TikTok Commerce and Brand Authorization: What Amazon Sellers Should Know

As TikTok expands its footprint in eCommerce, its TikTok Shops feature allows businesses to sell products directly through the app. For Amazon sellers considering diversifying their sales channels, TikTok offers exciting opportunities to tap into a highly engaged audience. However, just like Amazon’s Brand Registry, TikTok requires sellers to follow certain steps to protect intellectual property, including Brand Authorization. This blog will explain what TikTok’s Brand Authorization is, why it’s important, and how Amazon sellers can navigate this process.

What Is Brand Authorization on TikTok?

Brand Authorization is TikTok’s method of ensuring that sellers are legally authorized to sell branded products on TikTok Shop. It requires sellers to provide valid documentation from the brand owner before listing products bearing the brand’s name, trademark, or logo. This process protects intellectual property and helps maintain trust between TikTok, its sellers, and its customers.

Unlike Amazon, TikTok does not always mandate Brand Authorization for every brand. However, the platform reserves the right to request documentation from sellers at any time. Categories like Beauty and Personal Care or children’s items may require Brand Authorization before listing products. Failing to comply could lead to the rejection of product listings, suspension of accounts, or removal of inventory.

Importance of Brand Authorization for Sellers

For Amazon sellers transitioning to TikTok, understanding the significance of Brand Authorization is crucial. On TikTok, unauthorized sales of branded products can lead to intellectual property violations, legal actions, or account suspensions. Brand Authorization helps sellers ensure that they are compliant with TikTok’s guidelines and protects them from potential IP infringement claims.

Benefits of Brand Authorization:

1. Prevents Unauthorized Listings: By registering your brand or submitting authorization documents, you ensure that other sellers cannot list products under your brand without permission.
2. IP Protection: TikTok’s Brand Authorization process protects sellers from IP violations, helping ensure that you have the right to sell the products you list.
3. Consumer Trust: Authorization adds legitimacy to your brand on TikTok. It shows that you have official permission to sell the products you’re offering, which boosts consumer confidence.

How to Obtain Brand Authorization on TikTok

Getting Brand Authorization on TikTok is a straightforward process. Depending on your role (whether you’re the trademark owner or an authorized seller), there are specific steps to follow:

1. For Trademark Owners: If you are the trademark owner, you must submit your trademark certificate through the TikTok Seller Center. Make sure that the details are accurate, such as the trademark number, name, application date, and expiration date. This ensures that TikTok verifies your submission correctly and prevents any delays in approval.
2. For First-Level Authorized Sellers: If you are not the trademark owner but have a Letter of Authorization from the brand owner, you must submit this letter to prove your right to sell branded products on TikTok.

3. For Second-Level Authorized Sellers: If you are authorized by a distributor or first-level seller, you need to submit two Letters of Authorization—one from the first-level seller and one from the brand owner.

Best Practices for a Smooth Brand Authorization Process

Ensuring a smooth onboarding process for Brand Authorization requires accurate and timely submission of documents. Here are a few best practices:

• Ensure Accuracy: Double-check that the trademark information provided, such as trademark number and registration date, matches exactly with your official documents. Inaccurate submissions can lead to rejection.
• Keep Documentation Updated: Letters of Authorization must be current and valid within the specified period. Expired letters can result in delayed or rejected listings.
• Submit Through Seller Center: All documentation should be submitted via the TikTok Seller Center under the Qualification Center to ensure that your requests are processed correctly and efficiently.

Brand Certification vs. Brand Authorization

While Brand Authorization focuses on permission to sell branded products, Brand Certification ensures that products meet TikTok’s safety and quality standards. Categories like Beauty and Personal Care or children’s items often require additional certifications to demonstrate compliance with safety regulations.

Certification is especially important in invite-only categories or products that require legal compliance documents. TikTok may request certifications during the listing process, and failing to provide them can result in listing rejection or suspension.

What Amazon Sellers Should Know About Selling on TikTok

For Amazon sellers considering expanding to TikTok, here are some key things to keep in mind:

1. Cross-Platform Protection: Just as Amazon’s Brand Registry helps sellers protect their trademarks, TikTok’s Brand Authorization and Brand Certification processes provide protection against unauthorized sellers and counterfeits.
2. Different Audiences: TikTok’s user base skews younger than Amazon’s, with a heavy emphasis on content discovery rather than search-driven sales. Amazon sellers must adapt their strategy to focus on viral content and influencer partnerships to succeed on TikTok.
3. Certification in Specific Categories: If you’re selling beauty products, children’s items, or other regulated categories, ensure that you have all required certifications before listing products on TikTok Shop. Use ChannelAdvisor to upload relevant documentation if needed.
4. Leverage Brand Awareness: Amazon sellers often have strong brand recognition. Leveraging that on TikTok, combined with viral marketing, can help increase brand visibility and drive traffic both on TikTok and to your Amazon listings.
5. Stay Compliant: Always stay on top of TikTok’s brand authorization and certification requirements to avoid interruptions to your listings and sales. The consequences of non-compliance can range from delisting to account suspension.

Conclusion

Expanding your business to TikTok Shops offers immense potential for growth, especially with the platform’s vibrant, young audience and viral content possibilities. However, ensuring your brand is authorized and certified is critical to protecting your intellectual property and preventing disruptions to your sales.

By understanding the Brand Authorization and Brand Certification processes, Amazon sellers can seamlessly transition into TikTok Commerce while maintaining their brand’s integrity and ensuring compliance with all required regulations. Whether you’re the trademark owner or an authorized seller, following best practices will ensure smooth sailing in TikTok’s ever-evolving marketplace.