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Amazon Transparency & Sunrise 2027: How Sellers Can Future-Proof Their Packaging

Derick Jaros -

Amazon packaging compliance is no longer just about avoiding prep fees. With the Transparency Program and the Sunrise 2027 initiative, the retail giant is rewriting packaging rules with 2D barcodes and serialization at the core. For sellers, this means preparing now for unit-level authenticity, traceability, and packaging that does more than just protect products.

What Is Amazon’s Transparency Program?

  • Assigns a unique 26-character serial number to every single unit

  • Requires 2D barcodes (Data Matrix or QR) on product packaging

  • Amazon scans each code at fulfillment centers — non-compliant units may be rejected or destroyed

  • Goal: stop counterfeits, prevent grey-market sales, and give consumers confidence

What Is Sunrise 2027?

  • Industry-wide initiative to replace 1D UPCs with 2D codes

  • Timeline: January 1, 2027 — 2D barcodes expected at point-of-sale and across supply chains

  • Benefits:

    • Carry more data than UPCs (lot, batch, expiration, sourcing, sustainability info)

    • Enable faster recalls, better inventory accuracy, and richer consumer engagement

What This Means for Amazon Sellers

  1. New Artwork Requirements
    Packaging must have reserved space for 2D barcodes alongside branding.

  2. Variable Data Printing
    Printers must handle serialized codes — millions of unique identifiers per product line.

  3. Higher Stakes for Compliance
    Units without Transparency codes risk rejection at Amazon fulfillment centers.

  4. Brand Protection & Trust
    Transparency shields you from counterfeiters and grey-market resellers.

How CustomBoxes.io Prepares You for the Future

  • Custom boxes with logo that already meet SIPP/SIOC strength and sustainability rules

  • Ability to adapt artwork layouts for 2D barcode placement

  • Partnerships with printers capable of variable data printing

  • Guidance on ISTA-6A testing and Transparency enrollment

  • Low MOQs for testing new ASINs — without wasting money on excess inventory

Checklist: Are You Ready for Transparency & Sunrise 2027?

  • Packaging design has clear space reserved for 2D barcodes

  • Printer supports serialized, variable data printing

  • Product enrollment in Amazon Transparency completed

  • ISTA-6A testing confirmed for SIPP/SIOC certification

  • Sustainability claims match Amazon’s Climate Pledge Friendly goals

Conclusion

The days of plain UPCs and generic shipping boxes are ending. By 2027, sellers who fail to comply risk lost listings, higher costs, and rejected units. The good news? By working with CustomBoxes.io, you can design custom shipping boxes with logo that meet today’s SIPP/SIOC standards while preparing for tomorrow’s Transparency and 2D serialization requirements.

👉 Ready to future-proof your Amazon packaging? Get a quote today at CustomBoxes.io

FAQ: Amazon Transparency & Sunrise 2027 Packaging

Q1: What is the difference between SIPP/SIOC and Amazon Transparency?

  • SIPP/SIOC: Packaging strong enough to ship without an extra Amazon overbox (saves fees and improves sustainability).

  • Transparency: Amazon’s anti-counterfeit program that requires a serialized 2D code on every unit to verify authenticity.

Q2: What is Sunrise 2027 and why does it matter?
Sunrise 2027 is a global retail initiative that will transition from 1D UPC barcodes to 2D Data Matrix or QR codes. By January 1, 2027, 2D codes are expected to be standard at checkout and throughout supply chains.

Q3: Do all Amazon sellers need to join Transparency?
No, but many categories will be affected by 2027. Enrolling early protects your listings from counterfeits, prevents unscannable inventory, and helps you stay ahead of compliance deadlines.

Q4: How do 2D barcodes affect packaging design?
Every box must reserve clear space for a scannable code. This impacts artwork layouts, print placement, and requires packaging suppliers who can integrate variable data printing.

Q5: What happens if my product doesn’t have the required 2D codes?
Amazon can reject or destroy non-compliant units at fulfillment centers. Listings may lose Prime eligibility, face delays, or be removed entirely.

Q6: How does CustomBoxes.io help sellers prepare?
We design custom shipping boxes with logo that already meet SIPP standards — and we’re preparing for Transparency by:

  • Building layouts with space for 2D codes

  • Supporting variable data printing for serialized codes

  • Offering low MOQs so you can test new ASINs ahead of the deadline

Q7: Can I still brand my packaging with all these new rules?
Yes! In fact, branded packaging matters more than ever. With SIPP/SIOC, your box is the customer’s first impression — and with Transparency, your box also proves authenticity. We combine both into packaging that’s secure, sustainable, and on-brand.