Frictionless Buying Experience: CVR Improvement and Counterfeit Measures by Amazon Brand Registry
In modern EC market, biggest reasons why consumers give up purchase are "complexity of payment process" and "distrust of product". "Frictionless" purchase experience provided by Amazon is supported not only by ultimate UX called 1-Click purchase but also by solid backend system called Amazon Brand Registry. In this article, we dig deep into strategic value of why brands should make Amazon platform main battlefield of "brand protection" and "conversion optimization" now.
Table of Contents (Click to Expand)
1. Amazon's UX Design Making "Friction" of Purchase Zero
In own EC site, "cart abandonment" rate from when user puts product in cart until payment is completed is said to exceed 70% on average. In contrast, Amazon eliminates this psychological and physical barrier to the limit by 1-Click payment and pre-retention of delivery address information.
High Intent (high purchasing desire) layer prefers "instant purchase" with familiar interface rather than LP (Landing Page) with too much information. Opening store on Amazon means utilizing this world's highest peak payment infrastructure as weapon of own brand.
2. Counterfeit Measures and Governance by Brand Registry
Concern that "Amazon has many ride-on listings and brand image is damaged" is thing of the past. Current Amazon Brand Registry (cooperation with trademark registration) grants powerful authority to brand owner.
- Automated Protection: AI uses machine learning to scan brand assets and images, and automatically identifies suspicious listings.
- Report a Violation Tool: Can simply apply for and delete listings suspected of rights infringement.
- Project Zero: Granting advanced authority to delete counterfeit products instantly by brand's own hands.
3. Mechanism of CVR Improvement by A+ Content
"A+ Content (Product Description Content)" released by registering in Brand Registry is not mere image addition. It is strategic asset that can expect average 5%-10% CVR improvement by making full use of brand story, comparison table, and rich visuals.
Frictionless experience includes not only fast payment but also "provision of information that allows decision to purchase without hesitation". A+ Content is essential element to foster that "conviction".
4. Effect of Brand Registration Seen in Data
The following is modeled data of transition of counterfeit detection number and CVR before and after introduction of Brand Registry. It shows how appropriate governance is directly linked to sales.
FAQ
- Q. If trademark registration is not completed yet, can I use Brand Registry?
- A. Currently, Amazon has mechanism where you can use some brand protection functions before registration completion by requesting trademark application to partner law firm through "Amazon IP Accelerator" program.
- Q. Is mobile optimization necessary when creating A+ Content?
- A. Extremely important. Since majority of Amazon traffic is via mobile, visibility of text in image of A+ Content and layout of comparison table need to be designed based on smartphone display.
Your Amazon Strategy to Next Stage
From utilization of Brand Registry to production of A+ Content maximizing CVR, experts support you side-by-side.
Consult on Strategy for FreeSummary
Significance of opening store on Amazon is not limited to mere expansion of sales channels. True value lies in point that "Brand Protection" based on Brand Registry and "CVR Optimization" by frictionless UX can be compatible. Because it is age of information overload, providing most reliable information in place where consumers feel least stress leads to construction of Brand Equity.
Published: 2026-2-7 / Author: Osamu Yasuda
Read Also
References
- [1] Amazon Brand Registry: Build and protect your brand
- [2] Nielsen Norman Group: Frictionless UX and its impact on conversion