What is the European Brand Licensing Program? European Brand Licensing Program Review

The European Brand Authorization Program is a new program launched by Amazon for Europe at the annual Global Store Strategy Seller Summit in March 2018.

About the European Brand Licensing Program

Amazon's European site authorized brand program is to help sellers achieve business growth in European sites by authorizing Amazon's own brands to high-quality third-party sellers and providing unique traffic and brand support for the own brands. The two authorized brands currently open are home lifestyle brand umi. and consumer electronics and accessories brand eono.

cost

The project commission for 2018 is waived, and the project commission for 2019 is 5%-10%.

effect

1. Prevent copycat sales

The seller's project products will have a unique Buy Box for that ASIN, and other sellers cannot follow suit.

2. Free flash sales

Authorized brand project sellers can arrange flash sales for free (within certain conditions).

3. Direct mail promotion

Authorized Brand Program sellers will have the opportunity to reach potential customers through direct mail promotions.

Participation Requirements

1. Product performance

The product needs to be ranked high in the directory and have a review score of 4 or above.

2. Pass factory audit

Amazon will inspect the factory's supply chain quality management capabilities and check the factory's relevant social responsibility reports. Product manufacturers need to meet Amazon's standards for social responsibility and quality.

3. Product compliance

Products must comply with EU product testing requirements. For certain products with infringement risks, sellers must own relevant patents for the products.

4. Pricing

Product pricing must ensure that it is competitive when compared with internal or external benchmark products.

Project Advantages

1. Exposure on the product homepage.

After searching by keywords, your products will have more chances to be displayed on the homepage of Amazon search results.

2. A higher chance of obtaining the store’s treasure.

3. Free Vine Review and free flash sales (under certain conditions).

4. Brand flagship store.

5. Exclusive buy button.

6. Project-specific account manager.

Frequently asked questions

Q: Who does the brand belong to?

A: The brand is registered and owned by Amazon. Through this program, Amazon authorizes the brand to sellers for use within the program.

Q: Do sellers supply their products directly to Amazon or sell them to end consumers?

A: Sellers sell products directly to consumers, and the backend operations are the same as the seller’s existing seller central backend.

Q: Who is responsible for product pricing? Who sets product inventory and estimated sales?

A: Sellers are responsible for setting product prices, and we will closely monitor the competitiveness of product prices. Sellers are also responsible for setting product inventory and estimating sales.

Q: I am not a factory, but just a trader. Can I participate?

A: Whether you are a factory or a trader, as long as you have high-quality factory resources, you can submit an application form to sign up for this project. We will comprehensively score and evaluate your qualifications.

Q: Can I sell the same product under other brands or my own brand?

A: Sellers can sell similar products under Amazon’s private label and their own brands, but it is recommended not to sell exactly the same products.

Q: Do sellers need to have a European VAT number to participate in the project?

Yes, sellers need to have at least two VAT numbers, UK and Germany, to participate in the program and make sales.