Protect Your Brand With Amazon Transparency Program

Amazon Expert

Hi I’m Steven, Founder of My Amazon Guy, a 500+ person Amazon Seller Central agency out of Atlanta, GA. We Growth Hack eCommerce and Marketplaces through PPC, SEO, Design, and Catalog Management.

In the realm of e-commerce, the Amazon Transparency Program, a key facet of the Brand Registry Program, demands your attention. No longer an option but a necessity, this program safeguards your brand and customers by certifying the authenticity of each dispatched unit.

A valued client’s concern about counterfeit items and hijackers found a potent solution in the Amazon Transparency Program, as recommended by My Amazon Guy’s founder, Steven Pope. This blog post is your essential guide, condensing vital insights to maximize the program’s potential. 

Empower your brand, ensure customer trust, and conquer the e-commerce landscape with transparency as your armor.

What Amazon Transparency Program Is

The Amazon Transparency program is a service that helps brands protect their products from counterfeiting and unauthorized reselling. 

It involves the use of unique codes or labels on each unit of a product, which can be scanned by both sellers and customers to verify the authenticity and origin of the item. 

This program provides an extra layer of transparency and trust for both sellers and customers, helping to ensure that genuine products are being sold on the Amazon platform.

According to Amazon, startups, Fortune 500 companies, and entities in between are now using Transparency.

How It Works

Choose Products:

Pick the items to enroll for protection.

Add Codes:

Apply Transparency codes to your chosen goods.

Check Authenticity:

Scan codes to ensure only real units are sent.

Customer Confidence:

Shoppers can scan for authenticity, no matter where they buy.

Engage Effectively:

Connect with customers using data, visuals, videos, and promotions.

Amazon Transparency Statistics

Amazon Transparency Program Statistics

How do I Get Amazon Transparency?

To be eligible, a seller needs:

  • To be brand registered with a government-registered trademark.
  • To have GTIN or Global Trade Item Number like UPC, EAN, and ISBN for products.
  • To be able to apply the unique Transparency codes to each of your product units, regardless of sales destination.

Amazon Transparency Program: Product Authenticity

Combating Counterfeit Products

Amazon transparency can help in combating counterfeit products by providing customers with the assurance that the products they are purchasing are genuine and authentic. The transparency program allows sellers to enroll their products in the program, which involves assigning unique codes to each unit. Customers can then use the Amazon mobile app to scan the code and verify the authenticity of the product.

 

By implementing transparency, Amazon is able to track the movement of products throughout the supply chain, from the manufacturer to the fulfillment center to the customer. This ensures that counterfeit products are detected and removed from circulation. Additionally, customers can report any suspicious or counterfeit products, which further helps in identifying and eliminating counterfeiters.

 

Transparency also promotes trust and confidence among customers, as they can easily verify the authenticity of the products they purchase. This discourages counterfeiters from selling fake products on the platform, as they are more likely to be caught and face consequences.

Building Trust with Customers

Transparency contributes to building trust:

 

  1. Authenticity Verification: With Amazon Transparency, customers can easily verify the authenticity of products they purchase. By scanning the unique Transparency code on the product packaging using the Amazon mobile app, customers can ensure that the product they received is genuine. This verification process builds confidence and trust in the seller and the platform.

 

  1. Counterfeit Prevention: The Transparency program acts as a deterrent to counterfeiters. By enrolling their products in Transparency, sellers commit to providing genuine items to customers. The unique codes assigned to each unit allow Amazon to track and verify the movement of products throughout the supply chain. This helps in identifying and removing counterfeit products, ensuring that customers receive authentic goods.

 

  1. Enhanced Product Information: Transparency also provides customers with detailed product information. This includes manufacturing details, ingredients, sourcing, and other relevant information. By having access to comprehensive product details, customers can make informed purchasing decisions, leading to increased trust in the seller and the platform.

 

  1. Customer Feedback and Reporting: Amazon encourages customers to provide feedback and report any suspicious or counterfeit products. This feedback loop helps in improving the overall shopping experience and creates a sense of accountability for sellers. By actively addressing customer concerns and taking action against counterfeiters, Amazon demonstrates its commitment to customer satisfaction and trust.

