Hi everyone, Tim here from AMZ Fusion, diving into a quick explanation about Amazon Transparency program. This initiative is designed to prevent counterfeiting by ensuring every product sold under a brand on Amazon is genuine. Here’s how it impacts sellers and how you can navigate it effectively.
What is Amazon Transparency Program?
Amazon Transparency program is a product serialization service that helps identify individual units and authenticate their genuineness. This service is available to brands registered under Amazon’s Brand Registry. Its primary goal is to combat counterfeit products.
How Does Transparency Work?
When a product is enrolled in Transparency, each unit must have a unique Transparency barcode in addition to its standard UPC. This code must be applied to every unit manufactured, regardless of where it’s sold. The idea is to ensure that every item sold, whether on Amazon or in physical retail stores like Whole Foods or Target, can be verified as authentic.
Enrolling in Transparency
To enroll in Transparency, you must:
- Have a brand registered with Amazon Brand Registry.
- Be able to apply unique Transparency codes on every unit manufactured.
The Impact of Transparency on Sellers
For sellers, the practical steps to selling products under Transparency involve:
- Obtaining products with Transparency codes.
- Submitting these codes to Amazon as proof that the products are genuine when requesting approval to sell.
It’s crucial to submit images of the Transparency codes as requested by Amazon, typically five units, to avoid rejections and delays in approval.
Abuse of the Transparency Program
Despite its benefits, Transparency can be abused by brands or exclusive sellers to block others from selling their products on Amazon. They do this by controlling who has access to Transparency codes, thus gatekeeping who can sell on Amazon.
How to Deal With Transparency as a Seller
If you’re sourcing products from retail stores (retail arbitrage), ensure that the products you purchase for resale on Amazon already have Transparency codes. This compliance will help you prove their authenticity when listing them on Amazon.
Amazon Transparency Abuse Wrap Up
Amazon’s Transparency program has noble intentions to protect brands and consumers from counterfeit goods. However, its implementation can sometimes be leveraged unfairly to restrict competition on Amazon’s marketplace. As a seller, understanding how to navigate and comply with Transparency requirements will be crucial for your success.
For more details on managing your Amazon sales or further inquiries about dealing with Transparency, feel free to drop your questions below or subscribe for more insights. Thanks for watching, and see you in the next one!
