Post Date: July 1, 2019

Protect your Brand with Transparency Codes




Amazon’s Transparency codes system was recently implemented to address the problems with counterfeit products on Amazon’s platform. It helps brand owners reduce counterfeits while providing consumers with the ability to verify the authenticity of the products they purchase.

While the implementation of this program is likely to improve Amazon’s anti-counterfeiting procedures, it has been causing a lot of trouble for Amazon sellers who sell authentic products.  Even if a seller has no customer complaints or reported issues regarding the authenticity of their products, they may still find themselves receiving suspension notifications due to the roll-out of the new Transparency program.

Amazon’s stance on counterfeiting:  “It is each seller’s and supplier’s responsibility to source, sell, and fulfill only authentic products. Prohibited products include bootlegs, fakes, or pirated copies of products or content; products that have been illegally replicated, reproduced, or manufactured; and products that infringe another party’s intellectual property rights. If you sell or supply inauthentic products, we may immediately suspend or terminate your Amazon selling account (and any related accounts) and destroy any inauthentic products in our fulfillment centers at your expense.”

How are Amazon using Transparency codes?
Once a brand owner starts using Transparency codes, Amazon can perform Transparency checks at its U.S. Fulfillment Centers to ensure the authenticity of the products sold on their platform.  Only Transparency-enabled products will be shipped to customers. Products without these codes will be destroyed or returned to the seller.

How can Amazon customers use Transparency codes?
Once the product is received, the customer can scan the Transparency code and obtain verification using the Transparency mobile app. This provides Amazon customers with the ability to instantly verify the authenticity of the products they purchase.

AT Info’s line of Markoprint® industrial coders is an ideal solution to help manufacturers implement Amazon’s Transparency Brand Guidelines.  See details from Amazon here.