This article will show you how to do Amazon Brand registration and solve one big problem Trademark Serial Number vs. Registration Number mistake.
Amazon Brand Registration problem solved
IF you try to register your brand using the Amazon Brand website, you will get this message when you put your USPTO registration number:
The trademark registration number you entered is in the incorrect format. Correct USPTO format is six or seven digits long and should include numbers only. The trademark registration number can be located under the ‘US Registration Number’ field on the USPTO trademark record. Please ensure you are correctly entering the trademark registration number before trying again. If your trademark was recently approved, it may require up to 48 hours for the change to be reflected on this site.
Problem is solved: Trademark Serial Number and Registration Number are not the same numbers. It is because USPTO shows on their website that brand registration is finished and that brand is registered. Amazon sellers then think that the procedure is finished, and they try to use the Registration Number to enroll a new brand at Amazon. This is a mistake! Sellers need to wait for more.
So what is the difference between a trademark number and a serial number?
Important dates for Trademark Serial Number and Registration Number
Filing Date: Date when you make USPTO registration of your brand.
Publishing date: Published for Opposition date. It is the date when you see that your brand is successfully registered (4-6 months after the filing date).
Registration Date: Date when USPTO user will get Trademark Serial Number. It is 2 to 3 months after the Publishing date (6 till 9 months after the Filling date).
Trademark Serial Number vs. Registration Number
The trademark registration number can be located under the ‘US Registration Number’ field on the USPTO trademark record. Trademark number is USPTO format number of six or seven digits long and include numbers only, and it is end step of 6-9 months journey in USPTO brand registration. The serial number and registration number are not the same because the serial number is what clients assigned when submitting a trademark application. The registration number is what’s assigned when the client mark is registered.
How to set up a brand registry on Amazon
What is the brand registry?
If you own a brand and want it to be an ace seller on Amazon, then you are definitely in the right place. It is a must to utilize this service offered by Amazon. Once you enroll, you will establish better control over the listings of your products on Amazon.
Why enroll in this service?
The basics are pretty easy to grasp. The main purpose of this is to let you better organize your brand on Amazon. Let’s take a look at the most common reasons.
1. Solid search tools
The Amazon brand registry will help you look for content in different Amazon stores. You can search for what you want using keywords, images, or a list of ASINs. You can also report any suspected violations via a simple workflow.
2. Brand protection
The biggest fear that sellers have to face while selling their brand is that other merchants might hijack their project. The marketplace everywhere these days is so competitive that the people are willing to go to any lengths to get on top.
However, the Amazon Brand Registry enables you to have the only owner of your product, or in other words, it lets you own that Buy Box for it. And if you feel as if someone is trying to hijack your product, you can contact Amazon anytime and have it removed.
3. Establish control
If you are a regular seller on Amazon, you are very much bound to their algorithmic requirements. But if you decide to avail of the registry services, the bounds of the algorithm loosen, and you will be able to experiment more with
• Product title
• Product detail
• Product images
• Amazon issued product IDs
• Reduce matching errors that happen during the process of listing
4. Wider access for your brand
The kind of sellers of Amazon is usually classified under the following categories.
1. Those who make their products.
2. Those who produce branded label products.
3. The sellers who own private brand labels.
4. The distributors who own a brand’s content on Amazon.
5. The traditional manufacturers.
As you can tell, this list allows for a wide range of people to be called Amazon sellers.
Even if you are not eligible, try looking for a loophole; you might find one. The following products will not qualify you, unfortunately.
• Any books, video, media, DVD, BMVD
• Entertainment collectibles/sports collectibles (new and used products)
Why did Amazon introduce it?
Amazon had to go through many lawsuits from those sellers’ hands, claiming that Amazon’s efforts weren’t enough to stop the counterfeit products sold on their site. The registry was introduced to reduce intellectual property violations and to counterfeit on the site.
This step shifted the responsibility to the brand owners. It also makes the enforcement of standards for brands selling on the Amazon site easier for Amazon.
The Amazon Brand Registry 2.0
The latest version of the brand registry offers
• Control of listing content
• An internal team that is dedicated
• Monitoring tools for your brand on Amazon
• Access to authenticity and marketing programs
• The ability to add agents who are also able to access the brand registry tools
The brand registry team of Amazon will allow you to
• Submit the IP infringement claims
• Report the marketplace violation that includes “not as described” and the manipulations of product reviews.
• Retract the IP infringement claims
• Report the issues in the listing, like incorrect information, appealing block listings, and incorrect variations
• Escalate the issues that have been submitted previously
• Report the technical issues
How is brand registry 2.0 different from other versions?
