How can Amazon's business development avoid lightning?A practical guide to preventing product takedown and blocking!

The new product was removed from the shelves as soon as it went online. Has it stepped on any “hole”?
The painstakingly made listing was “whitewashed” by a fake in a blink of an eye. It's really unfortunate...
The explosives were maliciously complained about, sales plans for the peak season were all disrupted, and the losses were difficult to measure...

All of these issues are actually sending a signal: “Your brand needs protection!Abbottt, Premiere Creative’s creative director.
Today, Amazon's official lecture hall will talk to you about how to use Amazon brand protection tools to simultaneously launch a defensive layout for your products and brands, and take the lead in paving the way and protecting the wider region in the new year!

On the one hand, as China's cross-border e-commerce is facing a shift from a stage of rapid growth to a stage of high-quality development, regional competition is also gradually shifting from a model of scale expansion and price competition to brand competition centered on quality and differentiation. On the other hand, “brand going overseas” is becoming mainstream in the field of cross-border e-commerce, driving enterprises to seek greater development opportunities in the global region.

Therefore, in the process of business growth and expansion, if the important component of the brand — intellectual property — is not well protected and falls into a time-consuming and laborious “rights protection war”, the infringement is not only an intuitive loss of sales, but also hidden risks such as store reputation, account ratings, and consumer trust, which is not conducive to the sustainable and healthy development of cross-border business.

Amazon Brand Registry (Brand Registry) is a free service designed to provide sellers with a range of powerful tools to help them manage their brands and protect intellectual property rights. Brand registration is also the foundation for brand protection, and by providing proactive protection features, sellers can detect and address suspected infringement more quickly.

In order to protect sellers' brands and achieve results, tools related to Amazon brand protection will run throughout the entire life cycle of the brand to help brand sellers prevent irregularities such as infringement and counterfeit sales, and build a brand moat.

💡 In the early stages of brand building, sellers should plan and register their intellectual property rights as early as possible, especially with regard to trademarks, patents, and copyrights.

In order to help sellers clarify all aspects from brand registration to operation, Amazon Global Store has specially compiled an “Amazon Brand Operation Map” manual to help sellers efficiently promote brand building and scientifically avoid the risk of infringement through comprehensive guidance and brand tool suggestions!

The “Amazon Brand Operation Map” comprehensively sorts out all stages of operation ideas from brand registration, brand image, and brand growth to brand protection through 6 major dimensions, and provides 30+ brand tools according to functional positioning to help novice sellers scientifically and efficiently promote brand building. It is a “treasure chest” for brand sellers.

💡 Reminder: Only sellers who have completed brand registration can use the brand protection tool, so it is recommended that sellers start registering the brand after completing store registration and enjoy it as soon as possible!

Step 2: Activate a triple defense to protect brand safety
After completing brand registration with Amazon, your brand products will automatically receive a “Golden Bell Iron Cloth Shirt.” Sellers can help protect their rights by protecting their rights through a range of brands.

First line of protection: Amazon automatically protects
Through machine learning, Amazon automatically uses information provided by brands to implement predictive protection to try to identify and remove potentially bad product information before infringement occurs, effectively protecting brand names, logos (logos), restrictions on creating offers, and restrictions on creating ASINs.

Second level of protection: Transparency
The Transparency Transparency Program is a product tracking and authenticity verification service provided by Amazon to brands and consumers. It tracks every item to protect brands and consumers from fakes. In addition, it also provides an exclusive listing tag, a one-click review portal, and a customized after-sales marketing page to help increase traffic, conversion, and brand fan accumulation!
🔗 Usage path: Amazon Seller Central > Brand > Brand Protection

Third level of protection: Project Zero permission (*invitation only)
If a seller has submitted a potential infringement report using the Report Infringement Tool in the past 6 months, and the acceptance rate is at least 90%, the brand may also be authorized by Project Zero to self-remove counterfeit products without having to report to Amazon and wait for results.
🔗 Usage path: Amazon Seller Central > Brand > Brand Protection

Step 3: Respond to infringement and properly handle risks
If you're unlucky, Amazon also has a key defense card — the Report a Violation (Report a Violation) tool!Sellers who have been infringed can use this tool to notify Amazon of suspected intellectual property infringement and vigorously defend their rights.

