📢 In this episode of Top of Search, Robyn Johnson & Abe Chomali break down Amazon Brand Registry—what it is, why it’s essential, and how to use it to protect your brand & boost sales. They cover trademark requirements, key benefits like A+ Content & Brand Analytics, and common myths. Whether launching a new brand or optimizing an existing one, this episode will help you navigate Amazon like a pro.

Key Takeaways

1️⃣ What is Amazon Brand Registry?

• Requires a live or pending trademark to verify brands.
• Prevents counterfeits & duplicate listings.
• Unlocks exclusive brand tools & protections.

2️⃣ How to Get Brand Registry

• Standard: Register a trademark with USPTO (6+ months).
• Fast-track: Use Amazon IP Accelerator for quicker access.
• Cost: $400–$1,500 for legal fees + government filing fees ($200–$400).

3️⃣ Benefits of Brand Registry

• Ad Tools: Sponsored Brands & Display Ads, including video ads.
• A+ Content: Enhances product listings and boosts conversions.
• Amazon Storefront: A dedicated page for your brand.
• Brand Analytics: First-party data on search trends and competitors.
• Listing Protection: Prevents unauthorized edits and counterfeit listings.
• GTIN Exemption: Allows some listings without UPC codes.

4️⃣ What Brand Registry Does NOT Do

• Does not remove unauthorized sellers.
• Does not enforce MAP pricing or distribution control.
• Does not automatically prevent hijacking—brands must monitor actively.
• Does not replace utility patent protection.

5️⃣ Best Practices

• Keep brand name formatting consistent.
• Fill out all backend listing fields to prevent edits.
• Create a shell listing before printing packaging.
• Set up a basic website with product images & descriptions.

6️⃣ Common Myths

• Does not guarantee full control over listings.
• Does not gatekeep—others can sell your product if obtained legally.
• Not optional for serious sellers—lack of protection can lead to hijacking.

Final Thoughts

Brand Registry is essential for any seller serious about scaling on Amazon. It provides powerful tools to protect your brand, optimize ads, and increase sales. If you're selling on Amazon, this should be your first step.

🔗 Links mentioned in the episode:

· Amazon IP Accelerator

· USPTO Trademark Registration

Jeff Cohen has been a seller on Amazon, worked at a SAAS company (Seller Labs), and now works as an ad evangelist for Amazon Advertising. Robyn and Abe chatted with Jeff about exactly what he had learned and how his perspective on working at Amazon had changed.

Key Takeaways:

✅ Amazon prioritizes customer experience and long-term impact.
✅ Amazon Marketing Cloud (AMC) helps brands improve ad targeting & analytics.
✅ AI in advertising is constantly evolving—brands must stay adaptable.
✅ Upper-funnel marketing (TV ads, DSP, Sponsored Ads) can boost conversion rates.
✅ Career advice: Start as a seller, work with an agency, or join Amazon.
✅ Amazon’s work culture encourages big thinking, problem-solving, and innovation.

🔗 Resources & Links:
📖 Amazon Leadership Principles
📊 Amazon Marketing Cloud
🛍️ Amazon Sponsored Ads
📈 Amazon DSP
💼 Amazon Jobs

We also discuss what Jeff recommends for people looking to be the next generation of thought leaders in the Amazon space break into the space.

Abe Chomali and Robyn Johnson dive deep into the world of branded search strategies on Amazon. They break down the importance of both brand defense and conquesting (targeting competitor brands), sharing real-world examples and actionable tips to help businesses protect and grow their market share.

🚀 Key Topics Covered:

1. Brand Defense:

• Why it’s essential: Protect your brand from competitors targeting your name in search results.
• Tactics: Fill ad spots with your products to prevent others from outranking you, even if you're an established brand like Lego.
• Real-life example: A puzzle education company lost control of their own branded keywords due to neglect, allowing competitors to dominate their search results.

1. Conquesting:

• Definition: Targeting competitor branded searches to capture their customers.
• Example: Advertising a tastier cookie under the search term "Oreos" or competing against popular brands like iPhone cases.

1. Branded Search Campaign Strategies:

• Always separate branded campaigns from general keywords to avoid skewed performance data.
• Common mistakes: Mixing branded and non-branded keywords, which can either hide poor-performing keywords or artificially inflate campaign success.

1. Measuring Success:

• Track metrics like top-of-search impression share to ensure brand visibility.
• Use branded search data to analyze the impact of off-Amazon marketing efforts (e.g., TV appearances and influencer campaigns).

1. On-Page Defense:

• Fill product pages with ads for your own products to prevent competitor ads from stealing sales.
• "Filling the shelf": Ensure all variations and complementary products are visible to maximize cross-selling.

🎯 Key Takeaways:

• Branded search is non-negotiable, even for big brands like Lego. Ignoring it can result in lost sales and diminished brand authority.
• Separate branded and non-branded campaigns for clearer data and better budget allocation.
• Use branded search to defend against competitors and capitalize on external marketing efforts.

🔗 Links Mentioned in the Episode:

1. Search Engine Journal - https://www.searchenginejournal.com
2. Search Engine Land - https://www.searchengineland.com
3. Marketplace Blueprint - https://www.marketplaceblueprint.com