The 2.0 version lets you
• Unlock many powerful tools
• Have some unique access
• Proprietary text and image search options
• Predictive automation access
• Established control over the product listings
• Enhanced support provision
• Better protection
• Brand violations are more detectable and searchable by the sellers
Brand registry Dos and Do Nots
The Amazon Brand Registry will
• Provide the owner better control over their content listing
• Offer an efficient, separate, dedicated internal team to be able to fix the wrong listing contributions and to escalate them
• Offer a team for submitting IP infringement, and escalate the claims
• Consistent monitoring for your product
• Give the brand owners access to the enhanced brand content
• Allow the brand owners to give “agents” to the brand registry to access the above tools
Amazon’s brand registry Do not s
• Limit other sellers from selling your products or gate your product
• Allow you to blacklist or whitelist other sellers if they want to sell your product
• Allow people other than the owner of the brand to submit infringement claims
What do you need to sign up?
To sign up for this service, you need the following in hand
• An active registered trademark for your brand which will be visible on your product
• The ability to verify yourself as the rightful owner of the product
• An Amazon account. You can either use your already existing account or make a new one
How to make your brand a part of the Amazon registry?
Before you get started, get an account on Amazon Seller Central. After you are through with that, you need to visit the official Brand Registry Portal and do the following:
Step one; create the Registry account.
To sign up and then verify your account of the Brand Registry, you need to do all these:
• Give all the required corporate/legal information
• Confirm your identity through text or SMS
• Accept the policies, terms, and conditions
• Lastly, tap on the button that says SAVE and saves this information
Step two; brand enrollment procedure
After completing the verification process, you need to start the brand enrollment process. This will include these critical criteria:
• Eligibility of the brand: you need to register the name of the brand on this page. You have to discuss your brand logo a bit and the list of the brand names you want to be a part of the brand registry enrollment. After you fill in these details, tap the button that says “next.”
• Intellectual property: on this page, you will need to select the trademark type of the brand, registration number, name of the trademark, and registering office. After being done with filling all this, tap the button that says “next.”
• Identification: on this page, you need to upload the images of products, the packaging images, brand logos, and online presence (the social media sites and websites). After this information has been filled in, tap the button that says next.
• Characteristics: on this page, you need to describe everything about your brand, like the information on account of the seller, the seller account details, the license details, country of manufacturing, and the countries where you distribute the products.
Once you are through with all of the above, you need to click the option of “apply.”
Step 3: Amazon verification
Amazon Enroll in Brand steps :
In step 1, we need to enroll in Amazon:
In step 2, choose country :
In step 3, brand enrolls:
In step 4, registration:
In step 5, we can see error how it looks if we make a mistake (read trademark registration number vs. serial number section at the beginning of this article):
After you successfully apply, Amazon will validate the information you have provided. The process takes two to ten days to end and to activate your brand registry. During this time, a code will be sent to the registered trademark office by Amazon.
The brand seller is supposed to reach the registered contact and tell them that they will receive an email from Amazon, and it will forward that email to the brand seller.
• After receiving this code, the seller is supposed to log in to the Amazon Seller Central account and write the corresponding case ID that you will get from the first email, and tap the button that says GO.
• Tap on the button that says, respond or view, and select Reply. You need to paste the code there and hit on send.
After all the above procedure has taken place, it will only take 1-2 days to complete the brand registry process.
How to tell if the process has been completed?
Here are some simple methods to tell if the process is a
• Unique identifier
If you spot a unique identifier (EAN, UPC, etc.), then your brand has surely been confirmed by Amazon. If you are the only seller of your product, then Sometimes Amazon will assign global catalog identifiers. If you spot an ASIN (Amazon standard identification number), it will indicate that your brand is not yet approved. That’s why you need to keep an eye out for the identifiers.
• Use enhanced brand content
If Amazon denies you EBC, it means that Amazon has not approved the brand yet, for many reasons. So, amend the profile of your brand to check if you can make any progress.
• Help with the Amazon brand registration
The most effective way to check is to call the Amazon service center. The customer care representative who will talk to you will easily tell you that your brand is registered or not.
If there occurs any issue regarding your brand’s registration, they will find a solution for you.
If you are a sole distributor, a manufacturing company that is yet to grow, or someone with a different and unique product, then you must register your product in this service to protect it as much as you can. This is a step that is not just Brand protecting – it is something more. This is proof that you, as an amazon seller, want to become serious in your Amazon selling business. But keep in mind USPTO registration is a long procedure, and Trademark Serial Number is not as same as the Registration Number.