【第159周】亚马逊品牌备案新政策猜想

这周有卖家反映亚马逊品牌备案项目(Brand Registry)暂停了,打开品牌备案网站链接,会看到如下的提示:

We are currently not accepting applications ahead of the launch of a new Brand Registry experience on Amazon. In early May, please revisit this page to enroll in the new Brand Registry.
If you are looking for a way to list products that do not have a GTIN (Global Trade Item Number), which includes a UPC, EAN, JAN, or ISBN, you can apply for an exemption. Most categories require sellers to provide a GTIN when creating new product detail pages or when matching their listings to existing products in the Amazon catalog. Learn more about GTIN exemptions.

接下来我看到各种媒体,自媒体在讨论这件事情,有些人的看法是5月份重开后,亚马逊品牌备案会更严,所以跟我抱怨要是早点备案就好了。

我的想法正好相反,我觉得亚马逊可能会进一步降低品牌备案的门槛,几点分析:

1)亚马逊品牌备案原来是需要提交商标文件的,最近你连商标文件都不用提供了,也就是说你即使没有注册任何商标,也可以备案,只要你提供带商标的产品图、产品包装图和品牌网站,这次的调整,我认为可能会进一步降低备案的门槛,我猜想一是不需要品牌网站了,二是需要卖家提供商标注册文件。

2)通过看国外媒体对New Brand Registry政策的报道,有一篇文章写道:

“The company, which presented the initiative at the Shoptalk conference in Las Vegas on Tuesday morning, will let any brand register its logo and other IP with Amazon starting next month,..”

主流的意见是亚马逊会降低品牌备案的门槛,因为你都在美国商标局注册了,都已经是一个商标了,亚马逊为什么非要你提供网站才能让你在亚马逊注册了?美国商标局才是官方啊。

3)目前的主要矛盾是恶意跟卖等侵犯Brand owner的行为,这次备案调整的目的就是要保护Brand owner,让Brand owner在这个平台上有安全感,因此我认为没必要升级品牌备案的要求。

综上我的观点是备案的标准会降低,结果如何,我们拭目以待 🙂

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