After receiving the trademark receipt, the seller can start brand filing. The specific steps are as follows:
1. Apply for brand whitelist
During the daily listing operation, many sellers will encounter “Error!”, which makes the sellers at a loss.
Don’t panic, this is actually Amazon’s new requirement for listing. Only brands that have been successfully filed on the platform can publish related brand ASINs. So, for sellers who are preparing to register brands, how can they list products without registered brands? We can do this by adding them to the brand whitelist.
When we receive the “Error!” notification, open the CASE to provide Amazon with the brand name and 3 product and packaging pictures with logos (front, back, and packaging), and wait for Amazon to review.
2. GTIN exemption permission
As we all know, when sellers upload products, Amazon will require sellers to provide the product’s UPC code, which is similar to the product’s ID. Without UPC, the seller will not be able to successfully upload the product. For brand sellers. On the Amazon platform, you can still complete the listing of products without UPC. This is Amazon’s GTIN exemption authority. So how to operate it?
First, we enter the “GTIN exemption” operation page in the store backend, select “Exemption Category” and fill in the brand name, and then click Submit.
Secondly, Amazon will prompt the brand exemption category status and require detailed information to be submitted for further review.
Finally, fill in the title of the target product and provide a picture of the product with a logo. The submitted information is consistent with the requirements when applying for the brand whitelist.
The CTIN exemption time is also very fast, and generally you can receive an official reply from Amazon in ~2 hours.
After the successful exemption, the seller can continue to complete the listing of the target brand product.
3. Brand filing process
Let’s take the US site as an example. First, we open Amazon’s “Brand Registration” page and click “Get Started” to register a brand account.
Secondly, on the “Brand Account” registration page, fill in the applicant information truthfully, including the legal person’s information, address, company name, etc.
Next, after the account is successfully created, click “Register New Brand” to enter the registration page. The Amazon platform will have a prompt for information application. The part in the box in the figure requires the provision of product links for the brand ASIN on Amazon. This is why we have to put a brand product on the shelves in advance. At this time, select “Register Your Brand”, and then we enter the “Brand Information” filling page and enter the brand’s relevant information as required, including brand name, trademark office, registration number and product pictures, etc. The official website link or other e-commerce website link is an optional item and can be left blank.
After clicking “Next”, enter the “Sales Account” information, including the seller type, trademark classification and ASIN link. The ASIN link here is optional, but it will be provided on the page when we operate.
Finally, select the target market for the distributor on the “Distribution Information” page. For other distribution information, select “No” first, and then proceed to the “Distribution Management” page.
After submission, the Amazon platform will generally send a confirmation code within 3 days. After receiving the confirmation code, the seller can submit it to the Amazon platform for review. At this point, the brand registration is completed. Here I would like to add that the first two steps of “joining the whitelist” and “GTIN exemption” can be done in advance, because they will also be used when registering a trademark.