3 ways to sell branded products on HAQM

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How do you know whether you can sell a branded product? Who can sell branded products in the HAQM store? Whether you’ve built your own brand from scratch or want to work with a variety of other brands, you have options based on how you want to grow your business. Along the way, our tools and programs are here to help you scale. This post covers:

• Branded vs. generic products: What’s the difference?
• What is the HAQM Brand Name policy?
• 3 ways to sell branded products with HAQM

Branded vs. generic products: What’s the difference?

Branded products are products that customers can purchase from a brand. They often have the brand’s name or logo on them, or they have the brand’s name or logo on their packaging. Generic products don’t belong to a brand and don’t have an identifiable brand name or logo attached to them.

For example, a branded phone case usually has a brand name or logo on it to indicate that it belongs to a specific brand, like HAQM Basics. Alternatively, a manufacturer might produce a generic phone case that doesn’t have a brand name or logo on it.

You can trademark brand names and logos. This process gives you certain rights, protections, and responsibilities as the legally recognized provider of your products.

What is the HAQM Brand Name policy?

The HAQM Brand Name policy distinguishes between branded and generic products and provides a framework for how they can work in the HAQM store. It’s designed to:

• Protect the intellectual property (IP) of brands
• Give sellers guidance on how to accurately represent brand names
• Help customers identify branded products

Review the HAQM Brand Name policy

3 ways to sell branded products with HAQM

You can sell a wide variety of both branded and generic products in the HAQM store, though in some cases you may need to get permission from a brand or HAQM first. Whether or not you can sell a particular branded product may depend on several factors, including the product type, condition, and your relationship to the brand or product.

Let’s look at the details for three options, based on what you want to sell:

1. Sell your brand’s products by enrolling in Brand Registry
2. Sell your brand’s products without enrolling in Brand Registry
3. Resell branded products

1. Sell your brand’s products by enrolling in Brand Registry

If you have a registered or pending trademark, you can enroll your brand in Brand Registry, then list products for sale under your brand. We recommend this route because it allows you to start activating a series of brand-exclusive selling benefits through Brand Registry that can help you enhance your performance and boost your operations.

Here’s an overview of how to list your own branded products with Brand Registry:

1. Make sure you have a logo that includes your brand name permanently affixed to your products or packaging (meaning it can’t easily be added or removed).
2. Get a trademark for your brand. You’ll need a registered or pending trademark to enroll in Brand Registry.
3. Enroll in Brand Registry. Create a Brand Registry account using the credentials associated with your Seller Central account, then complete the process for enrolling your brand.
4. List products for sale. During our standard listing process, use the “Brand Name” field to select or enter your registered brand name.

To get started, log in to Seller Central, hover over Catalog, then select Add Products to launch our standard listing process. If you want to delegate the listing creation process to someone else, you can use Brand Registry roles to extend listing privileges to others, once you’ve enrolled.

Log in to Seller Central to get started

2. Sell your brand’s products without enrolling in Brand Registry

If you want to sell your brand’s products with HAQM, but your brand isn’t enrolled in Brand Registry, you can submit an application to HAQM to request approval to list using an unregistered brand name. This method can work if you don’t have a trademark.

First, make sure you a logo that includes your brand name permanently affixed to your products or packaging. Stickers don’t meet these requirements, even for brands not enrolled in Brand Registry. But you may print or emboss the brand logo on products during production.

When you’re ready to list your brand’s products, here’s how to submit an application for your unregistered brand name:

1. Log in to Seller Central, hover over Catalog in the main menu, then select Add Products.
2. Use the search bar to make sure there are no existing listings for the product currently live in the HAQM store. If nothing appears in search results, select Create a new listing to launch the listing creation process.
3. While entering information for the new product detail page, when you get to the “Brand Name” field, enter or select your brand name.

If the brand isn’t enrolled in Brand Registry or approved by HAQM, you’ll receive error code 5665 during the listing process. Follow the link in the error code to complete a Selling application for Catalog Authorization.

Learn more about listing errors

The Selling application for Catalog Authorization will guide you through the information and materials you can provide to help us understand your brand and the products you’d like to sell. Once your application is approved, you’ll have the ability to list the product, and future products, using your unregistered brand name.

Note that this route doesn’t give you access to brand-exclusive benefits for promoting products, analyzing your performance, and more. Another consideration is that if you enroll your brand in Brand Registry later, the listings created using this approach can only be associated with your newly enrolled brand with help from Seller Support. So we encourage you to complete the trademark process and enroll in Brand Registry whenever possible.

Learn more about catalog authorization

3. Resell branded products

If you’ve sourced authentic branded products and would like to resell them for a profit, in some cases you can match an offer to a brand’s existing product listing in the HAQM store.

First, make sure it’s OK to resell. Obtain the products from a legitimate source, like a wholesale supplier or manufacturer. Also, check that the product is safe, and that it complies with laws and regulations for the countries or regions where you want to sell it, as well as HAQM’s selling policies. Learn more in our guide to reselling.

Here’s how to begin matching an offer to a listing:

1. Hover over Catalog in the main menu of Seller Central, then select Add Products. Use the search bar (or the visual scan feature of the Seller app) to locate the product you want to sell in the search results.
2. Use the dropdown menu to select a product condition.
3. If the product requires approval, you’ll see an Apply to sell button.

If the product requires brand approval, you’ll be prompted to complete a Selling application for Brand. This application will guide you through the process of providing information and materials that can help us understand what you want to sell, as well as your relationship to the brand and products. As part of the process, you will need to provide a purchase invoice that you received from a manufacturer or distributor, or a brand authorization letter.

If your application is approved, you’ll be able to continue the matching process. Provide information about the product you want to sell in order to create your unique offer.

Note that this approach doesn’t provide you with the ability to create new product detail pages for a brand enrolled in Brand Registry. If you’re interested in creating new pages, look into becoming an authorized Reseller for the brand.

Start listing branded products for sale

If you’d like to learn more about how to sell branded products successfully, check out our beginners guide. This introductory resource covers tips for selecting a niche, setting price points, and other strategies to turn a profit with the products you want to sell.

The right strategy can help you find solutions for each step of the ecommerce process, from sourcing products to shipping and fulfillment. You might look into models like wholesale selling—especially if you want to work directly with brands and get permission to sell authentic products directly to customers. Check out our business-to-business ecommerce guide for more ideas.

Thinking of building your own brand? This route can take time, resources, and dedication, but it can pay off if you want to grow a loyal audience. With Brand Registry, IP Accelerator, and more, we’re here to support your success as you establish a brand identity, register your trademark, and help customers connect with your brand’s offerings.

Whether you want to sell products for another brand or your own brand, the first step is to sign up. Choose a selling plan, then register to create a selling account.

*A Professional selling plan is $39.99 a month + selling fees. Learn more