At around this time, CarbonKlean discovered Amazon Brand Registry and decided to sign up.
Madeline was immediately impressed by the program's effectiveness in ensuring listing accuracy, reporting suspected infringements, and removing bad listings with automated brand protections. "Brand Registry is amazing because it puts you in the driver's seat and gives you the information you need to take action. It's probably the smartest program I've ever seen."
Once they saw the positive impact Brand Registry had on finding, investigating, and removing suspected counterfeit listings, taking the next step and joining Transparency made perfect sense.
Transparency made it possible to proactively prevent counterfeits from reaching customers. What's more, for other channels, customers could verify whether or not they had an authentic Peeps product, no matter where they purchased them, by scanning the Transparency code with the Amazon Shopping or Transparency apps.
Madeline remembers sitting in her office when she received an email about Transparency. She read it through once and was immediately sold. "I opened it, read it, and called straight away."
The 20 minutes it took to enrol in the Transparency program would be pivotal for the brand.
"It was a game-changer for us. After ensuring our brand was protected by tools like Transparency, we went from selling 200 Peeps a month to over 10,000 Peeps a month."