AMAZON / BRAND PROTECTION
Amazon brand protection: Brand Registry, other sellers on your listing and counterfeit reports.
Brand protection on Amazon is the set of tools a trademark owner uses to control its listings and report infringing offers.
WHAT THIS TOPIC COVERS
Brand Registry comes first, and the other protection tools build on it.
With a trademark from an office Amazon accepts, a brand can enrol in Brand Registry. Enrolment gives more control over listing content, the Report a Violation tool, A+ content and Brand Analytics and, for eligible brands, Transparency and Project Zero.
- Brand Registry enrolment and the trademark it needs
- Resellers, hijacked listings and counterfeit offers
- The evidence Amazon expects with each report
- Cases that move from Amazon's tools to an IP lawyer
FREQUENTLY ASKED
Brand protection questions.
Can I remove another seller from my Amazon listing?
Only if the offer breaks a rule. A seller offering genuine product on the same listing is usually allowed, while counterfeit goods, a different product or unauthorised use of the trademark can be reported through Brand Registry. Amazon expects each report to be accurate and supported with evidence.
What is Amazon Transparency?
Transparency is an Amazon programme that gives each unit of an enrolled product a unique code. Amazon checks the code before any unit of that product ships, whichever seller offers it, and buyers can scan it to verify the unit. It adds a labelling step to production, so it fits products with a real counterfeit problem.
What is Amazon Project Zero?
Project Zero is an Amazon programme that lets eligible brands remove listings they identify as counterfeit directly, without waiting for a report review. Amazon sets the eligibility criteria, which include Brand Registry and a history of accurate reports. Brands outside the programme report counterfeits through the standard Brand Registry tools.
Which brand cases need a lawyer instead of Amazon's tools?
Registering or defending the trademark, disputes over who owns a right and any legal action belong with an IP agent or lawyer. Amazon's tools handle the listing: an infringing offer, counterfeit units or content another seller changed. Deciding which side a case falls on comes before filing anything.
GUIDES
Guides on Amazon brand protection.
Protecting the brand on Amazon
Other sellers on your listing, Transparency, Project Zero and legal cases are covered above. For a case to handle now, see Amazon operations.
RELATED TOPICS
Topics next to brand protection.
Account health & compliance
IP and authenticity complaints, from the side of the seller who receives them.
Listings & content
The titles, images and A+ content that Brand Registry lets a brand control.
NEXT STEP
Another seller on your listing, or a report to file?
Documenting the offer, filing the report, following up with Amazon and restoring listing content are drawn from a prepaid bag of hours. If you first need to decide what is worth reporting, an hourly consulting session is the place.
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