Maximizing Brand Protection on Amazon: A Comprehensive Guide to Using UPCs for Amazon Brand Registry

Virginia Miller

August 27, 2024

In this article

In this article, we will explore how to effectively use UPCs (Universal Product Codes) for Amazon Brand Registry. Understanding the basics of Amazon Brand Registry is crucial for sellers who want to protect their brand and enhance their presence on the platform.

A Guide to Amazon Brand Registry and UPCs

What is Amazon Brand Registry?

Amazon Brand Registry is a free program that allows brand owners to manage product listings and protect their trademarks on Amazon. By enrolling in Brand Registry, brands can:

Customize product pages with their logo and enhanced content
Control product information and images
Proactively detect potential counterfeits
Access powerful marketing tools and metrics

Key Benefits of Amazon Brand Registry

Enhanced Brand Presence

Display your logo and brand story on product detail pages to build recognition and trust. Create a consistent brand experience across your product listings.

Protection Against Counterfeits

Leverage automated tools to proactively detect and remove counterfeits. Serialize products at manufacture to enable product traceability.

Access to Expanded Marketing Features

Unlock exclusive campaign management, advertising, and reporting tools to showcase products, drive discovery, and measure performance.

The Role of UPCs in Brand Registry

To enroll in Amazon Brand Registry, products must have a registered Global Trade Item Number (GTIN), such as a UPC, EAN, or ISBN. UPCs enable accurate product identification and help reinforce brand authenticity.

Key Benefits of UPCs

Ensure accurate product listings and identification
Protect against unauthorized sellers and counterfeits
Gain data insights into consumer behavior
Enable efficient inventory and order management

How to Register Your Brand on Amazon

1. Acquire UPCs

Purchase valid UPCs from GS1 or an authorized reseller. Assign UPCs carefully to each product you sell.

2. Gather Supporting Documents

Have your trademarks, product images, and brand logo ready per Amazon's specifications.

3. Submit Your Application

Provide required info and documents through Seller Central. Allow up to 5 days for review.

4. Link UPCs to Your Account

After approval, connect your product UPCs to your Brand Registry account.

With some preparation and by following Amazon's guidelines, registering your brand can be straightforward. The benefits for your business and customers make it well worth the effort.

FAQs

What are the main benefits of Amazon Brand Registry?

The key benefits are increased brand presence through customized product pages, protection against counterfeits using automated tools, and access to expanded marketing and reporting features.

Do I need a trademark to enroll in Amazon Brand Registry?

Yes, you need an eligible trademark registration certificate to prove brand ownership in order to enroll in Amazon Brand Registry.

What is the role of UPCs in Amazon Brand Registry?

UPCs enable accurate product identification and reinforce brand authenticity. UPCs are required for each product to complete brand registry enrollment.

Where can I buy valid UPC codes for my products?

Purchase UPCs from authorized sources like GS1 or resellers. Assign codes carefully to each product you intend to register.

What information do I need to apply for Amazon Brand Registry?

Have your eligible trademarks, product images meeting Amazon specs, your brand logo, and assigned UPCs ready to submit your application.

How long does Amazon take to review Brand Registry applications?

Amazon estimates the review process takes 2-5 days. Ensure you meet all eligibility criteria to avoid potential delays.

Can I register multiple brands in one Amazon account?

Yes, you can enroll multiple eligible brands in a single selling account using the same registration process for each brand.