The Amazon Transparency Program is Amazon’s solution to growing concerns around counterfeit products. In this article, we will dive into the intricacies of the program, exploring how it works and its potential impacts on the authenticity and trustworthiness of products available on Amazon. From its innovative product labeling system to the verification process, join us ass we unlock the potential of this program, and it’s impact on brands.
What is Counterfeit?
The replicas, copies, and imitations of something valuable to deceive or defraud is usually the most simple definition of counterfeit, according to Oxford Languages.
It refers to an intended imitation of something authentic, usually with two primary purposes: getting illegal transactions and convincing the individuals that the imitation is either equal or of greater value than the original.
Counterfeiting has existed for thousands of years, dating back to ancient civilizations such as Rome and China. In fact, the Roman Empire had laws in place to punish counterfeiters and protect the genuine currency from being devalued by fake coins.
Counterfeiting remains a major global problem today, with estimates suggesting it costs legitimate businesses billions of dollars yearly. As a result, numerous initiatives are in place to combat counterfeitings, such as the Amazon Transparency program and using security features on currency and other high-value products.
Amazon Transparency Program
Amazon Transparency is a program designed to help brands fight against counterfeits on the Amazon platform. The Program was initially launched in 2017 in the United States and has since expanded to several other countries, including Canada, the United Kingdom, Germany, France, Italy, Spain, Japan, Australia, and India. Amazon is planning to expand to more countries in the future.
Interestingly, Amazon initially tested the Program on its own products and presented it to third-party sellers once it was confirmed as a success.
With this Program and additional features presented in the last years, Amazon prevented billions of dollars of counterfeit products from being sold.
Key Features of the Amazon Transparency Program
- The Program is available for third-party sellers and brand owners.
- It is a service that verifies products before being shipped to customers.
- Upon signing up, sellers and brand owners get special 2D barcodes that are unique to individual items.
- Together with code, Amazon also provides a Transparency mobile app, available on Google Play and AppStore, that is easy to use for customers and very straightforward. Once scanned, the code will display the brand and product information and the product ID. A green check mark means the code is valid and the product is authentic; the red cross means it is not.
- The Program is available for Fulfilled by Amazon (FBA) and Fulfilled by Merchant (FBM) fulfillment types. In the case of FBA, Amazon will make sure to label your transparency codes; In the case of FBM, Amazon will request a code for every transparency-enabled item, and each shipped item must have a code on its packaging.
- The cost is between $0.01 and 0.05 per barcode, which means 100 labeled products will cost you $5 at the maximum.
Signing Up for Amazon Transparency Program
The first requirement that sellers must fulfill is to be legitimate brand owners. If you meet this requirement, then follow the procedure below:
- Prepare the documentation that verifies your brand owner status.
- Prepare Product IDs, such as UPC or GTINs, for items you would like to enroll in the Program.
- Go to Amazon Transparency Page and select “Get Started”
- You will be redirected to fill out the form with your email address, first and last name, brand name, phone number, and location.
- If you want to learn more, click to get more information about the Program once you complete the form.
- And that’s it! If your application is accepted, you can add your products to the Transparency program.
Advantages of the Amazon Transparency Program
- Enhanced Brand Protection: The Program helps brands to protect their intellectual property and identify unauthorized sellers. Brand owners also can take action against these identified sellers.
- Authenticity verification: The Program provides sellers with another level of brand protection by allowing brands to apply codes to products during manufacturing, which can be scanned and verified as genuine products.
- Improved Customer Trust: The fact that customers can verify the authenticity of products by simple code scanning automatically increases customer trust in the brand.
- Higher Profit: Unauthorized sellers will not have your transparency codes, which will decrease their ability to sell counterfeit products and increase the sales of your genuine products.
Key Takeaways and Recommendations
- Amazon Transparency Program is definitely worth considering, especially if you are a seller of high-priced items.
- The Program will be your guard from unauthorized sellers.
- The Program is available for both FBA and FBM.
- Applying for the Program is straightforward if you are a brand owner with documentation confirming your status.
- The seller with a large catalog should always consider applying the bestsellers or high-priced items before any other items from their catalog.
- The Program will bring a few essential benefits, such as enhanced brand protection, customer trust, authenticity verification, and more profit.
Find out more about all types of Amazon barcodes by reading this article.
If you are thinking of selling on Amazon and have questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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