Mohammed Maaz Javeed of SalesDuo: Amazon Transparency Program: Building Trust and Fighting Counterfeits

Consumers and brands alike have long expressed concerns about counterfeit goods. These not only erode consumer confidence in the marketplace but also pose significant health and safety risks. Addressing this issue, Amazon introduced the Transparency Program, a crucial initiative to bolster trust and combat counterfeit goods. In this blog, we will delve into the specifics of the Amazon Transparency Program, exploring its objectives, benefits, and its pivotal role in promoting a safer and more reliable online shopping experience.

Understanding the Counterfeit Problem

Counterfeit products are imitations often marketed as the genuine article. They span a range of items, from high-end clothing and tech gadgets to everyday essentials. Beyond infringing upon companies’ intellectual property rights, counterfeit items can adversely affect consumers, exposing them to substandard or potentially hazardous products. With the Transparency Program, Amazon has proactively addressed this concern.

What is the Amazon Transparency Program?

The Amazon Transparency Program is a serialization service designed to shield both businesses and consumers from counterfeit and fraudulent items. It works by assigning a unique transparency code to each individual product. Consumers can then verify a product’s authenticity by scanning these codes using the Amazon mobile app. In essence, the program offers a reliable means for customers to ascertain the genuineness of their purchases.

How Does the Amazon Transparency Program Work?

Serialization: Within this initiative, brands assign unique Transparency codes to their items during production. These codes, often 26-digit alphanumeric strings, are tough to duplicate.

Transparency Stickers: The codes are generally printed on tamper-evident labels or stickers, which are affixed directly to product packaging. Their tamper-evident nature makes them difficult for counterfeiters to manipulate.

Amazon Verification: Upon purchase, customers can scan a product’s Transparency code using the Amazon mobile app. After code verification, the app confirms the product’s authenticity.

How to enroll for the Amazon Transparency Program?

Begin by ensuring your brand qualifies for the Amazon Transparency Program. It is typically open to manufacturers, brand owners, and representatives with registered trademarks. You’ll also need to establish a Brand Registry account and update the trademark information therein.

  1. Log in to your Amazon Brand Registry account.
  2. In the Brand Dashboard, click on the “Enroll in Transparency” option.
  3. Follow the enrolment process, which typically includes providing your brand’s information, and trademark information, and agreeing to the program’s terms and conditions.
  4. You may also need to select the products you want to enroll and assign unique Transparency codes to them. This can be done using the Transparency code generation system provided by Amazon or your own code generation method, depending on your preference.
  5. Pay the associated fees, which can include costs for code generation and product serialization.
  6. Once your enrolment is approved, you’ll receive the necessary tools and instructions for implementing the Transparency codes on your products.

Benefits of the Amazon Transparency Program

Enhanced Trust: A key benefit of the program is that it strengthens trust between consumers and brands. It empowers customers to confidently purchase genuine items on Amazon, reducing the risk of encountering counterfeits.

Brand Protection: The initiative offers robust brand protection, aiding brands in safeguarding their reputation and intellectual assets. This proactive approach effectively curtails counterfeit sales.

Consumer Safety: Counterfeit items, especially in electronics or consumables, can be dangerous. The program ensures that customers receive authentic and safe products.

Improved Seller Credibility: Sellers enrolled in the program highlight their dedication to vending genuine items, thereby enhancing their marketplace credibility.


Counterfeit products present a considerable challenge in the online sphere. Recognizing this, Amazon has championed the fight against fakes via its Transparency Program. By allotting distinct Transparency codes to items and facilitating their verification by customers, Amazon has taken giant strides in fostering trust and thwarting counterfeits. The initiative is a win for brands, consumers, and Amazon, fostering a safer and more trustworthy online shopping milieu. As Amazon further refines and broadens its Transparency Program, consumers can shop with greater assurance of product authenticity, while brands can confidently protect their image and intellectual property.

A leading Amazon Marketing Agency like SalesDuo can be a one-stop solution to manage all aspects of the Amazon and and eCommerce business. This makes it easy for retail brands of all sizes to focus on what matters most while we help them set up, manage and grow their business on multiple marketplaces across various markets. For more information, visit