The Amazon Brand Registry is available to sellers who manufacture or sell their own branded products. The goal is to make it easier for sellers to manage their own brands and list their products on Amazon.co.uk and other Amazon marketplaces.
Amazon Brand Registry
The Amazon Brand Registry enables brands to:
- Influence their product detail information: As the registered brand owner, the information you submit to the product detail pages is displayed automatically, which then helps you to specify the correct titles, details, images and other attributes for your products.
- List products without UPCs or EANs: Registering your brand enables you to specify an alternative key attribute that you can use to list your products instead of a standard product ID (aka: barcode).
Note: Enrolling your brand in the Brand Registry does not prevent other sellers from selling your branded products.
The following sellers are potential candidates for the Amazon Brand Registry:
- Sole or exclusive distributors of a product for the European marketplace
- resellers and other individuals or companies who have the written authorization from the manufacturer to own a brand’s content on Amazon.
Limitations of the Amazon Brand Registry
The following products and categories are currently not eligible for the Amazon Brand Registry:
Books, Music, Videos and DVDs (BMVD)
Products in the Entertainment Collectibles and Sports Collectibles categories
Apply to the Amazon Brand Registry
To complete an application, you will need to provide the following:
- An image of your product packaging with branding visible on the packaging
- An image of a product with your branding visible on the product itself
- Link to an active website that displays your brand and or products
- If you are a distributor or reseller applying for brand ownership on Amazon, you will also need to upload an authorisation letter from the manufacturer.
How does it work
Once the brand is approved, they will only have to list with their unique identifier (model number, manufacturer part number, etc.).
This would then create a GCID for each item uploaded.
A GCID number is a number that Amazon gives to your product to show that it’s a product from your brand.
GCIDs vs. GTINs
GCIDs are Amazon specific and therefore completely different from GTINs. Global Trade Item Numbers (GTINs) are unique and universal identifiers used internationally to find product information across databases.