Last Updated: February 20, 2026
Did you know that the Amazon Transparency Program can protect your brand from counterfeiters and listing hijackers? It helps ensure that only authentic units of your product reach customers.
Protecting your brand is one of the most important responsibilities sellers have, especially on a competitive platform like Amazon. Black hat sellers can infiltrate listings, damage your reputation, and drain your revenue, but Amazon also provides tools designed to fight back.
One of those tools is the Amazon Transparency Program. It assigns a unique code to every unit you manufacture so Amazon can verify authenticity before the product ships to customers.
In this guide, our Amazon agency breaks down how Transparency works, who should enroll, and how it impacts your performance metrics. We also share practical tips to help you use it as part of a serious brand protection strategy.
Table of Contents
Eliminate Unauthorized Sellers Fast
Identify hijackers and prevent them from affecting your listings or revenue.
What Amazon Transparency Program Is
Amazon Transparency Program is a product serialization system that protects brands from counterfeiting and unauthorized resellers. It requires a unique, non-sequential code to be applied to every unit manufactured.
These Transparency codes are scanned throughout the fulfillment process to confirm authenticity before an order ships. If a unit does not have a valid code, it can be blocked from being sent to the customer.
According to Amazon, Transparency is integrated directly with Brand Registry enforcement tools and applies to both FBA and FBM sellers. From emerging private label brands to global manufacturers, companies of all sizes use it to control distribution and protect their listings.
How Amazon Transparency Works
Amazon Transparency is straightforward to implement, but powerful when executed correctly. Once enrolled, the process follows a clear structure that protects every unit before it ever reaches your customer.
1. Choose Products: Pick the items to enroll for protection.
2. Add Codes: Apply Transparency codes to your chosen goods.
3. Check Authenticity: Scan codes to ensure only real units are sent.
4. Customer Confidence: Shoppers can scan for authenticity, no matter where they buy.
5. Engage Effectively: Connect with customers using data, visuals, videos, and promotions.
Amazon Transparency Statistics
Many experienced Amazon sellers understand how powerful the Transparency program can be for protecting listings and preventing counterfeit sales. That’s why more brands continue enrolling their products, using data and enforcement tools to keep tighter control over their catalog and revenue.
Amazon Transparency Requirements
The requirements to enroll in the Amazon Transparency Program are straightforward and designed to ensure only legitimate brands participate. By meeting these criteria, sellers can protect their products, strengthen customer trust, and gain full access to Transparency’s verification tools.
To be eligible, a seller needs:
Amazon Transparency Program: Product Authenticity
The Amazon Transparency Program gives both sellers and shoppers a simple way to verify that every product is genuine. By using unique unit-level codes, it ensures authenticity from the manufacturer all the way to the customer’s hands.
Combatting Counterfeit Products
Amazon Transparency helps sellers fight counterfeit products by giving customers a way to verify authenticity before purchase. Each unit enrolled in the program receives a unique code that can be scanned using the Amazon mobile app.
These codes allow Amazon to track products throughout the supply chain, from the manufacturer to fulfillment centers and finally to the customer. If a product fails verification, it can be blocked or investigated, preventing counterfeit items from reaching buyers.
Transparency also builds trust with shoppers, who can confirm that the products they receive are genuine. Knowing that fake items are easier to detect discourages counterfeiters from attempting to sell on the platform.
Building Trust with Customers
Customer trust starts with authenticity, and for most consumers, verifying a product is genuine is top of mind before buying. Amazon Transparency makes this simple, giving shoppers confidence that the items they purchase are real and reliable.
1. Authenticity Verification
Customers can scan the unique Transparency code on the product packaging using the Amazon mobile app to confirm it’s genuine. This quick check builds confidence in both the seller and the platform.
2. Counterfeit Prevention
Enrolling products in Transparency acts as a deterrent to counterfeiters. Unique codes allow Amazon to track items throughout the supply chain, identifying and removing any suspicious units.
3. Enhanced Product Information
Transparency provides detailed product info, including manufacturing details, ingredients, and sourcing. Access to this information helps customers make informed decisions and increases trust in your brand.
4. Customer Feedback and Reporting
Shoppers can report suspicious or counterfeit products directly through Amazon. This feedback loop improves the shopping experience and shows sellers are accountable for maintaining authenticity.
Increasing Sales and Revenue
Enrolling in the Amazon Transparency Program can also directly boost your sales and revenue. By giving customers confidence in the authenticity of your products, sellers create a stronger brand reputation and drive more conversions.
