{"id":3427,"date":"2025-04-18T10:56:55","date_gmt":"2025-04-18T17:56:55","guid":{"rendered":"http:\/\/www.avery.com\/blog\/?p=3427"},"modified":"2026-04-02T13:17:51","modified_gmt":"2026-04-02T20:17:51","slug":"what-is-amazon-transparency-and-do-you-need-it","status":"publish","type":"post","link":"https:\/\/www.avery.com\/blog\/what-is-amazon-transparency-and-do-you-need-it\/","title":{"rendered":"What is the Amazon Transparency Program?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-why-the-transparency-program-and-do-you-need-it\">Why the Transparency program and do you need it?<\/h2>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The <a href=\"https:\/\/brandservices.amazon.com\/transparency\">Amazon Transparency program<\/a>, launched in 2017, was a direct response to the growing concerns from businesses and consumers about the increasing prevalence of counterfeit goods on Amazon. The Amazon Marketplace presents significant opportunities for entrepreneurs, thanks to its extensive reach, efficient logistics, and robust fulfillment centers. By allowing third parties to legally sell trademarked products from various manufacturers, it serves as a crucial platform for those looking to enhance their sales and visibility.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube alignright wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"3 Simple Steps to Ordering Amazon Transparency Labels from Avery\" width=\"1290\" height=\"726\" src=\"https:\/\/www.youtube.com\/embed\/bVSPu7MtHMM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><a href=\"\/custom-printing\/transparency\/home\" target=\"_blank\" rel=\"noreferrer noopener\">Avery WePrint <\/a>is one of a select few authorized Amazon Transparency service providers.<\/figcaption><\/figure>\n\n\n\n<p>The challenge for Amazon was monitoring a marketplace filled with hundreds of millions of SKUs, leading to a surge in counterfeit products being sold across its platform and other e-commerce sites.<\/p>\n\n\n\n<p>&#8220;Our goal is to rightly shift the burden of trafficking to the supply chain and third-party online marketplaces and intermediaries that right now are blanketing this country with dangerous products that cheat consumers out of billions of dollars a year,&#8221;&nbsp;<a href=\"https:\/\/www.wsj.com\/articles\/trump-has-a-plan-to-stop-fake-goods-11554246679\">Director of Trade and Manufacturing Policy Peter Navarro stated<\/a>&nbsp;in a Wall Street Journal op-ed.<\/p>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<h6 class=\"wp-block-heading\" id=\"h-other-articles-you-might-like\">Other articles you might like:<\/h6>\n\n\n\n<ul class=\"wp-block-yoast-seo-related-links yoast-seo-related-links\">\n<li><a href=\"\/blog\/how-to-make-your-own-product-labels\/\" target=\"_blank\" rel=\"noreferrer noopener\">How To Make Product Labels<\/a><\/li>\n\n\n\n<li><a href=\"\/blog\/how-to-label-your-products-correctly-for-amazon\/\" target=\"_blank\" rel=\"noreferrer noopener\">Label Your Products Correctly for Amazon<\/a><\/li>\n\n\n\n<li><a href=\"\/blog\/fnsku-vs-upc-what-barcodes-do-you-need-for-amazon\/\" target=\"_blank\" rel=\"noreferrer noopener\">FNSKU vs. UPC-What Barcodes Do You Need?<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<p>This is where Amazon aims for the Transparency program to make a significant impact for sellers and consumers alike. The program&#8217;s primary objective, along with several other initiatives Amazon has launched, is to combat the sale of counterfeit goods while reassuring customers about the authenticity of their purchases. <\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/img.avery.com\/f_auto,c_scale,w_700\/web\/blog\/blog-amazontransparency-how-to-use\" alt=\"Amazon transparency app allows customers to verify the authenticity of their products\" style=\"width:290px\"\/><figcaption class=\"wp-element-caption\">The Amazon Transparency app lets customers confirm the authenticity of their products.<\/figcaption><\/figure>\n\n\n\n<p>Customers can use the Amazon Transparency app to scan codes and verify they have genuine products, regardless of purchase location or channel. By scanning the unique code on the product&#8217;s packaging, customers can confirm that the item is authentic and access additional product information on the Amazon Transparency app.<\/p>\n\n\n\n<p>If the Amazon Transparency program isn\u2019t what you need but you require&nbsp;<a href=\"\/category\/usage\/barcode-labels\" target=\"_blank\" rel=\"noreferrer noopener\">barcode labels<\/a>, check out the&nbsp;<a href=\"\/software\/barcode-generator\/\" target=\"_blank\" rel=\"noreferrer noopener\">free barcode generator from Avery<\/a>. It allows you to effortlessly create barcode and QR code labels online.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-the-amazon-transparency-program-works\">How the Amazon Transparency program works<\/h2>\n\n\n\n<p>In essence, the&nbsp;Transparency program&nbsp;allows Amazon to meticulously track products, ensuring that counterfeit items aren\u2019t shipped into or out of its warehouses.<\/p>\n\n\n\n<p>When you enroll in the Amazon Transparency program, you will receive unique Amazon Transparency codes for every unit sold, whether on Amazon or another e-commerce platform. Amazon monitors these codes, and if a shipment arrives without them, it triggers an investigation.<\/p>\n\n\n\n<p>If Amazon determines a third-party seller is violating its&nbsp;<a href=\"https:\/\/sellercentral.amazon.com\/gp\/help\/external\/201165970.