Amazon Transparency Program: A Complete Guide for E-Commerce Sellers

Introduction

In the age of booming e-commerce, brand protection has become one of the biggest challenges for sellers. Platforms like Amazon provide opportunities for global reach, but they also expose businesses to counterfeiters, unauthorized resellers, and product misrepresentation.

Imagine building a brand with years of effort, only to find fake sellers hijacking your listings, selling low-quality duplicates under your name, and damaging customer trust. This is not just a possibility—it’s a daily reality for many sellers on Amazon.

To address this, Amazon introduced the Transparency Program, a unique product serialization and anti-counterfeit initiative that gives brand owners control and protection at the unit level. Every individual product enrolled in Transparency gets a unique Transparency Code (T-Code), which ensures that only authentic items reach customers.

In this detailed blog, we’ll cover everything you need to know about the Amazon Transparency Program, including its features, benefits, requirements, costs, challenges, real-world examples, and step-by-step enrollment process.

What is the Amazon Transparency Program?

The Amazon Transparency Program is a product serialization service designed to protect brands from counterfeit and inaccurate products.

Each unit of a product enrolled in the program receives a unique, scannable Transparency code. These codes are verified by Amazon at multiple points:

• Before shipping (FBA warehouses): Amazon scans every code and blocks units that don’t have a valid Transparency label.
  

• At delivery (FBM orders): Sellers must apply Transparency codes themselves before dispatching.
  

• By customers: Buyers can scan the code using the Amazon Shopping App or the Transparency App to verify authenticity.
  

If the scan is valid, the customer sees a green checkmark confirming authenticity. If not, a red X indicates counterfeit or unverified goods.

Why Did Amazon Introduce Transparency?

The Transparency Program was developed to solve key challenges Amazon faced in its marketplace:

1. Counterfeit products: Fake sellers copy brands and undercut prices.
   

2. Listing hijacking: Unauthorized sellers add counterfeit stock to authentic listings.
   

3. Customer trust issues: Buyers often receive poor-quality duplicates, leading to negative reviews against the genuine brand.
   

4. Brand-owner frustration: Many brands struggled with constant infringement cases and had limited tools for protection.
   

With Transparency, Amazon provided a unit-level verification system that gives confidence to both sellers and customers.

How Does the Transparency Program Work?

Here’s a breakdown of how Transparency functions:

1. Unique Codes for Each Unit

• Brands generate or request Transparency Codes (T-Codes) for every product unit.

• These are applied as labels, QR codes, or integrated into packaging.
  

2. Amazon Verification Before Shipping

• For FBA sellers, Amazon scans the code in fulfillment centers before dispatch.

• For FBM sellers, codes must be applied before shipment; Amazon still verifies authenticity.
  

3. Customer Authentication

• Buyers can scan codes with the Amazon Shopping App or Transparency App.

• They see authenticity confirmation, and in some cases, additional product content (videos, promotions, care instructions).
  

4. Global Coverage

• Once enrolled, Transparency protection applies across all eligible Amazon marketplaces worldwide. No re-enrollment needed.
  

Benefits of the Amazon Transparency Program

1. Counterfeit Protection

Transparency blocks fake units from entering Amazon’s supply chain. Without valid codes, counterfeit products cannot be shipped.

2. Enhanced Customer Trust

Customers know they’re buying genuine items. They can scan codes themselves for extra confidence.

3. Stronger Brand Reputation

Prevents negative reviews caused by counterfeit goods. Protects long-term credibility.

4. Supply Chain Visibility

Brands can track where products are manufactured, shipped, and sold. This improves quality control and inventory monitoring.

5. Global Reach with Protection

Transparency is a worldwide program, ensuring your products are protected across multiple Amazon marketplaces.

6. Extra Brand Engagement

Codes can deliver value-added content (like usage videos, warranty info, promotions) directly to customers post-purchase.

Eligibility and Requirements

To join the Transparency Program, brands must meet certain conditions:

1. Trademark & Brand Registry

   • Brand must be registered with Amazon Brand Registry.

   • Trademark registration is mandatory (pending applications aren’t accepted).
     

2. Global Trade Item Numbers (GTINs)

   • Products should have valid barcodes (UPC, EAN, ISBN).
     

3. Transparency Codes

   • Every unit must carry a unique code. Brands must commit to consistent labelling.
     

