• Craig Gedey

How new programme Transparency can help Amazon Sellers beat counterfeiters

Updated: Sep 5, 2019

One of the biggest issues for Amazon Sellers online has been the emergence of counterfeiters producing fake and copied products.

Amazon Counterfeit suspension

Now Amazon has a new programme aimed at combating the problem, called simply “Transparency”.

So what is Transparency, how does it work and how can it help Amazon Sellers that are selling branded and private labels?

Thompson and Holt managing director Craig Gedey explains.

“Transparency has been launched in an attempt to verify everything that’s bought online - not just on Amazon but potentially across a host of other platforms as well,” Gedey says.

“In basic terms, Transparency is a labelling system that both manufacturers and Amazon Sellers licensed to sell brands can fix to their products via a special printer before distributing them. The system uses 2D Matrix to assign unique codes to each individual unit, generated by Amazon.

“When the product reaches the consumer, the codes can be scanned by Androids and iPhones, instantly confirming to the customer that their purchase is legitimate. If you scan it on the Transparency app, a green checkmark will confirm an authentic product while a red X will indicate a counterfeit.

“At Amazon’s end, they can scan any products in their Fulfilled by Amazon (FBA) scheme, again distinguishing between genuine and fake products. Should the products you are selling prove to be fake, they will be confiscated at the Fulfilment Centre, and repeat offenders could find their Amazon account suspended. These types of suspension often need to be resolved through the Amazon escalation team

The programme is seen as a massive plus for private label Amazon Sellers, providing a simple but trustworthy authentication of your products to reassure customers and help eliminate fake and counterfeit goods that threaten your businesses. Because only verified authentic products can be sold through Transparency, private label sellers will not have to deal with the inconvenience of removing hijackers and counterfeiters from their listing.

Gedey continues: “The system also provides an opportunity to provide further product information for customers, potentially leading to future sales and brand loyalty.

“You can show the customer the progress of your product from manufacturing to their front door, which personalises it and can be a further selling point.

“There is a cost to Transparency - a fee of $0.01-0.05 per code, which could add up quickly for high volume Amazon Sellers.

“But the programme allows you to start out with one or two of your best-selling products, or to focus on ones that have been targeted by highjackers or counterfeiters. That will also allow you to become fully accustomed with how Transparency works before potentially expanding your use to cover all products.”

The one negative is that the programme is not designed to stop resales, so anybody that has purchased your product can sell it on again through Amazon, so be wary of flash sales and giveaways that could then seen another Amazon Seller using your listing.

But overall this appears to be a real positive for Amazon Sellers that are selling or making branded products. To enrol in the system you need three things - the ability to verify yourself as the brand owner for your products, A Global Trade Item Number (GTIN), such as UPC barcode on your products, and the ability to apply unique Transparency codes on every unit you manufacture.

Full details of how to sign up can be found at: https://brandservices.amazon.com/transparency.

If, however, you are an Amazon Seller that has fallen foul of counterfeiting and have been suspended from the site, contact Thompson and Holt immediately to start resolving the situation and get your business back online in the shortest time possible. If your situation requires immediate assistance please follow this link and speak to an Amazon Appeal Expert or alternately visit Thompson and Holt.

THOMPSON & HOLT® - Amazon Appeal Experts. Suspended Amazon Seller Account Appeal Consultants. Amazon Specialists. 


We are an independent Amazon Specialist firm based in Manchester, United Kingdom which was established in 2014. Over the years Thompson and Holt® has grown to become one of the UK’s leading Consultants in Amazon Seller Suspensions.


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*There is no guarantee that your Amazon Seller Account will be reinstated and results can vary. No company can guarantee that your account will be reinstated. These figures do not include Sellers who did not follow advice.


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