Overview

Amazon has updated its Transparency anti‑counterfeit program to let brands enroll using the serial numbers they already assign to products. The change eliminates the need for Amazon‑issued codes, enabling counterfeit protection to go live in roughly two weeks without redesigning packaging or altering production lines. Sellers should care because the faster, lower‑cost rollout expands the pool of brands that can block fake items on the marketplace.

Key Points

• Existing serial numbers accepted — Brands can now submit QR codes, 1‑dimensional barcodes, or 2‑dimensional matrix codes they already print on each unit, instead of generating Amazon‑specific Transparency codes.
• Two‑week activation window — Leveraging current serialization, Amazon estimates the verification phase can be completed in about 14 days, a dramatic cut from the months‑long timeline required when new codes had to be created and printed.
• No label redesign needed — The program no longer forces manufacturers to add a separate Transparency label, preserving existing packaging aesthetics and saving the cost of additional print runs.
• Universal block on counterfeit units — Once a product is enrolled, every unit must clear the serial‑number check before it can be listed or shipped, regardless of which seller offers the item.
• Eligibility tied to Brand Registry — Only brands that are members of Amazon Brand Registry and already use a serial‑number system can take advantage of the shortcut; other brands must still adopt Amazon‑generated codes.
• Applies to all fulfillment methods — Whether a seller fulfills through Fulfilled by Amazon (FBA) or Fulfilled by Merchant (FBM), the serial‑number verification step is enforced, preventing counterfeit items from slipping through any channel.

How Transparency Works

1. Serial‑number registration — The brand uploads a file containing each unique identifier (e.g., a QR code like QR‑2023‑00123) to the Transparency portal in Seller Central. Amazon then creates a digital record that links the identifier to the product’s ASIN.