Almost every reputable brand faces a constant threat from counterfeiting and unethical sellers. The potential for these sellers on Amazon to offer substandard or fake versions of your products can lead to negative feedback, causing harm to both your brand and the Amazon platform.
Amazon addresses this challenge with the Amazon Transparency program, offering businesses a dual solution to safeguard their reputation and sales.
Right now, over 33,000 brands, with a vast 900 million verified products, are using Amazon Transparency. It’s like a shield against fake stuff, ensuring customers feel safe when shopping on Amazon.
This article is here to help you understand the Amazon Transparency program better. We’ll discuss how it can protect brands and follow the steps to start using the program. Let’s get into the details and see how this program can make a big difference for businesses on Amazon.
If you are looking for an immediate response or want to engage in a discussion with Amazon professionals regarding your brand protection, you can call us directly at +1-682-472-4939.
What Is The Amazon Transparency Program?
Initiated in 2017, The Amazon Transparency Program is a strategic weapon in the battle against counterfeit products. This product serialization service involves the application of unique, scannable codes to items before they are shipped, offering a robust method for verifying the authenticity of products in the Amazon marketplace.
The primary objective of the Amazon Transparency Program is to prevent counterfeit products from reaching customers. By integrating unique codes during the manufacturing or packaging process, the program establishes a clear trail of authenticity that can be verified by both consumers and Amazon’s internal systems.
The program underwent initial testing on Amazon’s products, ensuring its effectiveness in detecting and preventing counterfeit issues. This phase allowed Amazon to fine-tune the program before extending it to third-party sellers.
After successful trials, the Transparency Program has been expanded to include third-party sellers in many countries, such as the US, Canada, Germany, France, Australia, Spain, Italy, UK, and India. This expansion demonstrates Amazon’s dedication to developing a trustworthy and safe environment for customers to purchase online.
This program has a robust fail-listing mechanism. If a third-party seller attempts to sell counterfeit items or engages in deceptive practices, their products are flagged. This ensures that these unauthorized products won’t reach customers.
Latest Features of Amazon Transparency Program
In response to valuable feedback from brands expressing concerns about the additional costs and complexities associated with the Transparency code issued by Amazon, the e-commerce giant took proactive steps to enhance its service.
Amazon, committed to being a reliable marketplace for brands, manufacturers, and third-party sellers, announced new interoperability features in the Amazon Transparency Program in mid-October 2023.
To address concerns raised by brands regarding manufacturing and packaging operations, Amazon has introduced a simplified approach.
Now, brands can utilize their existing, unique serial numbers, eliminating the need for additional codes generated by Amazon. Brands simply share these serial numbers for the products they want to enroll in Transparency.
Whenever a unit of that product is sold through Amazon’s store, the platform will validate the serial number to ensure product authenticity.
By enabling brands to use their own serial numbers, Amazon aims to reduce operational costs and other complexities associated with implementing the Transparency Program.
Key Features of the Amazon Transparency Program
Accessible to Third-Party Sellers and Brand Owners
The Amazon Transparency Program is open to third-party sellers and brand owners, providing a comprehensive solution for a wide range of businesses operating on the platform.
Product Verification Service
The program serves as a robust product verification service, ensuring that items are genuine before they are shipped to customers. This addresses the critical issue of counterfeit products in the e-commerce ecosystem.
Transparency Mobile App
Amazon complements the program with a dedicated Transparency mobile app, available on both Google Play and the App Store. This user-friendly app allows customers to scan the provided code quickly. The app then displays essential information such as the brand, product details, and product ID. A green check mark indicates authenticity, while a red cross signifies that the product is invalid.
Compatibility with Fulfillment Types
The program caters to Fulfilled by Amazon (FBA) and Merchant (FBM) fulfillment types. For FBA, Amazon takes on the responsibility of labeling transparency codes. In the case of FBM, sellers must provide a code for every transparency-enabled item, with each shipped item requiring a corresponding code on its packaging.
Cost Structure
The cost of participating in the program ranges between $0.01 and $0.05 per barcode. This implies that labeling 100 products would cost a maximum of $5.
Requirement to Get Enrolled in the Amazon
Transparency Program
To participate in the Amazon Transparency program, sellers must follow specific criteria established by Amazon. Ensuring a smooth enrollment process involves meeting the following requirements:
Ownership Verification
Sellers must demonstrate legitimate ownership of the brand and provide verifiable proof of their brand ownership. This is a crucial step to maintain the program’s integrity and prevent unauthorized access.
Global Trade Item Number (GTIN) Display
Sellers must display a Global Trade Item Number (GTIN) on their products, such as a UPC or EAN barcode. This identifier helps establish the uniqueness and standardization of each item, facilitating the authentication process.
