This document summarizes Session 3 of The Million Dollar Case Study on selling products on Amazon in Europe. It discusses branding and product selection, including finding the perfect brand name through brainstorming and online research. Packaging design and requirements are covered, such as barcodes, country of origin labeling, and certifications. Options for obtaining barcodes like using GS1 or a third party are presented. Registering a trademark and applying for Amazon Brand Registry are also summarized. Homework assignments are provided related to branding, packaging, barcodes, and starting the trademark registration process.

1. SESSION 3:
Supplier Outreach &
Product Selection
T H E M I L L I O N D O L L A R C A S E S T U D Y
E U R O P E

2. Enter at
www.junglescout.com/giveaway
3 Winners selected every week for all of
2017, must share your #MDCSchallenge
update!
1 Prize for Each Winner
▹ 1 Jungle Scout Pro Extension
▹ 2 Jungle Scout Web App
▹ Featured on the Website!
Part 2: Session 4 Giveaway

3. You’re a Winner!
Where are you in the
#MDCSchallenge?

4. You’re a Winner ( A JS
T-Shirt)

5. MDCS: Europe Progress
1. Build a list of products
2. Advanced product research
3. Profit analysis & supplier outreach
4. Picking manufacturers to order
samples
5. Product design specifications
6. Intro to VAT in Europe
TODAY: Product Branding For Amazon
Europe

6. What Kym Is Working On Right Now!
◍ Samples ordered – Daily
communication with suppliers
◍ Ordered some competitor products
from Amazon (competitor research)
◍ Branding (what we will cover today)
◍ Forming relationships with inspection
companies and freight forwarders (we
will cover this in more detail later)

7. Just in time learning
www.junglescout.com/mdcs-europe
www.junglescout.com/mdcs-us

8. We Will Cover:
Design & Branding:
◍ Finding the perfect brand name
◍ Design & photography considerations
◍ Packaging design
Business Decisions:
◍ Barcodes
◍ Amazon Brand Registry
◍ Trademarks

9. Kym’s Sleeping Bag Brand Ideas:
Jungle Slumber
Jungle Sleeper
Jungle Spirit
Jungle Siesta

10. Finding A Brand Name: Tips For Research
◍ Write down all of your ideas (even silly ones)
◍ Use online tools such as a dictionary, synonym
finder, search for words beginning with specific
letters
◍ Use Google Image searches for visual inspiration
◍ Think outside of the box… what should a
customer “feel” about your product?
◍ Check domain availability (more on this later)

11. Branding & Design
Design is an investment in the future of your product
Account for it as an “upfront cost”
www.junglescout.com/blog/branding-packaging-design

12. Branding & Design
Start thinking about your
brand design early!
boxes, bags, labels , inserts, logos
etc...

13. Packaging Requirements
Requirements:
◍ Barcode (more on this in a minute)
◍ Country of origin (i.e. Made in China)
◍ Brand Name (for Brand Registry)
◍ Potential other certifications or guidelines
Nice to have:
◍ Visually appealing
◍ Contact information
◍ Insert or information asking for a review

14. Resources for Packaging Requirements
There is no great centralized resource for this :(
Try these tips:
◍ Google “Packaging requirements for [country]”
◍ Ask your supplier if they have standardized packaging
◍ Ask an inspection company like AsiaInspection.com
◍ Look at your competitor's products (especially large
brands)
◍ FYI, Dangerous/regulated/complex products have a
higher chance for requirements

15. Types of Packaging
Most Relevant/Common
◌ Poly bags need suffocation warning
◌ FNSKU & no other barcodes
◌ Plush/Fabrics - max 1”x1” opening
◌ All around durable packaging (should not
open or break when dropped, etc.)

16. Packaging Requirements: Examples

17. Barcodes: Why you will need them
You need a GTIN (global trade identification number) to
generate an FNSKU (Amazon Specific Barcode)
Amazon requires your FNSKU to be printed on each product
In the US these barcodes are called ‘UPC’ codes
In Europe and other parts of the world they are called ‘EAN’
codes

18. Barcodes: Option 1
Use GS1
(fees for UK shown right)
● Amazon TOS approved
● No risk of getting an unusable barcode
● Annual licence fee for several EAN’s in Europe
www.gs1uk.org/get-a-barcode/for-selling-online

19. Barcodes: Option 2
Use A Third Party
(usually provides UPC & EAN)
● Not Amazon TOS approved
● Take on the risk as a seller
● Cost savings!
www.speedybarcodes.com

20. Barcodes: Option 3
GTIN Exemptions
(difficult to get)
● Does not work for many categories
● You must apply with a support letter
● A product website is required
● Longer process
https://sellercentral.amazon.com/gp/help/
200426310

21. Amazon Brand Registry...

22. Why you should consider it:
◍ Added protection for your
brand/products
◍ Easy to report any
violations of your brand
◍ Able to list without a GTIN
◍ Access to Enhanced Brand
Content, Videos and
more...
Amazon Brand Registry
Difficulties with Brand
Registry:
You must have a Registered
Trademark which:
◍ Costs to apply
◍ Takes time
◍ Requires a logo and
website
◍ Requires extra packaging
considerations
https://services.amazon.co.uk/brand-registry.html

23. Consider Your Brand Registry Options Early
Scenario 1 (cheaper):
Create a generic brand
name which can then be
used to sell any further
products under this same
Trademark:
i.e. Jungle Creations
Scenario 2 (branded):
Create a new brand name
for each product:
i.e. Jungle Stix, Jungle
Snugs...

24. Applying For A Trademark
In the UK, you can register on the gov.uk website, it
costs £170 plus £50 per additional class:
www.gov.uk/how-to-register-a-trade-mark
◍ You can register as a business, or an individual,
but be aware if you do not have a business that
your address will be published publicly
◍ You need details of what you want to register,
for example, a word, slogan or illustration
◍ You need to figure out the trade mark classes
you want to register in, for example food and
drink services (class 43) or chemicals (class 1)
◍ The date you started using your logo or mark

25. Applying For A Trademark
◍ Trademark
applications may vary
in different countries
◍ Remember that
applications can take
several weeks so think
about this early
◍ Research first… Avoid any
established trademarks,
especially in the same class.
Resources:
◍ trademarks.ipo.gov.uk/ipo-tmtex
t
◍ www.uspto.gov/trademark

26. Where To Register Your Trademark?

27. Follow Along:
Your Homework
1. Create your brand name
2. Figure out your packaging requirements & speak with
suppliers about this
3. Get a barcode from GS1 or a third party ready for
creating an Amazon product listing!
For bonus points, start working on your Trademark
registration process!!
Get all of the resources and links from this session:
https://www.junglescout.com/session7-HW

28. Join Us Next Week
Join us next Wednesday we have a special guest joining us to
talk about importing specifically to the EU – get all those
shipping questions answered, don’t miss it!
Register for FREE at junglescout.com/million