How Brands Can Benefit from Amazon’s Transparency Program


To put it into simple terms, Transparency is Amazon’s anti-counterfeit program. Whether you are selling via brick & mortar or online, all Brands (big or small) are at risk of counterfeit versions of their products being created and sold.

Amazon has dealt with fake items being sold on its website for years. What can brands do to avoid this and how can they take action to stop it? Read on to learn more.


What is the Transparency Program?

The Transparency program was created to help stop counterfeit items from being sold on This is done by requiring brands to print a unique QR Code directly onto the product itself at the time of production. If your product(s) are enrolled in Transparency, and a QR Code is not provided, Amazon will catch on and make the listing inactive due to QR Codes not being provided in time.

Now, aside from the anti-counterfeit piece, Amazon is beginning to shift towards using Transparency as a Customer Engagement tool too. Sellers can now use the program to provide instruction manuals or additional product details using the QR Code, creating an enhanced customer experience. This goes beyond just creating optimized content and the A+ Page. It allows brands to continue telling their story to customers post-purchase, in a way that is totally compliant with Amazon’s policies.


How does Transparency work?

To enroll, visit the Transparency program page on Amazon’s Brand Registry Website and click Get Started.


Selling Accounts can enroll whether you sell FBA or FBM (Fulfilled by Amazon or Fulfilled by Merchant). To be a part of the program, you must meet the following requirements:

  • You must be the brand owner.
  • Your Products must be enrolled in your Brand Registry account.
  • Each Product must have a Global Trade Item Number (GTIN).
  • Must print unique Transparency codes on every unit that is sold on

Who benefits from Transparency?

Brand Owners who qualify and are dealing with counterfeit and fake versions of their products getting sold on Amazon would greatly benefit from the program. Aside from just that, having your products enrolled will lead to a more interactive customer experience. As society slowly shifts to utilizing QR technology on a more frequent basis, Brands will need to learn to adapt. Becoming a part of Transparency would allow brands to stay ahead of the curve.

With the constant updates in online marketplaces, it’s important to stay up-to-date with the latest changes. If you are a client looking for additional information, contact your strategist or if you are interested in learning more about how Retail Bloom can assist your brand efforts in online marketplaces, schedule a consultation with our team. 

For more updates on marketplaces, visit our full Marketplace Updates content gallery.


About The Author

Julia Asburry is the Senior Support Analyst at Retail Bloom. She specializes in Online Marketplace Research, trouble-shooting Account Health-related issues for our Wholesale Accounts, and performs general Account Maintenance. Because she started her journey at Retail Bloom as a Warehouse Associate/Customer Service Liaison, she has a unique perspective on how to tackle different Marketplace issues. Follow her on LinkedIn.


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