Amazon Transparency Program – How It Works and Why You Need It (2025 Guide)

Table of Contents 

1. What is the Amazon Transparency Program? 
2. How Does Transparency Work? 
3. Key Benefits of Joining 
4. Who Can Enroll and How? 
5. Common Misconceptions 
6. SentryKit’s Role in Brand Protection 
7. Final Thoughts 

1. What is the Amazon Transparency Program? 
The Amazon Transparency Program is an item-level authentication service designed to prevent counterfeit products from reaching customers. Each unit enrolled in the program is assigned a unique, scannable code that ensures authenticity throughout the supply chain. 

Launched in 2017 and rapidly adopted by brand owners, it helps Amazon build trust with customers—especially in categories prone to counterfeiting like electronics, supplements, and personal care. 

2. How Does Transparency Work? 

• Code Assignment: After enrollment, brands receive a set of unique Transparency codes. 
• Product Labeling: Each unit must be labeled with a Transparency code before shipping to Amazon or customers. 
• Verification: Amazon scans the codes at fulfillment centers. If the code is missing or invalid, the product is blocked. 
• Customer Access: Shoppers can use the Transparency app to verify authenticity by scanning the label before opening the package. 

3. Key Benefits of Joining 

✅ Prevent Counterfeits 
Stop unauthorized sellers and counterfeit products from ever reaching your customers. 

✅ Build Brand Trust 
Customers feel more confident purchasing from a brand that offers proof of authenticity. 

✅ Reduce Returns and Negative Reviews 
Fewer complaints about product quality or inauthenticity lead to improved seller ratings. 

✅ Global Reach 
The program is available in multiple countries, making it scalable for global operations. 

4. Who Can Enroll and How? 
Eligibility Requirements: 

• You must be the brand owner with a registered trademark. 
• Your brand must be enrolled in Amazon Brand Registry. 
• Transparency is available in the U.S., U.K., Canada, France, Germany, Italy, Spain, India, and Japan. 

Enrollment Steps: 

• Enroll via Amazon Brand Registry. 
• Upload product SKUs and request codes. 
• Apply the codes to each product unit.
• Track activity through your Transparency dashboard. 

5. Common Misconceptions 

• “Transparency is only for big brands.”  → False. Small sellers with niche products often benefit the most from brand protection. 
• “I already have Brand Registry, so I’m safe.” → Not quite. Brand Registry protects content, but Transparency stops counterfeits at the unit level. 
• “The process is too complicated.” → Amazon has streamlined onboarding and provides tools to integrate Transparency into existing workflows. 

6. How SentryKit Helps with Brand Protection 
While Transparency offers prevention, SentryKit helps with detection and monitoring: 

• Unauthorized Seller Alerts  Know when another seller hijacks your ASIN or listing. 
• Buy Box Monitoring Track shifts in Buy Box ownership due to unauthorized activity. 
• Keyword Monitoring Ensure your branded terms and content aren’t tampered with. 
• Review & Rating Alerts Catch suspicious changes in reviews that may indicate counterfeit activity slipping through. 

By combining Transparency with SentryKit, sellers can proactively protect their listings and brand reputation. 

7. Final Thoughts 
The Amazon Transparency Program is no longer optional—it’s essential. With counterfeiting on the rise, proactive brand owners need to secure every unit shipped. Enrolling in Transparency gives customers peace of mind while keeping your brand’s reputation intact. 

Pair it with SentryKit’s 24/7 monitoring and alert tools, and you’ll have the most complete protection strategy on Amazon.