1. Enhanced Brand Reputation
Products enrolled in Transparency demonstrate a commitment to authenticity, building trust with customers. A strong reputation encourages repeat purchases, customer loyalty, and higher sales.
2. Increased Customer Confidence
Transparency allows shoppers to verify that every product they buy is genuine. When customers trust your items, they are more likely to return and recommend your brand to others.
3. Differentiation from Counterfeit Products
Unique Transparency codes set your products apart from unauthorized or fake listings. This clear distinction makes your items more appealing and increases revenue potential.
4. Trustworthy Shopping Experience
Transparency creates a reliable, confident shopping experience by providing detailed product info and enforcing authenticity. Positive experiences lead to better reviews, stronger word-of-mouth, and more sales.
5. Increased Conversion Rates
Displaying the Transparency code on your listings serves as a trust signal. Customers who see your products are verified are more likely to complete purchases, boosting your overall revenue.
Check out these videos from My Amazon Guy, where you’ll learn more strategies to increase sales and revenue.
Protect Your Brand From Counterfeiters
Ensure only genuine products reach your customers with expert Transparency strategies.
Amazon Transparency Program: Brand Protection
Enrolling in the Amazon Transparency Program helps sellers protect their brand by preventing unauthorized sellers from hijacking listings or selling counterfeit versions. By verifying every unit, the program ensures your products stay under your control and maintain their value in the marketplace.
Preventing Unauthorized Sellers
For many brands, identifying unauthorized sellers is a major challenge, and 30% of brands say this is their number-one issue. Amazon Transparency makes it easier to spot these sellers and take action before they impact your listings.
1. Unique Transparency Codes
Each enrolled product unit receives a unique code that is applied to its packaging. This code proves authenticity and helps customers confirm they are receiving a genuine item.
2. Customer Verification
Shoppers can scan the Transparency code using the Amazon mobile app. This instantly verifies that the product is legitimate and not counterfeit.
3. Unauthorized Seller Detection
If a product’s code doesn’t verify, it triggers a red flag for Amazon. The platform can then investigate and identify any unauthorized sellers responsible.
4. Accountability and Consequences
Unauthorized sellers face consequences for violating brand rules. Amazon can suspend, ban, or pursue legal action against sellers caught distributing counterfeit or unverified products.
Third-Party Seller Application
To sell brand-registered products on Amazon, third-party sellers usually need approval from the brand owner. This ensures that only authorized sellers can list and distribute the brand’s products.
Brand owners enrolled in the Amazon Brand Registry program gain greater control over their listings. They can set restrictions on who is allowed to sell their products, protecting against unauthorized sellers.
Requirements and processes for approval can vary depending on the brand. Each brand may have its own criteria for granting third-party sellers access to its products.
Strengthening Brand Reputation
With 99.95% of online shoppers researching brands before making a purchase, building a trustworthy reputation is more important than ever. Enrolling in the Amazon Transparency program helps sellers showcase authenticity and reliability, making their brand stand out to informed customers.
Amazon Transparency Program: Supply Chain Visibility
The Amazon Transparency Program also gives brands clear visibility into their supply chain. By tracking each unit with a unique code, sellers can monitor product movement from manufacturing to the customer.
Tracking Product Movement
Amazon Transparency gives brands real-time insight into where their products are and how they move through the supply chain. This tracking helps ensure authenticity while improving inventory and distribution management.
1. Assigning Unique Transparency Codes
Each enrolled unit receives a unique code applied to its packaging. This code acts as a digital fingerprint for the product throughout the supply chain.
2. Scanning and Verification
Codes can be scanned at any point in the supply chain using the Amazon mobile app. This ensures the item is authentic and correctly tracked from manufacturer to customer.
3. Supply Chain Visibility
Brands can see when and where each unit is scanned. This visibility provides actionable insights into shipping, storage, and overall supply chain performance.
4. Anti-Counterfeiting Measures
Any irregular or unauthorized scans trigger alerts for review. Brands can then investigate and address potential counterfeit activity quickly.
5. Data and Insights
Transparency tracks scanning activity and trends across your products. Brands can use this data to identify issues, make informed decisions, and protect their reputation.
Identifying and Addressing Counterfeiters in the Supply Chain
Amazon Transparency helps brands spot and stop counterfeiters before fake products reach customers. By combining unique codes with scanning and reporting tools, brands gain control over the entire supply chain.
