Tag Archives: Branding

How to Use Trademarks to Protect Your Amazon Private Label Business

Amazon Private Label Trademarks

This post is by Eric Perrott, a trademark attorney at Gerben Law Firm, PLLC, a firm founded by Josh Gerben. Eric has extensive experience handling trademark matters for Amazon sellers, helping clients have more than 1,000 infringing listings removed.

Whether you are white labeling or private labeling, it’s important that you understand the role that trademarks can and do play in your Amazon store’s success.

White labelers order unbranded goods from a manufacturer and apply custom packaging, while private labelers procure and offer products exclusive to their Amazon store. Both approaches allow sellers to build a brand and market products under that brand, charging a premium for their items.

Let’s take a look at a few trademark tips that these Amazon sellers can’t afford to ignore.

Continue reading

How to Protect Your Amazon Listings Using Brand Registry and FFP

Protect Your Amazon Listings

This post is by Tina Marie Bueno, Marketing Director for iLoveToReview. Tina has an MBA in International Business plus over 20 years of content marketing experience both in the US and overseas. This post was originally published in two parts on the iLoveToReview blog: Brand Registry & Hijacking: How to Protect Your Amazon Business and Protect Your Amazon Business: Frustration-Free Packaging.

You take your first few sips of freshly brewed coffee as you sit in front of the computer to review your Amazon performance from the day before.  You look at your daily sales on one product… up 15%.

You look at the next product and instead of your smile getting bigger, your mouth drops open and a sinking feeling prevails as you notice that you’ve lost the Buy Box and your sales have bottomed out.  You immediately realize your listing has been hijacked!

Continue reading

From eBay Seller to Racing Car Sponsor: Selby Acoustics’ Story

Selby Warehouse with Racing Car

Few eBay sellers do so well with their business that they go on to open a bricks and mortar store. But Shaun O’Brien of Selby Acoustics, based in Melbourne, Australia, has opened two.

Few eBay sellers advertise anywhere outside their eBay listings, but Shaun does. He has sponsored racing cars – both real and virtual.

And few eBay sellers start their own private brand. But yes, you’ve guessed it, Shaun has two. And one goes by the unappealing name of Ugly Cable.

I caught up with Shaun to find out how he grew such a successful online business, ask why he started his bricks and mortar stores, and learn more about his branding strategy.

Continue reading

Vendor Central or Seller Central? 1P vs. 3P Amazon Strategies

Amazon Vendor Central vs Seller Central

This post is by James Thomson and Joseph Hansen, Partners of Buybox Experts, a consultancy supporting brands selling on Amazon and other marketplaces. Thomson and Hansen are also co-founders of the PROSPER Show, a continuing education conference focused on developing training and best-practice materials for early-stage online sellers.

When a brand owner contemplates selling on Amazon, they have a big choice to make:

  • 1P: Sell first-party, wholesale, directly to Amazon Retail, using the Vendor Central interface.
  • 3P: Sell third-party to consumers through the Amazon marketplace, using the Seller Central interface (whether the brand sets up its own 3P seller account, or works with partner 3P sellers focused on the brand).

Given the complexity of the Amazon marketplace, and the desire of brands to control their own destinies, we are seeing a significant move towards brands either setting up their own third-party seller accounts, or working with sophisticated third-party sellers who will manage the brands’ brand equity and product feeds, while respecting pricing and ensuring constant availability of product through the Fulfillment by Amazon program.

In this paper, we discuss the key issues and trade-offs of selling wholesale to Amazon Retail vs. selling through third-party Amazon sellers, and outline the risks involved in each approach.

Continue reading

New Dog, New Tricks: How Pawstruck Markets Across Multiple Channels

Pawstruck Interview

Many of the multi-channel sellers I talk to are focused on the operations of their business.

They spend most of their time working on the processes that enable their business to run effectively: managing inventory, shipping orders, and handling customer service.

But when I spoke to Kyle Goguen, the founder of natural dog treats company Pawstruck, a different theme kept repeating itself. Kyle understands the importance of efficiency, but his enthusiasm really shines through when the conversation moves to another topic: marketing. I believe it’s Kyle’s enthusiasm for marketing that explains how this young business – less than two years old – has become successful so quickly.

Whether the topic is branding, email marketing, product reviews, social media or even packaging, Kyle has something to say. We also talk about Amazon Lightning Deals: Kyle reveals how his deals performed over Thanksgiving, and gives advice for other sellers on making the most of Lightning Deals.

Continue reading