There are many advantages to selling online. The main one is, of course, the potential to reach millions of customers and not just the people living near the physical shop, thus expanding the boundaries of your target audience. You can target your entire national and, if you want, international customer base.
This is even more true for activities aimed at a niche market audience: the potential visibility of an e-commerce listing will enable you to reach your particular target audience and create a community of fans for your brand.
If you are a brand owner and choose Amazon as your e-commerce site, you may also decide to sign up to the Amazon Brand Registry
This service protects your brand rights by reporting possible infringements to your exclusive rights or inaccurate content found on e-commerce sites belonging to competing brands.
You'll have control over your online listings and you can proactively defend the uniqueness of your products.
Until recently, Amazon only included registered brands in the Amazon Brand Registry. Now, however, it is also possible to use the Amazon Brand Registry to protect brands that are pending registration with the competent Trademark Office and for which the relevant application has already been filed, thus obtaining the exclusive rights. Both Italian and European legislation stipulate that the rights connected to the ownership of a registered trademark take effect from the date of filing the relative trademark application. So you don't need to wait for the registration certificate to be able to warn third parties about improper use of your trademark.
The first task to be performed in order to gain access to the Amazon Brand Registry is, therefore, to apply to register your brand with the relevant Trademark Office for the territory in which you operate or in which you sell your products.
At present, Amazon only accepts brands registered in certain territories in its Brand Registry, one of which is the European Union.
If, for example, you sell your products within Italy, you can submit an application for registration to the Italian Patent and Trademark Office (Ufficio Italiano Brevetti e Marchi – UIBM)
Before you can sign up to the Amazon Brand Registry, you must therefore start the process of registering your brand at the Trademark Office (but you won’t have to wait until this process is complete in order to be accepted by the Amazon Brand Registry).
To sign up, you'll need to provide Amazon Brand Registry with some basic information: