Amazon Transparency Program: What It Is & How It Protects Your Brand

Counterfeits and unauthorized sellers remain one of the biggest threats to brand growth on Amazon, especially in competitive and regulated categories. The Amazon Transparency program gives brand owners a powerful, unit-level solution to verify authenticity, protect listings, and build lasting customer trust at scale.

Key Summary

• Amazon Transparency is a brand protection and product authentication program that helps sellers prevent counterfeits and protect their brand on Amazon 🛡️
• Each Transparency-enabled product receives a unique, unit-level Transparency code, going beyond standard UPCs or GTINs 🔐
• Amazon scans these codes before shipment to verify product authenticity and block counterfeit or unauthorized units 📦
• Customers can use the Amazon Shopping app or the Transparency app to confirm legitimacy after purchase 📱
• Transparency strengthens customer trust, brand credibility, and long-term marketplace performance ⭐

What Is Amazon Transparency?

Amazon Transparency is a product serialization service available to brands enrolled in Amazon Brand Registry. Each unit of a Transparency-enabled product receives a unique, non-sequential alphanumeric code that verifies authenticity at the unit level. Unlike UPCs or GTINs, these codes are unique per item, making it extremely difficult for counterfeit or unauthorized products to enter Amazon’s fulfillment network.

Counterfeiting is a growing global issue, with counterfeit goods accounting for more than $467 billion in annual global trade according to OECD data. For Amazon sellers, counterfeit listings can lead to negative reviews, suppressed rankings, lost Buy Box control, and long-term brand damage, especially in regulated or high-risk categories. The Amazon Transparency program was designed to address these risks proactively.

How Amazon Transparency Works

Once enrolled, brands apply Amazon-issued Transparency codes to every unit sold. Amazon scans these codes at fulfillment centers before shipping, ensuring that only authentic products reach customers. This process creates a closed-loop verification system that protects both brands and shoppers.

At beBOLD Digital, we help sellers operationalize this process end to end, coordinating directly with manufacturers, prep centers, and logistics partners to ensure Transparency codes are applied correctly before inventory ever reaches Amazon.

Important: Amazon Transparency is designed for product authentication, not reseller enforcement, and using it to block resellers can lead to compliance issues. For a deeper breakdown, see Why Amazon Transparency Is Not the Right Tool to Block Resellers.

What Are Transparency Codes?

Source: Amazon

Transparency codes are secure 2D barcodes or alphanumeric codes generated by Amazon. Each code is unique to a single unit and cannot be reused. These codes can be printed directly onto packaging, added as labels, or integrated into existing manufacturing workflows using approved Transparency service providers.

How Does the Verification Process Work?

Source: Pexels

Amazon verifies Transparency-enabled products at multiple touchpoints, but the process differs slightly depending on how the product is fulfilled.

• For FBA Sellers: Amazon scans each unit’s Transparency code at the fulfillment center before the product is shipped to the customer. If a unit is missing a code or the code is invalid, Amazon physically sets the unit aside, blocks the shipment, and marks the inventory for investigation.
• For FBM Sellers: Verification happens digitally. Sellers must scan or enter the unique Transparency code for each unit into Seller Central (or via their shipping software API) to confirm the shipment. You cannot generate a shipping label or confirm the order until a valid code is provided, ensuring that even merchant-fulfilled orders remain protected.
• Customer Scanning via Amazon App: Regardless of the fulfillment method, customers can scan the Transparency code upon delivery using the Amazon Shopping app or the Transparency app. This confirms authenticity and unlocks brand-specific content like videos or ingredients lists.

Source: Pexels

Requirements to Join Amazon Transparency

Meeting Transparency requirements is often less about eligibility and more about execution. At beBOLD Digital, we guide brands through each requirement strategically, helping them avoid approval delays and inventory disruptions.

To participate in the Amazon Transparency program, brands must meet several eligibility requirements tied closely to broader brand protection strategies on Amazon. Below is a breakdown of each requirement and how sellers can obtain them:

• Brand Registry enrollment: Sellers must be enrolled in Amazon Brand Registry, which unlocks foundational brand protection tools like reporting violations and controlling branded content.
  • Apply through Seller Central once your brand has an active trademark.
  • Use Amazon’s IP Accelerator program if you need help securing a trademark faster.
• Trademark ownership: A registered trademark is required to join Brand Registry.
  • Trademarks must be issued by an accepted government trademark office (such as the USPTO in the U.S.).
  • Word marks are accepted immediately; design marks may require additional review time.
• GTIN requirement: Products must have valid UPC, EAN, or ISBN identifiers.
  • Purchase GTINs directly from GS1 to ensure Amazon compliance.
  • Make sure the brand name tied to the GTIN matches your Brand Registry information.
• Ability to apply codes at scale: Brands must be able to apply unique codes to every unit sold.
  • Work with your manufacturer to print Transparency codes directly on packaging, or
  • Use label-based codes applied during production or before fulfillment.
  • Approved Transparency service providers can help integrate code application into existing workflows.

beBOLD Digital Expert Tip: Brands without trademarks can fast-track eligibility through Amazon’s IP Accelerator program, which shortens Brand Registry approval timelines.

What Are the Benefits of Amazon Transparency?

Amazon Transparency delivers value on both sides of the marketplace. For brands, it acts as a proactive defense system against counterfeits and listing abuse. For customers, it creates confidence and clarity at the moment of purchase and beyond.

What Are Transparency Benefits for Amazon Brands?

