Only you should control your brand registry on Amazon.

Only you should control your brand registry on Amazon. Here’s why...
Handing over control of your Brand Registry account on Amazon is a big decision. Make sure
you set your account up in the best way for your unique company. There are pitfalls you’ll want to avoid. Before you authorize another company to sell your products for you on Amazon, there are a few things to consider.

If a 3rd party has their name on your Brand Registry account, you’ll be giving someone else
control over your brand on the world’s largest selling platform. Amazon rewards sellers for setting up their Brand Registry because they want to weed out unauthorized sellers. It may be your brand name, but the seller is the 3rd party. The account belongs to them. You can think of them as basically a distributor. They can make changes to the listings, add account users without your knowledge, gather your sales data, collect customer demographics, delete or add products, use your marketing copy and
more. When someone else is selling your products through Amazon, your company forgoes the customer feedback. All the stars ratings are in the account selling the products. They get your stars, not your company. The Brand Registry benefits Brand Owners enjoy are within an account you won’t have access to.

Your Brand Registry seller account is the center for your customer data, sales information, your listings, your content, and your Amazon store. You can only see the data they give you since you can’t log in to their account.

They can invite as many authorized users as they like. Authorized users can change your listing information, see your customer data and everything in your account. This can be a potential security concern. Amazon doesn’t vet any authorized users added by the controller of the account. You could, and probably will, wind up with people attached to the account selling your products that you haven’t personally approved.

If you ever want to take back your account and bring Amazon selling within your company, you have to set up another seller account. This is a complex topic, but here are a few issues that come up:

• Amazon wants companies to set up one seller account, so you’ll be negotiating with Amazon
customer support, trying to prove you are the Brand Owner.
• The process of getting your Brand Registry account set up after another company has been selling
your products takes more time and energy than setting it up for yourself in the first place.
• The company controlling your inventory has to sell out of your products or ship it back to you,
which can take months.
• The 3rd party has to agree to the transition.
• Once a seller has authorization, it’s not always easy to remove the authorization as the seller under
the Brand Registry.
• You will lose the product reviews and have to start over.
• You won’t have any seller feedback either, since you weren’t the seller.
Making the decision to sell on Amazon is a big decision. Protect your brand on Amazon by
keeping control of your brand registry. It’s best for your company in the long run to stay in control by either managing your Amazon account within your company, or work with an agency that will allow you to retain control of your brand on Amazon.

With Thor & Co, you have the option to keep control and ownership of your Brand Registry. You have full access all the time. We may offer to buy wholesale, but we will always uphold transparency for your peace of mind. We do the work.

Thanks for reading and if you’d like more information, contact us.