Many sellers' attitude toward brand protection is: “Wait until counterfeiters start piggybacking.” But the reality is—by the time you find the problem, losses are already happening. Every extra day counterfeits exist, they take your orders, drag down your ratings, and eat into your profits. Rather than fixing things afterward, build defenses in advance.

Today, let's talk about the Transparency program's 4 best times to launch—so you can do the right thing at the right time.

If you are being tormented by counterfeit piggybacking, stop hesitating—the Transparency program is your preferred solution. Transparency is Amazon's product serialization service for brand owners. Each enrolled SKU receives a unique code used to verify authenticity and trace the distribution path.Simply put, Transparency gives every product a unique “ID card” (one item, one code).

Many sellers think they can register a few days before a major promotion to quickly add a temporary “protection wall.” But brand protection is not “instant after registration.”

Brand sellers need to select ASINs and pass the operational performance review (OPR) before Transparency protection takes effect. For existing products, there is also a 30-day buffer period. You also need enough time for review, code generation, and labeling/inbound.

The bigger the peak-season traffic, the more orders counterfeit piggybackers steal—and the greater the impact on conversion rate and Best Sellers Rank (BSR). During Prime Day, Black Friday, and Cyber Monday, if you don't lock the door in advance, it's like inviting others to take a slice of your cake.

Women's apparel seller Sally experienced an interruption in Transparency protection during the 2024 promotion season due to an operational oversight. Counterfeit piggybacking slipped in again, eventually causing a 61% sales decline. It took nearly two months to gradually climb back on track.

During major promotions, every package is a real opportunity to connect your brand with consumers. Without spending extra money, you can put brand information directly into buyers' hands. Sellers enrolled in Transparency can compliantly place an after-sales card inside the package. After receiving the product, buyers can scan the Transparency barcode on the card with the Amazon App and go to a brand-customized page.

On this page, you can showcase your brand story, product tutorials, and promotional information, and guide buyers to your brand store, gradually turning one-time customers into loyal brand fans and repeat buyers.

Get it done at the source: one-stop labeling during production

New products can launch with the “Blue Badge” trust boost—eligible product detail pages display the official authenticity badge “Blue Badge,” letting consumers know at first glance that the product is authentic.

For new products with few reviews and low listing weight, the Blue Badge can help reduce consumers' decision-making costs and help new products quickly build trust and improve conversion. One sportswear brand saw seasonal product conversion increase by over 10% after earning the “Blue Badge.”

New products have a moat from day one—counterfeiters cannot create piggybacking links, and the Blue Badge boosts conversion—one source-level plan, double benefits.

Many sellers' biggest pain point when expanding to new marketplaces is that they have not yet obtained a local registered trademark (R-mark), leaving brand protection in a vacuum and making them easy targets for piggybacking. Many also get stuck on the belief that to protect a marketplace, they must wait for that country's trademark to be issued.

But the reality is—as long as you have one registered trademark filed in Amazon Brand Registry, you can directly activate the Transparency program and protect 10 marketplaces: the US, Canada, UK, Germany, France, Italy, Spain, Japan, Australia, and India.One activation, simultaneous multi-marketplace protection—efficient and convenient.

Suppose you want to protect the Japan marketplace, but you only have a US-registered R-mark. You may think, “Then I'll wait until the Japan trademark is issued.” But in reality, you can directly use the US R-mark to activate Transparency and protect the Japan marketplace.

No matter what stage you are at—troubled by piggybacking, preparing for a major promotion, planning new products, or expanding to new marketplaces—Transparency can give you the right protection at the right time. Don't wait until losses happen to regret it. Take action now.

If you have any questions about Amazon, you can use the link ( https://wsurl.cc/wg4chn) or scan the QR code to contact the official client development manager: