Can you Sell Private Label on Amazon without Brand Registry?


When you decide to sell a private label product, it is an inevitable step to set up an online business. From here, you will have to go through many thought processes and make big decisions on where you would like to start selling your products. 

Whether you feel more inclined to sell products on a provider such as Amazon or would prefer to do it on your own terms through your own website, both have pros and cons. In this article, we will run you through the various ways you can register your brand to sell private label products on Amazon and why this may benefit private label brands in the long run. 

Can you Sell Private Label on Amazon without Brand Registry

What is a private label brand? 

A private label product is a product sold by retailers that a third party manufacturer made. Private labels are becoming increasingly popular due to the large profit margins you can make and the ability to upscale your brand with little cost. 

Why should a private label brand owner register their brand on Amazon? 

A registered brand is often more likely to succeed in crowded industries, especially online. Of course, you can sell products online without registering your brand, but there are a few risks involved in doing this, as your brand won't have complete protection. 

To give you a thorough understanding of the risks of not completing an Amazon brand registry application, we have put together a list of the risks preventions that will be put in place from having a registered trademark and registering your brand under Amazon. It would be good to keep these in mind when deciding where you would like to sell your products online.

Reduce the risks of competition selling counterfeit

Without an Amazon brand registry, you risk competitor companies selling the same products as yourself, thus affecting your own sales. In addition, counterfeit sellers often find low-cost manufacturers selling similar products to yours and then create a version of your product that includes similar branding, packaging, and product ingredients at a reduced price.

Prevent having your product listings hijacked

On Amazon, hijacking occurs when another seller claims that they are selling the same product as you are. They can then add their knock off products to your list, showing any consumers that there are multiple sellers of the product they want to purchase. 

This will affect your business, as the competitor will often be selling a less effective, cheap version of your product. Customers who purchase this version won't receive the correct version of your branded products. 

Protect your product listing titles and details from Amazon sellers 

As a seller, your brand's products will be one of your main priorities. This includes the details and listings your customers will find on Amazon when browsing product categories. To stand out from generic products, you will need a unique brand name and product listing that represents your products in the best way. 

However, when you aren't registered on Amazon, any other Amazon seller can alter your product listings and attach images and further details that you won't want on your page. 

Can you Sell Private Label on Amazon without Brand Registry

Brand protection 

With the Amazon brand registry program, you will have protective measures that will prevent other sellers from making unauthorised and inaccurate changes to your product listings while enabling you to report any violations. You will also gain access to monetization tools that keep up to date with IP infringement claims, further protecting your brand's identity from other brands. 

How to do Amazon brand registry

While the above points sound exciting and likely motivate you to start a brand registry, you may wonder how to begin this process. Below, we will take you through the ways that you can begin brand registration;

Complete a trademark registration

In Australia, Amazon requires you to have completed an official trademark registration through World Intellectual Property Organization before starting the amazon brand registry program. American sellers will be required to apply for a trademark at the United States Patent and Trademark office.

Once you have done this, you will need to keep your trademark number at hand, ready to be used in the Amazon brand registry process. 

Create a brand registry account 

If you are the trade owner of your brand, you will need to enrol your brand into the Amazon brand registry program. Make sure your branding meets the requirements, and use the existing seller credentials if you already have an account to ensure you receive seller support. If you are a new seller, you can also create an account at this stage. 

Enrol your brand 

When officially enrolling your brand, you will need to have your trademark registration information, trademark number, and the product categories under which your brand will be listed to complete the application process. 

Once Amazon has authorised you as the rights owner through their approval process, you will gain access to a seller account complete with all the benefits and features gained when you sell on Amazon. 

What happens if I don't file a brand registry application? 

You can still sell products on Amazon if you haven't registered your brand, but it is crucial to keep in mind the risks to which you are leaving yourself open. For unbranded products, you will need to list them in the generic products category. 

This is a popular category for private label brand's to study, as you can often find manufacturers and suppliers. But, a brand should find a niche market that is in high demand and stick to a category that customers will search for when looking for a specific product. 

The only real positive of selling products without a brand registry is that you can wiggle your way out of paying for an official government trademark registration. But, again, this comes with many risks that you will need to consider outside of selling online. 

Can you Sell Private Label on Amazon without Brand Registry

Final thoughts

When assessing the above points, it becomes clear that many risks are involved in selling on amazon without a brand registry. While it is possible to list your products on Amazon without an official brand registry, you will make it easier for other sellers on the amazon store to edit your information and manipulate your branding. 

Keeping these risks in mind, it is enough to motivate you to register your brand. But, another persuading factor is that Amazon's registration is such a quick process that involves only a few easy-to-follow basic steps, meaning you really wouldn't have to go through much trouble to ensure your brand is safe and that you will remain competitive throughout dramatic price drops and any other factors that may stunt your progress. 

Frequently Asked Questions

Can I list my product on Amazon without a brand registry?

You can list products on Amazon without a brand registry, but you will be making yourself a target of many risk factors that could easily be prevented by registering your brand. These risks include other sellers creating counterfeit versions of your products, something no business owner wants!

Does Amazon Need a brand registry?

In 2017 it was made a requirement for brands to have a registered trademark to make the brand eligible for the Amazon brand registry. This ensures that only authorised business owners are able to gain the benefits from the Amazon brand registry program. 

How much does the Amazon brand registry cost?

There is no cost involved in the Amazon brand registry. However, you will need to pay for a trademark registration prior to amazon's brand registry process. This will vary in price depending on your location and will have different clauses that you will need to take care of when agreeing to.