\">anti-counterfeiting policy<\/a>, that seller risks losing their selling privileges, having their funds withheld, and facing the destruction of their inventory housed in Amazon fulfillment centers, not to mention potential legal ramifications.<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/img.avery.com\/f_auto,c_scale,w_700\/web\/blog\/blog-amazontransparency-label-closeup\" alt=\"Close up of Amazon transparency program barcode label\" style=\"width:290px\"\/><figcaption class=\"wp-element-caption\">Example of an Amazon Transparency label.<\/figcaption><\/figure>\n\n\n\n<p>Amazon barcode labels should ideally be affixed to the front of packaging for optimal visibility and ease of scanning. The back, sides, and top are the next preferred locations, respectively. The company scans products upon their arrival at the warehouses and again before they are shipped to customers.<\/p>\n\n\n\n<p>After customers receive their products, they can utilize a Transparency app available on&nbsp;<a href=\"https:\/\/apps.apple.com\/us\/app\/transparency\/id1151746202\">Apple<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/play.google.com\/store\/apps\/details?id=com.amazon.aba.application&amp;hl=en_US\" target=\"_blank\" rel=\"noreferrer noopener\">Android<\/a>. By scanning the Transparency code, they can verify the product&#8217;s authenticity and access detailed information about the item. Users can also instantly report any discrepancies via the Transparency app.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Do you need Amazon Transparency?<\/h2>\n\n\n\n<p>If you&#8217;re selling branded products on Amazon, the Amazon Transparency program could be essential in protecting your brand and customers from counterfeiters. Launched in 2017, Transparency was Amazon\u2019s direct response to the rise of fake products infiltrating its massive third-party marketplace.<\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/img.avery.com\/f_auto,c_scale,w_700\/web\/blog\/blog-amazontransparency-warehouse\" alt=\"Inside an Amazon warehouse where Transparency program is used\" style=\"width:275px\"\/><figcaption class=\"wp-element-caption\">Inside an Amazon warehouse<\/figcaption><\/figure>\n\n\n\n<p>Transparency allows brand owners to uniquely identify each unit they sell with a secure, scannable code. Customers can then verify the authenticity of their purchase using the free Amazon Transparency app\u2014no matter where the product was bought. This not only helps build trust but also ensures your products stand out as genuine in a crowded online marketplace.<\/p>\n\n\n\n<p>Avery WePrint is one of a select group of authorized Amazon Transparency Service Providers, offering preprinted and design-in Transparency labels that meet Amazon\u2019s requirements. If you\u2019re working with a partner like Avery, it\u2019s easier than ever to apply the correct labels to your products and maintain your brand\u2019s integrity across all selling channels.<\/p>\n\n\n\n<p>Still not sure if Transparency is the right fit? If you don\u2019t need full Transparency support but just need barcode labels, check out our free <a class=\"\">barcode generator<\/a> to easily create and print your own UPCs and QR codes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-amazon-transparency-faqs\">Amazon Transparency FAQs<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1744997792909\"><strong class=\"schema-faq-question\">How do you enroll in the Amazon Transparency program?<\/strong> <p class=\"schema-faq-answer\">Amazon Transparency is a product serialization program that helps brands prevent counterfeiting. Each unit is labeled with a unique Transparency code that customers can scan using the Transparency app to verify authenticity.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1744997976731\"><strong class=\"schema-faq-question\"><br\/><strong>Do I need Amazon Transparency to sell on Amazon?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon Transparency isn\u2019t required for all sellers, but it\u2019s highly recommended if you want to protect your brand from counterfeits and increase customer trust. Only brand owners can enroll.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1744998030417\"><strong class=\"schema-faq-question\">How do I enroll in Amazon Transparency?<\/strong> <p class=\"schema-faq-answer\">To enroll, you must verify your brand ownership, have a GTIN (like a UPC or EAN), and be able to apply Transparency codes to each unit. Once approved, you\u2019ll receive codes from Amazon to apply to your product packaging.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1744998055129\"><strong class=\"schema-faq-question\">Where should I place the Amazon Transparency label on my product?<\/strong> <p class=\"schema-faq-answer\">Transparency labels should be placed on the front of the packaging for best visibility. If that\u2019s not possible, use the back, sides, or top in that order of preference.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1744998075515\"><strong class=\"schema-faq-question\">Where can I order Amazon Transparency labels?<\/strong> <p class=\"schema-faq-answer\">You can order preprinted or design-in Transparency labels from authorized providers like <a href=\"https:\/\/www.avery.com\/custom-printing\/transparency\/over-label\">Avery WePrint<\/a>, which is approved by Amazon for Transparency labeling.<\/p> <\/div> <\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-do-you-enroll-in-transparency\">How do you enroll in Transparency?<\/h2>\n\n\n\n<p>To enroll in Transparency by Amazon, you first need to register as a manufacturer. To join the program, you must:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Verify your status as the brand owner of your products.