030 – Transparency by Amazon: A Product Authenticity and Supply Chain Game Changer?

Amazon Transparency is currently being rolled out, and it has the potential to have a significant impact for brands that are fighting product authenticity and supply chain issues.

What is Transparency?

  • New program launched in 2017
  • Piloted with just a few dozen brands
  • Brands purchase 2D barcodes to place on their products (unique 26-digit alphanumeric code)
    • Each barcode is unique
    • Each individual unit of product gets its own barcode
    • Barcodes cost $0.01 to $0.05
  • If a product has been registered with Transparency, any unit of that product that shows up at an Amazon fulfillment center without the Transparency barcode will be refused
  • Consumers can scan the barcode with their Amazon app to learn about the product
  • Currently invitation-only
  • Currently only available in North America
  • Supposed to be getting rolled out more broadly in 2018
    • Amazon has a number of job postings for the program listed on its job posting website

How Transparency Benefits Consumers

  • Be assured that the items you’re purchasing are authentic
  • Find out additional information about items you purchase
    • Learn the manufacturing date and location of the product
    • Learn additional details, such as the product’s materials or ingredients

How Transparency Benefits Amazon

  • Much more effective way to deal with the rampant counterfeit product issues
  • Makes Amazon the product authenticity clearinghouse – customers of other retail outlets still scan Amazon codes with the Amazon app for product information

How Transparency Benefits Brands

  • Gives stronger protections against counterfeit products
  • Creates the opportunity to track products through your supply chain, allowing you to identify the leaks where unauthorized sellers are gaining access to your products and selling them on Amazon

To Learn More About Transparency

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