Locked and Loaded: Elevating Your Brand’s Defenses Through Amazon Brand Gating

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What is Amazon Brand Gating

Amazon Brand Gating is an advanced protective program within the Amazon Brand Registry designed to prevent unauthorized resellers, counterfeiters, and bad actors from selling counterfeit or knockoff products. This initiative serves as a barrier for brand owners against resellers attempting to sell imitation versions and blocking them from listing specific ASINs on the platform. This means that only authorized resellers with permission from the brand are allowed to list and sell those products on Amazon. This ensures brand owners a higher level of control and authenticity for enrolled products.


Why Gating Your Brand is Important


Barrier Against Unauthorized Resellers

Brand Gating serves as a fortress against unauthorized resellers seeking to exploit your brand’s reputation. This stringent measure ensures that only authorized sellers, vetted and approved by your brand, can gain access to your listings. This mitigates the risk of counterfeits infiltrating the marketplace and diluting your brand’s identity.


Increased Revenues

Brand Gating not only protects your brand but also offers a tangible boost to your sales. By controlling where your products are sold and choosing who can sell them, you can optimize pricing strategies and maintain a premium image for your brand. With fewer unauthorized resellers driving down prices and undercutting your profits, you can command higher margins and maximize revenue potential.


Building Trust from Customers

Trust is the currency of commerce, especially in the digital marketplace. Brand Gating reinforces your commitment to authenticity and integrity, building trust among customers who value transparency and reliability. By ensuring that only approved sellers offer your products on Amazon, you provide consumers confidence that they are purchasing genuine products from trusted sources. 


How Does Brand Gating Work

Once your products or ASINs get gated on Amazon, resellers must show proof that your brand has authorized them to sell these products on the marketplace. 


When an ASIN or product is gated, a reseller who intends to sell or list your ASIN needs to present written consent from your brand along with three purchase invoices from the manufacturer or distributor within the past 90 days. They are also required to pay a hefty non-refundable amount of $1,500. The daunting process and fee make it less tempting for unauthorized sellers to sell counterfeits of your products.


Ready to get started?


How to Set up Your Brand to Amazon’s Brand Gating Program


Eligibility

Brand owners must be enrolled in the Amazon Brand Registry before they can set up your products for brand gating. In order for you to do that you must first have a registered trademark in the country you intend to sell your products. In case you haven’t done this yet and are too busy developing your products, let us help you get started. We can assist you in this step just contact us here or book a zoom call.


Get into the Program

Once you have successfully registered to the Brand Registry, you may now proceed in registering your brand to Amazon Brand Gating. This generally requires you to fill up some forms, verify your identity, and submit documentation to Amazon.


Enroll your ASINs

Once your registration is approved you can now make a list of all the ASINs that you wish to be gated in Amazon. If you have tons of products in your catalog, start with your best sellers. It is good to check whether your product is eligible for enrollment.


Show Amazon Your Commitment to Fight Counterfeits

Documenting your efforts to ward off unauthorized resellers and fight counterfeits in the marketplace can help get your application prioritized. Demonstrate your commitment to fighting counterfeits and unauthorized resellers by providing documents and or images.


Submit Your Application

When you are ready with your list of ASINs and documented evidence of your commitment to fight counterfeits, you are now ready to submit your application to your Amazon representative.


Amazon’s Brand Gating Program offers an impeccable solution to the challenges posed by unauthorized sellers and counterfeit products. By enrolling in this program, brand owners can fortify their position in Amazon’s diverse marketplace, safeguard their reputation, and provide customers with the assurance of authenticity. So, seize the opportunity, embark on the journey to brand security, and pave the way for a brighter future for your brand on Amazon.


Ready to level up with brand gating but drowning in paperwork? Let Chief Marketplace Officer take the reins! Our team of Amazon experts is primed to skyrocket you into brand gating and Amazon Brand Registry without the stress. Contact us here or book a zoom call today to unlock your brand’s full potential.


Here at Chief Marketplace Officer, we help brands like yours succeed on Amazon so you can focus on developing your products to grow your business.

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The Psychology of Product Images: How to Create Visuals That Drive Clicks & Conversions

