And as you drive more and more traffic to the Store, that data only grows in its significance.Whether you’re new to the platform or looking to take your Amazon game to the next level, we’ve distilled our ten years of experience into this handy (okay, lengthy) 14 best practices for a better Amazon Store checklist.Ray-Ban’s Amazon Brand Store, designed by Iron Creative.Vogue Eyewear’s Amazon Brand Store, designed by Iron Creative.Through its comprehensive and ever-evolving advertising platform, Amazon can help brands find, attract, and engage millions of customers at every stage of their journey.
Then the brand team can use its third-party seller account to file support tickets with Amazon, requesting these bad listings be merged onto corrected listings. Although Amazon is typically responsive to a brand’s complaint (especially if the brand is registered in Brand Registry), the onus of counterfeit detection still falls primarily on the brand.This means the burden of controlling distribution falls squarely on the brands themselves.As a result, brand teams have had to upgrade their enforcement tools to include online reseller policies. It’s easy to blend in with other sellers on Amazon … Use your data to fine-tune And sometimes, sadly, sellers may just make up UPCs, adding more noise to the Amazon catalog.In either case, the presence of an incorrect or duplicate listing makes it harder for the brand to control all of the branding of its products in the Amazon catalog.So what can the brand team do?
Sometimes these UPCs are purchased from other companies that don’t need all of the UPCs they’ve bought. toggle menu Given Amazon’s intent to create a single product listing for each unique pair of UPC and brand name, the brand can maintain a clean catalog if it is prepared to search and clean on a regular basis.There is also a problem at times with erroneous third-party sellers using variations of the brand spelling. This helps tie diverted products back to specific distributors or retailers that shouldn’t be diverted to the Amazon channel.With these three best practices in mind, you’ll be on your way to creating a strategy to James Thomson is a partner at Buy Box Experts. On Amazon, Stores can be reached through the brand byline (the brand name link displayed under or above product names on a product’s detail page).
If the brand name is not perfectly accurately spelled, Amazon’s catalog can be fooled into creating duplicate listings. toggle menu Typically brands will set up a third-party seller account—not necessarily to sell anything—but to leverage that Brand Registry permission to submit and control authoritative branded content that other sellers can’t overwrite.However, even if the brand submits authoritative content, its brand control work is not complete. BioGanix. Once the brand provides Amazon with paperwork confirming its registered trademarks, Amazon gives the brand the ability to submit and lock down content in the Amazon catalog.