Empowering Sellers: A Comprehensive Guide to Integrating Amazon SP API and Brand Registry

Because of Amazon’s phenomenal rise, fake goods are now a major issue in the market, endangering the confidence of both buyers and sellers.  In addition to damaging the trust of customers, it also damages merchants’ brands and reputations.  To address these issues, Amazon launched the Amazon Brand Registry initiative. 130,000 brands have already embraced our solution, which has successfully decreased platform infringement by 99%. This is a very important consideration while working with Amazon SP API.

Businesses continue to rely heavily on online commerce, thus in order to safeguard their brands and improve their digital initiatives, many are turning to Brand Registry. It is a wise investment to register your brand trademark through Brand Registry if you are an authorized Amazon merchant. 

With its single API suite, Amazon SP-API seeks to unify all parties under one roof, whereas Amazon MWS exclusively serves merchants. Thus, it functions as an API for Vendor Central and Amazon Seller Central simultaneously. The MWS API is the previous non-standard API exclusive to sellers, while SP-API is the new, standard suite of APIs for vendors and sellers.

The prelaunch of Amazon Retail Analytics gave vendor’s access to Vendor Central reporting suites, which included sales, traffic, inventory, Net PPM, and forecasting under ARA. Prior to this, vendors had limited resources within the SP-API. Amazon Brand Analytics now includes metrics on market basket analysis and search query performance. We will see details about Amazon Brand Registry in this post.

Is Amazon Brand Registry Worth It?

A tool called Amazon Brand Registry allows sellers to register their brands with the online retailer. It shields retailers from counterfeiting and grants them exclusive ownership of their brands. In addition to providing brand protection, Amazon offers brand-registered merchants a variety of resources to aid in the development and promotion of their brands on the platform.  For registered vendors, Amazon Brand Registry is an effective scheme that offers several advantages. The following are a few advantages of the Amazon Brand Registry:

Increased Authority over Amazon Listing

The most annoying problem for brand owners on Amazon is when third-party (3P) retailers alter their product listings without permission.  The performance of your listing may be severely impacted by these modifications. Imagine suddenly discovering false information on your listing, losing ranking keywords, or having product photos removed! This may lead to increased returns and unfavourable reviews in addition to a decrease in conversions and diminished brand confidence.

While there is no assurance that unauthorized changes won’t occur, having a registered brand on Amazon allows the brand owner greater control over the listing. This implies that you have the ability to track any modifications performed to your listing and take it back to its initial state.

Enhanced Defence against Forgeries

For registered brand owners looking to identify and get rid of counterfeiters, Amazon provides some sophisticated tools.  For example, brand-registered retailers can look for counterfeit goods in the product catalogue and report them directly by doing focused manual searches.  Additionally, Amazon Brand Registry offers sophisticated capabilities like image search, which lets you utilize the image of your own brand to identify goods that have logos or graphics similar to yours. 

Additionally, you can do a global search across all thirteen of Amazon’s operational markets to look for instances of infringement taking place without your permission in the foreign market.  If you come across a fake listing, you can report it to the Amazon brand protection team, and they will take the appropriate action to remove it. 

The 2.0 Amazon Brand Registry

This drives relevant traffic to the brand and aids in increasing awareness of the complete product line. Similar to category pages on a website, Amazon gives you the freedom to establish several listing pages on the store if you have a large selection of products.  This enables you to better tailor the way your products are arranged and presented to the various interests and preferences of your customers. Customers can visit brand stores simply clicking on the brand name within a product listing, which is one of their key advantages.  Additionally, brand stores can serve as landing pages for campaigns involving both on- and off-page advertisements. 

Amazon Brand Registry Advantages

Typically displayed at the top of Amazon search results, Sponsored Brand ads assist you in reflecting your brand messaging with a custom slogan, brand logo, and several items.

Customers may be redirected to your Brand Storefront, where they may obtain extensive details about your brand, when they interact with Sponsored Brand Ads. As an alternative, you can reroute users to one of your individual product listings. For example, traffic from a Sponsored Brand Video ad is routed directly to a product listing rather than the Brand Store.

Joining the Amazon brand registry

Sponsored Brands campaigns function as a tool for discovering new brands, as opposed to Sponsored Products ads, which mainly target customers who are closer to completing a purchase. They help with brand discovery and recognition by attracting buyers at the top of the sales funnel, which enables you to reach a larger audience. By far the most extensive feature offered to brand-registered vendors by Amazon is this one. Sellers can obtain an overview of their brand’s performance on Amazon with the help of the Brand Analytics tool.