James Thomson shares valuable information for brand executives on how to protect your brand on Amazon.
In a previous article, I discussed why brands need to pay attention to what’s happening with their products on Amazon—even if they don’t actively participate in selling their products on this channel. I also covered how brands should be rethinking the role of the Amazon channel in their overall business strategy. In this article, I’ll cover three critical best practices for brand executives to protect your brand on Amazon.
Channel Governance Is a Three-Pronged Battle
Taking control of your brand on Amazon requires effective channel governance—essentially, taking care of your brand so you can effectively counter the many challenging forces in play on the Amazon channel today.
You can think of channel governance as a three-pronged battle to ensure that your brand is properly represented on Amazon. These three components are:
- Brand Control
- Counterfeit Control
- Distribution Control
Let’s talk about each of them in turn.
Brand Control: Amazon Brand Registry Is Essential, But It’s Not Enough
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To ensure that a brand is properly represented in the Amazon catalog, a brand executive needs to ensure that the brand’s products are correctly and consistently represented on Amazon—and consistent with the branding used in non-Amazon channels.
Key points include:
- Amazon brand registry
- Bad listing data
- Distribution control
Read the full article, 3 Crucial Best Practices to Protect Your Brand on Amazon, on LinkedIn.