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Proactively Protect Your Brand From Unauthorized Sellers On Amazon

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Proactively Protect Your Brand From Unauthorized Sellers On Amazon

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Tackling Trademark Infringement, Retail Arbitrage & MAP Violators
When dealing with brand policing there is no silver bullet. Take charge and implement defensive strategies to police your brand on Amazon to help you fight retail arbitrage and trademark infringement & enforce minimum advertising pricing.
Some Topics We’ll Discuss:
Introducing New Brand Registry
Brand Policing Proven Tactics
Combating Copyright Infringement
Minimum Advertising Pricing Policy Enforcement
Working Against Retail Arbitrage
Don’t Miss Out—CPC Strategy & Market Track team up to provide actionable tactics for brand protection on Amazon.

Tackling Trademark Infringement, Retail Arbitrage & MAP Violators
When dealing with brand policing there is no silver bullet. Take charge and implement defensive strategies to police your brand on Amazon to help you fight retail arbitrage and trademark infringement & enforce minimum advertising pricing.
Some Topics We’ll Discuss:
Introducing New Brand Registry
Brand Policing Proven Tactics
Combating Copyright Infringement
Minimum Advertising Pricing Policy Enforcement
Working Against Retail Arbitrage
Don’t Miss Out—CPC Strategy & Market Track team up to provide actionable tactics for brand protection on Amazon.

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Proactively Protect Your Brand From Unauthorized Sellers On Amazon

