How Amazon's Transparency Program Helps Sellers Combat Counterfeits
Amazon's Transparency program uses unique serialization codes on every product unit to prevent counterfeits from reaching customers. It covers both FBA and FBM orders and offers additional benefits like post-purchase customer engagement and supply chain visibility.
Overview
Amazon's Transparency program is a product serialization service designed to help brand owners prevent counterfeit goods from reaching customers. By assigning unique codes to every unit of an enrolled product, Transparency gives sellers a proactive tool to authenticate inventory, engage buyers post-purchase, and gain deeper visibility into their supply chains.
Key Points / What Sellers Need to Know
- Unique serialization codes — Every unit of a Transparency-enrolled product receives a unique alphanumeric code that must be present and valid before Amazon will ship the item to a buyer.
- Counterfeit prevention at fulfillment — Products without a valid Transparency code are flagged and set aside for investigation, meaning counterfeit units are stopped before they ever reach a customer.
- Works for FBA and FBM — The program applies whether products are fulfilled by Amazon (FBA) or shipped directly by the seller (FBM), closing a common loophole that counterfeiters exploit.
- Post-purchase customer engagement — Buyers can scan Transparency codes using the Amazon Shopping app or the dedicated Transparency app to verify authenticity and access brand-provided content such as videos, setup guides, or product instructions.
- Supply chain insights — Transparency codes can be tracked at the batch or lot level, giving sellers the ability to identify quality issues, diagnose root causes, and implement targeted solutions.
How Transparency Works
Once a brand enrolls products in the Transparency program, every unit produced must be labeled with a unique Transparency code before being shipped to Amazon or directly to customers. During the fulfillment process, these codes are scanned to verify that each unit is authentic. Any unit that lacks a valid code is automatically separated and held for further review. This means that even if a counterfeiter lists against your ASIN, their inventory will be blocked at the point of fulfillment because it won't carry legitimate Transparency codes. For sellers who already serialize their own products, Amazon offers the option to enable Transparency protections using existing serialization codes, reducing the operational burden of adopting the program.
Analysis & Recommendations
Why This Matters
Counterfeit products can destroy a seller's ratings, trigger A-to-Z claims, and erode customer trust. Transparency gives brand owners a proactive defense that stops fakes at fulfillment rather than relying on after-the-fact enforcement.
Key Takeaways
- Every Transparency-enrolled unit needs a unique code — without it, the product won't ship to customers
- The program works for both FBA and FBM fulfillment, closing gaps that counterfeiters often exploit
- Sellers with existing serialization can enable Transparency using their current codes
- Transparency codes also serve as a post-purchase engagement tool for buyers
Recommended Actions
- →Check your eligibility for Transparency in Seller Central if you've experienced counterfeit issues on any of your ASINs
- →If you already serialize products, explore enabling Transparency with your existing codes to minimize onboarding effort
- →Prepare brand content like videos or product guides to attach to your Transparency codes for post-purchase customer engagement
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