Protecting Haleon Brands’ Integrity with Amazon Transparency

For Haleon, the main challenge was implementing an authenticity solution that met Amazon’s Transparency requirements while fitting into existing packaging and production processes, and without introducing operational complexity or unnecessary cost. The opportunity was not simply to meet a platform requirement, but to strengthen the journey from production line to doorstep, with packaging carrying more than a product, but also confidence that consumers were receiving the genuine brand they trusted. 

We were already managing Haleon’s successful SIPP (Ships In Product Packaging) program, with standardized carton structures and SKU-level labeling in place across the portfolio. This existing foundation made the addition of Amazon Transparency a natural next step. Working closely with Haleon as a trusted supplier—and in alignment with Amazon’s guidance and support—Smurfit Westrock integrated Transparency codes directly into existing labeled cartons. The approach preserved the efficiencies of automated packing lines, avoided disruption to operations, and minimized incremental costs, enabling a smooth and scalable rollout.

In addition to providing a program that could scale for future growth, the implementation helped remove counterfeit risk from enrolled Amazon listings, supporting Haleon in protecting brand equity and maintaining customer trust. Haleon reported that Transparency-enrolled ASINs delivered:

• Revenue and unit growth

• Minimized returns 

• Increased positive customer reviews