Guide to Successfully Gating & Protecting Your Brand on Amazon FBA

How to Gate your Brand on Amazon

Join the Amazon Brand Registry

Brand Registry is a program that allows brand owners to have complete control over their brand on Amazon. You will need to have an active text or image-based trademark issued by a credible government trademark office. Currently, Amazon Brand Registry is only available in select countries.

You can join with a pending application using the IP Accelerator Program. This is one of the easiest ways to do it, as they will effectively expedite the process for you, offering you brand protection quicker than doing the entire process by yourself.

To complete your application to the Brand Registry, consider hiring a brand gating lawyer or an Amazon brand gating consultant.

Sequence is a great example of a company you can use to help with getting your application completed. They have a network of lawyers and contacts who can turn this time-consuming process into an easy one.

Analyze your product catalog

To start with brand gating on Amazon, you’ll need to compile a list of ASINs that you want to gate. A good way to do this is by taking a look at your catalog’s performance.

Identify and prioritize products that are high performers. It is also important to examine products that are likely to be targeted by unauthorized resellers, and your products which are rising fast on your Amazon store.

While it may seem simple, product gating is incredibly difficult and not as easy. In certain cases, you may even need to connect with a brand gating lawyer, or a brand gating consultant to assist with the setup. The best approach is to get set up on Amazon Brand Registry Canada and add products over time.

Prepare brand gating application to Amazon

To start, compile a list of ASINs that you want to start gating on Amazon. You will need to set aside some time to document your company’s current efforts to protect your brand on Amazon.

List policies and procedures that you have to prevent unauthorized sellers from selling counterfeit products, as this will increase the likelihood of you eventually getting a gated product.

Here are some things to include:

• Have you enrolled in Amazon Brand Registry?
• Have you uploaded products to the Amazon Transparency program?
• Is your brand logo on your products and packaging?
• Have you offered your products in bundles?
• Have you sent unauthorized sellers cease-and-desist letters?
• Did you flag issues via the Report Infringement Form?

Note that in most cases, a brand owner will have to wait three to five weeks before their application is reviewed and a final decision made approving their gating request.

How to verify your brand is gated

The best way to verify if you have successfully gated your band is by logging into Seller Central using a different account. Navigate to a gated ASIN and click the “Sell on Amazon Button” below the “Buy” box.

If done correctly, you will be given a message requiring approval after clicking the link. Boom! You have successfully managed to protect your brand and you now have a gated product on Amazon.

Conclusion

Effectively selling products on Amazon is complex. A great seller will have to juggle marketing efforts, logistics, case management, and more – meaning that a great seller will have their hands full. This, combined with the constant pressure from maintaining great listings can make selling on Amazon overwhelming.

If you don’t feel like you have the time to focus on brand gating, consider looking at a trusted Amazon Specialized Consulting Agency, or a Brand Gating Consultant.