🚀 Brand Building 103: Grow & Protect Your Brand on Amazon
Hi Sellers!
Welcome to Week 3 of our How to sell series leading up to our end-of-month Ask Amazon LIVE event! If you missed the earlier weeks, catch up on the full series announcement here: 🎓 Ask Amazon Monthly Series: How to Sell on Amazon 100 - July 29th
This week, we're diving into one of the most impactful steps you can take as a seller: building and protecting your brand on Amazon. Whether you're just getting started with Brand Registry or looking to level up your A+ Content and Brand Store, this guide has you covered.
For this event, we welcome back some of our experienced sellers to provide you with real, actionable insights. Meet our experienced sellers:
My name is Brad, and I'm a Managing Partner at @Seller_0EiTWTPC4Lbig with 18+ years of Amazon selling experience. We specialize in launching and scaling brands on Amazon, specifically working with Brand Registry to take advantage of the brand protection and added benefits. We have enrolled many brands over the years and look forward to sharing insights from a seller perspective to help with your brand journey!
Seller @Seller_NAQxAF9DhFEwN “Hi, I'm Dr. Susan Claiborne —an Amazon seller, entrepreneur, and former business professor with a passion for e-commerce and helping others succeed. As the founder of a small women-owned business I use both wholesale, authorized seller, and private label strategies to sell wellness, beauty, and household products. I enjoy sharing practical tips, lessons learned, and encouragement with new sellers as they navigate Amazon. I believe there's always something new to learn, and I'm happy to help others grow as we all travel this journey.
Why Brand Registry Matters
Amazon Brand Registry gives you access to tools that help you accurately represent your brand, find and report potential infringement, and unlock features that can directly grow your business. Here's what you gain:
- Greater control over your product detail pages
- Powerful search and report tools to identify potential IP violations
- Proactive brand protections that work behind the scenes to remove bad listings
- Access to A+ Content, Brand Stores, Sponsored Brands, Amazon Vine, and more
To enroll, you'll need a registered or pending trademark. Not there yet? Amazon IP Accelerator can help speed up the process.
📚 Seller University — Get Started with Brand Registry:
- Benefits of enrolling in Amazon Brand Registry
- Prepare to enroll in Amazon Brand Registry
- Amazon Brand Registry application guide
- Enroll your brand in Amazon Brand Registry
Stand Out with A+ Content & Brand Stores
Once enrolled, you can transform your product pages. A+ Content lets you add rich images, comparison charts, and brand storytelling directly to your listings
Your Brand Store is your own multi-page shopping destination on Amazon. Think of it as your storefront — a place to showcase your full catalog, tell your brand story, and drive traffic from ads and social media.
📚 Seller University — A+ Content & Stores:
- Intro to A+ Content
- Best practices for creating A+ Content
- Add A+ Content to your listings
- How to set up your Brand Store on Amazon
- How to improve your Brand Store design
- Amazon Stores
Protect Your Brand & Intellectual Property
Counterfeits and unauthorized use of your trademarks can erode customer trust. Amazon offers several layers of protection:
- Report a Violation — Search for and report suspected IP infringement directly through Brand Registry
- Project Zero — Self-service counterfeit removal with automated protections
- Transparency — Item-level authentication codes to prevent counterfeits from reaching customers
📚 Seller University — Brand Protection:
Bonus: Build Trust with Amazon Vine
Looking to launch new products with confidence? Amazon Vine connects your products with trusted reviewers who provide authentic, unbiased feedback — helping build customer trust from day one.
📚 Drive traffic with Amazon Vine customer reviews
💬 LET'S TALK — Your Brand Story Matters!
- Are you enrolled in Brand Registry? What benefit has made the biggest difference for your business?
- Have you created A+ Content or a Brand Store? Share a tip that worked for you!
- What's your biggest challenge when it comes to protecting your brand on Amazon?
Your experiences help other sellers in this community — and your questions will help shape our upcoming Ask Amazon LIVE event at the end of this month. Bring your brand-building questions and we'll get answers directly from the team!
