What is Amazon Transparency and what benefits does it offer?

This content is part of the Sitelicon editorial archive. It retains the information available on the date of publication; the conditions, tools and requirements of the platforms may have changed.

Context

What is the Amazon Transparency program?

Transparency is the Amazon program, within the Amazon Brand Registry brand management department, to help protect brands, especially in the face of falsifications, through the traceability of products by a specific labelling by a single code.

The program has been launched by Amazon in Europe, India and Canada following the success of the program in the United States with more than 4000 brands within it and more than 300 million codes generated.

Official Amazon website: https://brandservices.amazon.es/transparency

What are the benefits for the brands?

The program allows for proactive protection of falsifications: Amazon has implemented transparency controls to prevent product falsifications from reaching customers. Instead of having to manage the problems of these issues a porteriori It is a question of getting ahead of them and avoiding them.

Customer authenticity verification: Transparency allows any customer to authenticate any product enabled in the program, regardless of where they buy the product (Amazon, other e-commerce sites, physical stores, etc.).

• Transparency for the customer: in addition to allowing customers to authenticate products, the brands can use Transparency to communicate information between the final customer and the manufacturer on products at unit level, including the date of manufacture, place of manufacture, improved product information (e.g. ingredients).

What’s the cost?

Price levels:

o Level 1: 1 million units and less - EUR 0.045 (per code)

o Level 2: 1 to 10 million units: EUR 0.03 (per code)

o Level 3: more than 10 million units: EUR 0,01 (per code)

How does it work?

The units that Amazon (FBA) manages, as well as those that are delivered directly through sales partners (through MFN / FBM) are checked for Transparency codes to ensure their authenticity.

As an additional layer of protection, sellers should provide Transparency codes to Amazon in the Listing.

Each Transparency code is a unique non-sequential alphanumeric code that can only be generated and

issued by Transparency.

Transparency tracks each code along with the brand and product for which it was issued.

• The marks in Transparency apply unique Transparency codes in each unit they manufacture.

• Amazon scans Transparency codes to ensure that only authentic products are sent to customers. Units that fail transparency checks are investigated by possible falsifications.

• Customers can use the Amazon Shopping application or the Transparency application to authenticate their products regardless of where they were purchased.

Links

Official Amazon website: https://brandservices.amazon.es/transparency

APP Transparency in Google Play: https://play.google.com/store/apps/details?id=com.amazon.aba.application

APP Transparency in APP Store: https://apps.apple.com/es/app/transparency/id1151746202