🔍 When can I use “Report a violation”?
Owners or authorized agents of the Amazon Brand Registry can use this tool to submit reports when they discover that others are suspected of infringement. Amazon will base its judgment and processing on the information provided.
🔗 Usage path: Seller Central > Amazon Brand Registry > Protect > Report Violation

🌟 Amazon Brand Sellers: You must first complete the Amazon Brand Registry, which can be a brand rights owner (rights owner) or a brand authorized agent (Registered Agent).
🌟 Owning a trademark, copyright, or patent: The whistleblower must ensure that it has the corresponding intellectual property rights.

Note:
* If the trademark is still a TM mark, trademark infringement cannot be reported.
** Infringement cannot be reported even if the patent has expired.

Trademark/copyright/patent infringement are 3 common types of infringement for Amazon sellers. Let's first take a look at the differences between these 3 types of infringement:

🔺 Trademark infringement: Trademark infringement usually occurs when brand names are similar and logos are too similar. Note that if there is no registered trademark on the site where it is sold, potential infringement that has occurred on that site cannot be reported using Amazon's “Report Infringement” tool.
🔺 Copyright infringement: Copyright infringement is mostly found in the unauthorized use of detail page content (images, titles, text). Examples: Copying someone else's product detail page images or text; using unauthorized background music in videos, etc.
🔺 Patent infringement: Popular products can easily be imitated, but if these products have patents, whether design or technical details, they will face serious consequences once they are sued.

🔍 A typical case of “trademark infringement”:
Boss Wang sold the pet products brand “Pet Buddies” in the US and achieved good sales. He decided to expand to the UK and continue using the trademark. I didn't expect to receive infringement complaints as soon as a few new products were put on the shelves because someone had registered a similar trademark in the UK. Boss Wang only registered his trademark in the US. As a result, the British website had no trademark protection, and was then found to be infringing.

*The above case is an illustration only, not a real case

Mainly used to explain why you are the right owner of the trademark, copyright, or patent, and why others have infringed you

💡 Reminder: Please use the correct account role. Depending on the role of the Brand Registry account, the rights to use the “Report a Violation” tool also differ. Please refer to the following image:

When selling on Amazon, it is each seller's responsibility to ensure that the intellectual property rights of the brand or other rights holder are not infringed. Sellers must not only protect their brands, but also avoid infringing on others' intellectual property rights.

To reduce the risk of infringement and prevent them from unwittingly infringing the intellectual property rights of others, Amazon suggests that sellers can use the following checklist to conduct regular self-checks so that issues can be detected and corrected in advance.

If you accidentally receive an infringement notice, there is no need to panic and blindly file a complaint; instead, first correctly determine what type of infringement you have experienced. Because the requirements for each type of infringement are different, incorrect handling may cause the appeal to fail. Generally, Amazon will provide relevant information in the infringement notification email to help sellers identify the type of infringement.

Common infringement notices include the following 4 important pieces of information —
• Intellectual property owner information: copyright owner name and contact information/trademark number/patent number
• Appeals link
• The infringing ASIN and name
• Intellectual Property Type & Complaint ID

If you believe there is no infringement, or if you have sufficient evidence that you are using it lawfully, you can appeal through Amazon's Intellectual Property Complaint Process.

🔗 Appeal path: Amazon Seller Central - Performance - Account Status - Policy Compliance

Currently, many sellers are rushing to expand their business in the new year to gain a head start in the region. At this point, if sales are suspended or products removed due to infringement violations, it will not only affect sales volume, but may also damage the store's reputation and increase unnecessary trouble. Therefore, sellers must start the “brand protection” mode in a timely manner to steadily open up a good game!