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How can online sellers benefit from Brand Registry for Amazon?

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What you will learn

  • Protect your intellectual property and maintain complete control over your product listings by enrolling in the Amazon Brand Registry.
  • Eliminate competition for the Buy Box and prevent other sellers from modifying your items by securing unique, unmergeable ASINs for your brand.
  • Streamline your international expansion by utilizing a Global Catalog Identifier (GCID) to maintain your exclusive Buy Box status across global marketplaces.
  • Safeguard your seller reputation by avoiding incorrect, poorly merged listings that frequently result in negative customer feedback and returns.

According to Channel Advisor, a great deal of retailers who sell their own products on Amazon are concerned about losing control over the product details for their items. This concern is also valid in the case of private label brands and specialised products with no EANs (International Article Number) and UPCs (Universal Product Code).

To help sellers with their own brands manage those brands, Amazon has introduced the Amazon Brand Registry program. The program is suitable for traditional manufacturers, private label brand owners, producers of branded, custom and hand-made products and sole/exclusive distributors of a product on Amazon.

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The Amazon Brand Registry can help you increase your sales figures immensely. If approved, you will receive unique ASINs and no other sellers will be able to merge your listings. Additionally, as there is no competition, you will always have the buybox for your ASINs.

According to Amazon’s Seller Central, the benefits of the program include:

  • More control over your listing content, items’ titles, images and details.
  • Reducing the likelihood of matching errors that can happen during listing.
  • Amazon issued item-IDs (a Global Catalog Identifier assigned by enrollment) can be utilised instead of standard product identifiers such as UPCs and EANs. Still, it is recommended that standard IDs, if available, are included as well.

How to apply for the Brand Registry Program?

Fill out the application in your Seller Central Account. If you’re based in the UK, check Amazon Brand Registry Approval Request.

When you list your products in the Brand Registry, remember to capitalise your product’s brand name. Additionally, you need to include your identifying attribute: its type may have to do with the category of your product, e.g. MPN (Manufacturer’s Part Number). There are also products, for instance grocery items, that are uniquely identified by a Catalog Number.

If you list in categories such as Jewellery, Shoes, Handbags & Eyewear, Camera & Photo or Musical Instruments, you can use a Model Number field to identify your items. For more information on enrollment and identifying attribute, check Amazon Brand Registry.

Your Unique Global Catalog Identifier (GCID)

When your product is in the Brand Registry, a unique product ID called the Global Catalog Identifier (GCID) is assigned. The GCID can replace the standard product IDs, which is helpful if the seller doesn’t have one.

If you have a standard product ID, Amazon recommends that you include it in your listings, which will help both Amazon and customers locate your product.

The GCID is 16 characters long, alphanumeric, and does not have spaces or hyphens, for example 5C5D36E689E5