Selling on Amazon has become one of the most effective ways to reach a large, global audience. However, as a seller, you have two main options: you can either sell as a generic brand or as a registered brand. While both approaches allow you to sell products on the platform, the advantages, tools, and long-term growth opportunities vary significantly between the two.
In this blog, we’ll explore the core differences between selling as a generic seller and selling as a registered brand on Amazon. We’ll cover features like Enhanced Brand Content (EBC), the Amazon Brand Registry, and the various tools and benefits that come with each approach. Whether you’re a newcomer or an established seller, understanding these distinctions will help you make informed decisions for your business.
What is a Generic Seller on Amazon?
A generic seller on Amazon refers to someone who sells products without formally registering a brand. Many third-party sellers start this way, sourcing generic products or private-label goods to list on the platform. While you can sell on Amazon without registering a brand, there are several limitations that can affect your long-term growth.
Features Available to Generic Sellers:
- Basic Listing Capabilities: As a generic seller, you can create product listings using the standard Amazon product pages. These pages contain essential details like product titles, descriptions, images, and bullet points. However, there are no advanced tools to make your listings stand out.
- Limited Control Over Listings: Without brand registration, your control over your product listings is limited. Other sellers can list the same product, potentially leading to price competition or even counterfeit products being sold under your listing.
- No Enhanced Content: Generic sellers don’t have access to tools like Enhanced Brand Content (EBC), which are essential for creating rich, visually appealing product pages. This means your listings are limited to basic text descriptions and images, potentially making them less engaging for shoppers.
- No Access to A+ Content: Amazon’s A+ Content feature, which allows for enhanced product descriptions and better branding, is unavailable to generic sellers. This can put you at a disadvantage when competing with sellers who use these features to create more attractive listings.
- Fewer Advertising Options: Generic sellers don’t have access to Sponsored Brand Ads, which allow sellers to promote their entire brand. Instead, they are limited to Sponsored Product Ads that promote individual listings.
Example:
If you’re selling a generic phone case on Amazon, your listing might look almost identical to other sellers offering the same product. You won’t be able to add enhanced images or detailed descriptions to differentiate your product.
What is a Registered Brand on Amazon?
A registered brand refers to a seller who has enrolled in the Amazon Brand Registry. This program offers various tools and features designed to help protect your brand, enhance your product listings, and improve customer trust. To enroll, you need to have a registered trademark for your brand.
Features Available to Registered Brand Sellers:
- Amazon Brand Registry: The biggest advantage of being a registered brand is access to Amazon’s Brand Registry, which helps protect your brand from counterfeit sellers and gives you more control over your product listings. You can report trademark violations and take down counterfeit listings more easily.
- Enhanced Brand Content (EBC): Registered brands can create Enhanced Brand Content (also known as A+ Content), which allows sellers to add visually appealing text, videos, and comparison charts to their product pages. This results in more engaging listings, higher conversion rates, and increased trust from shoppers.
- Amazon Storefront: Registered brands can create an Amazon Storefront—a multi-page, branded destination for showcasing all your products. This is like having your own e-commerce store within Amazon, allowing customers to browse through your entire product catalog in a cohesive, branded environment.
- Sponsored Brand Ads: Registered brands have access to Sponsored Brand Ads, which appear at the top of search results and showcase multiple products along with the brand logo. These ads increase visibility and help drive traffic to your product listings and Storefront.
- Amazon Transparency Program: For sellers dealing with counterfeit concerns, the Transparency Program allows registered brands to label each product with a unique code. This code can be scanned by customers to verify the product’s authenticity.
- Video in Listings: Unlike generic sellers, registered brands can add videos to their product listings. Video content can help demonstrate product features, showcase customer testimonials, or explain how a product works, leading to higher engagement and conversion rates.
- Amazon Vine Program: Registered brands can take advantage of the Amazon Vine Program, which allows trusted reviewers to receive and review your products. This can help build social proof and increase sales, especially for new products.
- Access to Detailed Analytics: Registered brands have access to the Amazon Brand Analytics dashboard, offering detailed insights into customer behavior, keywords, and sales trends. These data-driven insights help optimize your advertising campaigns and product listings.
Example:
If you’re selling a branded skincare product, you can create a custom Amazon Storefront showcasing your full range of products, add comparison charts to highlight product benefits, and feature customer testimonial videos. This creates a cohesive and professional shopping experience for customers.
Key Differences Between Generic Sellers and Registered Brands
Let’s break down the key differences between these two seller types in a side-by-side comparison:
| Feature | Generic Seller | Registered Brand |
| Brand Registry | Not available | Available, offering protection and control |
| Enhanced Brand Content (EBC) | Not available | Available, providing rich product detail pages |
| Amazon Storefront | Not available | Available, creating a branded shopping experience |
| Sponsored Brand Ads | Only Sponsored Product Ads available | Sponsored Brand Ads available, boosting brand visibility |
| Video in Listings | Not available | Available, offering more engaging content |
| Amazon Transparency Program | Not available | Available, protecting against counterfeit products |
| Amazon Vine Program | Not available | Available, allowing for trusted reviews |
| Brand Analytics | Not available | Available, offering detailed insights |
Why Choose to Sell as a Registered Brand?
While you can certainly succeed as a generic seller, registering your brand opens up a range of tools and features that can significantly enhance your selling experience. Let’s look at some of the key benefits in more detail.
1. Better Product Listings with Enhanced Brand Content (EBC)
According to Amazon, product listings with A+ Content can increase sales by 5-10% on average. With EBC, you can showcase your product’s features in a visually appealing way. You can add banners, comparison charts, and even videos to enhance your product descriptions.
Example:
If you’re selling a fitness tracker, EBC allows you to showcase its features (e.g., heart rate monitoring, step counting) through a detailed comparison chart that helps customers easily differentiate between your product and competitors.
2. Increased Trust with Brand Registry
Enrolling in the Brand Registry not only protects your listings but also increases customer trust. Shoppers are more likely to purchase from brands that offer a cohesive, professional appearance. The registry helps fight counterfeits and unauthorized sellers, which is especially important as you grow.
3. Targeted Advertising with Sponsored Brand Ads
Registered brands can run Sponsored Brand Ads, which allow you to promote multiple products at once, increasing visibility for your entire brand. These ads appear at the top of search results, offering high visibility and boosting traffic to your Amazon Storefront or product listings.
4. Amazon Storefront for a Branded Experience
Having an Amazon Storefront gives customers a seamless shopping experience. Instead of browsing through individual product listings, they can explore your full product catalog within a customized, branded space. This can drive repeat sales and increase brand loyalty.
5. Access to Advanced Analytics
As a registered brand, you have access to Brand Analytics, which provides valuable insights into customer behavior, keyword performance, and competitors. By leveraging this data, you can make informed decisions about your marketing strategies and product listings.
Conclusion
Selling on Amazon as a generic seller and as a registered brand offers two very different experiences. While generic sellers can still find success, registering your brand unlocks a range of powerful tools like Enhanced Brand Content, Amazon Storefronts, and detailed analytics. These tools not only help increase sales but also allow you to build a lasting brand presence on the platform.
Whether you’re just starting or are looking to grow your Amazon business, considering brand registration is a step that can take your selling experience to the next level.
By understanding these differences, you can make the right choice for your business and ensure you’re utilizing Amazon’s platform to its full potential.
