Creating their own brand is an important operation for a selling partner. A brand is not just about a recognisable name and logo in a crowded marketplace. The brand is also the way in which buyers perceive the seller. To create a brand, you must be consistent and maintain that consistency throughout your business. But first, you must decide what this consistency will look like and what effect it will have on buyers.
The first step in creating a proprietary brand is to thoroughly study the current market to understand who your potential buyers are, as well as your competitors.
Sellers must identify their target audience and their personal originality because, especially in the early stages, brands should not target the general public indiscriminately.
This is even more true for businesses aimed at a niche audience: e-commerce enables you to reach your specific target audience with the chance to create a community of fans of your brand.
If you are already a brand owner, Amazon offers the option of registering with the Amazon
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 their Brand Registry. Now, however, the site has adapted its rules to Italian law and it is possible to have Amazon Brand Registry also protect trademarks filed with the Trademark Office and awaiting approval.
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, and therefore Italy.
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 apply for registration with the Amazon Brand Registry, you must first start the process of registering your brand with the Trademark Office, but you do not then have to wait until the end of this process – you can be protected as soon as you have filed the relevant application for registration. Italian and European law stipulate that the rights of a registered trademark take effect from the date of filing of the trademark application: it is, therefore, not necessary to wait until you receive the registration certificate in order to be able to warn someone against using a trademark that is the same or similar to yours.
To sign up, you'll need to provide Amazon Brand Registry with the following basic information: