Selling on Amazon is an excellent opportunity for businesses looking to reach a global audience. However, you may need to get brand approval to sell branded products. Brand approval ensures that only authorized sellers can sell products, preventing unauthorized sellers from ruining the brand’s value. This guide will tell you how to get brand approval on Amazon.
Why Do You Need Brand Approval on Amazon?
Brand approval, also known as ‘brand gating,’ is an Amazon program. It aims to protect brand owners and give them more control over their listings. Getting brand approval means that:
- You have the authority to sell a specific brand on Amazon’s marketplace.
- You can protect your listings from unauthorized sellers.
- You can use advanced marketing tools, such as A+ Content, to create rich product descriptions.
You may avoid listing suppression, lack of marketing tools, or removal with brand approval.
Step-by-Step Process:
Follow this guide to get brand approval:
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Register Your Brand with the Amazon Brand Registry
The first step is to enroll in Amazon’s Brand Registry program. This allows Amazon to verify your brand and provide you with tools to manage your brand’s presence. You must meet the eligibility criteria for Amazon brand approval.
- Create an Amazon Seller Account: If you don’t have one already, create an Amazon Seller Central account. This is where you will initiate the brand approval process.
- Have a Registered Trademark: Your brand must be registered with a valid trademark that matches the brand name.
- Apply to the Brand Registry Program: Go to the Brand Registry website, log in with your Seller Central credentials, and provide necessary details, such as trademark information and your brand logo.
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Submit a Brand Approval Request
After enrolling in the Brand Registry, you may still need to request brand approval to sell certain products. This request requires:
- Proof of Purchase or Authorization: Provide invoices or purchase orders from your supplier to demonstrate you have legitimate products to sell.
- Detailed Product Information: Submit product listings that include UPCs, SKUs, and product descriptions.
Go to Seller Central > Inventory > Add a Product and search for the brand or category you want to sell in. If you see a prompt for approval, click ‘Request Approval’ and provide the necessary documents.
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Meet Amazon’s Performance Criteria
Amazon requires sellers to meet specific performance for brand approval requirements on Amazon. Make sure that your seller account adheres to the following:
- Low Order Defect Rate: Keep your order defect rate below 1%. This includes order cancellations, negative feedback, and A-to-Z Guarantee claims.
- On-Time Shipment Rate: Ensure a high rate of on-time shipments, ideally above 95%.
- Valid Tracking Rate: To monitor order progress and avoid customer complaints, maintain a valid tracking rate of over 95% for shipments.
These criteria are crucial to demonstrate that you are a reliable and trustworthy seller.
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Provide High-Quality Images and Descriptions
Amazon scrutinizes product listings to ensure brand guidelines. Upload clear images of the product and any relevant documentation. Ensure your product descriptions are complete and align with the brand’s identity.
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Receive Brand Approval Notification
Once you’ve submitted all necessary information and met Amazon’s performance criteria, you will receive a notification in your Seller Central account. You can start listing and selling your branded products if your request is approved.
Additional Strategies:
Consider the following tips to optimize your application process further:
Use Professional-Quality Documentation
Amazon emphasizes the importance of clear documentation to confirm your brand’s authenticity. To enhance your approval chances:
- Invest in High-Quality Images: Use high-resolution images for product listings that show your product from multiple angles, clearly displaying the logo, packaging, and brand name. Avoid blurry or unclear images, as they may lead to unnecessary delays.
- Include Brand Labels and Logos: When submitting images of your products, ensure that the labels and logos are visible and correspond to the trademarked brand name registered in the Amazon Brand Registry.
- Verify Invoices and Receipts: Submit invoices and receipts with the seller’s name and product details visible. Incomplete documents are the most common reasons for brand approval rejections.
Enhanced Brand Content (EBC)
Once you receive brand approval, make the most of Amazon’s Enhanced Brand Content (EBC) or A+ Content tools. These tools allow you to create visually appealing and informative product descriptions, which are known to increase conversions and reduce return rates. The benefits include:
- Detailed Product Storytelling: Use the additional space and media options to tell your product’s story, elaborate on critical features, and include comparison charts.
- High-Resolution Videos and Images: Showcase your products through videos and infographics to provide a comprehensive understanding of your brand and products.
To access EBC, go to your Seller Central account, select the ‘Advertising’ tab, and click on ‘A+ Content Manager’ to start creating engaging product descriptions.
Optimize Brand Protection Using Amazon’s Tools
Getting brand approval not only gives you access to premium content features but also enables additional brand protection for maintaining your brand’s reputation:
- Amazon Transparency Program: This program helps prevent counterfeiting by enabling customers to authenticate products through a unique Transparency code placed on each product unit.
- Project Zero: Amazon’s Project Zero empowers brand owners to remove counterfeit listings directly without needing to involve Amazon support.
- Brand Analytics: Amazon’s Brand Analytics reports are used to gain insights into customer behavior and monitor competitor performance.
Final Thoughts:
Thus, the above steps will help answer your question about getting brand approval on Amazon. Getting brand approval on Amazon is a significant milestone for any business. It safeguards your brand and opens up new growth opportunities. Once you’ve achieved brand approval, prioritize maintaining your brand’s integrity by following Amazon’s guidelines and using the available tools.
Remember, the brand approval process might take time and effort. By following the detailed steps and continually optimizing your approach, you’ll be a well-positioned presence on Amazon.
FAQs
What is Amazon brand approval?
Amazon brand approval is a verification process that allows sellers to gain permission to list and sell products under a specific brand name. It ensures that only authorized sellers can offer products under that brand, protecting it from counterfeit items and unauthorized listings.
Why do I need Amazon brand approval?
Amazon brand approval is essential for protecting your brand’s integrity on the platform. It allows you to prevent unauthorized sellers from listing under your brand name, access advanced marketing tools, and control your brand’s presentation on Amazon.
How long does Amazon brand approval take?
The brand approval process on Amazon typically takes a few days to a couple of weeks, depending on the completeness of your documentation and Amazon’s verification time. Ensuring that all necessary documents are submitted correctly can help speed up the process.
What are the benefits of Amazon brand approval?
Amazon brand approval offers benefits like increased brand control, protection against counterfeit products, access to enhanced content tools like A+ Content, and eligibility for Amazon’s Transparency and Project Zero programs to safeguard your brand.
Can I sell on Amazon without brand approval?
Yes, you can sell on Amazon without brand approval, but your product listings may be restricted, and you won’t have access to advanced brand protection tools or marketing features like Enhanced Brand Content. Selling without brand approval also makes your listings vulnerable to unauthorized sellers.
