If you’ve spent enough time on our site, you’ll understand that monitoring your brand is important. It’s the only way you’ll know if another Amazon seller is damaging your brand by selling it at less than your minimum advertised price (MAP). But monitoring your brand only shows you when your brand is violated and by whom. It doesn’t actually do anything to stop it. That is where Amazon brand enforcement comes in.
Amazon brand enforcement takes brand protection to the next level. It uses proven techniques to actually enforce your MAP policy on the Amazon platform.
Why Do I Need MAP Pricing Enforcement?
Simply, without Amazon brand enforcement, sellers will continue to violate your pricing policies and the violations will increase. Because of this, the prices of your products will continue to fall, and your brand perception will plummet. All the hard work you’ve put into building a brand will be ruined in much less time than it took you to build it.
Yes, that sounds like a doomsday prophecy, but if you don’t act against your policy violators it could be your reality.
How Does Amazon Brand Enforcement Work?
The first step is to ask the violators to correct their pricing. If the violator is an authorized distributor then simply send them an email. Explain your pricing policies and ask them to rectify the situation. If they aren’t someone you have previously been in contact with, you can send them an electronic cease and desist notice through Amazon Marketplace. Send three letters, gradually becoming more aggressive, until they change their pricing. This is usually enough. After all, you are asking them to make more profit from the product. Additionally, in some cases, they don’t even realize they are in violation of your MAP policy.
What if That Doesn’t Work?
If that doesn’t work you have a few more steps to follow:
Step 1: Investigate them fully online. Find out who they are, where they operate, and if they violate more than just your brand’s MAP.
Step 2: Test Buy – buy from them to get the serialization code so you can track the original distributor. If you don’t currently serialize your products, this is the sign that you should.
Step 3: Report to Amazon for a copyright/trademark infringement. Amazon won’t interfere with a MAP violation but is serious about trademark and copyright violations. Sellers will usually have their account disabled.
Step 4: Legal Threat – if you have successfully acquired their address from the test buy, you now know where to send your physical cease and desist letters.
To learn more about this process in detail, check out our related blog post on this topic 7 MAP Pricing Enforcement Techniques For Amazon Brand Protection.
Or, if you are interested in complete brand protection for your business reach out to Brand Alignment today for a free consultation and demonstration. Contact Us to learn more about our Amazon brand enforcement services and how we can help you with monitoring your brand.