The word “counterfeiter” typically doesn’t bring to mind someone assembling kitchen cabinets. However, with the rise of eCommerce, there has been a surge of fake products on big marketplaces, especially on Amazon. Amazon’s priority is expansion and profit, allowing third-party sellers and well-known brands to sell their products on its site. However, Amazon’s Terms of Service (TOS) prevent online sellers from duplicating listings for the same Amazon Standard Identification Number (ASIN), making them sell under the existing Amazon listing. Unfortunately, a few third-party sellers sell non-authentic, cheap lookalikes under the same listings, hijacking branded goods.
Counterfeiters are equally persistent in cashing in on your trademark while you are building a reputable brand, improving your seller rating, and aiming for the top spot in the Amazon search results. As black-hat selling schemes continue to emerge, Amazon brand owners need to take meaningful steps to eliminate counterfeit products before they can harm their brand’s credibility. Although there is no one-size-fits-all approach to drive knockoffs from the marketplace, Amazon offers a range of anti-counterfeiting solutions under the Amazon Brand Registry umbrella. One of the leading programs is the Amazon Transparency program, which we will discuss in this article.
We will cover what the Amazon Transparency Program is, its eligibility requirements, benefits, and its new Customer Engagement feature recently launched for the Amazon Transparency app. Let’s delve into this program, one step at a time.
What is the Amazon Transparency Program?
The Amazon Transparency program is a service that enables brand owners to authenticate their products by assigning unique codes to each unit, which can be scanned by both sellers and customers to verify their authenticity. The program’s primary aim is to prevent the circulation of counterfeit products and reduce the risk of buyers receiving fake goods.
Since its inception in 2017, the program has garnered widespread attention and gained popularity, leading to an increase in enrollment. The Amazon Transparency program is currently accessible to brand owners in several countries, including the United States, Canada, Germany, France, the United Kingdom, Australia, India, Spain, and Italy.
How Does Amazon Transparency Work?
The Transparency Program employs a distinctive product labeling system that grants registered brand owners a set of exclusive transparency codes.
Once Transparency is activated, distinct barcodes are affixed to the product packaging and subsequently scanned by Amazon during the shipping phase to ensure their authenticity. Consequently, Amazon examines Transparency-enabled products, flags those lacking the transparency code as possible counterfeit items, and halts their delivery for further scrutiny.
Benefits of Joining the Amazon Transparency Program
There are numerous advantages to enrolling in the Amazon Transparency program. The most significant benefit is that Amazon’s fulfillment procedure will detect and remove fake products automatically before they are sent to customers. As a result, the Transparency program allows you to:
- Keep counterfeit items away
- Regain lost sales
- Avoid negative reviews
- Restore your brand’s reputation
- Concentrate on growing your business instead of fighting counterfeits.