By calling on industry organizations, law enforcement departments and Vietnamese selling partners and brands to work together to enhance brand building and improve intellectual property protection awareness in the online export industry, Amazon looks to jointly promote the compliant, healthy and sustainable development of Vietnam’s online export industry.

Vietnamese selling partners’ awareness of brand building and intellectual property protection has gradually improved. Amazon data shows that in the past three years, the number of Vietnamese brands enrolled in its Brand Registry has grown 7 times, the duration of Vietnamese selling partners from seller account registration to Brand Registry enrollment shortened 85% on average. In addition, Vietnamese selling partners are paying more attention to global expansion, with 18.6% of Vietnamese selling partners having trademarks in U.S, EU, JP and other regions.

A recent Amazon survey showed that, besides sales growth, global brand building and adoption are among of the top key motivations for Vietnamese businesses to engage in cross-border e-commerce. In recent years, the top succesful Amazon selling partners from Vietnam have invested in brand registration and brand building. They take advantage of Amazon’s tools and products to understand customer’s need, attract and encourage visitors to their online store and product pages, put effort to have good images, product content, and brand stories. Also, according to an internal survey, Vietnamese selling partners showed high satisfaction on Amazon’s products and services to build their own brand with 7.5/10 score (top 2 highest satisfaction area).

As Vietnam has entered a new stage of cross-border e-commerce, intellectual property protection on online export has become increasingly important for Vietnamese businesses. In the past years, Vietnam Association of Foreign Invested Enterprises (VAFIE) has emphasized the importance of brand protection and e-commerce intellectual property protection. According to Mr. Nguyen Van Toan, Vice President of VAFIE: “Vietnam have implemented some fundamental IP initiatives to help increase awareness about the importance of protecting IP rights and streamline IP rights enforcement. With continued investment in strong IP rights, we can harness this positive momentum to stimulate its domestic capacity for innovation, enhance its global competitiveness, and help enterprises as well as the country economy integrate widely and effectively with global economy. It is recommended that small and medium-sized companies understand the importance of working together with trade associations and organizations to support efforts to protect IP, stop counterfeiting, as well as improving the capability to enforce rights and obligations under Vietnam's IP law and international commitments to which Vietnam is a signatory. To obtain patent and trademark protection, Vietnamese enterprises can find the guidance from Ministry of Science and Technology when introducing their products or services to the local market and contact to get support from trustable international organizations when bringing their products and services to global markets.”

Amazon is committed to improving selling partner’s awareness and ability in compliance and promoting the development of intellectual property protection in online export industry through Engineering, Education and Enforcement.

Engineering: Amazon has powerful tools for brands. Selling partners enrolled in Amazon Brand Registry can access to a set of powerful tools that help them manage and protect their brand and intellectual property rights. Through Brand Registry, Amazon can more effectively protect the brand through automated protections that leverage machine learning and the data brands provide in Brand Registry; and brands can more quickly find and report suspected infringement. Transparency provides unique 2D codes to brands’ products to prevent counterfeiting, allow customers to verify that a product comes from the brand. Report a Violation allows brands to report potential infringements and Project Zero provides brands with unprecedented power by giving them the ability to directly remove listings from our store.

Education: Amazon Global Selling Vietnam provides continuous trainings on compliance and brand protection, helping businesses understand applicable laws and policies to avoid operational risks. Selling partners and brands can access the latest selling policies on Amazon and in different marketplaces as well as industrial knowledge through multiple channels including Seller Central, Seller University, Global Selling Vietnam website...

Enforcement: Amazon cooperates with related government agencies and industry associations to actively promote the development of cross-border e-commerce intellectual property protection rules. Amazon’s Counterfeit Crimes Unit collaborates with brands and law enforcement around the world to undertake investigations on counterfeit and fraud on Amazon- stopping them from abusing Amazon and other retailers’ stores across the industry, so as to create a healthy business environment and create a reliable shopping experience for consumers.