Chapter 17

Building Your Own Brand (or Not)


check Recognizing the benefits of branding

check Building a brand from the ground up

check Protecting your brand via trademarking

check Creating a brand around private label products

Amazon offers brand owners the option of joining the Amazon Brand Registry and listing their own branded products. As a member of the Brand Registry, you have control over the listings for your branded products; the listings you post and any updates you make to them are what shoppers see when they view your products. If other sellers on Amazon list your branded products, your product description and images are what shoppers see.

Brand Registry also unlocks benefits and tools available exclusively to Registry members, including Seller Central’s Brand Dashboard, Sponsored Brands, A+ Content (see Chapter 11), a branded Amazon Store (Chapter 14), and tools for protecting your brand against unauthorized or improper use.

To join Amazon’s Brand Registry, you need to be a brand owner. In this chapter, we present the pros and cons of creating a brand and adding it to Amazon’s ...

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