The Registered Brand column returns the Company name or Sub-Brand assigned to the Product in the e-commerce channel. For marketplaces like Amazon, entering the correct Brand name for each Product Listing is crucial because it will impact how shoppers discover your products via search results pages and advanced filtering. Lastly, from an Amazon Advertising perspective, ensuring your products are assigned the correct Brand name via the Amazon Brand Registry programme will ensure that all the Brand-Halo Conversions are attributed correctly.