Increasing Sales and Revenue

Here are a few ways in which Amazon Transparency contributes to increased sales and revenue:

 

  1. Enhanced Brand Reputation: By enrolling your products in Amazon Transparency, you demonstrate your commitment to authenticity and build a strong brand reputation. Customers are more likely to trust and choose products from sellers who prioritize transparency and take steps to combat counterfeit products. A positive brand reputation leads to increased customer loyalty and higher sales.

 

  1. Increased Customer Confidence: Transparency provides customers with the ability to verify the authenticity of the products they purchase. This instills confidence in customers, as they can trust that the products they receive are genuine. When customers have confidence in the authenticity of your products, they are more likely to make repeat purchases and recommend your brand to others, leading to increased sales.

 

  1. Differentiation from Counterfeit Products: The unique Transparency codes assigned to your products help distinguish them from counterfeit or unauthorized sellers. Customers can easily verify the authenticity of your products using the Amazon mobile app. This differentiation sets your products apart and makes them more desirable, leading to increased sales and revenue.

 

  1. Trustworthy Shopping Experience: By actively participating in the Transparency program, you create a trustworthy shopping experience for customers. This includes providing detailed product information, addressing customer concerns promptly, and taking action against counterfeiters. A trustworthy shopping experience leads to customer satisfaction and positive word-of-mouth, ultimately driving sales and revenue growth.

 

  1. Increased Conversion Rates: The presence of the Transparency code on your product listings serves as a trust signal to customers. When customers see that your products are enrolled in Transparency, it increases their confidence in the authenticity of the products and improves conversion rates. Higher conversion rates translate into increased sales and revenue for your business.

 

Check out these videos from My Amazon Guy where you’ll learn more strategies to increase sales and revenue.

Amazon Transparency Program: Brand Protection

Preventing Unauthorized Sellers

Amazon Transparency can help in preventing unauthorized sellers by providing a way to track and verify the authenticity of products. Here’s how it works:

 

  1. Unique Transparency Codes: When you enroll your products in Amazon Transparency, each unit is assigned a unique code. This code is affixed to the product packaging. It serves as a mark of authenticity and allows customers to verify the product’s legitimacy.

 

  1. Customer Verification: Customers can use the Amazon mobile app to scan the Transparency code on the product they receive. This verification process confirms that the item is genuine and not a counterfeit.

 

  1. Unauthorized Seller Detection: The Transparency program helps identify unauthorized sellers. If a customer scans a Transparency code and finds that the product is not verified, it raises a red flag. Amazon can then investigate the source of the unauthorized product and take appropriate action against the seller.

 

  1. Accountability and Consequences: Unauthorized sellers face consequences for selling counterfeit or unauthorized products. Amazon actively monitors the Transparency program to protect customers and legitimate sellers. Unauthorized sellers who are discovered can be suspended, banned, or face legal action.

Third-Party Seller Application

In order to sell brand-registered products on Amazon, third-party sellers generally need to obtain approval from the brand owner. Brand owners have the option to enroll in the Amazon Brand Registry program, which gives them more control over their brand presence on Amazon. 

As part of the Brand Registry program, brand owners can set certain restrictions on who can sell their products. This means that third-party sellers who wish to sell brand-registered products may need to apply and receive approval from the brand owner in order to become authorized sellers. 

However, it’s important to note that the specific requirements and processes can vary depending on the brand and their individual.

Strengthening Brand Reputation

Amazon Transparency Program: Supply Chain Visibility

Tracking Product Movement

The Amazon Transparency program allows brands to track the movement of their products throughout the supply chain. Here’s how it works:

 

  1. Assigning Unique Transparency Codes: When brands enroll their products in the Transparency program, each unit is assigned a unique Transparency code. These codes are typically printed on labels and affixed to the product packaging.

 

  1. Scanning and Verification: Throughout the supply chain, the Transparency codes can be scanned using the Amazon mobile app. This allows for real-time verification of the product’s authenticity and tracking its movement.

 

  1. Supply Chain Visibility: By scanning the Transparency codes, brands can gain visibility into the movement of their products. They can track when and where the products are scanned, providing insights into the supply chain, distribution, and inventory management.

 

  1. Anti-Counterfeiting Measures: The Transparency program helps in combating counterfeiting by identifying any discrepancies or unauthorized scans of the Transparency codes. Brands can proactively monitor and investigate any suspicious activities to ensure that only genuine products are being sold.

 

  1. Data and Insights: The Transparency program provides brands with data and insights related to the scanning activity of their products. This information can be used to identify potential issues or trends, allowing brands to make informed decisions and take appropriate actions to protect their products and brand reputation.

