Prior to buying this rug, I had purchased a similar product from a competitor. I returned that product for the same problem that I am having with your product. They, like you, guaranteed the color wouldn't fade. Your dye has faded at the same rate that a competitor's product did. I'm tired of returning rugs, so I will live with it. I would suggest that you place a disclaimer on fading for customers that live in Arizona ( truth in advertising, etc. ). It's a well made product, otherwise.