I spotted this comment on an Amazon Seller Forums thread about the Amazon Brand Registry, which lets brand owners register trademarks:
“Problem is I can’t add EBC. That’s is all I really care about.”
The participant was referring to a marketing program called Enhanced Brand Content (now known as “A+ content”) that lets brand owners create product pages with extra details like photos, comparison charts, and even videos. He or she is less concerned with IP protections, which is what the Amazon Brand Registry was originally created for.
This seller is not alone. In recent years, Amazon has been granting extra-special sales and marketing tools to “brands,” which it controls via access to the Brand Registry. The tools include:
- EBC/A+ content
- Amazon “Stores” for brands
- Brand analytics
- Access to Sponsored Brand ads on Amazon Advertising
These tools are very powerful. For instance, take a look at the holiday demographics for one of my brands:
This info is gold. And it’s just one slice of the analytics that are available to me as a brand owner.
It’s access to programs like this that are creating a rush of applications, not only for Amazon’s registry, but also for trademarks on the USPTO principal registry, which is required to get into the registry. That process, as many brand owners know, can take years and often requires the help of a lawyer.
These requirements also exclude other sellers who don’t have a trademarked brand, don’t know how to get one, or aren’t capable of converting an existing, non-trademarked brand to a trademarked brand because of the nature of the terms or designs being used.