What is the Amazon Transparency Program?
Why the Transparency program and do you need it?
The Amazon Transparency program, launched in 2017, was a direct response to the growing concerns from businesses and consumers about the increasing prevalence of counterfeit goods on Amazon. The Amazon Marketplace presents significant opportunities for entrepreneurs, thanks to its extensive reach, efficient logistics, and robust fulfillment centers. By allowing third parties to legally sell trademarked products from various manufacturers, it serves as a crucial platform for those looking to enhance their sales and visibility.
The challenge for Amazon was monitoring a marketplace filled with hundreds of millions of SKUs, leading to a surge in counterfeit products being sold across its platform and other e-commerce sites.
“Our goal is to rightly shift the burden of trafficking to the supply chain and third-party online marketplaces and intermediaries that right now are blanketing this country with dangerous products that cheat consumers out of billions of dollars a year,” Director of Trade and Manufacturing Policy Peter Navarro stated in a Wall Street Journal op-ed.
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This is where Amazon aims for the Transparency program to make a significant impact for sellers and consumers alike. The program’s primary objective, along with several other initiatives Amazon has launched, is to combat the sale of counterfeit goods while reassuring customers about the authenticity of their purchases.
Customers can use the Amazon Transparency app to scan codes and verify they have genuine products, regardless of purchase location or channel. By scanning the unique code on the product’s packaging, customers can confirm that the item is authentic and access additional product information on the Amazon Transparency app.
If the Amazon Transparency program isn’t what you need but you require barcode labels, check out the free barcode generator from Avery. It allows you to effortlessly create barcode and QR code labels online.
How the Amazon Transparency program works
In essence, the Transparency program allows Amazon to meticulously track products, ensuring that counterfeit items aren’t shipped into or out of its warehouses.
When you enroll in the Amazon Transparency program, you will receive unique Amazon Transparency codes for every unit sold, whether on Amazon or another e-commerce platform. Amazon monitors these codes, and if a shipment arrives without them, it triggers an investigation.
If Amazon determines a third-party seller is violating its anti-counterfeiting policy, that seller risks losing their selling privileges, having their funds withheld, and facing the destruction of their inventory housed in Amazon fulfillment centers, not to mention potential legal ramifications.
Amazon barcode labels should ideally be affixed to the front of packaging for optimal visibility and ease of scanning. The back, sides, and top are the next preferred locations, respectively. The company scans products upon their arrival at the warehouses and again before they are shipped to customers.
After customers receive their products, they can utilize a Transparency app available on Apple and Android. By scanning the Transparency code, they can verify the product’s authenticity and access detailed information about the item. Users can also instantly report any discrepancies via the Transparency app.
Do you need Amazon Transparency?
If you’re selling branded products on Amazon, the Amazon Transparency program could be essential in protecting your brand and customers from counterfeiters. Launched in 2017, Transparency was Amazon’s direct response to the rise of fake products infiltrating its massive third-party marketplace.
Transparency allows brand owners to uniquely identify each unit they sell with a secure, scannable code. Customers can then verify the authenticity of their purchase using the free Amazon Transparency app—no matter where the product was bought. This not only helps build trust but also ensures your products stand out as genuine in a crowded online marketplace.
Avery WePrint is one of a select group of authorized Amazon Transparency Service Providers, offering preprinted and design-in Transparency labels that meet Amazon’s requirements. If you’re working with a partner like Avery, it’s easier than ever to apply the correct labels to your products and maintain your brand’s integrity across all selling channels.
Still not sure if Transparency is the right fit? If you don’t need full Transparency support but just need barcode labels, check out our free barcode generator to easily create and print your own UPCs and QR codes.
Amazon Transparency FAQs
Amazon Transparency is a product serialization program that helps brands prevent counterfeiting. Each unit is labeled with a unique Transparency code that customers can scan using the Transparency app to verify authenticity.
Do I need Amazon Transparency to sell on Amazon?
Amazon Transparency isn’t required for all sellers, but it’s highly recommended if you want to protect your brand from counterfeits and increase customer trust. Only brand owners can enroll.
To enroll, you must verify your brand ownership, have a GTIN (like a UPC or EAN), and be able to apply Transparency codes to each unit. Once approved, you’ll receive codes from Amazon to apply to your product packaging.
Transparency labels should be placed on the front of the packaging for best visibility. If that’s not possible, use the back, sides, or top in that order of preference.
You can order preprinted or design-in Transparency labels from authorized providers like Avery WePrint, which is approved by Amazon for Transparency labeling.
How do you enroll in Transparency?
To enroll in Transparency by Amazon, you first need to register as a manufacturer. To join the program, you must:
- Verify your status as the brand owner of your products.
- Possess a Global Trade Item Number (GTIN), such as a UPC or EAN barcode number, for your products.
- Have the capacity to apply Amazon Transparency codes on every unit you manufacture.
Once approved, you can request Transparency codes for your products. Each code is unique and features a 26-digit encryption that includes the manufacturing date, location, materials, and ingredients.
After receiving your codes from Amazon, you can order preprinted Amazon barcode labels that showcase your Transparency codes. Alternatively, you can choose design-in labels that incorporate the Transparency codes directly onto your product labels. Amazon provides a curated list of preferred Transparency Service Providers, such as Avery WePrint, where you can order your labels.
For further information about the Transparency program, visit Amazon. If you have questions regarding ordering Transparency labels, feel free to reach out to our WePrint representatives at (800) 942-8379. They’ll be delighted to assist you in selecting the right Transparency labels for your products and guide you through the label creation process.
