How To Upload Products In Bulk Using Amazon Brand Registry

Selling on Amazon can be a lucrative venture for any small business. Controlling your product data (whether it’s your brand, your manufacturer’s, supplier’s, or distributor’s) is more difficult when multiple retailers are selling the same product. Often retailers on Amazon do a poor job at populating product data. This causes a mess because Amazon then lists the product incorrectly.

How Amazon Decides What Seller's Product Data Is Shown:

When an item is initially listed on Amazon, the seller submits a form with basic information about the product. However, if other sellers also want to sell that product, they can add themselves to the product listing and submit duplicate or incorrect data about that listing. When multiple sellers have submitted product data against the same listing, Amazon scores the quality of the data on many factors (similar to how they score the sellers' performance). If a brand has several thousand items in its catalog, it can become quite a mess when there are hundreds of sellers on Amazon with that brand's products. Amazon scores each product and seller differently; what ends up happening is the data gets submitted by numerous sources, which cause the consistent marketing efforts of the brand to crumble.

How To Take Control Of Your Brand's Data On Amazon:

There is a solution to overwriting everyone's data on your Amazon Product Listings so you can fix problems and keep your marketing effort consistent. Amazon thrives on complete data, so providing as much data as you can is key to making sure customers have all the information they can consume. Amazon offers Brand Authority (also known as Brand Registry). Once you go through the application process and are approved, you will be able to submit new product data to Amazon with a data feed and update existing listings or create new listings. Aside from controlling the listings, another great perk to having Brand Authority is if you do not have registered UPC or EAN codes, then Amazon will give you a UPC/EAN code exemption so you can list items using their own internal "GTIN" number.

What Information On Amazon You Won't Be Able To Change:

Brand Authority is a great way to take control of your product data or to list items that do not have registered UPC/EAN codes. However, there are some exceptions to this privilege given by Amazon.

1 Filling in the "Vital Info" in the Amazon product listing is a must. This usually means the basics like Title, Price, Description, Features, and an essential requirement is to have at least one of the product images.
2 If you, the manufacturer or a third party distributor sells (or has sold) the product to Amazon and Amazon has contributed any data at all to the listing (e.g., Title, Description, Images, etc.) then Amazon's direct changes to the page will score the highest and will result in data not being changed on the listing.
3 You must have a Pro Merchant Account active to make these updates since MWS (Marketplace Web Services) tools are needed to upload the product data feeds.

If you have a small or large product catalog to add from scratch to Amazon or an extensive existing catalog of items currently listed on Amazon, Pelican Commerce can help you with the Amazon Brand Authority application process, product uploading, and optimization of your listings. We will help our clients gain control of their product listings to update out of date product attributes, features, descriptions, images, and more. Contact us to get started with our Amazon Brand Registry Setup Service.