{"id":3291,"date":"2023-11-30T07:30:00","date_gmt":"2023-11-30T07:30:00","guid":{"rendered":"https:\/\/new.rithum.com\/blog\/uncategorized\/amazon-transparency-how-it-protects-brands-with-authentication-technology\/"},"modified":"2025-08-08T00:07:44","modified_gmt":"2025-08-08T00:07:44","slug":"amazon-transparency-how-it-protects-brands-with-authentication-technology","status":"publish","type":"post","link":"https:\/\/www.rithum.com\/blog\/amazon-transparency-how-it-protects-brands-with-authentication-technology\/","title":{"rendered":"Amazon Transparency: How it Protects Brands with Authentication Technology"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p>With more people shopping online, building a solid brand presence on ecommerce marketplaces is now a key focus for many retailers. Unfortunately, selling online can open the door to counterfeiters trying to capitalize on a brand\u2019s cachet, resulting in lost revenue and customer trust.<\/p>\n<p>According to Amazon\u2019s <a href=\"https:\/\/www.aboutamazon.com\/news\/company-news\/amazon-brand-protection-report\">Brand Protection Report<\/a>, there were over 10 billion fraudulent listing attempts in 2020. So how do you ensure your customer is getting the right message, and the right product, straight from your brand on the world\u2019s largest ecommerce marketplace? Amazon\u2019s Transparency program was developed to protect brands and combat bad actor attempts through innovative technology.<\/p>\n<p>First launched in 2018, Transparency is a serialization service that functions to proactively prevent inauthentic products from being sold on the marketplace. It\u2019s part of Amazon\u2019s Brand Protection Program, which ensures security for sellers and builds trust for customers. Current Transparency participation exceeds <a href=\"https:\/\/www.aboutamazon.com\/news\/innovation-at-amazon\/amazon-transparency-protects-more-than-10-000-brands\">15,000 brands and has expanded to 10 countries<\/a> in just a few years.<\/p>\n<p>Sellers must meet the following criteria to be eligible for the program:<\/p>\n<ul>\n<li>Be a brand owner registered with <a href=\"https:\/\/brandservices.amazon.com\/brandregistry\/eligibility\">Amazon Brand Registry<\/a><\/li>\n<li>Provide GTIN, UPC, or EAN codes for each product<\/li>\n<li>Apply unique Transparency codes on each unit<\/li>\n<\/ul>\n<p>Once verified and approved, a brand owner can request Transparency codes for each product they want to include in the program. This will essentially \u201clock down\u201d the requested ASINs so only the registered brand or authorized sellers can list the product. Each unique code is affixed to individual units and is encrypted with the item\u2019s manufacturing date, location, and materials.\u00a0 Once in the FC (FBA or FBM), the labels are scanned for authenticity prior to being shipped out to customers. Upon receiving the product, the customer can scan the label with the Amazon Transparency app to verify authenticity of the products they\u2019ve purchased, strengthening trust in the brand.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6102\" src=\"http:\/\/www.rithum.com\/wp-content\/uploads\/2025\/08\/Locked-Scanned-Verified-1024x563-1.png\" alt=\"\" width=\"1116\" height=\"614\" \/>While Transparency has proven to be successful against counterfeiters, it\u2019s ultimately a brand protection tool that goes beyond targeting specifically counterfeit goods. However, Transparency doesn\u2019t block other sellers from selling products under your brand, it is only meant to prevent inauthentic products from being presented and sold to customers using the brand name.<\/p>\n<p>Transparency can also:<\/p>\n<ul>\n<li>Prevent the wrong version of a product from being listed, as all sellers listing program-enrolled products are required to provide the Transparency code prior to listing the item.<\/li>\n<li>Use Amazon\u2019s internal checks to identify and block any products that have differences in materials, color, or market compliance. Any units that fail these checks are investigated.<\/li>\n<\/ul>\n<div style=\"background-color: rgba(0, 117, 255,.1); padding: 25px; margin-bottom: 25px; color: #363636;\">\n<p>Pricing information can be inquired\u00a0<a href=\"https:\/\/brandservices.amazon.com\/transparency\/contactus\">here<\/a>. The cost to brands reduces based on the volume of codes required. Potential labeling cost increases may occur with the addition of an over-label or the printing of updated product labels. Brands are able to choose which products to enroll in the program, and can make strategic decisions around which ASINs are highest risk for bad actors to target.<\/p>\n<p>Brands can track Transparency\u2019s influence on their enrolled product listings through Brand Reports. This includes reporting of suspected copyright infringement, unsuccessful code scans, blocked listing attempts, and more useful data points to help analyze Transparency\u2019s impact.<\/p>\n<\/div>\n<p>Brand participation\u00a0in Transparency\u00a0increased by more than 50% between 2019 and 2020 and protected over 500 million product units last year.<\/p>\n<p>Are you interested in reducing counterfeits?\u00a0<a href=\"https:\/\/www.rithum.com\/contact-us\/#sales-marketing\">Contact us<\/a> to learn more about the benefits of protecting your brand experience with Transparency.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>With more people shopping online, building a solid brand presence on ecommerce marketplaces is now a key focus for many retailers. Unfortunately, selling online can open the door to counterfeiters trying to capitalize on a brand\u2019s cachet, resulting in lost revenue and customer trust. According to Amazon\u2019s Brand Protection Report, there were over 10 billion [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"coauthors":[],"class_list":["post-3291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amazon Transparency: How it Protects Brands with Authentication Technology | Rithum<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rithum.com\/blog\/amazon-transparency-how-it-protects-brands-with-authentication-technology\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Transparency: How it Protects Brands with Authentication Technology\" \/>\n<meta property=\"og:description\" content=\"Reading Time:  3 minutesWith more people shopping online, building a solid brand presence on ecommerce marketplaces is now a key focus for many retailers. Unfortunately, selling online can open the door to counterfeiters trying to capitalize on a brand\u2019s cachet, resulting in lost revenue and customer trust. 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