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Finally understood!Explain in detail the roles and benefits of the Amazon brand after brand registration, and how to authorize the brand
July 7, 2023
What benefits do brand owners get?How do I become a brand owner?
How to authorize a brand?How many accounts can I authorize?
I'm the brand owner and don't have selling rights, what do I do?
Completing the Brand Registry (Brand Registry) is only the first step in brand building. To enjoy brand tools, you also need to say goodbye to “confusion of rights and interests” and “make the most of” brand rights!
First, you need to own a brand, register a trademark locally (either the TM mark that is being registered for review or the R mark that has been registered), and successfully complete the Amazon Brand Registry (Brand Registry) for your brand through self-registration , that is, the brand owner.
As a brand owner, you have two benefits:
● Account management rights and permission to use brand protection tools: Related to the roles owned by the brand registration account.
● Selling rights: Generally speaking, brand owners can automatically own this right. If you are a brand owner and find that your account is unable to use this benefit, you can complete the self-service activation by referring to “3 ways to activate seller account selling benefits (permission to use brand tools)” below.
● Account management rights and permission to use brand protection tools: Related to the roles owned by the brand registration account.
● Selling rights: Generally speaking, brand owners can automatically own this right. If you are a brand owner and find that your account is unable to use this benefit, you can complete the self-service activation by referring to “3 ways to activate seller account selling benefits (permission to use brand tools)” below.
When you can access the Brand Registry account, your same account can have one or two of the following three roles, which will determine the account management rights and protection tools that your Brand Registry account has:
If you are an applicant for brand registration, submit a trademark and successfully complete brand registration, your Brand Registry account will automatically become a “rights owner+administrator”. As an administrator, you have account management rights, and you can add other users and assign them 1-2 account roles. Only administrators have permission to assign account roles to other users.
Note:
It is recommended that brand owners only assign “rights owner” and “administrator” roles to people within the brand when using administrator rights. Third parties other than the brand (such as dealers, etc.) should assign the “registered agent” role.
The rights holder and registered agent roles are incompatible, and the same account under the same brand cannot have these two roles at the same time. For example, an administrator wants to assign 2 account roles to user A, and can choose to assign “Administrator+Rights Owner” but not “Rights Owner+Registered Agent”.
As a result, the following 4 situations will occur for characters owned by the same brand registration account:
You can use the table below to intuitively understand the differences in the benefits of different brand registration account identities:
For eligibility requirements for Project Zero, please copy the following link to your browser to view details:
https://brandservices.amazon.com/projectzero
https://brandservices.amazon.com/projectzero
After understanding the roles and benefits of the brand registration account, how to complete the role assignment? Here's a hands-on guide to the practical steps!
When you need to assign Brand Registry account roles, you can copy the following link to your browser and go to the Amazon Brand Registry backend to complete the process: https://brandservices.amazon.com/
Method 1. The administrator adds users and assigns roles
You must add a user account to your brand before you can assign a role to that user.
Step 1: Log in to the Amazon Brand Registry backend
Users with administrator rights must first log in to the brand registration account and click “Settings > User Permissions > Invite Users to Join Your Brand”.
Step 2: Assigning Roles
Enter the required information, check the roles you want to assign, and click “Send Invitation”. You can add as many user accounts to your brand as needed.
Note that you'll need to provide the following information:
● Brand registration account email
● Brand name
● One or more roles you want to assign to this user account
Step 3: User accepts the invitation
Once the invitation is sent, that user will receive an email inviting them to join your brand.
Note: Before you send an invitation, make sure the invited user has created a Brand Registry account and accepted the terms. Users who already have an Amazon seller account can use the same user information to create a Brand Registry account.
Method 2. The user issues an association request and the administrator processes it
Users can also actively make requests to associate with your brand. After users voluntarily send requests, administrators need to log in to the Brand Registry account and click “Settings > User Permissions > Requests” to view, accept, or decline these requests.
The admin account can modify user rights or remove users for the brand of your choice through the “Manage Existing Users” feature.
Step 1 Record the Amazon Brand Registry backend
The administrator logs in to the Brand Registry backend and click “Settings > User Permissions”. On this page, you can view all users associated with your brand.
Step 2 Manage existing users
Find the user account for the role you want to assign and click “Manage”.
Step 3 Modify Permissions or Remove Roles
Check or uncheck the check box in the “Brand” line to add, modify, or remove roles for this user.
Tip: If you or your user is no longer associated with the brand, remove you or that user from the brand to avoid potential issues in the future.
If your current brand manager has left the company or is no longer associated with your brand, you can choose the appropriate method to update the administrator information according to the following circumstances:
Situation 1 If there are still other administrators
If your brand account still has an administrator who can perform their duties, contact them and request access.
Situation 2 If there are currently no other administrators
If your brand account does not have another administrator who can perform their duties, you can use the “Contact Us” feature on the Amazon Brand Registry website to contact Amazon to help resolve the issue and provide Amazon with the following information:
● Brand name
● Email from the current administrator (who is inactive or belongs to someone who has left the company)
● Account email for the new administrator you want to add
● Email from the current administrator (who is inactive or belongs to someone who has left the company)
● Account email for the new administrator you want to add
Note: Before submitting information, make sure the account being added has created a Brand Registry account and accepted the corresponding terms.
Copy the following link to your browser to use the “Contact Us” feature:
https://brandregistry.amazon.com/cu/contact-us
https://brandregistry.amazon.com/cu/contact-us
Knock on the blackboard!The above three account roles only relate to account management rights and access to brand protection tools!If you need to activate selling benefits, please see below.
