Amazon brand registry and amazon transparency app

The E-commerce marketplace is shifting the customer shopping experience. And in this age maintaining brand integrity and consumer trust is paramount. With counterfeit products posing a significant threat to brand reputation and customer satisfaction, Amazon, the e-commerce giant, has introduced two distinctive solutions: Amazon Brand Registry and Transparency App. But what sets them apart and how do they contribute to brand protection and transparency? 

Let's delve deeper into the difference between Amazon Brand Registry and Transparency App!

Understanding Amazon Brand Registry

Amazon Brand Registry emerges as a robust tool tailored to empower brand owners in asserting control over their products' listings and intellectual property rights on the Amazon marketplace. But what exactly does it entail?

Key Features and Benefits

  • Streamlined Brand Protection: With Amazon Brand Registry, brand owners can swiftly identify and report infringement instances, safeguarding their intellectual property rights and brand reputation.
  • Enhanced Brand Visibility: Enrolling in the Amazon Brand Registry allows brands to gain access to advanced marketing tools and enhanced brand content features, elevating their visibility and credibility among shoppers.
  • Exclusive Access to Brand Analytics: Unlock valuable insights into consumer behaviour, sales performance and market trends through Amazon Brand Analytics, empowering informed decision-making and strategic planning.

Navigating the Transparency App

In contrast, the Transparency App represents Amazon's proactive approach to combating counterfeit products and ensuring product authenticity throughout the supply chain. But how does it differ from Amazon Brand Registry?

Unique Features and Advantages

  • Individual Product Authentication: The Transparency App employs unique alphanumeric codes, known as Transparency codes, affixed to each unit of a product, enabling customers to verify its authenticity with a simple scan using the Amazon app.
  • Supply Chain Transparency: By integrating Transparency codes at the manufacturing stage, brands can trace their products' journey from production to purchase, fostering transparency and accountability across the supply chain.
  • Real-Time Counterfeit Prevention: Through real-time monitoring and validation of Transparency codes, Amazon can swiftly detect and intercept counterfeit products, mitigating the risk of fraudulent listings and protecting both brands and consumers.

Spotting the Difference

While both the Amazon Brand Registry and the Transparency App serve the overarching goal of combating counterfeit products and enhancing brand protection, they exhibit distinct functionalities and approaches.

Differentiation Points

  1. Scope of Protection:

    • Amazon Brand Registry primarily focuses on safeguarding brand identity and intellectual property rights on the Amazon marketplace, offering tools for brand enforcement and content optimization.
    • Conversely, the Transparency App extends its reach beyond the digital realm, providing a comprehensive solution for product authentication and supply chain transparency, encompassing offline retail channels as well.
  2. Authentication Mechanisms:

    • Amazon Brand Registry relies on brand identity and trademark verification processes, enabling brand owners to assert control over their listings and combat unauthorized use of their intellectual property.
    • In contrast, the Transparency App employs proprietary Transparency codes to facilitate individual product authentication, empowering consumers to verify product authenticity effortlessly.
  3. Marketplace Integration:

    • While Amazon Brand Registry operates exclusively within the Amazon ecosystem, offering tailored solutions for brand owners selling on the platform, the Transparency App transcends marketplace boundaries, catering to brands across various retail channels seeking to combat counterfeit products.

Amazon Brand Registry vs Transparency: What are the Key Differences

Amazon Brand Registry

Transparency App

Focuses on brand identity and intellectual property rights protection on Amazon marketplace.

Concentrates on individual product authentication and supply chain transparency across retail channels.

Empowers brand owners with tools for brand enforcement and enhanced visibility.

Enables consumers to verify product authenticity through Transparency codes.

Helps combat the unauthorized use of intellectual property and streamline brand protection efforts.

Mitigates the risk of counterfeit products through real-time monitoring and validation of Transparency codes.

Empowering Brands, Ensuring Transparency

The difference between the Amazon Brand Registry and the Transparency App lies in their unique functionalities and approaches to combat counterfeit products and enhance brand protection.

However online brand protection is not confined to Amazon's brand registry or transparency. The limitations these tools pose can be overcome using alternative solutions that help you to smoothly operate your brand across omnichannel platforms. Partnering with brand protection solutions at the early stage of your brand helps you to scale the market and improve revenue recovery. 

Learn how online brand protection is shifting the digital landscape in India. 

 If you are a brand owner or a seller in the online market arena, leveraging these powerful tools will fortify your brand from counterfeits and supply chain tampering. Fostering consumer trust and embarking on a journey towards sustainable growth and success in the digital age!

Want to learn more about online brand protection and supply chain traceability and how to implement it for your brand? Get in touch with us or book a demo today. Acviss has protected 2 billion+ products globally and served 80+ brands scaling different industries and businesses. Join us to secure your standing in the market and amplify your brand and trust among your customers.

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1. Can I enrol in both Amazon Brand Registry and use the Transparency App simultaneously?

Yes, brand owners can leverage both the Amazon Brand Registry and the Transparency App to enhance brand protection and combat counterfeit products effectively. However, it's essential to understand the distinct functionalities and benefits of each tool to optimize their utilization.

2. Are there any costs associated with enrolling in the Amazon Brand Registry or implementing the Transparency App?

Amazon Brand Registry enrollment is free for brand owners, offering a plethora of tools and resources to protect their brand identity and intellectual property rights. Similarly, the Transparency App incurs a cost per unit for implementing Transparency codes, ensuring product authenticity and supply chain transparency.