Last updated:
Amazon Transparency Program & Anti-Counterfeiting Guide
📅 : 2026-07-12
Amazon Transparency is the anti-counterfeiting and brand protection service Amazon runs for enrolled products. Every enrolled unit gets a unique QR code label, and buyers can scan it with the Amazon app to verify authenticity.
Core Features of Transparency:
• Product traceability: every individual unit carries a unique Transparency code (T-code)
• Anti-counterfeit verification: the buyer scans the QR code after delivery to check the product is genuine
• Follow-sell blocking: products without a Transparency label cannot create a listing or ship into FBA
• Brand protection: keeps counterfeits and rogue follow-sellers out of the supply chain
Eligibility for Transparency:
• You must be an enrolled Brand Registry seller
• The brand must have active listings on Amazon.com
• The product must carry a Global Trade Item Number (GTIN/UPC)
• The brand must be the manufacturer or the rights owner of the product
The Transparency Registration Process:
1. Sign in to your Brand Registry account → choose Transparency
2. Submit the brand and product information for review
3. Once approved, buy Transparency labels ($0.01-$0.05 each, with volume discounts)
4. Apply the labels at the factory, or label the goods yourself
5. Upload the T-codes to the Amazon system
6. Supply the T-code list when you ship to FBA
What Transparency Costs:
• Label cost: $0.01-$0.05 each (the larger the subscription, the lower the unit price)
• Minimum subscription: 1,000 units per year (the lowest commitment a brand can make)
• Free trial: newly registered brands receive 1,000 labels free of charge
• Other fees: none (no monthly fee and no extra service fee)
How Transparency Differs from Project Zero:
• Transparency: proactive protection (every unit is labelled, so counterfeits cannot get in)
• Project Zero: reactive takedown (the brand can remove infringing listings itself)
• Recommendation: use Transparency for your core bestsellers and Project Zero as a supporting tool
Used correctly, Transparency solves the follow-sell problem completely.
How Transparency Blocks Follow-Sellers:
1. You buy a unique T-code for every unit and apply the label
2. You upload the T-codes to the Transparency system when you ship to FBA
3. Amazon scans and validates every T-code as it receives the shipment
4. Products without a T-code cannot enter an FBA warehouse
5. When a follow-seller tries to list against you, Amazon requires them to prove their source with a T-code
6. A follow-seller cannot supply a T-code, so the follow-sell attempt fails
7. Cross-marketplace protection: T-codes work across every Amazon marketplace
Running Transparency Day to Day:
1. Buying labels: order labels ahead of your production plan (allow 2-4 weeks)
2. Applying labels: label at the factory, or apply them yourself once the goods arrive
3. Uploading labels: upload the T-code list in the Transparency console
4. Linking to shipments: associate the T-codes with a shipment when you create the FBA shipment
5. Inventory management: track which stock is labelled and which is not
6. Handling complaints: report unauthorised follow-sellers to Amazon
Transparency Operating Cautions:
• Labels must go on the product packaging (every individually sellable unit)
• Labels cannot be reused (each unique T-code is dead once it has been used)
• If the packaging changes, you need to order new labels
• Products enrolled in Transparency cannot also be sold on other platforms (outside authorised channels)
• Leaving Transparency requires 30 days' notice
Combining Transparency with Other Anti-Follow-sell Tactics:
• Transparency (core defence) + Project Zero (fast takedown) + Brand Registry (baseline protection)
• Enrol 100% of your core bestsellers in Transparency
• Enrol new launches in Transparency straight away (to block follow-sellers from the start)
• Use Brand Analytics to monitor brand searches and competitor activity
Transparency does more than block follow-sellers: it also creates marketing value for the brand.
What Buyers See When They Scan:
After receiving the product, a buyer can scan the Transparency QR code to see:
• The authenticity result (a green tick means genuine)
• Brand story and product information (brands can customise this content)
• Product usage guide videos
• Links to the brand's social media
• Extended warranty registration and customer service contact
Marketing with Custom Brand Content:
You can add the following to the Transparency page:
• Brand logo and brand story (to build brand recognition)
• Product usage tips (to add product value)
• Prompts to follow your social media (to build an audience)
• Recommendations for other products (cross-selling opportunities)
• After-sales service and warranty information (to raise customer satisfaction)
The Marketing Impact of Transparency:
• Verified brand sellers who join Transparency see an average BSR improvement of 15%-25%
• Buyer trust in products carrying a Transparency label rises by 40%
• Buyers who scan and interact repurchase at a rate 20% higher than buyers who do not
• Transparency effectively reduces the "counterfeit" complaints inside negative reviews
Transparency Best Practices:
• Mark listings as "Transparency Verified" to raise buyer confidence
• Explain the anti-counterfeit traceability system on your A+ page
• Make Transparency part of your brand story
• Refresh the brand content on the scan page regularly (for example for seasonal promotions)
• Use scan data to analyse buyer behaviour and preferences
Enrolling in Transparency means paying for labels, but the brand protection it delivers is worth far more than the cost.
Transparency Cost Breakdown:
• Label cost: $0.01-$0.05 each (depending on order volume)
- 1,000-100,000 units: $0.05 each
- 100,000-1,000,000 units: $0.03 each
- 1,000,000+ units: $0.01 each
• Labeling labour: $0.01-$0.03 each (factory labelling or automated labelling)
• Administration: the time cost of uploading T-codes and managing the system
• Total cost: roughly $0.03-$0.08 each
The Value Transparency Delivers:
• Lower follow-sell losses: prevents the sales lost to malicious follow-sellers (typically 5%-15% of revenue)
• A stronger Buy Box position: no exposure to follow-sellers, so Buy Box share is more stable
• Brand premium pricing power: once genuine-product trust is established you can hold a higher price
• Fewer negative reviews: counterfeit-related complaints disappear
• Lower long-term storage fees: steadier inventory turnover (follow-sellers no longer disrupt your sales rhythm)
Worked ROI Example:
Assumptions: a best-selling ASIN with $500,000 in annual sales
• Transparency cost: 50,000 units × $0.05 = $2,500 per year
• Loss caused by follow-sellers (at 10%): $50,000 per year
• Return after joining Transparency: $50,000 ÷ $2,500 = a 20x ROI
Which Products to Enrol First:
• Bestsellers that follow-sellers target often (top priority)
• High-ticket products (follow-sellers have more margin to play with, so the risk is higher)
• Well-known brand products (easier to counterfeit)
• Products with a complex supply chain (higher counterfeit risk)
• New launches (build anti-counterfeit protection from the start)
• Own-brand products (protect the products that carry the most brand value)
• High-margin products (protect the market share of your most profitable lines)
© 2026 Ylishi Tools — Amazon Seller In-Depth Guide Series
Data sources: The official Amazon US fee schedule (Amazon Seller Central) and the Amazon Logistics (FBA) fee rate pages.
Calculation logic: Calculated from Amazon's published FBA fee rules for storage, fulfillment and return processing. Actual fees vary with product dimensions, weight and season.
Reference links:
• Amazon FBA fee schedule
• Amazon FBA fulfillment fee rates
Disclaimer: These results are for reference only; the actual fees charged in Amazon Seller Central govern.
See our fee cards & rate comparison boards on Pinterest.