What are the primary Amazon brand guidelines?

If you want to be a prosperous merchant on Amazon marketplace, using Amazon Brand Registry is a MUST for your success. Using the Amazon name and branding elements will help you to protect your registered trademark and win more leads. It is a perfect opportunity to provide your customers with an accurate and trusted experience. However, all Amazon advertisers have to follow Amazon brand guidelines if they want to use its branding elements. 

In this short post, I am going to discuss Amazon advertising policies and show you the value of Amazon Brand Registry for your business. 

Types of sellers who are eligible for Amazon Brand Registry

You should be aware that not all sellers have an opportunity to utilize this Amazon program. Five basic groups of sellers are allowed to use it:

• Manufacturers 

Those Amazon sellers who produce their products.

• Brand owners

Those Amazon sellers who are private label brand owners.

• White label sellers

Those Amazon sellers who produce branded white label products.

• Affiliated Distributors

Resellers who have permission to own a brand’s content and retail products by branded name. 

What are the advantages of utilizing Amazon Brand Registry?

Amazon Brand Registry serves to help you to organize and maintain your brand on a platform. Let us discuss more detailed in which business aspects this Amazon program will come in handy for you.

• Amazon Brand Registry provides a high protection level

Amazon is a global retailing platform that attracts not only honest sellers but also fraudsters who can hijack your branded products and sell them 2 or 3 times higher the real price. Amazon Brand Registry enables you to register your brand so you can have sole ownership of the Buy Box for it. So, if somebody tries to pass yourself off as your brand, you can contact Amazon and have them removed immediately. 

• Amazon Brand Registry gives more control over listing content

Those sellers who retail their products under Amazon Brand Registry program can enjoy more control over their listing content. Amazon moderates its policy toward product titles, bullets, images, and additional details. Using this program, you can play more around Amazon-issued product IDs and avoid ones like UPCs and EANs. One more benefit is that you can reduce matching errors that can occur during the listing process. 

Amazon brand usage guidelines

• Punctuation and capitalization

It is not allowed to write Amazon.com by all capital or small letters. Amazon brand name should always be in title case. 

It is allowed to use Amazon propriety words, phrases, and products which are connected with Amazon functionality or features. However, you need to receive approval for that. 

• Onsite and offsite Amazon branding

Amazon tracks seller advertisements which are used on and off Amazon platform. For instance, Amazon logo usage is strongly forbidden as it is intellectual property. You should feature an Amazon logo or the appropriate text link when linking into Amazon. All offsite advertisements that relate to Amazon product listing should display the Amazon logo.