Brand Approval versus Brand Registry
Hello Sellers,
Do you know the difference between Brand Approvals and Brand Registry on Amazon?
Brand Approval is obtaining permission to sell someone else's brand, whilst Brand Registry is registering and protecting your own brand on Amazon with a trademark.
Here's a breakdown of what each programme offers!
Brand Approvals: Permission to sell someone else's brand
- Required permission to sell specific brands
- Applies to sellers wanting to sell existing brands
- Requires documentation (invoices, authorisation letters, etc.)
- You don't own the brand, you're obtaining permission to sell it
Brand Registry: Registering and protecting your own brand on Amazon with a trademark.
Note: If you are not the trademark owner but have a relationship with the brand owner, you can also request a selling role or a protection role and be added to represent the brand.
- Brand Registry is a programme for brand owners to protect their own brands
- You must own/represent the trademarked brand
- Requires registered or pending trademarks
- Gives brand owners tools such as...Enhanced content (A+ Content), Brand store creation, Brand analytics, Protection against intellectual property violations, Brand reporting tools and more!
Note: If sellers don't have a trademark but want to list under a brand that doesn't exist on Amazon, please reference the Brand name approval requirements and issue resolution.
Please indicate if you find this content helpful with a vote (👍 or 👎) or by sharing your experience in the comments.
Regards, Ezra!
Brand Approval versus Brand Registry
Hello Sellers,
Do you know the difference between Brand Approvals and Brand Registry on Amazon?
Brand Approval is obtaining permission to sell someone else's brand, whilst Brand Registry is registering and protecting your own brand on Amazon with a trademark.
Here's a breakdown of what each programme offers!
Brand Approvals: Permission to sell someone else's brand
- Required permission to sell specific brands
- Applies to sellers wanting to sell existing brands
- Requires documentation (invoices, authorisation letters, etc.)
- You don't own the brand, you're obtaining permission to sell it
Brand Registry: Registering and protecting your own brand on Amazon with a trademark.
Note: If you are not the trademark owner but have a relationship with the brand owner, you can also request a selling role or a protection role and be added to represent the brand.
- Brand Registry is a programme for brand owners to protect their own brands
- You must own/represent the trademarked brand
- Requires registered or pending trademarks
- Gives brand owners tools such as...Enhanced content (A+ Content), Brand store creation, Brand analytics, Protection against intellectual property violations, Brand reporting tools and more!
Note: If sellers don't have a trademark but want to list under a brand that doesn't exist on Amazon, please reference the Brand name approval requirements and issue resolution.
Please indicate if you find this content helpful with a vote (👍 or 👎) or by sharing your experience in the comments.
Regards, Ezra!
0 replies
Seller_tRuvBEHDedp4q
Can we have an answer to what we should be using for Brand when a manufacturer is licensing the use of a Brand to make products and also when a Brand may have multiple sub-brands?
For example, Disney own the brand Marvel which in turn owns the brands for Spiderman, Ironman, Hulk etc
Now company XYZ have a license from Disney to make/produce Hulk toys - but they do not sell to consumers directly but via authorised third-party suppliers. XYZ have a set of EAN barcodes licensed from GS1 and assign the Hulk toy a EAN.
So an authorised re-seller of XYZ products wants to put the Hulk toy on Amazon - what should they be using for Brand? - XYZ, Hulk, Marvel or Disney?
Seller_d8YGbIjNqwFxn
You are really not going to get permission from Marvel/Disney to be a reseller for Hulk!
It is very confusing listing Licensed Products. You will see many Hulk products listed under Marvel Brand, many others listed under the manufacturer name and even some where it is listed under the sellers own brand.
Even when you put brand approval in they will often tell you are listing under the wrong brand.