Application of Unique Transparency Codes
Sellers must be capable of applying unique Transparency codes on every item they produce. These codes, in the form of 2D barcodes, serve as digital fingerprints, enhancing the traceability and authenticity of each product.
Requirements for Brands Utilizing Their Own Codes in the Amazon Transparency Program
For brands seeking to employ their own codes within the Amazon Transparency Program, certain prerequisites must be met to ensure a seamless integration. These requirements are essential to guarantee the authenticity and traceability of products on the platform:
Brand Registry Enrollment
- Brands must be enrolled in the Amazon Brand Registry.
- Possession of a government-registered trademark is mandatory.
- Utilize Brand Registry credentials to establish and manage the Transparency account.
Global Trade Item Number (GTIN)
- Brands must possess each product’s Global Trade Item Number (GTIN).
- GTIN formats include UPC, ISBN, or EAN.
Application of Unique Codes
- Every unit manufactured for a specific GTIN/SKU must be assigned unique, serialized codes.
- These codes should be externally visible and scannable, presented in 1D, QR, or 2D code formats.
- Barcodes must be applied on the same side of the packaging as the GTIN for optimal scanning accuracy.
Serial Number Specifications
- Serial numbers must be unique and serialized, consisting of a minimum of 7 and 20 characters.
- The uniqueness and serialization ensure precise identification and verification of each product.
Full Serial Number Disclosure
- Brands must share all serial numbers associated with a specific SKU or GTIN with Amazon.
- Complete transparency in sharing serial numbers enhances the program’s effectiveness in ensuring product authenticity.
How to Enrol in the Amazon Transparency Program?
Step 1: Visit Amazon’s Transparency Page
Sellers meeting the criteria can initiate enrollment by visiting Amazon’s Transparency page.
Step 2: Click “Get Started”
On the Transparency page, locate and click the “Get Started” button to begin enrollment.
Step 3: Complete Short Form
Sellers will be prompted to fill out a brief form during enrollment. Provide accurate and relevant information about your brand and products.
Step 4: Request More Information
After completing the form, click “Request more information” to gather additional details about your enrollment from Amazon.
Step 5: Product Selection
If your request is accepted, you can select the specific products you wish to authenticate using Transparency codes.
Following these simple steps, you can enroll in the Amazon Transparency Program. It is advisable to begin with high-priced products rather than registering all items simultaneously.
Benefits of Enrolling in the Amazon Transparency Program
Brand Protection Against Counterfeiting
The Amazon Transparency Program acts as a robust shield for brands, safeguarding them against the persistent threat of counterfeiting. With unique 2D barcodes assigned to each product, this initiative ensures that customers receive genuine items. This protects the brand’s integrity and contributes to a positive shopping experience on Amazon.
Enhanced Consumer Confidence
The program instills confidence in their purchases by providing customers with a reliable way to verify product authenticity through Transparency codes. With a quick scan using the Amazon mobile app, customers can easily differentiate between genuine and counterfeit items, fostering trust and loyalty.
Reputation Management
Counterfeit products and negative reviews can harm a brand’s reputation. The Transparency Program allows brands to take proactive measures against unauthorized sellers attempting to sell fake items. This, in turn, helps maintain a positive brand image and mitigate the impact of potential negative feedback.
Streamlined Supply Chain Integrity
With Transparency codes applied throughout the supply chain, from manufacturing to customer delivery, the program ensures the integrity of the entire process. This comprehensive approach minimizes the risk of counterfeiting at various stages, providing brands with control over the authenticity of their products.
Cost-Effective Brand Security
The program offers a cost-efficient solution for brand owners. By allowing brands to use their own serial numbers and providing a structured cost range for applying Transparency codes, Amazon ensures that brand security is accessible without imposing excessive financial burdens.
In a nutshell, the Amazon Transparency Program provides a multi-faceted approach to brand protection, offering benefits ranging from preventing counterfeiting to enhancing consumer confidence and reputation management. The program’s streamlined processes and cost-effective measures make it a valuable tool for brands looking to secure their presence and credibility on the Amazon platform.
Protect Your Brand on Amazon With eMarspro
At eMarspro, we’re not just a provider of Amazon account management services; we’re your dedicated guardians in the competitive marketplace. Our team of Amazon consulting experts understands the intricacies of brand protection, utilizing advanced strategies to ensure your products stand out for all the right reasons.
Don’t let the shadows of counterfeiting cast doubt on your brand’s reputation. Contact us today, at eMarspro, we make protection a priority.
Let’s secure your brand’s legacy on Amazon.
