Every growing brand on Amazon eventually faces the same problem — imitation. You spend months perfecting a product, only to find cheaper copies showing up under your name, eating into your sales and hurting customer trust. It’s frustrating, and the damage can spread fast if you don’t act early.
That’s where Amazon’s Transparency Program comes in. It’s not another optional feature or marketing add-on; it’s a practical way to keep control of your brand’s identity and stop counterfeits before they ever reach customers.
How Transparency actually works
Think of Transparency as a digital ID system for your products. Each unit gets a small, unique code printed on the packaging — something only your brand can issue. When a customer places an order, Amazon scans that code before the package ships. If it doesn’t match what’s in their database, the product never leaves the warehouse.
It’s a simple concept, but it changes the game. Instead of reacting to fake listings or chasing reports, you’re stopping counterfeiters at the gate. And customers get peace of mind knowing their order is verified as genuine.
Brands that commit to Transparency Program usually notice an immediate drop in fake listings and unauthorized sellers. It’s a system that protects both revenue and reputation.
Getting your brand enrolled
Enrollment isn’t hard, but it does require a few basics in place. Your brand must be part of Amazon Brand Registry, and you’ll need GS1 barcodes for the products you plan to protect.
From there, you can choose whether to enroll a few high-risk SKUs or your entire catalog. Once Amazon approves, you’ll receive access to generate Transparency codes. These can be printed directly on your packaging or applied as small labels before shipping.
The key is to build the labeling step into your production workflow early. That way, every unit leaving your factory is already verified — no scrambling to add stickers later.
Keeping the system running smoothly
The Transparency Program isn’t a “set it and forget it” tool. You still need a routine to make sure codes are used correctly and every shipment stays compliant.
For most brands, keeping Amazon Transparency running smoothly comes down to good coordination — between your packaging team, fulfillment partners, and anyone handling shipments. Everyone needs to know exactly how those codes fit into the process. When they’re missing or misplaced, shipments can get delayed, or listings might even be paused until things are fixed.
At Perfality, we make this part simple. We connect Transparency data directly with your inventory and fulfillment systems, so codes are assigned and tracked automatically. No more hunting through spreadsheets or chasing missing labels. It keeps your process clean and reliable — and lets your team focus on growing sales instead of sorting out packaging issues.
Why it matters
Counterfeit listings do more than cut into profits — they chip away at trust. One bad order, one fake product, and a customer starts second-guessing your brand. It takes months to build that trust and seconds to lose it.
The Transparency Program helps you take back control. When shoppers scan that code and see your product verified, it gives them confidence in what they’re buying. And for you, it’s proof that every unit reaching a customer is genuine.
For a brand with a name to protect, Transparency isn’t just paperwork — it’s peace of mind. It safeguards the reputation you’ve built one customer at a time. At Perfality, we’ve watched how brands that use Transparency as part of their daily routine don’t just block counterfeits — they build stronger relationships with shoppers who know they can trust what they’re buying.
