Amazon offers Brands 20,000 free Transparency codes

Category: Brands
Amazon offers Brands 20,000 free Transparency codes

Amazon are offering brands the opportunity to protect their products against counterfeits with 20,000 free Transparency codes for one year. Brands will be eligible to receive 20,000 free Transparency codes for one year for every new product enrolled in the program before the 31st of December 2023.

Transparency prevents customers from receiving non-authentic or wrong versions of products, such as different compatibility, colour, materials, language or regulatory compliance. Each Transparency code is a unique, alphanumeric, non-sequential barcode that is applied to your product’s packaging to ensure that every unit shipped is authentic.

20,000 might sound pretty generous, but bear in mind that if you sell volumes greater than 20,000 of a particular SKU, you’ll still need to buy more. Transparency isn’t a SKU code, each and every individual unit will need a unique Transparency code. Brands can enroll some or all of their products in Transparency. For every product enrolled, brands are required to apply unique Transparency codes on every unit manufactured for that product.

The big advantage for Transparency codes is that they ensure that only authentic units are shipped to customers. Whether fulfilled by Amazon or shipped directly by selling partners, products cannot be listed on Amazon or shipped without valid Transparency codes so it gives you control not only over the units you ship directly, but also those that go through your channel partners.

Once a product is sold, the Amazon Shopping app and the Transparency app both allow customers to scan Transparency codes to confirm authenticity and access content you provide.

The service also enables you to gain additional insights on your items at the batch or lot level, helping you identify supply chain or other issues, diagnose their root cause, implement solutions, and improve products with minimal disruption to your business.

If you would like to avail yourself of this offer, click here to claim your 20,000 Transparency Codes.

3 Responses

  1. Does this also stop Amazon from taking an established product and making it themselves and selling it until the creator is driven out?

    Smells a little like the police policing the police!

    1. Eu trying to stamp that all out.

      Sadly we left the eu !

      Something about people in boats

  2. Have Amazon resolved the issue with transparency label program not being compatible with the Amazon buy-bulk-shipping (where there is no prompt on an order that the transparency label number is required to be entered)?

    Only when shipping was bought via amazon for each order one at a time did the transparency prompt appear, which of course is a painfully slow process.

    A seller would not know there was an issue until it becomes too late and a seller performance team start sending messages regarding un-entered transparency numbers

    Additionally for those using Amazon Shipping the dedicated order processing pages for that service did not prompt or remind sellers about their obligations for transparency numbers have Amazon now resolved that?

    Amazon did put a “transparency” logo next to orders on seller central – but failed to do the same on the amazon shipping screens

    Also we noted that a “popular” gift company put transparency labels on stock sold by Amazon and via the gift company’s own Amazon marketplace seller account – but they do not affix the transparency labels on products they sell direct to retailers to retailers via their authorised distributors.

    Effectively prohibiting genuine sellers from selling legitimate stock via Amazon.
    In turn this is blocking genuine competition on availabiltiy and prices from being offered to Amazon’s customers.


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