Amazon Transparency Program
Take Advantage of the Amazon Transparency Program to Combat Counterfeiting
SAFEGUARD YOUR BRAND FROM COUNTERFEITS WITH AMAZON TRANSPARENCY
Fake products not only damage the standing of the e-commerce behemoth and the brands involved. They chip away at their revenue stream.
That’s why Amazon launched the Transparency Program, a powerful initiative designed to combat counterfeit products as well as safeguard customer satisfaction and the integrity of both Amazon and the associated brands.
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WHAT IS AMAZON TRANSPARENCY PROGRAM
Available to third-party sellers and brand owners, the Amazon Transparency Program uses a product labeling system to keep counterfeit products at bay. The program ensures any attempt to sell fake items will result in those products being blacklisted and undeliverable.
The Amazon transparency code can be scanned by:
- Amazon, to verify the authenticity of products coming to Fulfillment Centers
- Retailers partnering with a manufacturer
- Buyers, using the Amazon Transparency app to avoid ordering inauthentic items
HOW AMAZON TRANSPARENCY WORKS?
Barcodes
Unique Codes
✔ Each product is assigned a unique, non-sequential Transparency code (2D barcode). For example, selling 1,000 units requires 1,000 unique codes.
✔ Codes are scanned throughout the distribution process to confirm product authenticity.
Verification
Customer Interaction
Customers can scan the barcode using the Amazon Shopping or Transparency app to verify authenticity.
A valid product shows a green checkmark, while counterfeit items are flagged.
Details
Additional Features
✔ Brands can share details like manufacturing date, location, or promotional content via the Transparency app.
✔ Amazon monitors products without valid codes and prevents their shipment.
Consider our SEO Services to Avoid Confusion with Counterfeit Listings
HOW MUCH DOES AMAZON TRANSPARENCY COST?
The cost of Amazon transparency code generating services is 5 cents per code. Amazon also offers volume discounts, depending on the quantity ordered:
$0.01/code
for 10 million+ codes
$0.03/code
for 1 to 9.9 million codes
$0.05/code
for fewer than 1 million codes
WHO IS ELIGIBLE FOR AMAZON TRANSPARENCY PROGRAM?
To join Amazon Transparency, sellers must:
Enroll in Amazon Brand Registry with proof of trademark ownership
Use Global Trade Item Numbers (GTINs) like UPC barcodes
Apply Transparency codes to all product units
BENEFITS OF THE AMAZON TRANSPARENCY PROGRAM
Implementing the Transparency program may seem expensive, especially considering additional expenses on printing services for FBM sellers. Yet, when weighed against the potential damage counterfeiters can inflict on your business, a few cents per unit might seem like a minor expense.
Here’s what you can do with the Transparency program:
Automatically eliminate fake items on Amazon
Make more profits by recovering lost sales
Prevent bad reviews from customers
Maintain or heal brand reputation
Focus on growth, not counterfeits
Share unit-level information with your customers
HOW TO ENROLL IN AMAZON TRANSPARENCY?
If you need help joining the Amazon Transparency Program, Weby Corp is here for you. We’re always ready to answer your questions and help you enroll in the program.
Step 1
Log into the Transparency portal using your Brand Registry credentials. Enroll your brand and products, and add users to your Transparency account.
Learn More about Amazon Brand Registry ↪
Step 2
Here are three ways to implement Transparency for your products:
✔ Use Amazon-issued Transparency labels
Apply Amazon Transparency codes to your products using either standard or custom labels. You can print these labels yourself or work with a Transparency-approved service provider.
✔ Integrate codes into your packaging
Incorporate Amazon-issued Transparency codes directly into your product packaging design.
✔ Link to existing serial codes
Connect Transparency to the serial codes already assigned to your products for easy integration.
Step 3
If you’re applying Amazon-issued Transparency codes to your products, the Transparency portal makes it simple to order and download them. Here’s how you can use your codes:
✔ Print and apply labels in-house for direct application to your units.
✔ Work with a Transparency service provider to print the labels and send them to your manufacturing site.
✔ Integrate the codes directly into your packaging design using the downloaded files.
Step 4
For Units with Amazon-Issued Transparency Codes
If you are applying Transparency codes provided by Amazon to your products, you need to begin your Transparency operational performance review once you start labeling and shipping your items. However, this step is not necessary if you are linking Transparency to pre-existing serial codes.
For Sellers Who Fulfill Orders Themselves
If you manage customer orders directly, follow these steps:
- Email your Transparency contact to start your operational performance review.
- When confirming orders in Seller Central, include your Transparency codes. This allows Amazon to start monitoring the units enrolled in the program.
For Sellers Using Fulfillment by Amazon (FBA)
If you use FBA to fulfill orders:
- Log in to the Transparency portal to initiate your operational performance review.
- Amazon will scan your Transparency codes as soon as your products reach the fulfillment network.
Important Note on Transparency Protections
Transparency protections will only become active once your product passes the operational performance review with at least 98% accuracy.
Step 5
Ensure all units have a Transparency code. Monitor performance through the Transparency portal and provide codes for customer orders if fulfilling them yourself.
✔ For FBA, Amazon will scan codes when units arrive in the fulfillment network.
✔ If you handle customer orders directly, you’ll keep providing codes when confirming those orders.
FAQ
The Amazon Transparency app is a tool that allows customers to verify the authenticity of their purchases by scanning the Transparency codes on their products.
Amazon's Transparency program helps in combating counterfeits by requiring enrolled products to carry a unique Transparency code, which can be scanned to confirm their authenticity.
Yes, FBM sellers, including those using Seller Fulfilled Prime, can utilize the Amazon Transparency Program. In this model, Amazon generates the Transparency codes, and sellers are responsible for printing and applying them to each product.
A Transparency code is a unique code assigned to each unit of a product enrolled in the Amazon Transparency program. This code can be scanned with the Transparency app to confirm the product's authenticity.
No, Amazon does not directly provide Transparency printing services to FBM sellers, but you can get help from Transparency Service Providers (TSPs). TSPs are third-party companies recommended by Amazon that offer label-printing services specifically for the Transparency Program. Generally, FBM sellers are responsible for either printing the Transparency labels in-house or sourcing them from a TSP.
No, Transparency codes are generated by Amazon and provided to sellers for application on their products.