4. Packaging Compliance

   • Ability to print/apply codes on packaging or labels.
     

Costs of Transparency

Transparency isn’t free. Costs include:

• Code Pricing: Typically $0.01–$0.05 per unit, depending on volume.

• Labeling Costs: Printing and applying codes during manufacturing or packaging.

• Operational Costs: Adjustments to supply chain, especially for high-volume sellers.
  

Example:

• A seller producing 10,000 units pays $100–$500 for codes.

• Add printing/labeling costs, which may raise the total by 10–15%.
  

Transparency for FBA vs FBM Sellers

FBA Sellers

• Amazon fulfillment centers check codes before shipment.

• Fake units are automatically blocked.
  

FBM Sellers

• Must apply codes before shipping directly to customers.

• Amazon verifies during the delivery process.

In both cases, codes are mandatory for all units—partial labeling is not allowed.

Step-by-Step Enrollment in Transparency

1. Trademark & Brand Registry

   • Ensure your brand is registered with Amazon Brand Registry.
     

2. Application for Transparency

   • Apply through Seller Central > Brand Protection > Transparency.
     

3. Product Setup

   • Provide GTINs and product details.

   • Request Transparency codes from Amazon.
     

4. Code Generation & Application

   • Download codes or order pre-printed labels.

   • Apply codes to every unit during packaging.
     

5. Amazon Verification

   • For FBA, units without valid codes are rejected.

   • For FBM, Amazon verifies at dispatch/delivery.
     

6. Go Live

   • Once approved, all sales are protected under Transparency.
     

Real-World Case Studies

Case Study 1: Skincare Brand

A D2C skincare brand faced heavy counterfeiting on Amazon. After enrolling in Transparency, counterfeit orders dropped by 90%, restoring customer trust and improving review ratings.

Case Study 2: Electronics Seller

An electronics company selling mobile accessories was losing sales to hijackers. Transparency stopped unauthorized sellers, and sales increased by 35% within 6 months.

Case Study 3: Nutritional Supplement Brand

A supplement company used Transparency not only for protection but also for customer engagement—sharing dosage videos and promotions via Transparency scans.

Challenges and Criticism

While powerful, Transparency has faced some criticism:

1. Cost Burden for Small Sellers

   • Per-unit fee + labelling costs make it expensive for low-margin products.
     

2. Operational Complexity

   • Applying unique codes to every unit is time-consuming.
     

3. Abuse by Some Brands

   • Reports of large brands denying resellers access to Transparency codes, effectively blocking competition.
     

4. FBA Rejection Issues

   • Cases of valid codes being misread, leading to delayed shipments.

Despite these, many sellers still see it as the strongest protection tool available on Amazon.

Transparency vs Other Brand Protection Tools

Tool	Protection Level	Who Can Use	Cost	Key Use Case
Brand Registry	Listing & IP protection	Trademark owners	Free	Enroll in brand protection ecosystem
Transparency	Unit-level serialization	Brand Registry owners	Paid (per code)	Stop counterfeit at product level
Project Zero	Auto takedowns	Brand Registry owners	Free (with eligibility)	AI-based counterfeit removal

For best results, many brands combine Brand Registry + Project Zero + Transparency.

FAQs

Q1: Can Transparency stop unauthorized resellers? Yes, if resellers don’t have Transparency codes, they cannot sell your products.

Q2: Do I need Transparency if I already have Brand Registry? Brand Registry protects listings; Transparency protects each unit. Both together give full protection.

Q3: Can customers see the Transparency code? Yes, customers can scan it using the Amazon Shopping or Transparency App.

Q4: What happens if a unit doesn’t have a code? Amazon blocks it from being shipped.

Q5: Is Transparency available worldwide? Yes, once enrolled, it works across all eligible marketplaces.

Conclusion

The Amazon Transparency Program is one of the most powerful tools for protecting brands against counterfeiters. By giving each unit a unique code, it ensures only genuine products reach customers, strengthens brand reputation, and boosts consumer trust.

While it adds extra cost and operational effort, the long-term benefits outweigh the challenges, especially for brands serious about scaling on Amazon.

For e-commerce sellers, Transparency isn’t just about stopping counterfeits—it’s about building a trustworthy brand identity that customers believe in.

If you’re an Amazon seller with a registered trademark, enrolling in Transparency could be the smartest investment for your business growth and protection.