In the fast-paced world of eCommerce, counterfeit products can destroy a brand’s reputation overnight. To solve this growing issue, Amazon launched the Amazon Transparency Program, a brand protection system designed to verify product authenticity and stop unauthorized sellers.
This program ensures that every product reaching a customer is genuine and traceable. For Amazon sellers, joining Transparency is not just about protection it’s about building long-term trust and customer loyalty.
In this guide, you’ll learn how the Amazon Transparency Program works, how to join, its benefits, and how it can safeguard your brand in the competitive Amazon marketplace.
What is Amazon Transparency?
The Amazon Transparency Program is a product verification service by Amazon.
It helps brand owners protect their products from counterfeiters and unauthorized resellers.
Each unit of a product is labeled with a unique Transparency code.
When customers or Amazon staff scan this code using the Amazon Shopping app or the Transparency app, they can instantly confirm whether the product is authentic.
This extra step ensures that fake or copied versions of your products are detected before they reach buyers.
Amazon Transparency is part of the Amazon Brand Registry, meaning only brand-registered sellers can participate.
Why Amazon Transparency Matters for Brand Owners
Counterfeits are a major issue for sellers.
Fake products can harm your reviews, reduce your sales, and destroy customer trust.
Transparency prevents this by verifying every product at the fulfillment level before it’s shipped.
Here’s why it matters:
- It builds customer trust.
- It protects your product listings from hijackers.
- It gives you visibility across your supply chain.
- It strengthens your brand reputation.
- It ensures only genuine products reach customers.
Transparency is not just a protection tool.
It’s also a brand credibility booster.
How the Amazon Transparency Program Works
Transparency works through a three-step process:
1. Enroll Your Products
Only brand-registered sellers can join.
You select the ASINs you want to protect.
Amazon requires that each product has a Global Trade Item Number (GTIN) such as UPC, EAN, or ISBN.
2. Apply Transparency Codes
Once enrolled, Amazon generates a unique Transparency code for every product unit.
You print or apply these codes to your product packaging before sending inventory to Amazon or customers.
3. Scan and Verify
When customers or Amazon employees scan the code, the system confirms authenticity.
If a code is missing or invalid, Amazon blocks that unit from being shipped.
This process ensures only legitimate units reach your buyers.
Eligibility for Amazon Transparency
To join the Amazon Transparency Program, you must:
- Be brand registered on Amazon Brand Registry.
- Have a government-registered trademark.
- Own GTINs (UPC, EAN, or ISBN).
- Apply a Transparency code on every unit sold.
If you meet these conditions, you can apply through your Seller Central account or contact an Amazon representative.
Benefits of Joining the Amazon Transparency Program
Joining Transparency offers multiple advantages for Amazon sellers:
1. Protection from Counterfeits
Transparency makes it almost impossible for counterfeiters to sell fake products under your brand. Each code is unique and traceable.
2. Improved Customer Trust
When buyers can verify authenticity through the app, they feel more confident about purchasing from you again.
3. Control Over Product Distribution
You’ll have better visibility into where your products are being sold and shipped.
4. Boosted Brand Reputation
A Transparency badge on your listings shows buyers that your products are verified and genuine.
5. Higher Sales and Conversions
Trust leads to higher conversion rates and repeat purchases. Sellers often see better performance after enrolling.
How to Get Transparency Codes for Amazon
Once your brand is approved, you can generate Transparency codes directly through your Seller Central dashboard.
Here’s how:
- Choose the ASINs you want to enroll.
- Request Transparency codes for each unit.
- Print and apply these codes to your packaging.
Each code is unique and non-sequential, which prevents duplication.
You can order these codes in bulk, and Amazon charges per unit (depending on volume and region).
How to Scan Transparency Code with the Amazon App
Customers can verify your product in seconds using the Amazon Shopping app or Transparency app:
- Open the Amazon Shopping or Transparency app.
- Tap “Scan Transparency Code.”
- Point your phone camera at the code on the packaging.
- The app shows a green checkmark if the code is valid.
