Every day, brands on Amazon wake up to a silent war raging across the marketplace. Counterfeiters are hijacking listings, flooding the platform with cheap knockoffs, and stealing sales directly from brand owners who have poured time, money, and sweat into building trust with customers. The result? Lost profits, shattered brand credibility, and disappointed shoppers who may never return.
Amazon knows this battle is real. In fact, the platform itself suffers billions in damages each year because of counterfeit activity. To counter this growing problem, Amazon launched a weapon designed specifically to protect brands and shoppers alike, the Amazon Transparency Program.
This isn’t another passive policy buried in Amazon’s terms of service. The Transparency Program actively scans, authenticates, and verifies products before they ever reach a customer’s hands. In this blog, we’ll break down exactly what is the Amazon Transparency program, how it works, who can benefit, and why skipping it may leave your business exposed.
What is the Amazon Transparency Program?
The Amazon Transparency Program is a product serialization service introduced by Amazon in 2017 to block counterfeit products from entering its fulfillment pipeline. At its core, Transparency operates like a digital ID system for every individual unit of your product.
Instead of assigning one UPC or EAN code per SKU, Amazon generates unique 2D barcodes (Transparency codes) for every single product unit you manufacture. These codes make counterfeiting virtually impossible because no two units share the same identifier. Each Transparency code ties directly to your Amazon seller account, making hijacking your listing far more difficult.
Today, Amazon Transparency protects brands across multiple countries, including the United States, Canada, Germany, India, Australia, France, and the UK. More importantly, it’s available to both Fulfillment by Amazon (FBA) sellers and Fulfillment by Merchant (FBM) sellers who want bulletproof protection against counterfeiters.
How Does the Amazon Transparency Program Work?
The Transparency Program’s process is highly proactive. Once a brand enrolls, Amazon provides unique Transparency codes for each unit produced. These codes are printed directly onto product packaging during manufacturing or applied as stickers during the packaging phase.
Here’s where Amazon’s advanced verification system kicks in:
- Every time an order is placed, Amazon’s fulfillment centers or your FBM shipping team scans the Transparency code.
- If the code is valid, the product proceeds to shipping.
- If the code is missing, duplicated, or invalid, Amazon flags the product as counterfeit and blocks shipment.
- Shoppers also have access to the Transparency mobile app, allowing them to scan the code upon delivery and confirm authenticity themselves.
The Transparency system functions like a live authentication network, removing rogue sellers from your listings, shielding your reputation, and ensuring only legitimate products make it to buyers.
If you’re still building your Amazon Store Setup and Optimization, enrolling in Transparency early can secure your listings from future counterfeit threats.
How Does the Amazon Transparency Program Work for FBM Sellers?
Many FBM sellers assume that Transparency only benefits FBA businesses since Amazon controls FBA fulfillment centers. That assumption leaves thousands of FBM brands vulnerable.
For Fulfillment by Merchant (FBM) sellers, Transparency offers equally powerful protection:
- After enrollment, Amazon still provides Transparency codes directly to the seller.
- FBM sellers must apply these codes to each unit before shipment.
- As orders are processed, Amazon’s system verifies every code before confirming delivery.
- Without a valid Transparency code, FBM shipments risk being flagged or blocked.
For FBM sellers who handle inventory independently, Transparency offers an extra layer of security, even without Amazon physically controlling your fulfillment process.
How Much Does the Amazon Transparency Program Cost?
One of the most common questions brand owners have is: How much does the Amazon Transparency Program cost?
The pricing is surprisingly affordable when compared to the potential losses from counterfeit sales. Brands typically pay between $0.01 to $0.05 per Transparency code, depending on order volume. That means for 1,000 units, you might pay anywhere from $10 to $50 to fully protect your inventory.
Additional costs may include:
- Label printing (if applied in-house during packaging)
- Labor (if applying labels manually instead of at the manufacturer level)
For brands selling luxury items, tech gadgets, health products, or any high-ticket inventory, this minimal investment can save hundreds of thousands in lost sales, returns, and brand damage.
How to Enroll in the Amazon Transparency Program
Enrollment in Transparency isn’t open to every Amazon seller immediately. Amazon has built certain eligibility criteria to maintain program integrity. To apply, you must:
- Own the brand registered with Amazon Brand Registry.
- Have a Global Trade Item Number (GTIN) such as UPC, EAN, or ISBN for each product.
- Apply Transparency codes to every unit produced.
- Maintain consistent quality control throughout manufacturing and packaging.
Once eligibility is confirmed, visit Amazon’s Transparency page and select “Get Started.” Fill out the required form, request more information, and wait for Amazon’s approval.
Once enrolled, you’ll begin receiving your Transparency codes for every new batch of products, and your listings will gain the protection they deserve.
The Benefits of the Amazon Transparency Program Go Beyond Just Counterfeit Protection
While blocking counterfeiters is the Transparency Program’s headline feature, the benefits stretch much further. Here are just a few ways Transparency enhances your Amazon business:
- Higher Amazon SERPs rankings: Clean listings free from hijackers perform better in Amazon search results.
- Improved customer trust: Shoppers who verify authenticity feel safer purchasing from your brand again.
- Lower return rates: Verified, authentic products reduce refunds caused by customers receiving knockoffs.
- Reduced negative reviews: Preventing counterfeit deliveries stops bad reviews that damage your Amazon product detail page performance.
