Blog > Amazon > Amazon Brand Protection: How to Protect Your Brand on Amazon

Amazon Brand Protection: How to Protect Your Brand on Amazon

A laptop with security keys and shopping bags

With nearly two million active sellers on Amazon, it’s no surprise counterfeit products are a persistent problem for brands.

However, Amazon’s efforts to combat counterfeiters have significantly improved over the years, utilizing advanced technologies such as machine learning and automated systems to prevent fraudulent activities proactively.

Whether you’re a small business or a large corporation, it’s crucial to understand the various threats your brand may face on Amazon and learn how to mitigate them.

Keep reading as we explore the different strategies and tools available to help you protect your products on Amazon and safeguard your reputation.

Why Amazon brand protection is vital

Various strategies and tools can protect your intellectual property rights on Amazon. Employing these defenses safeguards not only your brand name but also your product designs, images, logos, and other unique features that make your products stand out.

As one of the largest eCommerce platforms in the world, Amazon attracts millions of shoppers every day. While this presents an excellent opportunity for you to reach a massive audience, it also makes you vulnerable to counterfeiters and unauthorized sellers.

Recognizing the severity of this threat, Amazon invested over $700 million in brand protection measures in 2020. As a result, the company blocked over six billion suspected bad listings that year alone.

You must take tactical measures to defend your brand on the marketplace and avoid losing sales, damaging your reputation, and even facing legal consequences. Below, we’ve broken down the best proactive and reactive steps to combat online attacks.

Amazon Brand Registry

Amazon created a program to protect and build your brand called the Amazon Brand Registry.

By enrolling, you gain access to several tools designed to protect your brand and prevent counterfeiters from selling your products. You can search for and report listings that violate your intellectual property rights, as well as implement various features that make it easier to manage your brand and ensure your listings are accurate and up to date.

Eligibility and enrollment

To be eligible for Amazon Brand Registry, you must meet certain requirements:

  • You need to have an active registered trademark for your brand.
  • You need to be able to verify your identity and provide evidence of your intellectual property rights.

Then, to enroll in Amazon Brand Registry:

  • Create an account on Amazon (if you don’t already have one).
  • Provide information about your brand, including your registered trademark, and submit documentation that proves your ownership of said trademark.

Once Amazon verifies your information, you’ll be enrolled in the program and can take advantage of all the benefits outlined above and more.

Monitor your brand

One of the most effective ways to prevent attacks on your brands is to monitor it proactively. Regular check-ins allow you to identify counterfeiters and unauthorized sellers quickly and take action to remove them from the marketplace before they cause harm.

Amazon’s Brand Dashboard is a robust business monitoring tool. It provides real-time data on your product listings, including information on customer reviews, sales, and traffic. Look for irregularities or suspicious behaviors among them to spot potential scammers.

Additionally, many third-party monitoring software options can track your listings across multiple marketplaces, including Amazon, and provide alerts when unauthorized sellers or counterfeit products are detected. Some popular options in this category are Brandlox, BrandShield, and Red Points.

Monitoring strategy

A strategy for identifying counterfeiters and unauthorized sellers is also essential to your business. Incorporate tactics such as:

  • Regularly search for your brand name on Amazon and other marketplaces.
  • Check customer reviews.
  • Monitor mentions of your brand on social media and other online platforms.

Take action against scammers

If you identify counterfeit items or unauthorized sellers on Amazon, act immediately to minimize the damage to your business. Your options here include using Amazon’s infringement reporting system, issuing cease and desist letters, and exploring other legal actions and options.

Amazon’s infringement reporting system

Amazon’s Brand Registry program enables store owners to take action against potential intellectual property (IP) violations. Access the program portal to report suspected IP violations, submit takedown requests, and monitor your brand on Amazon. The system allows you to remove counterfeit listings quickly and efficiently, as well as provides tools to track and manage potential infringements.

You can also work with Amazon’s Brand Protection teams, who specialize in uncovering and removing counterfeit listings. By collaborating directly with Amazon, you’ll ensure a faster resolution and maintain the integrity of your products on the platform.

