Overview

Amazon introduced Transparency badge on product detail pages to signal items authenticated through Transparency anti-counterfeiting program. The badge appears automatically for brand-registered sellers enrolled in Transparency, boosting customer confidence in product authenticity.

Key Points

• Transparency Badge on Product Pages — Visual indicator in details section showing product has been authenticated through unit-level verification.
• Automatic Activation — Sellers enrolled in Transparency with Brand Registry see badge applied to qualifying ASINs without additional steps.
• Anti-Counterfeit Signaling — Badge assures customers product passed Amazon's authentication process, differentiating genuine from counterfeit listings.
• Unit-Level Verification — Each product unit receives unique alphanumeric code Amazon scans during fulfillment to verify authenticity before shipping.

Transparency Program Requirements

• Brand Registry Required — Sellers must be registered with Amazon Brand Registry with active trademark to participate.
• Transparency Enrollment — Sellers must apply unique Transparency codes to every unit before shipping to Amazon or customers.
• Per-Unit Costs — Program involves serialization code costs that sellers should evaluate against product margins and counterfeiting risk.
• Behind-the-Scenes Authentication — Amazon scans codes during fulfillment to prevent counterfeit products reaching buyers.

Badge Benefits

• Increased Customer Trust — Shoppers comparing products may choose listing with visible authenticity confirmation over competing options.
• Improved Conversion Rates — Trust signal at point of purchase potentially improves conversion on product detail pages.
• Counterfeit Differentiation — Hijackers cannot access unique Transparency codes required for fulfillment on authenticated listings.