By William Fikhman • July 30, 2025
In the split-second decision-making world of Amazon, your product images are your first impression—and often your last chance to win the sale . Before a shopper reads a bullet point or sees your pricing, they judge your product based on the thumbnail. One glance decides if they click… or keep scrolling. And once they land on your listing? Each image either builds trust or fuels hesitation. This isn’t just about photography—it’s about psychology . Strategic, emotion-driven visuals can skyrocket your conversions, increase perceived value, and tell a complete brand story without saying a word. In this blog, we’ll dive into the psychology behind product images and how to craft visuals that don't just look good—but sell . Why Images Matter More Than Copy Amazon shoppers are visual. They scan. They skim. They compare. Here’s why product images are so powerful: 90% of information transmitted to the brain is visual Shoppers process images 60,000x faster than text On mobile, images often load before text , and thumbnails dominate screen space Strong visuals reduce doubts, increase trust, and enhance perceived quality Even if your bullet points are genius, they won’t matter if your images don’t stop the scroll. 1. The Thumbnail Trap: Win the Click with Visual Clarity Your main image (the thumbnail ) is your product's billboard in the search results. It needs to grab attention and clearly communicate what the product is. Psychological triggers to leverage: Simplicity: A clean, high-resolution product image on a pure white background helps the brain quickly process shape and form. Visual clutter = confusion. Contrast: Bright or bold products stand out better among muted competitors. Shape recognition: The human brain is wired to recognize familiar outlines—make sure your product is clearly distinguishable even in small thumbnails. Tips: Use 1000x1000px minimum for zoom capability Avoid props or shadows in the main image Show the product in its most iconic or recognizable form 2. Image #2 = Hook Their Imagination Once they click, the second image should answer the question: "What is this and why do I need it?" This is your chance to connect emotionally and help the shopper visualize the product in their life. Use: Lifestyle photography that shows the product being used in context Emotionally charged imagery : joy, relief, satisfaction, convenience Demographics that reflect your target audience Psychological principle: Mirror neurons. When shoppers see someone using and enjoying your product, their brain simulates that experience, making them more likely to convert. 3. Infographics That Reduce Risk & Build Trust After desire, the brain looks for reassurance . It asks: “Is this really going to solve my problem?” “Will it fit/work/do what I expect?” Infographic-style images answer these questions visually . Examples: Dimensions and sizing guides Compatibility info (e.g., “Works with iPhone 13–15”) Key features with icons (e.g., “Waterproof,” “BPA-free,” “30-day battery life”) Why it works: Cognitive fluency : Visual data is easier to process than text Trust amplification : Visual proof is perceived as more truthful than a sales claim 4. Comparison Charts = Competitive Psychology Your buyer is looking at other options. Don’t hide from it— control the comparison . Create an image that: Shows your product next to generic versions or key competitors Highlights clear advantages (material, warranty, features, bundle inclusions) Psychological principle: Anchoring. People make decisions based on relative comparisons. By showing your value directly, you "anchor" them to the idea that yours is the superior choice. 5. User Intent Matching = Click to Conversion Ask yourself: What would make a shopper feel “This is exactly what I was looking for”? Each image should match buyer intent and eliminate objections: “Will this fit in my space?” → Add scale reference or room context “Is it complicated to use?” → Add a simple step-by-step use guide “Will it last?” → Add a zoomed-in texture shot or highlight materials Brain hack: The brain avoids uncertainty. Remove friction and guesswork with visuals that reassure and inform. 6. Tell a Story from Image 1 to Image 7 Too many listings treat product images as isolated pieces. Instead, think of your image set as a visual story arc . Ideal flow: Main image – Clear, clean, scroll-stopping Lifestyle shot – Show the product in use Infographic – Highlight top features Comparison chart – Establish superiority Benefit-led image – Focus on how it makes life better How it works – Instructions or setup Guarantee, certifications, or bundling – Final trust boost This mimics the emotional journey a buyer takes: curiosity → desire → logic → trust → purchase. 7. Color Psychology in Product Imagery Color isn't just aesthetics—it influences mood and behavior . Use color intentionally: Red = urgency, energy (great for fitness or limited-time offers) Blue = trust, reliability (ideal for tech or health products) Green = calm, nature, eco-friendliness Black/Gold = luxury, high-end appeal Even if your product is neutral, use colored background accents, icons, or overlays to guide emotion. 8. Optimize for Mobile Viewing Over 70% of Amazon shoppers browse on mobile. That means: Small screens Faster scrolls Quick decision windows Mobile-friendly image tips: Keep text overlays large and minimal (no small paragraphs) Use vertical or square images to fill mobile screens Ensure key info is visible in the top ⅓ of the image 9. Real People = Real Conversions Stock photos are obvious. So are AI-generated faces. Want trust? Use real, diverse people that mirror your buyer avatar . Why it works: Authenticity reduces skepticism Faces increase engagement (especially eye contact) Representation makes your product more relatable and inclusive Final Thoughts: Images Sell Before Words Do You can’t afford to treat product images like an afterthought. Great Amazon listings don’t just “look nice”—they convert . They tell stories, answer questions, tap into psychology, and guide the shopper to “Add to Cart” with confidence. So stop thinking like a photographer. Start thinking like a buyer. Need help redesigning your Amazon image stack for better conversion? We specialize in data-backed, psychology-driven visuals that turn browsers into buyers. Let’s build image assets that actually sell. Schedule a call now with CMO !
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SEO for Sellers: How to Reverse Engineer Bestselling Listings

