Disclosed herein are a transparent immunoassay apparatus and method. The transparent immunoassay apparatus includes a sample pad configured to allow a liquid specimen to be dropped thereonto, a first porous pipe configured to move the dropped specimen in a lateral flow manner, an immunobinding reaction unit configured to generate a detectable signal from binding of a previously applied reactant and the specimen between transparent upper and lower plates of the immunobinding reaction unit, a second porous pipe configured to move the specimen, having passed through the immunobinding reaction unit, in a lateral flow manner, and an absorption pad configured to absorb the specimen transferred from the second porous pipe.