- Long-term brand equity: Protecting your products today preserves your reputation tomorrow.
Bonus Tip: Strengthen Your Amazon Presence with the Vine Program
If you’re serious about building brand authority while participating in Transparency, consider combining it with other Amazon programs like the Vine Program. We’ve broken down how to use the Amazon Vine Program here: How to Use the Amazon Vine Program.
Leveraging Transparency alongside Vine ensures your products not only arrive authentically but also build trust with verified reviews early on.
Why the Amazon Transparency Program Is Essential for Brand Reputation
Counterfeit sales don’t just steal your profits—they poison your brand reputation. Shoppers don’t care who sold the fake item; they see your brand name attached to the problem. One angry review can snowball into dozens more, pushing your Amazon product detail page lower in search rankings, dragging down conversions, and forcing you to waste time on damage control.
The Amazon Transparency Program eliminates this risk before it reaches your customer. By intercepting counterfeit units at the fulfillment level, Transparency guarantees that only your authentic products land in your buyer’s hands. As your Amazon feedback remains clean and trust grows, you’ll notice a natural uptick in organic rankings on Amazon SERPs. This protects not only your present sales but also your long-term brand equity.
How Transparency Impacts Amazon’s Inventory and Fulfillment Network
Transparency is deeply integrated with Amazon’s fulfillment infrastructure. Each Transparency-enabled product passes through Amazon’s scanning systems at various checkpoints throughout the Amazon inventory lifecycle:
- When inventory is received into Amazon’s warehouse (for Fulfillment by Amazon (FBA) sellers), Transparency codes are scanned to verify legitimacy.
- During order picking and packing, additional scans verify the correct product is selected.
- Before shipping, final code scans ensure the package contains authentic goods.
Even in cases where a hijacker attempts to send inventory directly to an FBA warehouse under your listing, Transparency blocks unauthorized shipments from entering Amazon’s inventory system. This creates a powerful, automated defense wall protecting your brand.
Common Myths About the Amazon Transparency Program
Myth 1: Only Big Brands Qualify
While larger brands often lead the adoption, Transparency is accessible to any Amazon seller who owns their brand through Brand Registry. Whether you’re selling luxury watches or niche supplements, the program scales to fit your product line.
Myth 2: It’s Too Expensive
Paying a few cents per unit pales in comparison to the losses you’ll face from hijackers draining your sales. For most sellers, Transparency costs less than 1% of their item price.
Myth 3: My Listings Aren’t at Risk
Even smaller brands are increasingly targeted by counterfeiters who automate listing hijacks. Any product with growing sales volume is vulnerable. Transparency proactively locks down your ASINs before trouble starts.
Transparency + Optimization: A Complete Brand Defense Strategy
Enrolling in Transparency alone isn’t enough. Successful brands combine Transparency with strong Amazon Store Setup and Optimization to fully secure their presence:
- Write fully optimized product titles, bullet points, and descriptions.
- Use A+ Content to enhance your Amazon product detail page.
- Implement sponsored ad campaigns to stay highly visible on Amazon SERPs.
- Monitor unauthorized sellers regularly using brand protection tools.
- Use Amazon’s Brand Registry monitoring reports for added oversight.
When paired with Transparency, these tactics create a fortress around your brand, making it nearly impossible for counterfeiters to slip through cracks.
What Happens If You Skip Transparency?
The price of skipping Transparency can be devastating. Sellers who wait until counterfeiters show up may face:
- Lost Buy Box ownership as unauthorized sellers undercut prices.
- Account suspensions for listing policy violations.
- Irreparable brand damage from poor reviews tied to fake items.
- Time-consuming legal disputes to regain ASIN control.
By enrolling early, you avoid falling into reactionary firefighting and maintain full control of your brand experience.
Transparency Works Seamlessly With Used and Resale Markets
Some sellers worry that Transparency may not apply if they’re also selling used or refurbished items. However, Amazon provides flexibility. Sellers offering used inventory still benefit from Transparency on their new units, while managing used listings through clear product condition standards.
In fact, those expanding into used sales can complement their Transparency efforts by following this helpful guide: How to Sell Used Items on Amazon in 2025.
By carefully segmenting your listings and applying Transparency where appropriate, your entire catalog can operate safely and compliantly.
Future-Proofing Your Amazon Business with Transparency
Amazon continues expanding its brand protection services, but Transparency remains one of its most effective tools. The program’s real-time scanning and unit-level serialization create a level of security few third-party tools can match.
As Amazon’s AI-driven monitoring grows more advanced, sellers participating in Transparency will likely enjoy additional privileges, better account standing, and stronger placement on Amazon SERPs thanks to Amazon’s confidence in the integrity of your listings.
Don’t Leave Your Brand Unprotected, Get Transparency Today
The Amazon Transparency Program is a necessity for any seller serious about building a sustainable, reputable, and highly-profitable Amazon business. Waiting for counterfeiters to strike before acting puts your revenue and reputation at risk.
At Manage Amazon, we help brands just like yours navigate Amazon’s most complex programs with confidence. From Amazon Store Setup and Optimization to Transparency enrollment, we build customized protection strategies that secure your listings, boost your sales, and give your customers confidence in every purchase.
Let’s fortify your Amazon business today. Contact our team now and take the first step toward Amazon counterfeit-proof selling.
