Amazon's Transparency programme is an anti-counterfeiting initiative that assigns unique codes to every unit of an enrolled product. Understanding how it works is important for sellers who may encounter Transparency-enrolled products in their sourcing.
How Transparency Works
Brands enrolled in the Transparency programme receive unique 2D barcodes (similar to QR codes) for every unit they produce. These codes are applied to the product packaging during manufacturing. When the product is sent to Amazon FBA, Amazon scans the Transparency code to verify authenticity. If the code is invalid or missing, the product is rejected.
Customers can also scan the Transparency code using the Amazon app to verify they have received a genuine product. The code links to product information, manufacturing details, and authenticity confirmation.
What This Means for Resellers
If you source a product that is enrolled in the Transparency programme, every unit you send to FBA must have a valid Transparency code. Products sourced from authorised channels should already have these codes on the packaging. Products from unauthorised channels may not, making them unsendable to FBA.
This effectively limits who can sell Transparency-enrolled products to sellers with legitimate supply chains. It is Amazon's way of ensuring that only genuine products reach customers, which is good for the ecosystem even if it restricts sourcing options for some sellers.
How to Identify Transparency Products
Transparency codes are small 2D barcodes, usually on the product packaging, with the Transparency "T" logo nearby. If you are sourcing a product and notice these codes, the product is Transparency-enrolled. Verify with your supplier that the codes are valid before sending stock to Amazon.
For Brand Owners
If you own a brand, enrolling in Transparency provides robust anti-counterfeiting protection. The programme is available to brands registered in Amazon Brand Registry and costs a per-unit fee for the codes. For brands experiencing counterfeiting issues, Transparency is one of the most effective solutions available.
For Prep Centres
Prep centres handling Transparency-enrolled products need to ensure that the Transparency codes remain visible and undamaged during the prep process. Labels should not cover the code, and poly bags should be transparent enough for scanning. At Precision, we are aware of Transparency requirements and handle enrolled products accordingly.