Cease and desist letters

Cease and desist letters are formal, legally binding correspondence that demand the party in violation to stop using your brand’s intellectual property and remove any counterfeit or infringing products from their listings immediately.

The letter should include specific instances of infringement, your legal rights as the brand owner, and the consequences of non-compliance.

If the guilty party fails to comply with the cease and desist letter, you may choose to bring the matter to Amazon or pursue further legal action.

Further legal action

If both cease and desist letters and cooperation with Amazon fail to resolve the issue, you may need to consider legal pursuits. Infringement of intellectual property rights, such as trademark and copyright violations, can lead to civil litigation, monetary damages, and, in some cases, criminal penalties for counterfeiters.

Legal action tends to be time-consuming and costly, but it may be necessary to protect your brand’s reputation and value. Consult with legal counsel to determine the most appropriate course of action based on the specific circumstances and the severity of the infringement.

Amazon’s (other) brand protection programs

In addition to Amazon’s Brand Registry, the company has launched other initiatives to help brands protect their intellectual property and name credibility. Two notable additions are Amazon’s Project Zero and the Transparency program:

  • Amazon’s Project Zero is an innovative program designed to empower brand owners to drive counterfeit products to zero on the platform. It combines the platform’s advanced technology, machine learning, and your knowledge of your brand to identify and remove counterfeit listings. Project Zero also features a self-service tool that lets you take down fake listings directly, without the need for Amazon’s intervention.
  • The Transparency program, meanwhile, is a product serialization service that allows customers to verify the authenticity of an item before purchasing. Brands enrolled in the program must apply unique Transparency codes (barcodes) to their products, which customers can then scan using the Amazon Shopping app or a Transparency-specific app to ensure they’re purchasing a genuine product.

Transparency barcodes are 2D QR codes designed to help authenticate a product before shipping to customers. Learn more about Transparency barcodes in MYFBAPrep’s guide.

Build and strengthen your brand

Along with increased sales and consumer loyalty, a strong brand presence on Amazon creates a positive, memorable image in customers’ minds, making them more likely to choose your products over others and become repeat buyers.

To cultivate an authoritative presence on Amazon, focus on several key elements that contribute to an appealing and trustworthy image, including:

  • High-quality product images
  • Compelling product descriptions
  • Managing customer reviews
  • Utilizing Amazon’s A+ Content

High-quality product images

Images are vital to attract customers and showcase your products’ features and benefits.

Ensure your photos have high resolution and are well lit and professionally shot. Include multiple angles and close-ups to highlight key product features. Lifestyle images and infographics also help customers visualize how your product fits into their daily lives.

Compelling product descriptions

Your product descriptions should be engaging, informative, and tailored to your target audience.

Focus on communicating your products’ unique selling points and preemptively addressing common concerns or questions. Use clear, concise language and avoid jargon or overly technical terms.

Also, format the text properly using bullet points and short paragraphs to make your listings easy to read and understand.

Encourage and manage customer reviews

Customer reviews wield great influence over shoppers’ purchasing decisions. Encourage buyers to leave reviews by providing excellent customer service, following up to gauge their satisfaction with your product, and running automated email campaigns.

Regularly monitor and respond to customer reviews to address concerns, show appreciation for positive feedback, and demonstrate your commitment to consumer satisfaction.

Utilize Amazon’s A+ Content

Amazon’s A+ Content (previously Enhanced Brand Content) allows brand owners to craft visually rich and informative product listings. These features enable you to showcase your brand story, highlight product features, and display additional images or videos.

By incorporating A+ Content into your product listings, you can create a more engaging shopping experience for customers, which encourages higher conversion rates and increased sales.

Wrapping up — Use Amazon brand protection proactively to guard your business

It’s imperative to safeguard your brand when selling on a platform as massive as Amazon.

Taking effective measures like enrolling in an Amazon brand program and strengthening your brand with engaging product listings will shore up your defenses and can significantly contribute to your brand’s success and reputation.

Stay alert by keeping an eye on your brand’s presence and acting quickly against counterfeiters and unauthorized sellers. Adopt these strategies to secure your brand’s future, improve trust with customers, and set yourself up for success on Amazon.