But for all its advantages, selling online has also had its own set of challenges, particularly for a brand as iconic and popular as Weber. By late 2017, the brand’s e-commerce team noticed a decrease in online sales revenue for their grill covers, and an uptick in negative reviews due to poor-quality or defective grill covers.
The team suspected counterfeiting. After conducting some test buys from various e-commerce channels, they realised that some covers bearing the Weber trademark were indeed counterfeit.
Fortunately for Weber, in Amazon they found a partner committed to attacking the counterfeit problem.
Weber quickly signed up for Brand Registry
– Amazon’s foundational brand protection programme – which unlocks a suite of tools designed to help build and protect brands. Once a brand enrols and provides information specific to their brand, Amazon immediately activates proactive protections that stop infringing listings and inaccurate content.
The Weber team loaded their applicable trademarks into Brand Registry and then continued to conduct test buys. When their in-house product experts suspected a counterfeit, they used the Report a Violation tool to alert Amazon. Quickly, they began to see positive results.