In this video lesson, our trainer discusses options for branding your product listing, brand registry and trademarking with Amazon IP Accelerator.


Session #1: Branding Your Product On Amazon USA Without Brand Registry.

 

 

Session #2: Amazon Branding And IP Accelerator.

 

 

Welcome to Lesson 13

There are many ways to brand your product, both physically and through your listing. In your product listing you can brand your product both through the images you use and the text within your listing. Amazon US Marketplace have strict requirements and policies for use of the brand name field requiring evidence. Amazon AU marketplace are currently more flexible often not requiring any evidence, however this may change as the marketplace grows.


There are 3 main ways to approach the “Brand Name” field when building your product listing

  1. Option 1 – No Brand Name Entered: This is most common choice for new sellers testing their product and brand. This means you don’t need to do any extra work to get your brand approved. Your listing will be uploaded with “N/A” “NIL” “Unbranded” “Unknown” under the brand name field, however your brand name can still be used in images & the listing description field for your product.
  2. Option 2 – Branding Exemption Application: This option is completed via the Amazon call back process for USA Marketplace Accounts. This process can only be done by the owner of the Amazon Shop. You will be required to complete evidence that your brand exists and is currently in operation. You can do this by providing evidence such as your website details, supplying photos of your product with the brand name on it and more. Branding Exemption is approved by Amazon on a case by case basis for ‘Professional’ accounts. Amazon approval is not guaranteed, however more likely if you follow the recommendations in the video lesson above.
  3. Option 3 – Brand Registry: This option is complex and requires budget, time and lawyers for trademark applications. See https://brandservices.amazon.com/ for up to date information on applying for an Amazon Brand Registry account. This process can only be done by the owner of the Amazon Shop. This video lesson provides a snapshot of the new ‘Amazon IP Accelerator’ option which helps businesses more quickly obtain intellectual property (IP) rights and brand approval in Amazon’s stores. As soon as you file for your trademark using one of the law firms connected to Amazon IP Accelerator, you’ll immediately be invited to join the Amazon Brand Registry. This means you don’t have to wait until you’ve received your trademark before Amazon will accept you into the Brand Registry and you can continue to list your product. Brand Registry must be complete prior to ‘listing’ on Amazon. If it is approved before listing commencement, you can list the product with the brand for which Brand Registry is approved. If Brand Registry application is not approved before you are ready to list your product, you will need to create a fresh listing from scratch for future shipments once brand registry is approved.

Another way to apply for Option 2 Brand Exception

You can also apply for brand exception by loading a case and mentioning error code 5665. You can do this with the following information.

  • Error code 5665
  • We are the manufacturer of [Insert Brand Name]. Currently, this brand is not in Brand Registry and we are asking for an exception so that we can list under that Brand Name
  • The Brand Name is [Insert Brand Name].
  • Attach images of the product and packaging displaying branding. The images can show the product and packaging held in hand, or placed on a table. The branding must be permanently affixed.

There is a great website for securing your Australia trademark www.ipaustralia.gov.au

Some features include:

  • Free resources with the latest information about securing your Australian trademark
  • Business name and domain name check tool

Many sellers choose to do their AU trademark themselves however there is the option of googling or using The Institute of Patent and Trade Mark Attorneys of Australia https://ipta.org.au to search for a lawyer who specialises in trademarks to assist you in applying for an Australian Trademark. They have a ‘Find an Attorney’ search function on their website.


It is expected Amazon will eventually roll out IP Accelerator to AU Marketplace as well however at this stage there is no timeline for this.


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