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Amazon Transparency Program: Shield Your Brand and Delight Your Customers

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Profit Whales Team on May 16, 2024 in Uncategorized


In the expansive world of Amazon, protecting your brand from counterfeits and ensuring customer trust can feel overwhelming. That’s where the Amazon Transparency Program comes in, offering a shield against counterfeiters and a way to elevate customer confidence through product authenticity.

Whether you’re battling knock-offs or seeking to build an unbreakable bond with buyers, this program is a game-changer. Let’s explore how it can transform your business and bring peace of mind to both you and your customers.


Transparency Program Basics

The Amazon Transparency Program introduces unique 2D barcodes to verify each product, deterring counterfeits and guaranteeing authenticity.

How It Works:

– Verification: Sellers must provide a unique transparency code for each product they sell, ensuring its authenticity and protecting it from counterfeits.

– Brand Protection: These codes not only safeguard customers from knock-offs but also shield your brand’s reputation, particularly for FBM sellers vulnerable to counterfeit listings.


Enrollment Process and Costs


– Brand Verification: To join the Transparency Program, ensure your brand is verified and has a Global Trade Item Number (GTIN). 

– Transparency Codes: Each product unit requires a unique code, which ranges in cost from $0.01 to $0.05, up to around $50 for 1,000 units.

Additional Costs:

– Labeling: Whether self-applied or outsourced, labeling costs add to each unit’s price. All FBM products must have a Transparency code to maintain authenticity.


Benefits for Brands and Sellers

Protection Against Counterfeits:

– Unique transparency codes deter fake products, preserving customer trust and brand reputation.

– Brand Credibility: The program reduces financial losses from counterfeits and enhances brand credibility, preventing reputational damage and potential business shutdowns.

Customer Loyalty:

– Transparency codes act as authenticity verifiers, building trust and loyalty, which in turn leads to increased sales and long-term relationships.

Compliance and Transparency Codes

How it Works:

– Eligibility: The program is open to brands with an active, verifiable trademark enrolled in the Amazon Brand Registry.

– Product Enrollment: Each product must have a unique Transparency code, applied to its packaging or directly on the product.

– Submission: Detailed product information, including identifiers, images, and manufacturing locations, must be submitted to Amazon.

– Verification: Amazon confirms authenticity by scanning Transparency codes throughout the supply chain, from fulfillment centers to pre-shipment.


Counterfeit Prevention

The Amazon Transparency Program plays a pivotal role in safeguarding your brand from counterfeits:

– Unique T-shaped 2D barcodes: These codes ensure your products aren’t confused with fake listings.

– Transparency App: This app allows buyers to verify product authenticity and access unit-level information, further building trust.

Program Limitations and Drawbacks

Loopholes and Compliance:

– Unauthorized sellers can still list products without Transparency codes, risking counterfeit claims and unauthorized sales.

– Lack of codes can lead to return issues and non-compliance can result in severe penalties, including account shutdowns.



The Amazon Transparency Program offers a defense system for brands on Amazon, ensuring authenticity and combating counterfeits. While navigating this program requires careful compliance and insight, it can significantly enhance your brand’s trust and integrity. 

Explore, and let transparency guide your brand through the digital marketplace!

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