registry process on Amazon is done to help sellers with managing their brands and list products on Amazon’s platform. Sellers who manufacture or sell their own branded products can make use of this.

Brand Registry helps a seller in these ways:

• Influence product details and information – Once a seller is registered as a brand owner, the details input for his products is displayed automatically. Using this, it is possible to identify correct titles, details, images and other attributes that would be effective for the product listings.

• UPCs or EANs not required to list products – Once a brand is registered, an alternative key attribute can be specified to list products instead of a standard product ID.

However, registering as a brand owner does not mean other sellers cannot sell products of the same brand.

Who can register as brand owner?

• Manufacturers/Brand owners

• Distributors/Resellers/Others with written authorization from brand owner to sell on Amazon

Sellers of books, media, video, DVDs cannot avail the Brand Registry facility.

How to register brand?

When applying for brand registry, these details need to be given:

• Image of product with branding

• Image of packaging with branding

• Authorisation letter of brand owner/manufacturer in case distributor/reseller is registering brand

Selecting a key attribute

While applying, seller has to select a key attribute that would be the identifier for all the products. Once the application is approved, a unique value has to be given to this attribute. It could be any of the following:

• UPC

• EAN

• Manufacturer’s part number

• Model number

Word of caution: The key attribute should be unique for all products. Else products will not get registered under Brand Registry. Either products would not get listed or error messages will be displayed while creating/updating products.

Here’s a list of eligible key attributes for various product categories: