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With the general trend of Amazon compliance, brand registration has become a necessity for sellers who want to go further.
Various data show that cross-border sellers' brand awareness is increasing significantly. According to Amazon data, 93% of Chinese sellers regard creating brands on Amazon's global sites as a priority. MarketplacePulse data also shows that as of 2021, more than 700,000 brands on the Amazon platform have trademarks, a year-on-year increase of 40%. However, as sellers' brand awareness gradually increases, Amazon is also accelerating the process of operational compliance and is becoming more stringent in its review of brand registration. Just recently, we learned that Amazon seems to be launching a new round of brand verification. A large number of sellers’ brands were suddenly revoked
It was learned that yesterday, in the seller communication group, many sellers reported that they had received brand removal emails from Amazon, and the brands were then withdrawn by Amazon.
▲ The picture comes from the seller communication group The email mentioned: Amazon removed the seller’s brand because the seller’s brand or its representative’s behavior directly violated Amazon’s brand registration policy. ▲ The picture comes from the seller communication group Amazon stated that if the seller believes that the platform's judgment is wrong and the brand has not violated Amazon's relevant policies, the seller who receives the email can submit an appeal request by clicking the link in the email. It is worth noting that before submitting an appeal, sellers need to pay attention to the following three points in the email: 1. The appeal request can only be submitted once; 2. After submitting the appeal, the seller will receive the first response from Amazon within 3 to 5 days ; 3. After the appeal is reviewed and approved, Amazon will contact the seller for video verification and send relevant communication information via email. Therefore, the relevant sellers must ensure that the information filled in is accurate and true before filing an appeal in advance , and pay close attention to the content of the email after submitting the appeal, and cooperate with the investigators arranged by Amazon to conduct the investigation. So far, according to feedback from sellers who received the email, this wave of brand removals has no impact on the listings , and the listings are still in normal sales status, but all brand-related functions have "stopped" and new products cannot be added for the time being. ▲ The picture comes from the seller communication group Given that Amazon did not mention the specific reasons for the large-scale removal of brands in the email, the news sparked a heated discussion in the seller communication group once it was released. Amazon's brand verification will be stricter
As for the reasons why Amazon removed the brands, some sellers said that it might be because the brand had previously authorized multiple stores or the information of the owner and the store was inconsistent, which was judged by Amazon as brand abuse . ▲ The picture comes from the seller communication group Some sellers believe that this may be related to the trademark registration agency .
▲ The picture comes from the seller communication group Previously, there were reports in the cross-border circle that many trademark companies had gone bankrupt. Therefore, some sellers speculated that these removed brands might come from these trademark companies that had gone bankrupt. For this reason, some sellers checked their trademarks on the official website, but the results showed that there was nothing abnormal with the trademarks . Therefore, some sellers mentioned that this was because Amazon conducted a large-scale brand check in a short period of time, and the brands of some innocent sellers were affected and "accidentally killed."
▲ The picture comes from the seller communication group After the incident, we also inquired about the situation with Amazon's official manager and received relevant advice: sellers who received the email need to appeal on their own, and before appealing, they need to go to the Trademark Office to check whether the background information of the brand owner and the registered store is consistent. - If there is any inconsistency, the seller must submit materials to file an appeal as required in the email.
- If they are consistent, the seller can directly file a complaint with the original trademark.
Another Amazon official manager said that the latest round of brand verification will be more stringent than the previous ones. The underlying logic is to prove the relationship between the brand owner and the account owner , and the required complaint materials may be more stringent than the previous situation where only authorization letters or invoices were required. ▲ The picture comes from Amazon manager Judging from the response of the official manager mentioned above, the large-scale brand removal incidents that occurred this time may be another operation taken by Amazon to accelerate the compliance process. However, as of press time, Amazon has not responded to this. We will continue to pay attention to the subsequent development of the incident. Here, we recommend that all sellers, under the trend of compliance, choose formal agencies when applying for overseas trademarks to avoid trademark risks; and regulate the use of their own brands to prevent increased store risks due to brand abuse. Finally, to facilitate more relevant sellers to discuss this incident Established the [Amazon Brand Removal Discussion Group] Sellers are welcome to scan the QR code below to join the group
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