Amazon launches new features for Amazon Transparency counterfeit prevention program.

Amazon Introduces Upgrades to Its Transparency Counterfeit Prevention Program


Amazon has unveiled significant enhancements to its Transparency service, a product serialization solution that empowers brand users to monitor and confirm the legitimacy of each individual unit sold through the platform.

This update adds a new interoperability feature aimed at simplifying the onboarding process by enabling brands with their existing product serialization systems to tap into Amazon Transparency’s capabilities for ensuring product authenticity and supply chain traceability.

Brief Overview of Amazon Transparency

Launched in 2016, Amazon Transparency has played a vital role in Amazon’s ongoing mission to create a trusted shopping experience. At its core, Transparency assigns a unique code to each individual product unit manufactured by a brand. Initially, these codes were represented as unique 2D Data Matrix barcodes applied to products or packaging.

When an enrolled product is listed for sale on Amazon, this code allows the ecommerce platform to verify its authenticity before shipping, ensuring customers receive only genuine products.

Over time, Amazon expanded its Transparency solution, offering brands the ability to track specific batches or lots for supply chain traceability and the opportunity to provide customers with additional post-purchase information.

Amazon Reaches Milestone in the Fight Against Counterfeits

In 2020, over 10,000 brands enrolled in Transparency, ranging from Fortune 500 companies to startups worldwide. Today, more than 33,000 brands use Amazon Transparency, verifying over 900 million product units across the supply chain.

This milestone effectively eliminates the threat of counterfeiting, bolstering customers’ confidence in Amazon’s marketplace.

Interoperability Unlocks New Possibilities

Amazon’s commitment to continuous improvement led to a crucial development – interoperability for Amazon Transparency.

Responding to feedback from brands that already applied their unique serial numbers to products, Amazon has introduced this feature to reduce cost and complexity for manufacturing operations.

Now, brands can access the same Transparency protections using their existing serial numbers. When a unit of an enrolled product is sold on Amazon, the serial number is validated, ensuring its authenticity.

This interoperability empowers brands to enroll quickly, often within two weeks, without altering existing production processes.

“This is an important development for both brands and customers. It makes Transparency more easily accessible for brands to enroll, which in turn, provides more widespread protections for customers, ensuring they receive authentic products when shopping in Amazon’s store,” said Dharmesh Mehta, Vice President of Amazon Selling Partner Services.

Amazon Transparency’s interoperability features were first piloted with brands such as Belkin, Logitech, and Samsung. It is now available to brands offering their products in Amazon’s stores in Australia, Canada, France, Germany, Italy, Spain, the UK, and the U.S.

In conclusion, Amazon’s introduction of interoperability for Amazon Transparency marks a significant stride in its commitment to eliminating counterfeits.

By simplifying brand enrollment and enhancing customer protection, Amazon seeks to maintain trust and continue its strong partnership with brands worldwide in the fight against counterfeit products.

Interested brands can learn more about Transparency interoperability features here.

If you liked this article and would like to engage with other small business entrepreneurs selling on marketplaces, join our . You can also find us on , , , and or sign up for our newsletter below.


We do not sell your information. You can unsubscribe at any time.

Leave a Reply

Your email address will not be published. Required fields are marked *