<\/li>\n\n\n\n<li>Possess a Global Trade Item Number (GTIN), such as a UPC or EAN barcode number, for your products.<\/li>\n\n\n\n<li>Have the capacity to apply Amazon Transparency codes on every unit you manufacture.<\/li>\n<\/ul>\n\n\n\n<p>Once approved, you can request Transparency codes for your products. Each code is unique and features a 26-digit encryption that includes the manufacturing date, location, materials, and ingredients.<\/p>\n\n\n\n<p>After receiving your codes from Amazon, you can order&nbsp;<a href=\"https:\/\/app17.brightedge.com\/ui\/custom-printing\/transparency\/over-label\/\" target=\"_blank\" rel=\"noreferrer noopener\">preprinted Amazon barcode labels<\/a>&nbsp;that showcase your Transparency codes. Alternatively, you can choose&nbsp;<a href=\"https:\/\/app17.brightedge.com\/ui\/custom-printing\/transparency\/design-label\/\">design-in labels<\/a>&nbsp;that incorporate the Transparency codes directly onto your product labels. Amazon provides a curated list of preferred Transparency Service Providers, such as&nbsp;<a href=\"\/custom-printing\/transparency\/\" target=\"_blank\" rel=\"noreferrer noopener\">Avery WePrint<\/a>, where you can order your labels.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"\/custom-printing\/transparency\/over-label\" target=\"_blank\" rel=\"noreferrer noopener\"><img width=\"2560\" height=\"841\" data-public-id=\"img-transparency-Hero\/img-transparency-Hero.jpg\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_2560,h_841,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA\" alt=\"Product featuring Amazon Transparency labels that you can order from Avery WePrint and phone showing app.\" class=\"wp-post-3427 wp-image-3451\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1753476214\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_2560,h_841,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 2560w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_2048,h_672,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 2048w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_1848,h_607,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 1848w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_1648,h_541,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 1648w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_1448,h_475,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 1448w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_1248,h_409,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 1248w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_1048,h_344,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 1048w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_848,h_278,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_648,h_212,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_448,h_147,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/avery-products-corp\/images\/w_248,h_81,c_scale\/f_auto,q_auto\/v1753476214\/img-transparency-Hero\/img-transparency-Hero.jpg?_i=AA 248w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/a><\/figure>\n\n\n\n<p>For further information about the Transparency program, visit&nbsp;<a href=\"https:\/\/brandservices.amazon.com\/transparency\" target=\"_blank\" rel=\"noreferrer noopener\">Amazon<\/a>. If you have questions regarding ordering Transparency labels, feel free to reach out to our WePrint representatives at&nbsp;<a href=\"tel:800-942-8379\" target=\"_blank\" rel=\"noreferrer noopener\">(800) 942-8379<\/a>. They\u2019ll be delighted to assist you in selecting the right&nbsp;<a href=\"\/custom-printing\/transparency\/home\" target=\"_blank\" rel=\"noreferrer noopener\">Transparency labels<\/a>&nbsp;for your products and guide you through the label creation process.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why the Transparency program and do you need it? The Amazon Transparency program, launched in 2017, was a direct response to the growing concerns from businesses and consumers about the increasing prevalence of counterfeit goods on Amazon. The Amazon Marketplace presents significant opportunities for entrepreneurs, thanks to its extensive reach, efficient logistics, and robust fulfillment [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":25812,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[4075],"tags":[2622,63,2623],"class_list":["post-3427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-small-business","tag-amazon","tag-product-labels","tag-transparency"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is the Amazon Transparency Program? - Avery Blog<\/title>\n<meta name=\"description\" content=\"Learn about the Amazon Transparency program to combat counterfeits and protect your brand with unique product codes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.avery.com\/blog\/what-is-amazon-transparency-and-do-you-need-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is the Amazon Transparency Program?\" \/>\n<meta property=\"og:description\" content=\"Learn about the Amazon Transparency program to combat counterfeits and protect your brand with unique product codes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.avery.com\/blog\/what-is-amazon-transparency-and-do-you-need-it\/\" \/>\n<meta property=\"og:site_name\" content=\"Avery Blog\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/facebook.com\/avery\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-18T17:56:55+00:00\" \/>\n<meta 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