  1. 1. Proactively Protect Your Brand From Unauthorized Sellers On Amazon
  2. 2. ● Session Recording + Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics Analicia Santaella Webinar Coordinator
  3. 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  4. 4. Solutions
  5. 5. Overview 35 Years in Business 2,100+ clients (retailers, brands, agencies, brokers) Acquired InfoScout in 2017 The omnichannel market intelligence brands & retailers need to connect & win with consumers Solutions Digital Shelf Measurement Competitive Pricing Intelligence MAP Monitoring & Enforcement Where to Buy / Buy Now / Buy Local Advertising & Promotions Optimization
  6. 6. Today’s Speakers Stuart Dooley Marketplace Channel Analyst Jennifer Maurer Product Manager, eCommerce Solutions Stuart Dooley Marketplace Channel Analyst Jennifer Maurer Product Manager, eCommerce Solutions
  7. 7. Today’s Agenda ● Introducing the New Brand Registry ● Battling Retail Arbitrage ● Combating Intellectual Property Infringement ● Minimum Advertising Pricing (MAP) Policy Enforcement ● Brand Policing Case Studies
  8. 8. To Protect and Serve (Your Brand)
  9. 9. Copyright 2017 - Q4 Amazon Virtual Summit 58% of product searches start on Amazon.com Amazon is More Important to Brands than Google
  10. 10. Copyright 2017 - Q4 Amazon Virtual Summit Biggest Risks to Brands (and Retailers) Selling on Amazon 1 2 Erosion of Consumer Trust Deterioration of Supply Chain Relationships
  11. 11. Protection Beyond the Brand Registry Erosion of Consumer Trust Deterioration of Supply Chain Relationships Thwart Unauthorized Sellers (3P) Prevent Price Erosion (1P & 3P) Prevent IP Infringement (3P) Brand Equity Protection
  12. 12. Introducing Brand Registry
  13. 13. Defining Brand Registry What is Brand Registry? ● Helps brands protect their registered trademarks in Amazon Benefits of Brand Registry ● Creates trusted experience for customers ● Offers basic protection tools for brand ● Provides greater authority over you detail page ● Access to EBC
  14. 14. Update to Brand Registry: Support & Protection Brand Protection ● Sellers have power to identify: ○ Names of shady seller ○ Condition of their listed products ○ Origin & landing cost of product ● Brand owners can ask for legally identifiable information Brand Support ● Report a Violation tool ○ Test buy of not needed ○ Text & image search ○ Protective automation ● Dedicated brand support team ○ Claim response within 4 hours ● Brand owners can whitelist sellers
  15. 15. Limitations of Brand Registry 1. Does not prevent other sellers from selling your branded products 2. Brand’s responsibility to enforce agreements (MAP, distribution, etc.) ○ Although, Amazon does not abide by MAP 3. Does not take legal action combating against violations Brands need to re-enroll Pending trademarks not recognized
  16. 16. Battling Retail Arbitrage
  17. 17. Breaking Down Retail Arbitrage Retail Arbitrage: re-seller buys a product re-selling online for a profit ● Look further up the chain, past Amazon ● Prevent by working backwards - supplier relations Top sources: 1. The Brand (as wholesale client) 2. Liquidation Events 3. The Brand’s Supplier Top negative impacts: 1. Brand Credibility 2. Buy Box
  18. 18. Enforce Stronger Supply Control ● More control on pricing, wholesalers & distributors ● Avoid selling products more than 30% off MSRP ● Prevention starts before Amazon Marketplace ● Serializing Products ● Establish supplier relationships ● Focus on distributor communication
  19. 19. Implement Resale Clauses ● Secure appropriate documentation around pricing ● Necessary for removing resellers from Marketplace ● Create white and black list for re-sellers
  20. 20. Limit Promotional Codes ● Prevent bulk purchases when offering discounts ○ Set deal expirations ○ Set limit of purchases ● For example: Amazon Lightning Deal
  21. 21. ASIN Merging for Vendors ● Protect brand against unauthorized sellers ● Knocks out unauthorized sellers from the search results ● Clean up your products’ catalog listing
  22. 22. As of today, Amazon is not legally responsible for the actions of 3rd party sellers…. But they’re trying to be proactive with brands with their Transparency Program
  23. 23. Copyright 2017 - Q4 Amazon Virtual Summit Tightly controlled distribution is your #1 tool to combat unauthorized sellers Final Keys to Controlling Your Product Placement • Put a dealer authorization program in place • Dictate which sites and marketplaces your retailers can sell on • Create product exclusives across channels • Implement end-of-life & closeout strategy • Create a Do Not Sell list
  24. 24. Client Impact Story: 75% Reduction in Unauthorized 3P Sellers Value RealizedAction TakenBusiness Need A tool manufacturer was seeing a dramatic uptick in unauthorized 3P sellers on Amazon and needed to regain control of its supply chain. Elimination of unauthorized resellers and vigilant monitoring and outreach resulted in a 75% reduction in unauthorized 3P sellers on Amazon. Working with Market Track, the company implemented an authorized seller program and identified who was purchasing through their distributors.
  25. 25. Prevent IP Infringement
  26. 26. “When you add your copyrighted image to a product detail page, you grant Amazon and its affiliates a license to use the material.”
  27. 27. Copyright 2017 - Q4 Amazon Virtual Summit • Use the Amazon Brand Registry • Limit the variety of items sold • Limit the number of items sold • Conduct undercover product buys • Employ an expert legal team Selling only a limited assortment of products on Amazon is your #1 tool to combat IP infringement Protecting Your Intellectual Property
  28. 28. Copyright 2017 - Q4 Amazon Virtual Summit Enforcement: Through Copyright/IP Team Portal
  29. 29. Client Impact Story: Temporarily Cutting Ties Value RealizedAction TakenBusiness Need A knife manufacturer found that its copyright and trademarks were being infringed upon on Amazon. Regaining control of its IP allowed this company to vigorously enforce its copyrights and trademarks via Market Track’s brand protection services. Working with Market Track, the company was selective with their product placement on Amazon in order to de-list products due to copyright and trademark infringement.
  30. 30. Prevent Price Erosion
  31. 31. Amazon prices dynamically based on competing prices in the market, which can put pricing policies at risk.
  32. 32. Copyright 2017 - Q4 Amazon Virtual Summit • UPP: Unilateral pricing policy • MAP: Minimum advertised price • eMAP: Electronic minimum advertised price • UMAP: Unilateral minimum advertised price • MRP: Minimum resale price There is no enforcement without a pricing policy; there is no pricing policy without enforcement Defining Your Pricing Policy
  33. 33. Copyright 2017 - Q4 Amazon Virtual Summit 1. Have a comprehensive policy 2. Be specific about violations 3. Clearly define strike levels 4. Communicate frequently 5. Administer rigorously If you’re not willing to enforce it with your biggest customer don’t include it! Five Steps to a Successful Pricing Policy
  34. 34. Client Impact Story: Implementing a Price Policy $200,000 in Additional Revenue Per $1 Million in Sales Value RealizedAction TakenBusiness Need A hard goods manufacturer was seeing continued price erosion eating into its profits, and needed it to stop. Successful MAP enforcement raised the average selling price by 20%, resulting in $200,000 in additional revenue per $1 million in sales. Working with Market Track, the company launched a MAP monitoring program aimed at safeguarding current and future channel partnerships.
  35. 35. Recap of Today’s Agenda ● Introducing the New Brand Registry ● Battling Retail Arbitrage ● Combating IP Infringement ● Price Erosion Policy Enforcement ● Brand Policing Case Studies Expect What You Inspect
  36. 36. Enjoy FREE content resources, and schedule a briefing with us today! Download some of Market Track’s latest resources directly from the GoToWebinar console, including insights into Amazon’s advertising strategy relative to their major retail competitors. Need more insight into competitive pricing, listing placement, and/or product details on Amazon? insights@markettrack.com What Now?
  37. 37. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon Strategy Evaluation CPC Strategy’s Amazon Strategy Evaluation is a comprehensive 60-minute analysis and assessment of your Amazon Seller Central account, advertising programs, product order volume, and profitability metrics. http://bit.ly/Amazon-Brand-Policing-Evaluation What Now?
  38. 38. Questions for Today’s Speakers? Stuart Dooley Marketplace Channel Analyst Jennifer Maurer Product Manager, eCommerce Solutions

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