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Originally published on July 8, 2021, updated February 20, 2023
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The benefits for Amazon sellers that are also brand owners just keep getting better. Brand owners on Amazon can unlock a suite of tools and reports that are not available to every merchant on Seller Central.
The latest tool for brand owners was launched in early 2021 and is called the Amazon Brand Catalog Manager. Using this tool and leveraging your learning from it can increase your conversion and revenue. It can also help you ensure your brand isn’t poorly represented, giving you more control and scope when it comes to your business.
Like many of the best tools in Seller Central, you will need to be a Brand Registered seller to receive the exclusive benefits of the Amazon Brand Catalog Manager. Once you are registered and verified as the brand owner, the Brand Catalog Manager is free to use in Seller Central.
Navigate to the “Brands” tab in the top navigation and find the Brand Catalog Manager in the drop-down menu. If you don’t see it, but you are a registered brand owner, open a case and reference “error code 5001a” and then provide the name of your missing brand.
The Brand Catalog Manager is a tool that gives you visibility into who is selling your products, your brand’s customer experience ratings, and what the projected sales opportunity is for products without a brand-direct offer. It also lets the owner add offers for any inactive listings.
When you get into the Brand Catalog Manager, every product from your brand will be listed, regardless of the seller. This means you can review who is currently listing your products and potentially expand your opportunity.
The Brand Catalog Manager view will show the following information for your brand:
While the Amazon Brand Catalog Manager tool provides a useful breakdown of some brand ownership information, it does have a few shortcomings. First, while it does show you the number of sellers listing your product, it only allows you to click through to the product detail page. It would be much more helpful if brands were shown a list of seller names with links to their stores.
Second, in this view, it is not clear which sellers might have multiple offers on your products, for example, an FBA and FBM offer. These issues will be especially cumbersome for brands with a large number of resellers or distributors selling their items on Amazon. It may also be difficult to monitor and react to changes if your brand has a large catalog with a lot of SKUs.
Lastly, while it may tell your business your overall rating and number of reviews, there is still not much sellers can do to get more legitimate reviews, especially now that the Early Reviewer Program has ended. We always recommend using Amazon Vine and a tool like FeedbackFive to solicit reviews from customers, especially if your catalog size is large or you are getting more than a few orders a day.
Amazon has taken many steps in recent years to give brands more control over their products and reputation. That being said, activating your Brand Registry account is a no-brainer for brand owners. The Brand Registry can unlock the Brand Dashboard and tools like the Brand Catalog Manager to assist you on your selling path.
Not sure how to take advantage of all that Seller Central has to offer? eCommerce Nurse can help. We are a full-service agency specializing in Amazon. Our experienced team of ex-Amazonians and marketing specialists can help you with everything from full account management to brand building, listing optimization, design, translation services, Amazon Ads, and more. Contact us for more information.
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