See you in the Comments 👇
🚀 Brand Building 103: Grow & Protect Your Brand on Amazon
Hi Sellers!
Welcome to Week 3 of our How to sell series leading up to our end-of-month Ask Amazon LIVE event! If you missed the earlier weeks, catch up on the full series announcement here: 🎓 Ask Amazon Monthly Series: How to Sell on Amazon 100 - July 29th
This week, we're diving into one of the most impactful steps you can take as a seller: building and protecting your brand on Amazon. Whether you're just getting started with Brand Registry or looking to level up your A+ Content and Brand Store, this guide has you covered.
For this event, we welcome back some of our experienced sellers to provide you with real, actionable insights. Meet our experienced sellers:
My name is Brad, and I'm a Managing Partner at @Seller_0EiTWTPC4Lbig with 18+ years of Amazon selling experience. We specialize in launching and scaling brands on Amazon, specifically working with Brand Registry to take advantage of the brand protection and added benefits. We have enrolled many brands over the years and look forward to sharing insights from a seller perspective to help with your brand journey!
Seller @Seller_NAQxAF9DhFEwN “Hi, I'm Dr. Susan Claiborne —an Amazon seller, entrepreneur, and former business professor with a passion for e-commerce and helping others succeed. As the founder of a small women-owned business I use both wholesale, authorized seller, and private label strategies to sell wellness, beauty, and household products. I enjoy sharing practical tips, lessons learned, and encouragement with new sellers as they navigate Amazon. I believe there's always something new to learn, and I'm happy to help others grow as we all travel this journey.
Why Brand Registry Matters
Amazon Brand Registry gives you access to tools that help you accurately represent your brand, find and report potential infringement, and unlock features that can directly grow your business. Here's what you gain:
- Greater control over your product detail pages
- Powerful search and report tools to identify potential IP violations
- Proactive brand protections that work behind the scenes to remove bad listings
- Access to A+ Content, Brand Stores, Sponsored Brands, Amazon Vine, and more
To enroll, you'll need a registered or pending trademark. Not there yet? Amazon IP Accelerator can help speed up the process.
📚 Seller University — Get Started with Brand Registry:
- Benefits of enrolling in Amazon Brand Registry
- Prepare to enroll in Amazon Brand Registry
- Amazon Brand Registry application guide
- Enroll your brand in Amazon Brand Registry
Stand Out with A+ Content & Brand Stores
Once enrolled, you can transform your product pages. A+ Content lets you add rich images, comparison charts, and brand storytelling directly to your listings
Your Brand Store is your own multi-page shopping destination on Amazon. Think of it as your storefront — a place to showcase your full catalog, tell your brand story, and drive traffic from ads and social media.
📚 Seller University — A+ Content & Stores:
- Intro to A+ Content
- Best practices for creating A+ Content
- Add A+ Content to your listings
- How to set up your Brand Store on Amazon
- How to improve your Brand Store design
- Amazon Stores
Protect Your Brand & Intellectual Property
Counterfeits and unauthorized use of your trademarks can erode customer trust. Amazon offers several layers of protection:
- Report a Violation — Search for and report suspected IP infringement directly through Brand Registry
- Project Zero — Self-service counterfeit removal with automated protections
- Transparency — Item-level authentication codes to prevent counterfeits from reaching customers
📚 Seller University — Brand Protection:
Bonus: Build Trust with Amazon Vine
Looking to launch new products with confidence? Amazon Vine connects your products with trusted reviewers who provide authentic, unbiased feedback — helping build customer trust from day one.
📚 Drive traffic with Amazon Vine customer reviews
💬 LET'S TALK — Your Brand Story Matters!
- Are you enrolled in Brand Registry? What benefit has made the biggest difference for your business?
- Have you created A+ Content or a Brand Store? Share a tip that worked for you!
- What's your biggest challenge when it comes to protecting your brand on Amazon?
Your experiences help other sellers in this community — and your questions will help shape our upcoming Ask Amazon LIVE event at the end of this month. Bring your brand-building questions and we'll get answers directly from the team!
See you in the Comments 👇
Seller_0EiTWTPC4Lbig
This is a great question. And there are so many different answers. In my past I have used existing words, combinations of words, latin or italian words (or combos) as well as AI now to help.
For CaptVita as an example, the name is intentionally derived from the Latin roots:
Capt- → from capto, captare, or captus, meaning to capture, seize, obtain, or win over.
Vita → means life.
CaptVita therfore was inspired by the Latin roots for "capture" and "life," representing our mission to help people capture more from life through better products.
Another example is a supplement company we started. Liphorm is a name built with intention. "Liph" represents life, while the "Ph" evokes pharmaceutical-quality science and research. "Form" reflects the body's healthiest state. Together, Liphorm embodies our mission: helping people achieve a better life through evidence-based wellness.
Moving past the examples, we think about it like this generally, in this order:
1. URL: make sure you can get a good .com (not .net, .co, .whatever). This IMHO is really critical to build awareness and credibility for your company/brand/product(s). And each day it gets harder. But having a good and concise .com helps tremendously. I skip great names all the time if I cannot get the web address locked in.
2. TRADEMARK: Before you become attached to a name, make sure it can actually be protected. Search the USPTO database, look for similar trademarks in your product category, and think about where you may sell in the future. A brand is one of your company's most valuable assets, so owning the name is just as important as liking it.
3. MEMORABLE: Your brand should be easy to remember, easy to pronounce, and easy to spell after hearing it once. If customers constantly ask how to spell it or pronounce it, you've created friction. This is also where your logo comes into play. Your name and logo should work together to create something distinctive and instantly recognizable. Sometimes the logo is inspired by the name, and sometimes the logo helps give the name meaning, but together they should build a memorable identity.
4. ROOM TO GROW: Don't choose a name that limits your future. If we had named CaptVita after a single product category, expanding into other markets would have been much harder. Think about where you want your business to be in five or ten years, not just what you're selling today.
5. STORY: The best brands have a purpose behind the name. Customers may never know the full story, but your team will, and that story becomes part of your company's identity. It also makes your marketing feel far more authentic.
6. AI: AI has become one of my favorite brainstorming tools. We routinely generate hundreds of ideas, combine different languages and word roots, explore meanings, and test variations in minutes instead of days. It doesn't replace creativity, it dramatically speeds up the process.
One final thought: Don't overthink the name to the point that it delays building the business. The name matters, but what it comes to represent matters far more. Your products, customer experience, and reputation are what give a brand its meaning. In the end, customers aren't buying a word—they're buying the trust, quality, and value that word has come to represent.
10 replies
Seller_0EiTWTPC4Lbig
Hey all, as mentioned, we are here to help.
We have a lot of knowledge and expertise on this topic and can hopefully fill in the gaps. Shoot any difficult or frustrating issue over, and we will do our best to help!
Kris_Amazon
Hi Brad (@Seller_0EiTWTPC4Lbig),
Thanks so much for your willingness to share your expertise with us, here on the Forums. One of the hardest steps, in my opinion, is finding the right brand name for your business/product. What advice do you have for people just starting out, who know what they want to sell or create, but need a brand name in order to begin Brand Registry and register the IP/trademark? There are so many wonderful and creative brand names out there, but how does someone starting out, even start to think about their brand name, let alone choose one?
Appreciate any insight or tips you can share!
-Kris
Seller_0EiTWTPC4Lbig
This is a great question. And there are so many different answers. In my past I have used existing words, combinations of words, latin or italian words (or combos) as well as AI now to help.
For CaptVita as an example, the name is intentionally derived from the Latin roots:
Capt- → from capto, captare, or captus, meaning to capture, seize, obtain, or win over.
Vita → means life.
CaptVita therfore was inspired by the Latin roots for "capture" and "life," representing our mission to help people capture more from life through better products.
Another example is a supplement company we started. Liphorm is a name built with intention. "Liph" represents life, while the "Ph" evokes pharmaceutical-quality science and research. "Form" reflects the body's healthiest state. Together, Liphorm embodies our mission: helping people achieve a better life through evidence-based wellness.
Moving past the examples, we think about it like this generally, in this order:
1. URL: make sure you can get a good .com (not .net, .co, .whatever). This IMHO is really critical to build awareness and credibility for your company/brand/product(s). And each day it gets harder. But having a good and concise .com helps tremendously. I skip great names all the time if I cannot get the web address locked in.
2. TRADEMARK: Before you become attached to a name, make sure it can actually be protected. Search the USPTO database, look for similar trademarks in your product category, and think about where you may sell in the future. A brand is one of your company's most valuable assets, so owning the name is just as important as liking it.
3. MEMORABLE: Your brand should be easy to remember, easy to pronounce, and easy to spell after hearing it once. If customers constantly ask how to spell it or pronounce it, you've created friction. This is also where your logo comes into play. Your name and logo should work together to create something distinctive and instantly recognizable. Sometimes the logo is inspired by the name, and sometimes the logo helps give the name meaning, but together they should build a memorable identity.
4. ROOM TO GROW: Don't choose a name that limits your future. If we had named CaptVita after a single product category, expanding into other markets would have been much harder. Think about where you want your business to be in five or ten years, not just what you're selling today.
5. STORY: The best brands have a purpose behind the name. Customers may never know the full story, but your team will, and that story becomes part of your company's identity. It also makes your marketing feel far more authentic.
6. AI: AI has become one of my favorite brainstorming tools. We routinely generate hundreds of ideas, combine different languages and word roots, explore meanings, and test variations in minutes instead of days. It doesn't replace creativity, it dramatically speeds up the process.
One final thought: Don't overthink the name to the point that it delays building the business. The name matters, but what it comes to represent matters far more. Your products, customer experience, and reputation are what give a brand its meaning. In the end, customers aren't buying a word—they're buying the trust, quality, and value that word has come to represent.
Kris_Amazon
Hello Brad (@Seller_0EiTWTPC4Lbig),
Wow, thank you so much, this answer gave me a lot to think about. Prior to joining Amazon, I had my own graphic design business, as a self-taught graphic designer. I never really came up with a solid brand name. I just used my Twitch platform screenname with a .com, and called it a day. However, I always wondered what steps I could take, if I wanted to actually take my small business to the next level, with a real official brand name! What you've shared here has been super helpful.
Even as a graphic designer, I struggle with having my own logo! Your advice about being memorable is something I need to work on myself, but it's entirely possible I am just too close to it, and need to hire another professional to assist me with this.
-Kris
Seller_0EiTWTPC4Lbig
I hear you. I have historically been too critical and took too much time to make things like this perfect. What I realize now is that nobody else will ever be as critical as you and that sometimes that extra effort is wasted. lol. My partner reminds me of this each time we brand or start a brand.
Having something good and NOW is better than GREAT and LATER/NEVER!
Seller_NAQxAF9DhFEwN
I’ve had a very positive experience using Amazon Vine to introduce my new brand. Enrollment was simple, and I appreciated being able to control how many free samples I made available. The authentic reviews were well worth the investment—they helped build credibility for my listings and gave my products the momentum needed to start generating sales.
If you have used Amazon Vine, what has your experience been? Did you notice an increase in conversions or sales after receiving your first Vine reviews? I’d love to hear what worked best for other sellers.
Seller_CW0P5hgbsiqWX
What is all boils down to is this. If you want to start a brand of your own, make sure you have a USTPO final letter of determination. With that, you are the legally recognized as the owner of the brand name. You can take legal action against those who infringe or your brand name.
Pending simply means just that. An application and Fee were paid for USTPO to investigate the brand name submitted so it does not infringe on another brand's rights. Amazon cannot get in the middle of a debate between two sellers who have pending applications.