By William Fikhman • July 30, 2025
In the world of Amazon, ranking = revenue . And if your product isn’t ranking on page one for high-converting keywords, you’re leaving serious money on the table. The good news? You don’t need to guess what works. You just need to reverse engineer what already is working. Top-performing listings on Amazon are optimized for visibility, conversion, and trust. They’ve already cracked the code—and smart sellers use them as a blueprint to build better listings, faster . In this post, we’ll break down how to reverse engineer Amazon’s bestselling listings to improve your own SEO and climb the ranks. Why Reverse Engineering Works Amazon’s algorithm—A9—rewards performance. It pushes products that convert, maintain strong sales velocity, and check all the right boxes for SEO. When you analyze top listings in your category, you get a shortcut to: The keywords they’re ranking for The copy structure that converts The images and A+ layouts that close the sale What buyers love (and complain about) You’re not copying—you’re learning. And then optimizing smarter. Step 1: Identify Your True Competitors Start by searching your top 3-5 most relevant keywords on Amazon. These are the terms your ideal customer would type when looking for a product like yours. Ask: Who keeps showing up on page one? Are their products similar in price, size, category, or function? Are they organically ranked, or relying on ads? Pick 3-5 top competitors whose listings are consistently visible—especially organic results , not just sponsored placements. Step 2: Analyze Their Keyword Strategy Now that you’ve got your competitor ASINs, it’s time to uncover which keywords are driving their traffic. Tools you can use: Helium 10 – Cerebro Jungle Scout – Reverse ASIN Lookup ZonGuru or DataDive Amazon Brand Analytics (if you’re brand registered) What to extract: Top-ranking keywords (organic) High search volume + high relevancy terms Long-tail keywords Backend (hidden) keywords they might be targeting Pro Tip: Export the keywords from all 3-5 competitor ASINs and look for overlapping terms. These shared keywords should form the core of your SEO plan. Step 3: Deconstruct Their Listing Copy Now dive into the listing itself. Focus on how they’re using keywords and what tone or structure they’re using to convert shoppers. Title Where are the most important keywords placed? (Front-loaded?) Are they keyword-stuffed or clean and benefit-driven? Are they using compatibility terms, size, or use cases? Example: Instead of “LED Night Light for Kids,” a top listing might say “Soft-Glow LED Night Light for Kids, Plug-in Wall Lamp for Nursery, Bedroom & Bathroom.” This variation blends keywords with clarity. Bullet Points Are they leading with features or benefits ? How long are they? Are they repetitive or concise? Look for keyword usage in natural language , not robotic stuffing. Description / A+ Content If your competitor has A+ Content, study: Headings (SEO hint: these are indexed) Image-text layout Storytelling techniques Product comparisons Even though A+ Content doesn’t directly index in traditional SEO, Amazon crawls some elements , and it definitely boosts conversion , which impacts ranking indirectly. Step 4: Evaluate Their Visual SEO Images speak louder than words on Amazon. Top listings don’t just rank—they convert with compelling visuals. Look for: Infographics with keywords (e.g., “BPA-Free | Travel-Safe | Fits in Cup Holders”) Size comparison charts Lifestyle photos that match search intent Text overlays that highlight benefits Don’t underestimate image text . While Amazon doesn’t index image alt text directly, customer behavior influenced by visuals affects performance metrics like time on page and conversion rate. Step 5: Harvest Review Insights for Keyword & Messaging Clues Amazon customers write your copy for you—all you have to do is listen. Analyze competitor reviews: What words do customers repeatedly use? (e.g., “lightweight,” “easy to clean,” “perfect for travel”) What are positive themes ? What problems or objections do they raise? Use these insights to: Improve your bullet points Refine your images Add new keyword variations (especially emotional or pain-point terms) Step 6: Spy on Their Backend Keywords You can’t see backend search terms directly, but you can make educated guesses based on what they’re ranking for but not mentioning visibly in the listing. Use reverse ASIN tools to find: Keywords they rank for that don’t appear in the title, bullets, or description → These are likely in their backend search terms . Use this to expand your own hidden keywords without cluttering your copy. Step 7: Benchmark Performance Metrics Use tools like: Helium 10 – Market Tracker DataDive – Listing Scores Sellerboard – Competitor Monitoring Track: BSR (Best Seller Rank) Number of reviews Average rating Price changes New variations launched This helps you understand why they’re ranking well —and what you can emulate or beat. Step 8: Build a Listing That’s Better, Not Just Similar Now it’s time to apply what you’ve learned—but do it in a way that’s strategic, original, and compliant . Focus on: Keyword density without stuffing Front-loaded title with clarity High-converting bullet points that address pain points and benefits Backend terms that add long-tail support Mobile optimization (bullet length, image order, thumbnail clarity) Better visuals than your competitors Clear differentiation (USP) Don’t just match your competitors. Outperform them . Step 9: Track, Test, and Iterate Amazon SEO is not a one-time task—it’s an ongoing process . After optimizing: Track keyword rankings with tools like Keyword Tracker Monitor CTR and CVR using Amazon Brand Analytics (if available) Split test titles or images with tools like PickFu or Manage Your Experiments Keep what works. Replace what doesn’t. Final Thoughts: Data-Driven Creativity Wins Reverse engineering isn’t about copying—it’s about learning what works, why it works, and how to do it even better . By dissecting bestselling listings: You shorten the SEO learning curve You gain insight into buyer behavior You build listings designed for ranking + converting In the ultra-competitive Amazon marketplace, guesswork is a liability. Use real data from real winners to build a smarter strategy that puts your product on page one—and keeps it there. Need help with listing teardown, SEO keyword mapping, or a full optimization? Our team can reverse engineer your top competitors and build a tailored listing strategy that ranks and converts. Book a call now with CMO !