top of page

Amazon Transparency Program - Shield Your Brand and Delight Your Customers

Updated: Apr 25

In an online marketplace as vast as Amazon, protecting your brand from counterfeiters while ensuring customer trust can seem daunting. Enter the Amazon Transparency Program, a solution designed to safeguard your products and elevate the customer experience with authenticity verification.

Whether you're battling knock-offs or looking to build an unshakeable bond of trust with your buyers, embracing the Transparency Program could be a game-changer. Let's dive into how this program can transform your business, ensuring peace of mind for you and your customers.

Amazon Transparency Program 101

Amazon warehouse worker scans the box with a barcode

In its essence, the Amazon Transparency Program employs unique 2D barcodes to verify each product, thereby deterring counterfeits. These unique transparency codes are a hallmark of the program, ensuring that only authentic units are delivered to your customers.

The program's primary aim is product verification. As a seller, you're required to provide unique transparency codes for each item you sell. This is an essential step in ensuring the authenticity of your products, reducing the risk of counterfeit goods entering the marketplace.

But the benefits don't end there. Participation in the program also offers an additional layer of brand protection. By verifying the authenticity of your products, you're not only safeguarding your customers but also your brand's reputation. This is particularly important for FBM sellers who are at greater risk of counterfeit listings.

Enrollment Process and Costs

Before enrolling in the Amazon Transparency Program, you'll need to verify your brand and have a Global Trade Item Number (GTIN) ready. This is the foundation for joining the program, as each product unit must have a unique Transparency code for authentication.

Now, let's talk about the costs. The unique Transparency code doesn't come for free. Costs per barcode range from $0.01 to $0.05, capping at about $50 for 1,000 units. That might seem like a small number, but it can add up quickly if you're selling large volumes.

It's also important to take into account labeling costs. Whether you're applying the codes yourself or outsourcing it, these costs will pile onto the price of each unit.

If you manage orders through Fulfillment by Merchant (FBM), each item must have its unique Transparency code. Otherwise, you risk losing the program's authenticity.

Benefits for Brands and Sellers

When you're part of the Amazon Transparency Program, your brand reaps multiple benefits, including protection against counterfeit products, which in turn maintains customer trust and your reputation. This program provides robust brand protection and ensures counterfeit prevention. Customers are assured of your product's authenticity thanks to unique codes attached to each unit.

Further reading: Do I Need An LLC To Sell On Amazon? (will add link once blog is posted)

Not only does the program help you see a decrease in financial losses due to counterfeit items, it also boosts your brand's credibility. Fake products can wreak havoc on your reputation, causing irreparable damage. With the Amazon Transparency Program, you don't have to worry about that. It keeps your brand image intact and prevents potential business shutdowns due to counterfeits.

Moreover, it helps build customer loyalty. When customers trust your brand, they stick around. The unique codes, acting like authenticity verifiers, further enhance this trust. Consequently, you enjoy increased customer loyalty and brand credibility. Joining the Amazon Transparency Program is indeed a strategic move, offering multiple benefits for your brand and business.

Compliance and Transparency Codes

Amazon transparency barcodes

Utilizing the Amazon Transparency Program, it's important to comprehend the program’s compliance and the role of transparency codes in verifying your product's authenticity. 

Let’s break them down:

  1. Eligibility: The program is open to brand owners with an active, verifiable registered trademark enrolled in the Amazon Brand Registry.

  2. Product Enrollment: Qualified brand owners must register their products in the Transparency Program, necessitating a unique Transparency code for each product. This serialized barcode is essential for Amazon's product authentication.

  3. Code Application: A unique Transparency code must be applied to every product unit, sold anywhere (on Amazon or beyond). The manufacturer, brand owner, or an authorized third party can apply these codes.

  4. Packaging and Labeling: The Transparency codes need to be placed either on the product's packaging or directly on the product, ensuring they are accessible and scannable by Amazon during fulfillment without obscuring existing barcodes or product information.

  5. Product Information Submission: Brand owners are required to submit detailed product information to Amazon, including identifiers (ASINs, UPCs, EANs), images, and manufacturing locations.

  6. Verification by Amazon: Post-enrollment, Amazon confirms product authenticity by scanning Transparency codes at multiple supply chain stages, including receipt at fulfillment centers and pre-shipment to customers.

  7. Compliance with Amazon Policies: Participation in the Transparency Program entails compliance with Amazon's selling policies, focusing on product safety, customer service, and pricing integrity.

  8. Reporting and Monitoring: Brands should use their Transparency dashboard for authentication insights and report any counterfeit suspicions to Amazon for investigation.

Role in Counterfeit Prevention

Recognizing the importance of compliance and transparency codes is just the beginning; the Amazon Transparency Program's real game-changer is its role in preventing counterfeit products from tarnishing your brand's reputation. 

This program uses unique T-shaped 2D barcodes, ensuring that your products don't get confused with fake listings, thereby enhancing your brand trust.

Amazon transparency App t-shaped barcode

You're required to provide unique Transparency codes for each item to guarantee authenticity. Imagine the peace of mind you'll feel knowing that every product you sell meets Amazon's high standards for authenticity.

But it doesn't stop there. With the Transparency mobile app, buyers can verify product authenticity and access unit-level information.

Amazon Transparency App

This means they can confirm they're getting the real deal before they even make a purchase.

In a world where counterfeits are increasingly common, the Amazon Transparency Program plays a vital role in counterfeit prevention. It's not just about protecting your products; it's about safeguarding your brand's reputation from negative reviews caused by counterfeit goods. So, adopt the Transparency Program - it's a small step for your products but a significant leap for your brand trust.

Program Limitations and Drawbacks

While the Amazon Transparency Program offers numerous benefits, it's crucial to understand its limitations and potential drawbacks that could impact your business. The program doesn't prevent unauthorized sellers from listing products under your brand without transparency codes. This loophole might expose your brand to counterfeit claims, and unauthorized sales.

In addition to this, if your products lack transparency codes, you might face challenges with returns. Amazon may accept returns without these codes, potentially leading to refund issues for your business. It's hence essential for you to make sure that every unit of your enrolled items carries the transparency codes.

Furthermore, non-compliance with program guidelines can result in severe penalties, including brand registry account shutdowns. Amazon has strict rules against enrolling products selectively to target other sellers. Violation of these terms can have serious consequences for your business.

Frequently Asked Questions

What is the Transparency program in Amazon?

The Transparency Program is Amazon's initiative to combat counterfeits. It uses unique barcodes on product packaging. Using the Transparency app, you can verify the product's authenticity, ensuring you're getting the real deal.

What is the cost of the Amazon Transparency Program?

When did Amazon Transparency start?

What does the Transparency app do?


So, there you have it - the Amazon Transparency Program, every brand on Amazon’s defense system in the vast digital marketplace. With its unique codes, it strengthens authenticity and fights counterfeits.

However, it requires careful navigation, compliance, and an insight into its limitations. The Amazon Growth Lab can lead you through this exploration, helping you utilize this tool to its full potential.

Explore, and let transparency be your guiding light within the realm of e-commerce.

9 views0 comments


bottom of page