Amazon's "Brand Registry", also known as brand filing, is a project/plan launched in 2015.
When it was first launched, sellers only used it to increase control over the content of the product details page. Now, the benefits of brand filing are increasing.
Many new features released by Amazon are only available to sellers who have completed brand registration.
The only disadvantage of brand filing on Amazon is that it takes time, money and patience.
sellerFirst, there must be a registered trademarkThe trademark registration itself is a complex process, and the laws and policies of each country are different.
Assuming that the seller has already registered a trademark, it may take several weeks to complete the whole process of brand registration.
The seller should ensure that he has read all the compliance requirements and submitted all the documents required by Amazon.
Although the process of brand registration takes time, it is worth it, because Amazon brand registration sellers enjoy more than ten exclusive functions.
1. Content control of product listing details page
Amazon said that when displaying a product listing page, it will refer to the content contributed by multiple sellers.
Amazon A9 algorithm not only affects the ranking of sellers' products, but also determines which sellers' products get the shopping cart, and which sellers' contributions will be displayed on the listing details page.
It is difficult for sellers who own brands but have not completed brand registration in Amazon to have control over the content of the product details page.
completeSeller of brand registrationIt's totally different, theyFully control the listing content of its products, including title, description, bullet points, and product map.
2. Occupy the shopping cart
Blueocean Yiguan has learned that about 95% of Amazon's sales are generated through shopping carts. If the seller fails to complete the brand registration, the shopping cart of the product will rotate among all sellers, mainly depending on the price, inventory, transportation time, logistics methodsOrder defect rate ODREtc.
contrary,If the seller completes the brand registration for the product, the seller can monopolize the shopping cart of the productAnd obtain the majority of sales.
3. A+Content
For Amazon brand record sellers, the best and most frequently used function is A+Content, formerly called Enhanced Brand Content, which means that the product description page contains both text, pictures and tables.
This function was launched in 2017. At that time, only big brands were interested in it. Now, almost all sellers who have completed brand registration are using it.
If used properly, A+content can:
a. Make listing look more professional
b. Differentiate the product from similar products of other sellers
c. Answer the most common buyer questions
d. Increase the conversion rate by nearly 10% (according to Amazon)
e. Communicate the brand story
4. Brand Store
Amazon brand store page is equivalent to a mini independent station, where sellers can display all their products and arrange their own page layout.
The Brand Store can be designed as a single page or multiple pages, depending on how many products the seller has and whether multiple pages are needed to carry and display.
However, before creating the Brand Store page, make sure that the product listing details page has been optimized. Best practice:
a. If there are a large number of products, classify them first
b. Create a separate page to highlight Deals, Promotions, BestSeller, etc
c. Keep updating. There are updated store pages within 90 days, which is better than those that haven't been updated for a long time
D. Adjust the shop page design and layout for festivals and sales activities
e. Use the store page as the login page for off-site drainage
5. Product Video
If a product picture is worth 1000 descriptors, a video can be worth thousands of dollars in sales.
Product videos can significantly improve conversion, because consumers do not need to guess how the product works or whether it is suitable.
If the video is well done, it can persuade consumers to add products to the shopping cart instead of going to the competitor's product details page, which is a clear difference.
Best Practices:
a. Do not recycle videos published on social media platforms or independent stations. Videos should be informative, instructive, clear and product centered
b. Make sure the product appears seconds before the video
c. Keep the video short
d. If words are used in the video, follow the principle of "less is more"
6. Sponsorship brand advertising
Brands or sellers can take advantage of this advertising to increase exposure.
7. Sponsored display advertisement
Sponsorship display ads can attract consumers from the product details pages of competitors.
Previously known as "Amazon Retail Analytics".
Amazon Brand Analysis(Brand Analytics) contains many valuable Insights to help sellers make wise marketing decisions and choices.
With Brand Analytics, sellers can see:
a. Search keywords used by consumers to find products
b. The popularity of a keyword compared with other keywords, including the search frequency ranking data, and find the ASINs with the highest hits based on specific keywords
c. Demographic report, subdivide Amazon consumers according to age, family income, education level, gender and marital status
d. Traffic occurring in a specific time range
9. Virtual Bundle Tool (US only)
With the "virtual bundling" tool, brands can create "bundling listings" for sales. It is not necessary to bundle two physical products together, but directly send the commodity inventory to Amazon FBA warehouse, which will be handled by the warehouse staff.
Amazon will automatically update the actual inventory of bundled listings based on the lowest inventory items. The seller can create or change product titles, bullet points, descriptions, prices and product maps for the newly arranged ASIN.
Best Practices:
a. Discount for bundled products
b. The title of the bundled ASIN should not exceed 65 characters, because in the "Make it a bundle" widget, the excess part will be deleted and will not be displayed
c. Add the ASIN of bundled sales in the "Cross selling" module of the store page or A+page to facilitate consumers' discovery
d. Create a new product map, title, bullet points and description for the bundled ASIN
e. Add a main diagram showing all products in the bundle
10. Brand Catalog Manager
With this tool, the brand can easily understand which sellers are selling their products, how the consumer experience is, and how the product forecast sales will be if there is no direct offer.
11. Manage Your Experiences tool
This is a tool for A/B group testing of A+page content.
The seller can upload two pictures (for the same ASIN) at a time, and then Amazon randomly shows the two pictures to different consumers. After the test, Amazon provides the results and data to determine which version of the A+page is better.
12. Manage Your Customer Engagement tool
With this tool, sellers launch email marketing campaigns and send attractive content to email subscribers.
Similar to email marketing, the main difference is that this marketing activity is managed by Amazon, and the seller is only responsible for creating content.
Amazon provides prefabricated email templates, including new product release notices and special offers, and more templates are waiting to be updated.
13. Consumer review page (US only)
This page allows brand sellers to contact buyers with negative comments (1 - 3 stars are negative comments), and provide refund or exchange services with professional reply templates.
Go to the "Brands" menu, you can find "Customer Reviews" and browse the comments written by all consumers.
(New media of cross-border e-commerce - Domainnews Riley Huang)Coupang, Wayfair, Wal Mart, Mercado Libre and other platforms settled, brand copywriting planning, whole network promotion, e-commerce training and incubationPlease contact us for other services. No unauthorizedRewriting, reprinting, copying, clipping and editingIn whole or in part.