This podcast episode explores the significance of backend expertise and brand registry in managing and optimizing Amazon listings. The speaker emphasizes the importance of troubleshooting and problem-solving in backend management and highlights the complexities of the Amazon listing ranking system. The contribution points hierarchy is discussed, with Fulfillment Centers holding the highest level of contribution points. The importance of brand registry in protecting listings from unauthorized changes is emphasized, along with the role of contribution points at the ASIN level. The significance of contributions in Amazon's catalog system is also highlighted, with active contributions being crucial for resellers to establish trust and credibility. The challenges brands face in regaining contribution rights under brand registry are discussed, and the growing trend of Amazon becoming more brand centric is explored. Finally, the potential power of contribution points in helping or damaging brands is discussed, along with the process of accessing the category listing report on Amazon.