Amazon Transparency helps brands protect their intellectual property, reduce counterfeit complaints, and maintain control over their listings at scale, especially when combined with advanced controls like brand gating. Key brand-level benefits include:

• Counterfeit prevention at the unit level: Each product is verified individually, preventing unauthorized or fake inventory from entering Amazon’s fulfillment network.
• Stronger brand protection: Transparency adds an extra enforcement layer beyond Brand Registry, reducing listing hijacks and unauthorized seller activity.
• Improved listing integrity: By removing counterfeit-driven negative reviews, brands can protect conversion rates, organic rankings, and Buy Box performance.
• Supply chain visibility: Batch- and lot-level insights help brands identify manufacturing, packaging, or logistics issues earlier.
• Scalable global protection: Transparency-enabled products can be verified across multiple Amazon marketplaces, supporting international expansion.

According to Amazon, more than 2.5 billion products have already been verified as authentic through the Transparency program, underscoring its scale and effectiveness.

beBOLD Digital Tip: If you want a guided breakdown of how brands can reduce unauthorized resellers without confusing them with counterfeit activity, read our in-depth guide on How to Stop Unauthorized Sellers on Amazon.

How beBOLD Digital Helped Brands Benefit from Amazon Transparency

Beauty brand restores customer trust after counterfeit issues
One beauty brand partnered with beBOLD Digital after noticing a rise in negative reviews tied to suspected counterfeit units. By rolling out Amazon Transparency on its highest-risk SKUs and aligning packaging early, the brand reduced authenticity-related negative reviews by 32% in under two months, helping stabilize conversions and rebuild shopper confidence.

Global consumer brand scales Transparency without disrupting operations
An international consumer goods brand expressed its desire to expand Amazon Transparency across multiple marketplaces. By prioritizing high-risk SKUs and coordinating directly with manufacturers, the brand avoided fulfillment delays while confidently launching Transparency-enabled products in new regions.

What Are the Benefits of Amazon Transparency for Customers?

For shoppers, Amazon Transparency creates a clear signal of authenticity and trust. Customer-facing benefits include:

• Instant authenticity verification: Customers can confirm products are genuine using the Amazon Shopping app or the Transparency app.
• Reduced purchase anxiety: Shoppers feel more confident buying higher-risk categories like beauty, supplements, or electronics, including products that may fall into Amazon gated categories.
• Better post-purchase experience: Transparency-enabled products help reduce returns tied to authenticity concerns.
• Increased trust in branded products: Verified authenticity strengthens long-term brand loyalty and repeat purchases.

How Much Does Amazon Transparency Cost?

Amazon charges a per-unit fee for Transparency codes, typically ranging from $0.01 to $0.05 per unit depending on volume. However, there are no upfront enrollment or subscription fees.

How to Enroll in Amazon Transparency

Enrolling in Amazon Transparency is a structured process inside Seller Central. While the steps are straightforward, proper setup is critical to avoid delays or inventory disruptions.

1. Enroll in Brand Registry: Ensure your brand is registered and trademarked.
   • Confirm your trademark is active and approved in Amazon Brand Registry.
   • Access Brand Registry through Seller Central under the Brand Dashboard.
   • If you do not yet have a trademark, Amazon’s IP Accelerator can help fast-track the process.
2. Submit products: Select the SKUs you want to enroll in Transparency.
   • Choose individual ASINs or bulk-upload eligible products.
   • Prioritize high-risk, high-value, or frequently counterfeited SKUs first, especially products identified during structured product research.
   • Ensure product details, GTINs, and brand names are accurate and consistent.
3. Receive and apply codes: Download and apply Transparency codes to each unit.
   • Request unique Transparency codes directly from Amazon.
   • Apply codes during manufacturing, packaging, or labeling before fulfillment.
   • Work with approved Transparency service providers if applying codes at scale.
4. Go live after approval: Once approved, Amazon begins verifying units automatically.
   • Amazon scans Transparency codes at fulfillment centers before shipping.
   • Units without valid codes are blocked from fulfillment.
   • Sellers can monitor verification status and performance inside Seller Central.

beBOLD Digital Expert Tip: Before enrolling, align your manufacturer, prep centers, and resellers on Transparency requirements to prevent inventory from being stranded due to missing or invalid codes.

Amazon Transparency vs Brand Registry vs Project Zero

How beBOLD Digital Can Help Sellers

Implementing Amazon Transparency correctly requires more than checking a box in Seller Central. It demands trademark readiness, operational alignment, SKU prioritization, and ongoing monitoring to ensure your inventory is protected without disrupting growth.

From Brand Registry and Transparency enrollment to manufacturer coordination, code application workflows, and long-term marketplace defense, the beBOLD Digital team helps sellers protect revenue, preserve trust, and scale with confidence. Reach out to beBOLD Digital today to evaluate whether Amazon Transparency is right for your catalog and get expert guidance every step of the way.

Frequently Asked Questions

How do you enroll in the Amazon Transparency program?

Brands must first enroll in Amazon Brand Registry, then submit eligible products for Transparency approval through Seller Central.

Do I need Amazon Transparency to sell on Amazon?

No. Transparency is optional, but highly recommended for brands vulnerable to counterfeits or unauthorized sellers.

Does Amazon Transparency replace UPCs?

No. Transparency codes work alongside UPCs or GTINs and do not replace them.

Where should I place the Amazon Transparency label on my product?

Codes should be placed in a scannable area on the outer packaging or product label.

Is there a limit to the number of Transparency-enabled products?

No. Brands can enroll as many eligible products as they choose.

Can FBM sellers use Transparency?

Yes. Both FBA and FBM sellers can use Amazon Transparency.

What happens if a product doesn’t have a Transparency code?

Amazon blocks the unit from fulfillment if a Transparency code is required but missing.

Do customers see Transparency on listings?

Some listings may display trust indicators, but the primary verification happens via scanning.

What is the Amazon Transparency app?

The Transparency app allows customers to scan product codes to verify authenticity and view brand-provided information.