Amazon has faced several lawsuits from brands claiming not enough was being done to prevent counterfeit products being sold, along with other intellectual property (IP) violations.
It seems that Brand Registry was introduced to help stem the flow of counterfeit and IP infringement issues on the site. It also moves some of the burden of policing violations from Amazon onto brand owners.
Because Brand Registry identifies brand owners and their authorized resellers, it also makes it easier for Amazon to begin enforcing their Standards for Brands Selling in the Amazon Store. Under this new policy, Amazon is telling brands that they can no longer sell directly to customers through the Amazon Marketplace. Instead, their only option is to sell items directly to Amazon Retail as a vendor.
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