1. Unique Transparency Codes
Each product unit gets a unique code that is hard to replicate. This makes it easy to separate genuine items from counterfeit ones.
2. Scanning and Verification
Customers can scan codes with the Amazon mobile app to confirm authenticity. Any counterfeit item detected can be reported directly to Amazon for action.
3. Supply Chain Visibility
Tracking products through the supply chain reveals potential weak points for counterfeit activity. Brands can then take targeted actions to secure those areas.
4. Reporting and Investigation
Amazon encourages reports of suspicious products from customers. Once reported, the platform investigates and can remove listings, suspend sellers, or pursue legal action.
5. Proactive Anti-Counterfeiting Measures
Affixing Transparency codes deters counterfeiters from attempting replication. This proactive step makes it harder for fake products to enter the market.
Turn Transparency Into Customer Trust
Show shoppers your products are genuine and boost repeat purchases.
Amazon Transparency Program: Customer Confidence
The Amazon Transparency program can boost customer confidence, reduce returns, and increase customer loyalty in the following ways:
Amazon Transparency Program: Seller Performance
The Amazon Transparency Program not only protects your brand but also helps improve seller performance and reduce the risk of account issues. By verifying every unit and preventing counterfeit products, sellers can maintain stronger metrics and avoid potential suspensions.
1. Counterfeit Prevention
Enrolling products in Transparency shows your commitment to selling genuine items. This reduces complaints or reports related to counterfeit products, lowering the risk of account suspensions.
2. Brand Protection
Transparency distinguishes your authentic products from unauthorized or counterfeit listings. This prevents hijackers from affecting your listings and protects your seller metrics.
3. Product Tracking and Verification
Real-time tracking lets you monitor product movement throughout the supply chain. Quickly identifying discrepancies helps you address issues before they impact your account performance.
4. Enhanced Customer Confidence
Customers can verify product authenticity using the unique Transparency codes. When shoppers trust your products, they are less likely to file claims, leading to higher ratings and better seller metrics.
Other Expert Tips from Steven To Help Protect Your Brand
Protecting your brand on Amazon is not optional if you want long-term growth and stability. Using proven, battle-tested strategies is one of the smartest ways to defend your listings and keep control of your revenue.
1. Make Every Main Image Clearly Show Your Brand
Your main image should clearly display your brand name or logo so customers instantly recognize who they are buying from. Strong visual branding makes it harder for unauthorized sellers to blend in or confuse shoppers.
When your brand is consistently visible across all listings, it reinforces recognition and builds trust. The more familiar customers become with your branding, the less likely they are to purchase from suspicious alternatives.
2. Validate That Brand Registry Is Completed
Make sure your brand is fully enrolled and properly set up in Amazon Brand Registry. This connects your trademark to your listings and gives you greater control over your content.
Brand Registry helps you remove infringing listings faster and restrict unauthorized edits. Without it, you are leaving your brand exposed to hijackers and counterfeiters.
3. Load a UPC to Every Product
Assigning a valid UPC to every product strengthens listing integrity and product identification. A unique code makes it easier for Amazon to categorize and track your products accurately.
UPC-based tracking also helps you analyze performance and sales data more effectively. Clean catalog structure reduces confusion and limits opportunities for counterfeit listings.
4. Do Test Buys and File Infringements
Running test buys allows you to verify whether other sellers are distributing authentic versions of your products. If the item is counterfeit or materially different, you now have physical proof.
With documented evidence, you can file infringement complaints and push for enforcement action. Consistent monitoring keeps unauthorized sellers on notice and protects your brand long term.
FAQs About the Amazon Transparency Program
Stop Letting Counterfeiters Steal Your Sales: Take Control With Transparency
Amazon Transparency gives brand owners a direct way to block counterfeit units before they ever reach customers. By assigning unique codes to every unit, you protect your listings, your reviews, and your reputation.
Enrollment is not just about stopping fake products. It strengthens your seller metrics, reduces risk of complaints, improves customer trust, and gives you real data to monitor your supply chain.
Looking for a proven system that can help protect your brand and clean up unauthorized sellers? Reach out to our full-service Amazon agency and let our experts build a strategy that keeps your listings secure and your revenue growing.
Stop Unauthorized Sellers On Amazon
Identify and remove hijackers before they impact your sales.
We are an official GS1 Channel Partner, providing Amazon sellers with direct access to GS1 identifiers, including GTINs (Global Trade Item Numbers).
