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Prepping For Headline Search Ads: Amazon Brand Registry

October 27, 2017 | Posted By Meghan Gleason
Prepping For Headline Search Ads: Amazon Brand Registry

If you’re a brand, it’s time to get excited. There’s a new way to get even more visibility and sales on Amazon.

Amazon recently launched Headline Search Ads, where you can start curating groups of your products together to advertise and add custom text. It’s a brand-new way to get your message out to prospective buyers.

Headline Search Ads in Seller Central are only available to sellers who have Brand Registry on Amazon. All brand owners and brand agents with owner permission can apply for the Brand Registry program, which allows brands to tell their story and have an edge over your competition. If you’re a seller who already has Brand Registry, then you’re able to start the Headline Search Ads setup process. For those who do not have Brand Registry and wish to take advantage of Headline Search Ads, we’ve put together tips to apply for it.

Requirements For Brand Registry

  • Brand name that has a live registered trademark. Must be a word mark and NOT a stylized, illustration, or design mark.
    Government Registered Principal Trademark Registration or Serial Number.

    • For USPTO marks, the Mark Drawing Type must be equal to “4 – STANDARD CHARACTER MARK” or “1 – TYPESET WORD(S)/LETTER(S)/NUMBER(S)”.
  • Images of the brand’s logo.
  • Images of products and packaging that carry the trademarked brand name. If the product is not branded, the packaging must be branded.
  • A list of product categories (e.g., apparel, sporting goods, electronics) in which the brand should be listed.
  • A list of countries where the brand’s products are manufactured and distributed.

Sellers who were previously enrolled a brand in the Brand Registry prior to April 30, 2017 and the brand meets the above-listed eligibility requirements we encourage you to re-enroll the brand in the new Amazon Brand Registry. The new Amazon Brand Registry program gives increased protection and support to brands, helping minimize counterfeit risk.

If your brand does not meet the current eligibility requirements, there is no required action for you at this time. You will continue to be able to list without a Global Trade Item Number, used to uniquely identify products, (e.g., UPC, ISBN, EAN, JAN) by using a key attribute such as part number or model number.

Accessing the Brand Registry Application

Brand owners can apply for Brand Registry by visiting the brand registry homepage and logging in with their Seller Central account using this link to enroll: https://brandregistry.amazon.com/brand/enroll

Completing the Brand Registry Application

Once logged in, brand owners are presented with a three-part application to complete to be considered for the Brand Registry program.

Part One: Brand Eligibility

When starting out the application process, sellers will confirm that they have an active government-approved, trademarked brand name to be registered.

brand registry eligibility screen shot

Part Two: Identification

Sellers must include their brand’s logo and images that clearly show the product and packaging that carry the trademarked brand name.

identification screen shot

Part Three: Characteristics

On the last step of the Brand Registry application, sellers will confirm if they have unique identifiers for their products. Once Brand Registered, sellers who do not have UPCs, EANs, or JANs as their unique product identifiers will need create them for their products.

 

characteristics screen shot

 

Once submitted, it can take Amazon up to 14 days to review the application and reach out via the Case Log in Seller Central with their decision. The Case Log can be found in the top right corner of your Seller Central dashboard.

If all criteria in the application are met, Amazon will then reach out to the public contact listed on the website for the agency that was used to register the brand trademark. This public contact is typically the law group used for registration. Amazon will provide this contact with a verification code that must be obtained by the brand owner and relayed back to Amazon within 30 days. Once this code is provided, the brand owner will receive an email confirming approval for Brand Registry.

Tips for a Smooth Application Process:

  • Make sure the trademark status is listed as “Live” by the United States Patent and Trademark Office (USPTO) prior to applying. Brands with trademarks that are not active will not be approved. Brands can quickly check their trademark status by utilizing the Trademark Electronic Search System (TESS), which Amazon also uses to verify trademark status. Link to the TESS: https://www.uspto.gov/trademark
  • If you are planning on enrolling more than 10 brands, only fill out one application and make sure to select “Yes” when asked “Do you intend to enroll more than 10 brands in the Brand Registry?”. A member of the Brand Registry team will contact you with instructions for enrolling the remaining brands in bulk to help save you time.
  • Keep in mind that the brand name is case-sensitive and must match the trademarked brand name exactly.
  • It is also helpful to verify that the brand name used for all existing products in Seller Central matches as well. If the name does not match on these products, they will not be linked to the brand in Brand Registry. The brand name for products can be changed manually, via upload, or by contacting Seller Support.
  • Ensure all products contain either UPCs, ISBNs, EANs, or other GTINs and have been uploaded into Seller Central with these correctly. Products without a unique identifier will not be linked to the brand name in Brand Registry.
  • Provide external website and social media links in all fields on the application. Although external website links and social media accounts are optional, it can make it easier for Amazon to identify the brand and speed up the application process.
  • Reach out to the public contact for the agency used to register the brand trademark immediately after submitting your application. Giving the agency advanced notice that an email from Amazon will be coming with a verification code can avoid confusion and possible deletion of the email from Amazon. If you are unsure which agency was used, the agency name is listed on the TESS.