Transparency is a unit-level serialization program that prevents counterfeit and inaccurate items from reaching customers. Join the brands who rely on Transparency to verify product authenticity, improve customer engagement, and optimize supply chains.
Eligibility
Check these three requirements before you enroll.
Be enrolled in Amazon Brand Registry with a government-registered trademark.
Have a GTIN for each product, such as a UPC, ISBN, or EAN.
Have the ability to apply unique Transparency codes on every unit you manufacture, regardless of where the units are sold.
Protect your brand using the serial numbers you already print, with no changes required to your existing packaging.
View full requirementsUse the form to tell us about your brand. Our team will help you check eligibility and get set up.
Can't enroll yet or have questions? We'll help you get enrolled and protected.
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Interactive Q&A
Bring your questions — a Transparency account manager will answer them live.
Transparency has given us the confidence to really shift the focus from just protecting our brand to growing our brand.
The Amazon Transparency program uses serialization technology to assign a unique code to every unit of an enrolled product. These codes can be scanned throughout the supply chain for counterfeit detection and product-authenticity verification across Amazon's Transparency-supported stores.
For products using Amazon-issued Transparency codes, customers can also scan codes using the Amazon Shopping or Transparency apps for instant product authentication.
No. Once you enroll your products, apply Amazon Transparency codes, and enable protections, your products are automatically protected across all Amazon stores where Transparency is supported.
Note: Currently, brands from Australia aren't eligible to enroll in the Transparency program. However, brands enrolled from other eligible origins will still receive protection in the Australia store.
Transparency has no enrollment costs, no subscription costs, and no minimums. You only pay when you order codes—not when you enroll in the program or add products.
There's a per-unit cost for Amazon-issued Transparency codes and for existing serial codes connected to Transparency. Fees vary based on volume and geography.
| Price per code | Number of generated codes |
|---|---|
| $0.05 | 1 to 1,000,000 |
| $0.03 | 1,000,001 to 10,000,000 |
| $0.01 | 10,000,001+ |
There are no costs for adding or removing products from the program. Your annual code volume resets each year on the date of your account creation, and pricing tiers are based on cumulative volume within that period.
Each Amazon-issued Transparency code is a unique, alphanumeric, non-sequential code applied as a small square barcode on your product's packaging. The Amazon Transparency program owns and controls the code-generation protocol and keeps a record of every code generated, along with the product for which it was generated. We use this information to verify product authenticity.
For products using Amazon-issued Transparency codes, customers can download the Transparency product authentication app or use the Amazon Shopping app to scan Transparency codes and verify product authenticity. After scanning, the app will indicate whether the code is valid. Brands may also choose to share additional product information such as images, videos, promotions, and more.
Customer product authentication through app scanning isn't available for products connected to Transparency using existing serial codes.
Yes. Transparency's counterfeit prevention checks can identify and prevent the shipment of materially different products that differ in materials, compatibility, color, or language, or that don't meet regulatory requirements for Amazon's Transparency-supported stores.
Yes. Once your products are fully protected by Transparency, they cannot be listed in Amazon's Transparency-supported stores without valid Transparency codes that match the enrolled product. This gives you confidence in your brand integrity and ensures brand protection from listing to delivery.
Once your products are fully protected by Transparency, you have access to a performance report in the Transparency portal with key metrics on Transparency's effectiveness. This report includes:
Transparency's core benefit of helping verify product authenticity and accuracy is available to all brands who enroll, whether they use Amazon-issued Transparency codes or connect their existing serial codes.
By connecting Transparency to your own codes, you can enroll faster with no changes required to your existing packaging.
Brands connecting their existing serial codes to Transparency do not currently have access to customer authenticity verification via app scanning, or the customer engagement benefits available to brands using Amazon-issued Transparency codes.
| Feature | Details | Existing serial codes | Amazon-issued codes |
|---|---|---|---|
| Counterfeit prevention | Proactive physical system prevents counterfeit units from being listed, shipped, and sold to customers in the Amazon store, whether fulfilled by Amazon or a seller. | ✓ | ✓ |
| Incorrect variation prevention | Alternative versions or materially different product variations will not pass listing verification. | ✓ | ✓ |
| International product diversion protection | Products made for other global stores will not pass listing verification. | ✓ | ✓ |
| Supply chain defect reduction | Identify batch or lot numbers, manufacturing facilities, and distribution partners that handled defective or returned products. | ✓ | ✓ |
| Customer authenticity verification | Customers can use Amazon Shopping or Transparency app to scan codes and verify they have genuine products, regardless of purchase location or channel. | — | ✓ |
| Customer engagement | Robust experiences can boost customer engagement on the Amazon Shopping or Transparency app. | — | ✓ |
| Transparency badge | Some brands may be eligible for a Transparency badge on their product detail page. | — | ✓ |
Customers can select Contact us in the Transparency or Amazon Shopping app to reach the Transparency team.