Identifying and Addressing Counterfeiters in the Supply Chain

Here’s how it helps in identifying and addressing counterfeiters:

 

  1. Unique Transparency Codes: When brands enroll their products in the Transparency program, each unit is assigned a unique Transparency code. These codes are difficult to replicate, making it easier to distinguish genuine products from counterfeit ones.

 

  1. Scanning and Verification: Customers can scan the Transparency codes using the Amazon mobile app to verify the authenticity of the product they receive. If a counterfeit product is detected, customers can report it to Amazon, providing valuable information to help identify the source of the counterfeit.

 

  1. Supply Chain Visibility: By tracking the movement of products through the Transparency program, brands can gain visibility into the supply chain. This allows them to identify potential points of vulnerability where counterfeiting may occur and take appropriate actions to address the issue.

 

  1. Reporting and Investigation: Amazon actively encourages customers to report any suspicious or counterfeit products they encounter. When a report is received, Amazon investigates the source of the counterfeit and takes appropriate actions, such as removing the listing, suspending the seller, or even pursuing legal action against the counterfeiters.

 

  1. Proactive Anti-Counterfeiting Measures: The Transparency program provides brands with proactive measures to combat counterfeiting. By affixing unique Transparency codes to their products, brands can deter counterfeiters and make it more difficult for them to replicate and sell counterfeit versions of their products.

Amazon Transparency Program: Customer Confidence

The Amazon Transparency program can boost customer confidence, reduce returns, and increase customer loyalty in the following ways:

Amazon Transparency Program: Seller Performance

Amazon Transparency program can help reduce suspensions and improve seller metrics in several ways:

 

  1. Counterfeit Prevention: The Transparency program helps prevent the sale of counterfeit products on the Amazon platform. By enrolling in the program and affixing unique Transparency codes to your products, you demonstrate your commitment to selling genuine items. This proactive approach to counterfeit prevention can reduce the risk of receiving complaints or reports of counterfeit products, which can lead to suspensions or negative impacts on seller metrics.

 

  1. Brand Protection: The Transparency program helps protect your brand from unauthorized sellers and counterfeiters. By enrolling your products in the program, you establish a clear distinction between your authentic products and potentially counterfeit or unauthorized versions. This can help prevent situations where other sellers hijack your listings or list counterfeit products under your brand, which can lead to suspensions or negative impacts on seller metrics.

 

  1. Product Tracking and Verification: The Transparency program enables real-time tracking and verification of your products throughout the supply chain. This visibility allows you to monitor the movement of your products and quickly identify any discrepancies or potential issues. By proactively addressing these issues, you can reduce the likelihood of suspensions and maintain positive seller metrics.

 

  1. Enhanced Customer Confidence: The Transparency program allows customers to verify the authenticity of your products through the unique Transparency codes. When customers have confidence in the authenticity of your products, they are less likely to raise complaints or file claims that could lead to suspensions. Providing genuine products can also result in positive customer feedback and higher seller metrics, such as positive ratings and reviews.

Amazon Transparency Program Q&A

Where is Transparency Program Available?

Amazon Transparency is currently available in the following countries:

  • United States
  • Canada
  • Germany
  • France
  • Italy
  • Spain
  • United Kingdom
  • Japan
  • Australia
  • India

Customers can verify the authenticity of products enrolled in Transparency with the Transparency app in all of these countries. In the United States, Canada, Germany, France, Italy, Spain, the United Kingdom, and Australia, customers can also verify the authenticity of products enrolled in Transparency with the Amazon Shopping app.

Can you explain more about the Transparency codes?

  • Every Transparency code is an exceptional alphanumeric non-sequential code, appearing as a compact square barcode on your product’s packaging. 
  • The code generation protocol is exclusively owned and managed by Transparency. 
  • Each generated code is meticulously recorded alongside its associated product, aiding in product authentication.

How does the program work in Fulfillment Centers?

  1. Once you initiate the application of distinct Transparency codes to your products, Amazon’s Fulfillment Centers (FC) step into action. 
  2. These centers meticulously search for and scan these codes to ensure that solely genuine products, aligning with the product’s listing, are dispatched to customers. 
  3. In cases where units don’t pass the Transparency authentication checks, a comprehensive probe into potential counterfeits ensues.