Generally speaking, if you use your Amazon seller account to log in to the brand registration backend during the Amazon brand registration process, that is, you can automatically obtain sales benefits, that is, you have permission to use brand building and sales tools such as Amazon Brand Analysis, Brand Flagship Store, A+ Page, and Vine Program. You can check the relevant tool categories in the table below:
*Not all sellers can use all of the above benefits; some benefits have additional eligibility requirements
In other words, if you are a brand owner, your account will usually automatically receive selling benefits after successfully completing Amazon Brand Registry.
You can check your existing benefits by logging into Amazon Seller Central and clicking “Brand > Build Your Brand > View Brand Benefit Eligibility” in the menu bar.
If you're a brand owner and find that your account doesn't have permission to use one or more sales tools, you can manually open it using the following 3 methods.
If you wish to open a seller account for selling benefits, as an administrator in the Amazon Brand Registry backend, you can choose to self-activate selling benefits without applying to Amazon.
Step 1 Log in to the Amazon Brand Registry backend
Please note that you will need to log in to the Amazon Brand Registry backend with the corresponding seller account to grant the appropriate permissions for that Amazon seller account.
Step 2 Check if you have administrator rights
In the upper right corner of the Brand Registry dashboard, click “Settings > User Permissions” to view the roles your seller account has.
Step 3 Self-add benefits
After confirming that you have the administrator role, click “Manage > Get Sales Benefits > Add Sales Account > Select the corresponding sales account and brand” in the menu bar to add it.
Alternatively, you can click on the quick link on the right side of the Brand Registration Back Office homepage to go directly to the “Get Sales Benefits” management page.
The Brand Self-Service Identification (Brand Self-Service Identification, BSSI for short) function can facilitate brand management and monitoring of users who can access the brand and their sales rights.
If you have obtained at least one brand owner and can use selling rights for that brand, but have not received sales benefits from other brands, you can apply for selling benefits for other brands by following these steps.
Step 1 Log in to the Brand Control Panel
Log in to Amazon Seller Central and click “Brand > Build Your Brand” in the menu bar.
Step 2 Click “Check Brand Rights Eligibility”
Step 3 Click “Confirm as Brand Owner”
Once you've submitted your application, accounts with the Brand Manager role will receive an email notification to process your application.
If you are a brand owner and are still unable to use your selling benefits after trying the self-service solutions above, please contact Brand Support to handle it for you.
Step 1 Log in to the Amazon Brand Registry backend
Log in to the Amazon Brand Registry homepage and click “Support > Contact Brand Support > Update Your Brand Information > Fix Issues Related to User Roles”.
Step 2 Submit the request and wait for the review results
Submit information in the “Please describe your issue” box, clearly stating which brand you would like to apply for permission to open the Brand Builder Tool for, then submit the request and wait for further review by Amazon.
Submission of information rhetoric references:
We are brand owner of [Brand name]. We would like access to the specific selling feature (list specific tool names, such as Amazon Brand Analysis/ABA, Vine and xxx).
So what should sellers do when actually authorizing a brand?Don't worry, Xiaobian has compiled the following cases for you to bring you “contextual substitution”. The practice is not confusing!
Q.
I am the trademark owner, have a store on Amazon, and have completed the Amazon Brand Registry. If I want to authorize a reseller to link to my brand, how should I do it?
A.
First, your reseller needs to register a store on Amazon and get a store account.
Next, resellers need to go to the Amazon Brand Registry back office and use their Amazon Seller Central account and password to activate and open an Amazon Brand Registry account.
You can then go to the Amazon Brand Registry backend and use your administrator privileges to add the reseller's Brand Registry account to your brand's account and assign account roles to it.
After a few steps above, your dealer is connected to the brand.
Next, resellers need to go to the Amazon Brand Registry back office and use their Amazon Seller Central account and password to activate and open an Amazon Brand Registry account.
You can then go to the Amazon Brand Registry backend and use your administrator privileges to add the reseller's Brand Registry account to your brand's account and assign account roles to it.
After a few steps above, your dealer is connected to the brand.
Q.
I own a brand and want to set up a store on Amazon, but I don't want to directly participate in daily store operations. I want to find a proxy operation team to manage my brand. How can I authorize the proxy operation team?
A.
First, you'll need to successfully complete the Amazon Brand Registry (Brand Registry).
Your agency operations team will then need to go to the Amazon Brand Registry back office and use your personal email account or Amazon Seller Central account to activate and open an Amazon Brand Registry account.
Next, you can log in to the Amazon Brand Registry backend, add the brand registration account email address of your agency operation team to the brand registry account, and assign account roles to complete the authorization to operate on behalf of the brand!
Your agency operations team will then need to go to the Amazon Brand Registry back office and use your personal email account or Amazon Seller Central account to activate and open an Amazon Brand Registry account.
Next, you can log in to the Amazon Brand Registry backend, add the brand registration account email address of your agency operation team to the brand registry account, and assign account roles to complete the authorization to operate on behalf of the brand!
Special reminder: The initial brand registration must be completed by the brand owner himself. Please do not let your proxy operation team register the brand to avoid disputes or losses when changing the proxy operation team later.
Q.
What if I have completed the Amazon Brand Registry as a brand owner and have an administrator role in the Brand Registry account but don't have access to multiple brand tools (i.e. selling benefits)?
A.
You can complete the permission activation yourself by referring to “Method 1: Admin Self-Activation” in the “3 Ways to Activate Seller Account Selling Benefits (Access to Brand Tools)” section above.
Click on the video below to learn more about brand registration role management and sales benefits, and learn more about the steps.
New Seller Onboarding Guide Video
Before entering Amazon, please read the registration guide video, prepare relevant registration materials in advance, understand the specific registration process, and help you start a store smoothly!
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