million dollar case study: europe – session #7 - amazon product branding

SESSION 3:

Supplier Outreach & Product Selection

T H E M I L L I O N D O L L A R C A S E S T U D Y

E U R O P E

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MDCS: Europe Progress

1. Build a list of products2. Advanced product research3. Profit analysis & supplier outreach4. Picking manufacturers to order

samples5. Product design specifications6. Intro to VAT in Europe

TODAY: Product Branding For Amazon Europe

What Kym Is Working On Right Now!

◍ Samples ordered – Daily communication with suppliers

◍ Ordered some competitor products from Amazon (competitor research)

◍ Branding (what we will cover today)◍ Forming relationships with inspection

companies and freight forwarders (we will cover this in more detail later)

Just in time learningwww.junglescout.com/mdcs-europe

www.junglescout.com/mdcs-us

We Will Cover:

Design & Branding: ◍ Finding the perfect brand name◍ Design & photography considerations◍ Packaging design

Business Decisions:◍ Barcodes◍ Amazon Brand Registry◍ Trademarks

Kym’s Sleeping Bag Brand Ideas:

Jungle SlumberJungle Sleeper

Jungle SpiritJungle Siesta

Finding A Brand Name: Tips For Research

◍ Write down all of your ideas (even silly ones) ◍ Use online tools such as a dictionary, synonym

finder, search for words beginning with specific letters

◍ Use Google Image searches for visual inspiration◍ Think outside of the box… what should a

customer “feel” about your product?◍ Check domain availability (more on this later)

Branding & Design

Design is an investment in the future of your productAccount for it as an “upfront cost”

www.junglescout.com/blog/branding-packaging-design

Branding & Design

Start thinking about your brand design early!

boxes, bags, labels , inserts, logos etc...

Packaging Requirements

Requirements:◍ Barcode (more on this in a minute)◍ Country of origin (i.e. Made in China)◍ Brand Name (for Brand Registry)◍ Potential other certifications or guidelines

Nice to have:◍ Visually appealing◍ Contact information◍ Insert or information asking for a review

Resources for Packaging Requirements

There is no great centralized resource for this :(

Try these tips:◍ Google “Packaging requirements for [country]”◍ Ask your supplier if they have standardized packaging ◍ Ask an inspection company like AsiaInspection.com◍ Look at your competitor's products (especially large

brands) ◍ FYI, Dangerous/regulated/complex products have a

higher chance for requirements

Types of Packaging

Most Relevant/Common◌ Poly bags need suffocation warning◌ FNSKU & no other barcodes◌ Plush/Fabrics - max 1”x1” opening◌ All around durable packaging (should not

open or break when dropped, etc.)

Packaging Requirements: Examples

Barcodes: Why you will need them

You need a GTIN (global trade identification number) to generate an FNSKU (Amazon Specific Barcode)

Amazon requires your FNSKU to be printed on each product

In the US these barcodes are called ‘UPC’ codes

In Europe and other parts of the world they are called ‘EAN’ codes

Barcodes: Option 1

Use GS1

(fees for UK shown right)

● Amazon TOS approved● No risk of getting an unusable barcode● Annual licence fee for several EAN’s in Europe

www.gs1uk.org/get-a-barcode/for-selling-online

Barcodes: Option 2

Use A Third Party

(usually provides UPC & EAN)

● Not Amazon TOS approved● Take on the risk as a seller● Cost savings!

www.speedybarcodes.com

Barcodes: Option 3

GTIN Exemptions(difficult to get)

● Does not work for many categories● You must apply with a support letter● A product website is required● Longer process

https://sellercentral.amazon.com/gp/help/200426310

Amazon Brand Registry...

Why you should consider it:◍ Added protection for your

brand/products◍ Easy to report any

violations of your brand◍ Able to list without a GTIN◍ Access to Enhanced Brand

Content, Videos and more...

Amazon Brand Registry

Difficulties with Brand Registry:You must have a Registered Trademark which:

◍ Costs to apply◍ Takes time◍ Requires a logo and

website◍ Requires extra packaging

considerations

https://services.amazon.co.uk/brand-registry.html

Consider Your Brand Registry Options Early

Scenario 1 (cheaper):

Create a generic brand name which can then be used to sell any further products under this same Trademark: i.e. Jungle Creations

Scenario 2 (branded):

Create a new brand name for each product: i.e. Jungle Stix, Jungle Snugs...

Applying For A Trademark

In the UK, you can register on the gov.uk website, it costs £170 plus £50 per additional class:

www.gov.uk/how-to-register-a-trade-mark

◍ You can register as a business, or an individual, but be aware if you do not have a business that your address will be published publicly

◍ You need details of what you want to register, for example, a word, slogan or illustration

◍ You need to figure out the trade mark classes you want to register in, for example food and drink services (class 43) or chemicals (class 1)

◍ The date you started using your logo or mark

Applying For A Trademark

◍ Trademark applications may vary in different countries

◍ Remember that applications can take several weeks so think about this early

◍ Research first… Avoid any established trademarks, especially in the same class.

Resources:

◍ trademarks.ipo.gov.uk/ipo-tmtext

◍ www.uspto.gov/trademark

Where To Register Your Trademark?

Follow Along: Your Homework

1. Create your brand name2. Figure out your packaging requirements & speak with

suppliers about this3. Get a barcode from GS1 or a third party ready for

creating an Amazon product listing!

For bonus points, start working on your Trademark registration process!!

Get all of the resources and links from this session: https://www.junglescout.com/session7-HW

Join Us Next WeekJoin us next Wednesday we have a special guest joining us to

talk about importing specifically to the EU – get all those shipping questions answered, don’t miss it!

Register for FREE at junglescout.com/million