Beacon Commerce Blog

Amazon Transparency: protect your brand + build trust

Sep 19, 2024

In today’s e-commerce landscape, protecting your brand’s integrity is essential. Amazon’s Transparency program offers a clear way to win against counterfeit products and build customer trust and loyalty.

Is Amazon Transparency right for your brand? Let’s dive in:

What is Amazon Transparency and how does it work?

Amazon’s Transparency program assigns each product a unique alphanumeric code. Once registered, your products receive a scannable code for printing on labels or packaging. Customers can scan this code with the Amazon app to verify authenticity and access detailed product information, ensuring they receive your product and not counterfeit goods.

How to enrol in the Amazon Transparency program

To enrol in the Transparency program, you need a registered trademark and a commitment to product authenticity. The process involves creating a Transparency account, submitting product info, and integrating codes into packaging. Amazon offers resources to help you through each step.

Important considerations

While the Transparency Program is a great tool, it is most appropriate for brands with significant equity, who are more at risk of someone counterfeiting their product.

If you are an Amazon-only brand or direct-to-consumer through your own website, Transparency can be a great solution to avoid inauthentic products. 

However, given the need for every product to have a sticker code and the associated expenses, it’s important to evaluate whether their program aligns with your brand’s needs.  

Cost is a key consideration: All your products will need to have the Amazon Transparency code applied, including products sold through retail channels.

Each Transparency code costs between 1 and 5 cents, and you’ll need to budget about $0.20 per sticker to apply them to your products.

Other ways to protect your brand on Amazon

There are also other methods to protect your brand on Amazon, including:

Amazon Brand Registry

Registering your trademark with Amazon gives you access to Amazon Brand Registry, which provides enhanced protection and control over your listings. It helps you manage and protect your trademarks, allowing you to take action against unauthorized sellers and counterfeit products.

Amazon advertising

You can also use Amazon’s advertising solutions to increase your product’s visibility and drive targeted traffic.

Sponsored Products, Sponsored Brands, and Sponsored Display ads help ensure that customers find your products and can help reduce the impact of counterfeit sellers by promoting your authentic listings. 

See more on how to deal with unauthorized resellers and other bad actors on Amazon.

Ready to enhance your brand’s protection and visibility on Amazon?

Contact us today to elevate your Amazon strategy and secure your success!


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