From the article: "Brands are required to put Transparency codes on every unit for every SKU that’s enrolled, whether it’s sold on Amazon or through another channel."

Amazon doesn't want companies to use this to prevent third parties from selling their products obtained via other channels through Amazon by claiming they are counterfeit, and so requires all products to contain the code, not just those sold through Amazon.

edit: spelling

What Amazon wants and what the brands will actually do are two separate things...

Many brands will just print the transparency codes for units destined for Amazon through proper channels...which will be designated by having their own SKU, like brands already do for Costco and Walmart sales.

Product sold through other channels will not have the transparency codes and will be presumed counterfeit.

> Brands are required to put Transparency codes on every unit for every SKU that’s enrolled, whether it’s sold on Amazon or through another channel.

Nike would have to use a separate SKU for Amazon.

Yes, because Amazon days you can't stop resellers from selling your x on Amazon (per my reading). Thus you must tag all units.

No, Amazon can easily stop resellers from selling X on Amazon. It's a private platform.

Manufacturers don't need to tag all units unless they sell the same SKU across multiple channels. If they create Amazon-specific SKUs then any non-Amazon SKU would be presumed counterfeit under the new system.