Amazon Transparency

Amazon Transparency is Amazon's own product serialization program. Brands apply unique Transparency codes to every unit of their products, and Amazon scans these codes during the fulfillment process to verify authenticity. Units without valid codes are blocked from being sold, preventing counterfeit products from reaching customers.

The serialization approach is proactive rather than reactive. Instead of detecting and removing counterfeit listings after they appear, Transparency prevents counterfeit units from entering the Amazon supply chain in the first place. Each unit gets a unique code that can only be generated by the brand, making it impossible for counterfeiters to replicate.

For brands with significant counterfeit problems, Transparency provides the strongest protection available on Amazon. The per-unit cost of codes and the operational requirement of applying them to every unit are the main trade-offs. Brands must integrate Transparency code application into their manufacturing or packaging process, which requires upfront investment but delivers ongoing protection.