Everything you need to know about Amazon Transparency Program

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The Amazon Transparency Program is a serialization program that validates products before shipment. The program, which began in 2017, aims to detect and prevent the distribution of counterfeit goods to customers.

As a pilot, Amazon started implementing the transparency project on its products, and it gradually opened it up to third-party shops after witnessing some success there. The following countries currently have Amazon Transparency: the United States, Germany, Canada, France, India, Australia, Spain, Italy, and the United Kingdom. 

The program is open to third-party providers and brand owners. If a third-party vendor tries to “seize” a product and sell counterfeit versions, their items will be delisted, and the buyer’s purchase will be cancelled.

Amazon Transparency barcodes have certain well-known equivalents that share some important characteristics with Amazon Transparency barcodes. The Universal Product Code (UPC) or European Article Number, for example, maybe terms you are already acquainted with. 

Is Joining Amazon’s Transparency Program Worth It?

Counterfeiting is a serious issue, and Amazon takes it seriously. Brand owners must take every care to protect their products and trademarks from counterfeiters.

Amazon has been under fire from the media for allegedly selling counterfeit goods on its marketplace in recent years.

Manufacturers have been able to fly cheap counterfeits under the radar on Amazon because of the first-sale principle, which allows third-party sellers to relist copyrighted items lawfully. Negative customer experiences result from selling low-quality, counterfeit items, which harm a company’s reputation.

Amazon’s Transparency Program allows brand-registered merchants to protect their brand’s reputation and ensure that customers get accurate items rather than knockoffs.

The main difference is that Amazon Transparency helps determine what kind of item is in front of the scanner. It enables businesses and consumers to keep track of their shipments as they travel. In this way, they may access all necessary information about their items, and it might include information on the product’s ingredients or even the manufacturer’s location.

What is Amazon Transparency, and how does it function?

It may show how large corporations assign serial numbers to each unit of every product they sell.

When you ship things into the Fulfillment Center with Transparency, Amazon will look for this code to verify the authenticity and refuse to accept any units that do not have it.

Amazon will check the code soon before the gadget is released when you purchase. When a product arrives at a customer’s doorstep, they may scan the code to verify the authenticity and view more data. A green checkmark signifies that the item is authentic, whereas a red cross indicates counterfeit. After that, buyers may report a possible fake to the Transparency team.

Seller Central gives them access to the product’s Transparency data, which they may use. On the other hand, Customers of Amazon will have a considerably easier time with the process. Scanning a barcode with the Transparency app on their phone will provide them with all relevant product information.

As part of its continuous development, Amazon improves the Program by adding more distinguishing aspects to its barcodes. Vendors and buyers will soon be able to acquire significantly more precise information on the items they’re interested in buying.

What are the Amazon Transparency Eligibility Requirements?

You must demonstrate ownership of your registered brand to Amazon Transparency. Your products will need a GTIN (Global Trade Item Number). It may be anything from a GS1 EAN or UPC barcode to a QR code. This functionality should be available to you OR your authorized manufacturers.

Following your application of a product’s unique Transparency codes, Amazon will begin searching for and scanning these codes inside its FCs to ensure that only genuine products matching the product’s listing are dispatched to customers. Counterfeiting is verified on units that fail the Transparency authentication tests. In the event of suspected counterfeits, Amazon’s anti-counterfeiting policies will be followed.

Why it’s vital to keep counterfeit items off the market?

1. Squandered money

Only the merchant benefits from fake products. They are usually less costly to manufacture than original things, and they are often sold at the same price, even though they are not worth the money. The client feels duped.

2. They Pose a Threat

Because counterfeit things aren’t regulated or registered, they don’t always meet safety standards and may be unsafe to use.

3. As a consequence of them, brands suffer

The majority of people are entirely ignorant that they are buying counterfeit goods. They purchase it and use it because they believe it is “genuine,” but they are often disappointed by the poor quality, losing faith in the brand. This might tarnish the brand’s image and cause legitimate businesses to lose clients.

4. The E-commerce Industry has been obliterated

Because of the high incidence of counterfeit goods, many people avoid doing business online. They like to go to a shop and inspect a product in person.

Benefits of the Transparency Program

1. Keep your valuables out of harm’s way

A black hat seller may try to sell a counterfeit version of a high-value item or a best-selling product if you provide it. Electronics, clothing, watches, and even well-known toys are all vulnerable to forgery, and they may appear in any category. Transparency prevents hijackers from selling on your listing since they won’t have Amazon’s unique codes for your things. You will recognize your items as counterfeit if a merchant attempts to sell them without a valid transparency code.

2. Assists you in increasing your earnings

Counterfeit products purchasers are your competitors who steal your potential customers. By identifying and removing such businesses, you will be able to produce more sales since they will have nowhere else to go except to come to you.

3. Counterfeiters may do a lot of damage

Counterfeiters and black hat merchants may cause a lot of damage to your Amazon business if you don’t fight yourself. A phoney merchant might undercut your pricing, stealing hundreds or even thousands of dollars from your listing. Another risk is that a buyer complains about receiving counterfeit products, and Amazon suspends your listing while it conducts an investigation. The longer your listing is dormant, the more money you will lose.

4. Your Reputation Is Safe

Customers despite getting counterfeit items, especially when an order for an authentic item has been made. If customers get low-quality or counterfeit items, they may become unsatisfied and leave negative reviews on your website or social media account. This might damage your reputation and drive off prospective buyers from buying your products. This is crucial since 84 per cent of consumers trust online reviews.


Amazon Transparency isn’t flawless, but it’s a commendable endeavour on Amazon’s side to protect legitimate businesses and combat counterfeiting. The sign-up requirements are steps you would do to protect your brand and combat counterfeiters.

Amazon Transparency is only available to suppliers with trademarks registered in their names. You shouldn’t be upset, on the other hand. The initiative intends to reach out to a wide range of different types of retailers. Have patience, and you will enjoy the benefits of this program at some point in the future.


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