Bol Brand Registry is a program by Bol.com designed for brand owners who want to actively sell on the platform. By registering your brand, you demonstrate that you are the official owner of the brand or represent the brand holder. The program helps protect intellectual property and gives brand owners greater control over how their brand and products are presented on Bol.com.
You can only register a brand if it has been officially registered with a trademark office, such as the Benelux Office for Intellectual Property (BOIP) or the European Union Intellectual Property Office (EUIPO). Without an official trademark registration, you cannot participate in this program.
Registering your brand on Bol.com offers several advantages that are especially valuable in the long term. For many entrepreneurs, simply uploading and selling products via Bol is a good starting point. However, once you’re ready to take brand visibility seriously and want to focus on brand-specific differentiation, registering your brand name becomes a smart move.
With a registered brand, you not only gain legal protection, but also more control over how your products are presented on the platform. In addition, it opens the door to extra marketing opportunities and a stronger brand position within the market. Below, we’ve listed the most important benefits:
Without brand registration, your brand is vulnerable to misuse on Bol.com. Other sellers may use your brand name in product titles or descriptions, and in some cases, even offer products under your brand. These sellers often purchase similar items and market them using your brand name, sometimes with their own product information or packaging that does not align with your brand’s quality standards. This can seriously damage your brand’s sales authority and visibility.
An official brand registration helps prevent this. It allows you to report trademark infringements, block unauthorized sellers, and ensure that only you, or approved partners, are allowed to represent your brand. This way, your brand’s reliability remains intact, reputational damage is avoided, and you retain full control over how your products are presented and sold on Bol.com.
As a registered brand owner, you have the final say in how your products are displayed on Bol.com. Instead of multiple sellers being able to modify titles, images, or descriptions, you control how the content appears. This includes product titles, bullet points, specifications, and visual elements such as lifestyle photos or detail shots.
This control is essential for maintaining brand consistency. It prevents your brand from being presented in different, and potentially confusing or incorrect, ways to the consumer. With this level of control, you can enhance the customer experience, strengthen brand identity, and easily correct errors or unwanted content.
Consumers prefer to buy from brands that appear professional and trustworthy. When your brand is consistently presented on Bol.com with clear, high-quality product information and well-designed images, it inspires confidence. Customers immediately see that they’re dealing with a serious seller who values quality and attention to detail.
Brand registration helps ensure this consistent presentation. No more messy or conflicting product titles, just one clear brand identity that’s recognizable across all listings. This not only boosts brand recognition but also increases the likelihood that customers will choose your products over those of less professional competitors.
Another common issue for brands on Bol.com is that products can suddenly be classified as unbranded. This typically happens when Bol determines that a product listing does not comply with brand guidelines. Common causes include the absence of official brand registration, incorrect categorization, or invalid EAN codes.
When an item is marked as unbranded, it loses its connection to the brand page and the brand name is no longer displayed on the product page. As a result, brand visibility is diminished, and customer trust may decline. This often has a negative impact on conversion rates and undermines the professional appearance of your offering.
Registering your brand on Bol involves a few simple steps:
Make sure the brand name matches the official registration exactly, and that you — or your organization — are listed as the official contact in the trademark application.
At MarketPlace Expert, we know exactly what challenges brands face on Bol.com. We’ve helped countless brands with their registration and have resolved nearly every issue related to brand guidelines, unbranded products, and content conflicts. Thanks to our experience, we know what Bol pays close attention to, and how to prevent or quickly resolve problems.
Check out our page on Selling on Bol, explore our service Outsourcing Bol Management, or get in touch with one of our experts.
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