Trademarks and Amazon are a matchmade in heaven. Trademarks are the lifeblood of protecting your e-commerce brand from not knockoffs using your products’ logos or packaging. Amazon is a marketplace that will protect your products as much as you allow them. A Patent lets you protect designs your products use. Trademarks allows you to protect the name you worked hard to brand. Trademarks also allow us to get Brand registry. Amazon puts several features behind Brand Registry, a program that requires at least a pending Trademark for the marketplace you are selling in.
These brand registry features range from: Eligibility for Project Zero (how to eliminate 3P sellers instantly), Easier enrollment in Transparency program (how to eliminate 3P sellers from listing your skus through FBA), Amazon experiments (to be able to A/B test each part of the product page), Amazon Storefronts (the ability to have amazon.com/yourbrand and a landing page), Build Your Brand (a customized brand analytics build), Brand referral bonus (how to get 10% back on Amazon attribution links), the ability to refund customer reviews from a dashboard, virtual bundles (to bundle skus in a widget on the PDP), Brand Analytics (a super deep dive into the brand), among other things.
Diving Deeper into Brand Analytics
Customer Analytics
Learn more about your marketing funnel on Amazon. Target the lower-funnel members with brand-tailored promotions (coupons for cart abandoners and more).
It helps significantly if you’re running off-amazon ads that struggle with attribution to understand what part of the funnel these new customers are. This also shows you the seasonality of the SKUs as it can be by quarter, month, or week.
Search Catalog Performance
Learn more about your products’ organic impressions, clicks, click-through rate, cart-adds, purchases, and more. This data pairs perfectly with business reports and the ad console to give you visibility into how coupons and promotions affect things, among other actions like A/B tests and pricing.
Search Query Performance
See your product’s organic impressions, clicks, market share, and more. You can even see the competitors for each keyword to know what is going on at granular level.
Top Search Terms
See brand, asins, categories on top for different date ranges.
Repeat Purchase Behavior
See the details of your repeat orders by product or at a brand view
Demographics
See ages, incomes, education, genders, and martial status of your Amazon customers. This is magic to use on Amazon DSP, Meta ads, and other platforms.
Market Basket Analysis
See what products to advertise on or launch your version of thanks to this tool that sees the products your products have been purchased alongside.
What do you need to trademark?
In e-commerce in general, you need to trademark your brand name AND your product’s unique names.
Example, if you’re selling a brand named CLUTCH and you have 3 products: Luxurious Magic, Magnificent Mayhem, and Greatly Gorgeous. You would trademark the brand and product names in the class (type of product) you want.
Checkout trademarkfetch.com to look up your and competitor trademarks.
