Amazon Transparency India

Amazon Transparency has been on the minds of many Amazon India sellers recently. Sellers have been receiving notifications to activate Transparency for their brands/products. So what is Transparency? In recent years, eCommerce sellers on Amazon have become victims of counterfeiting. With fraudulent sellers giving out duplicate products to customers, eCommerce sellers with trademarked products have to bear the brunt of their deeds. Amazon is no stranger to cases where other sellers link their duplicate products to another seller’s ASIN. The original sellers have no robust recourse even if their brands are trademarked. It leads to leakages in businesses with the fraudulent seller eating into your potential sales.

Customers often lose trust in online shopping sites when they receive fake products, and turn to offline alternatives. Along with the marketplace, the reputation of the brand suffers whose products have been counterfeited. In 2019, the Amazon Transparency Program was rolled out by Amazon globally to tackle counterfeiting. In April 2021, sellers on Amazon India began noticing Transparency instruction videos.

We are writing this article today to help sellers on Amazon India to leverage the Transparency program to the fullest. The most important benefit of Amazon Transparency is that you can send notices to other sellers who are linking their products to your brand and take formal action against them. Let’s deep dive.

Seller Mapping on Amazon

What is the Amazon Transparency Program?

The Transparency Program was launched by Amazon as a measure to ensure that only authentic product units are delivered to customers. It is a product serialization service for identifying individual units and preventing counterfeit products from reaching consumers. When a seller enrolls in Transparency, Amazon scans the products to ensure delivery of only authentic units to customers. Each individual Transparency-enabled code is scanned by Amazon, irrespective of whether it is an FBA order or directly shipped by selling partners.

What are the Requirements to be Eligible for Amazon Transparency?

  1. You must verify yourself as the proprietor of your trademark registered brand to Amazon Transparency.
  2. Your products need to have a GTIN(Global Trade Item Number). It could be anything such as a GS1’s EAN barcode or UPC barcode.
  3. Capability to affix unique Transparency codes to every product unit you manufacture OR your authorised manufacturers (yes, that’s another advantage of Transparency) should have this capability.

How to Enroll For Amazon Transparency in India?

A seller needs to complete a series of steps to ensure that his brand is protected with Amazon Transparency.

1)Transparency Quality Assurance

The Amazon India Transparency Quality Assurance process ensures that your labeling operations meet Amazon’s guidelines. It makes sure that your products are labeled with operational efficiency and accuracy.

This process can be further divided into 4 steps:

STEP 1: Ensure that your product is successfully enrolled with transparency. A product configuration template or PCT will be provided to you by your transparency contact. The purpose of PCT is to capture specific product details required for transparency enrollment. Once your products are set up, you will see them displayed in the Transparency self-service portal.

STEP 2: Select a printing method for the Transparency codes. There are two ways for printing the Transparency 2D data matrix code; one is incorporating transparency in your artwork otherwise known as Design-In, and the other way printing the Transparency codes on a sticker or a label.

STEP 3: Select the Transparency label type to be affixed to your products. The packaging dimensions influence label selection which in turn influences the way future shipments are prepared for Amazon Fulfillment Centres or other channels.

Amazon Transparency Labels

Label Type 1 and Type 2 must be applied in addition to the codes that you apply, whether it’s a GTIN barcode or an FNSKU. Whereas, Label Type 3 and Type 4 combine the GTIN or FNSKU barcode with the Transparency code.

STEP 4: Draft & submit a Standard Operating Procedure (SOP) to your Transparency contact. You need to define how the labelling will be done and mention the responsibilities by specifying who will handle the labelling operations. The manufacturer or warehouse staff can then refer to the SOP as a guide when labelling.

You will then indicate your label type and include a digital mockup of the labelled unit. A digital mockup is a graphical depiction of your product packaging indicating where the Transparency label has to be placed.

2) Printing Transparency Codes

Before you initiate printing the Transparency codes, you need to gain access to the transparency self-service portal to generate Transparency code files, access transparency reports, and more.

3 Options to Print Amazon India Transparency Codes

3) Operational Performance Review

Amazon Transparency India

4) Turning on Transparency Protections

Transparency Protections are automatically turned on for the product upon successful completion of OPR and once the sell-through period has passed.
From here on, sellers will not be able to access your listings unless they provide proof of an authentic Transparency code.

We hope the above article was insightful and helpful in getting you started with Transparency. Browntape recommends that each and every Amazon India seller with a registered brand apply for Transparency. It also provides scope for further growth in your business, where perhaps even the fraudulent sellers (on a lighter note); may want to resell your products.

Leave a Reply

Your email address will not be published. Required fields are marked *