- If the product is fake or unregistered, a red X appears.
This scan builds buyer confidence and discourages counterfeiters.
How Much Does Amazon Transparency Cost?
Amazon charges a small fee per Transparency code.
The cost usually ranges between $0.01 to $0.05 per unit, depending on quantity.
Larger sellers receive volume-based discounts.
While this adds a small expense, the return in protection and trust is significant.
Think of it as insurance for your brand’s reputation.
How Does Amazon Transparency Help Prevent Counterfeits?
Transparency’s unique coding system ensures that each item is tracked from manufacturing to customer delivery.
Here’s what happens behind the scenes:
- Amazon scans Transparency codes at fulfillment centers.
- Any product without a valid code is flagged and held.
- Customers can verify the item themselves.
- Reports of counterfeit attempts are tracked and handled quickly.
This system makes it extremely hard for counterfeiters to bypass verification.
Transparency and Supply Chain Visibility
Transparency provides brands with valuable supply chain insights.
You can track:
- Where and when your products are scanned.
- Distribution flow across regions.
- Potential counterfeit activity hotspots.
This helps you improve manufacturing, shipping, and inventory management efficiency.
Transparency and Customer Trust
When buyers trust your brand, your sales grow.
The Transparency badge sends a strong message your brand values honesty and authenticity.
Customers who verify your products are less likely to return items and more likely to leave positive reviews.
This not only improves your seller performance metrics but also increases organic ranking in Amazon’s search results.
Transparency and Seller Performance
Transparency can also improve your overall seller account health.
By ensuring you only sell genuine units, you reduce:
- Counterfeit complaints.
- Listing hijacking issues.
- Policy violations.
A cleaner account means fewer risks of suspension and better Buy Box visibility.
How to Join the Amazon Transparency Program
Follow these simple steps to enroll:
- Register your brand in the Amazon Brand Registry.
- Apply for Transparency through the Brand Services portal.
- Select your ASINs and submit required documentation.
- Start generating codes for your products.
- Print and apply them to every unit before shipping.
Once enrolled, Amazon activates the verification process for your listings.
Transparency Program: Supported Countries
Amazon Transparency is available in:
- United States
- Canada
- United Kingdom
- Germany
- France
- Italy
- Spain
- Australia
- India
- Japan
Customers in these countries can use the Amazon Shopping or Transparency app to verify your products.
Transparency Reports and Insights
After enrolling, you’ll gain access to the Transparency Dashboard in Seller Central.
You can monitor:
- Number of codes used.
- Units protected.
- Scan success rates.
- Counterfeit alerts.
These analytics help measure program effectiveness and guide future protection strategies.
Expert Tips for Sellers to Maximize Transparency Benefits
- Add your brand logo clearly on product images.
- Keep your brand registry details updated.
- Use proper UPC or GTIN for every listing.
- Conduct periodic test buys to detect counterfeit listings.
- Report any unauthorized sellers immediately.
FAQs About Amazon Transparency
Amazon Transparency is a brand protection program that verifies product authenticity using unique Transparency codes on each item.
It uses scannable codes to confirm authenticity. Amazon scans codes before shipping, and customers can verify them via the app.
After approval, sellers can generate codes through Seller Central and apply them to each product.
Open the app, select “Scan Transparency Code,” and scan the label. A green checkmark confirms authenticity.
It costs about $0.01 to $0.05 per unit, depending on volume and region.
Only brand-registered owners can enroll products. Unauthorized sellers cannot use Transparency codes.
Yes, it’s available in major countries including the US, UK, Canada, India, and Japan.
Yes, it significantly cuts counterfeit cases by verifying every product before shipment.
Conclusion
The Amazon Transparency Program is a powerful tool for brand owners who value authenticity, reputation, and customer trust.
It protects your products from counterfeiters, strengthens your brand identity, and ensures every buyer receives genuine items.
If you sell on Amazon, Transparency is more than a feature it’s a necessity for long-term success. Join today, safeguard your listings, and grow your brand confidently with Sellexio’s expert guidance.