Selling products on the Amazon platform can be an excellent opportunity for e-commerce companies, but it can also be highly challenging for businesses. On the one hand, you can showcase your products to millions of consumers worldwide, but on the other hand, it is a marketplace where there are many unauthorized sellers, counterfeiters, and hijackers that can undermine your reputation and profits. Your brand must actively protect its presence on Amazon; otherwise, you risk losing control of your customers’ trust. However, there are ways to do this, and excellent tools that can be employed to help make the task manageable. Below is some advice to help you get started and ensure you take all necessary steps to protect your brand and its reputation.
Why Brand Protection Is Important
When shoppers purchase products on Amazon, they are buying into your brand and its promise. If your listings are hijacked, altered, or flooded with fake copies of your products, the consequences can go far beyond lost sales.
Common Problems Include:
Listing Hijacking: Unauthorized sellers jump on your listing, often selling counterfeit or grey-market versions of your product.
Price undercutting: Third-party resellers drive down your price, damaging your perceived value and making it hard to maintain margins.
Inaccurate listings: Competitors or resellers may alter your titles, images, or descriptions, resulting in confusion and negative reviews.
Counterfeits & Copycats: Imitators can quickly launch products that resemble yours, stealing your market share and damaging your reputation.
If any of this sounds familiar, you are not alone. You can read on to learn how to stop hijacked listings on Amazon.
Register On The Amazon Brand Registry
One of the most important steps you can take to protect your brand and its products is registering on the Amazon Brand Registry. It is a free program designed to assist companies in maintaining control over their intellectual property and product listings, and some of the benefits include:
- Enhance Reporting: Access to powerful tools that help identify and remove counterfeit products.
- Automated Protection: The Amazon algorithm will automatically scan listings for potential trademark violations.
- Listing Control: You can easily manage the product titles, images, and content on listings that carry your brand name.
You must have a registered and active trademark in the country you are selling, and proof of brand ownership to qualify.
Monitor Your Listings
You will also want to monitor your listings on Amazon regularly, as even with safeguards in place, you must still be vigilant. Things you should monitor include:
- Buy Box Ownership
- Pricing Changes
- Product Detail Edits
- Customer Reviews
It is possible to perform these actions manually, but to increase efficiency, it is better to automate the process using tools like Helium 10.
Act Against Infringement
When you come across companies and individuals selling counterfeit versions of your products, ensure you act quickly which can help send a strong message. You must verify the seller’s identity and send them a cease-and-desist letter. You must also report them through the brand registry and if needed escalate the matter.
Educate Your Customers
One of the best ways of protecting your brand and its products is by educating your customers and encouraging them to purchase from your official Amazon storefront. It is worth including “Sold by [Your Brand Name] and Fulfilled by Amazon” in your listing descriptions and including authenticity messages on your packaging or inserts. Use your social media channels and email marketing to direct customers to your verified listings. The more you can educate your customers, the less likely they are to be fooled by unauthorized sellers or counterfeit products.
Protecting your brand on Amazon is a continuous task that should be part of your ongoing strategy when selling on the Platform. Be vigilant and make regular checks, and you can help protect both yourself and your customers from unauthorised sellers and counterfeit products.