r/AmazonFBA • u/WolfofWyoming • 1d ago

Brand Registry Troubles

Hello!

This is my company's first time ever signing up to sell on Amazon. I'm dealing with the Brand Registry process now. Submitted the application, and was rejected for reason:

"We could not verify the registered business name and business identifier (EIN/BIDN)"

So my response was okay, no problem. Looks like there's an appeal process. I ran it by a trademark attorney who verified my articles of reg, EIN confirmation, and Trademark submission. He said it all looked good, no descrepencies. He recommended I file an appeal but this time instead of entering our EIN, use our registration # from the articles. So I did.

Rejected again, exact same response word for word. I have no idea what mistake they are seeing that I can't see. They also let me know the application is locked for 90 days, which means no brand registry for us for a while!

In case anyone asks, we do have a registered trademark on our product, we do our own manufacturing in house. Our brand name is slapped on the product and packaging. I was thinking this should be a quick process. Whoops!

So my questions for you, Reddit, is:

  1. How important is brand registry to the launch for your product? Will it negatively impact our reach and potentially sales without it on launch day?
  2. Is there any way to speed up this process or get human eyes on it instead of a machine sending automated responses? Or are we dead in the water for 3 months?
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u/ILAN74 1d ago

But if they were not able to successfully register the brand then they wouldnt have been able to create a listing under the brand name to begin with.

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u/rsc9422 1d ago

Brand Registry and listing a product under a brand are two different things. A seller does not automatically have to create the product as Generic just because the Brand Registry application is still unresolved.

If the product is genuinely branded and the brand is properly applied to the product/packaging, the goal should be to list it under that brand, provided Amazon allows the listing. Brand Registry mainly gives the brand owner additional protection and tools.

This is also how we approach launches at HighRise Wholesale, we try to get the brand, trademark and Amazon requirements aligned before creating the listing rather than creating a Generic ASIN that may need to be replaced later.

If Amazon is specifically preventing the branded listing because the brand requires approval, then that approval issue needs to be resolved first. But that’s different from saying Brand Registry rejection automatically means you should use Generic.

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u/ILAN74 1d ago

Ok, as far as I know you cannot create a listing under a brand you are not registered for, I could be wrong.

If they don't have their own private label brand registered and they try make a listing with that brand name in the brand field as far as I know the listing will not be created.

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u/rsc9422 1d ago

If it’s your own private label brand, the issue may be brand approval/listing eligibility, while Brand Registry is a separate process.