Transparency
Proactively protect your brand
Use unique serial codes to ensure that items shipped to customers are authentic, accurate, and free from counterfeit.
Why Transparency?
Amazon Transparency is a product serialization service and anti-counterfeiting program built to protect your brand integrity from manufacturing to delivery. Transparency helps you protect your products from inaccurate and counterfeit listings, improve customer engagement, and gain visibility into your supply chain.
Verify product authenticity
Use unique Amazon Transparency codes to verify that only authentic, accurate items are shipped to customers, and to prevent counterfeits from reaching buyers, whether orders are fulfilled by Amazon or shipped directly by you. Once your products are protected, a valid Transparency code must accompany every unit listed or shipped in Amazon's Transparency-supported stores—helping protect your listings from counterfeits
Engage with customers
Connect with your customers post-purchase through customer engagement and product verification. For products using Amazon-issued Transparency codes, customers can use the Amazon Shopping app or the Transparency app to scan Transparency codes, verify product authenticity, and access the product information you have provided. This feature isn't currently available if you integrate Transparency with your existing serial codes.
Optimize your supply chain
Get additional insights and supply chain traceability on your units at the batch or lot level, helping you identify supply chain issues, diagnose root causes, and implement solutions with minimal disruption.
"Transparency has exceeded even our wildest expectations. It has taken all the hard work out of protecting our brand.”
“Transparency has eliminated a lot of stress for us, now that we’ve got Amazon watching our back and our brand.”
90,000+
Brands enrolled in Transparency
2.7 billion+
Product units verified as genuine through Transparency
10
Countries where products are protected when enrolled in Transparency1
Ready to get started?
Step 1
Enroll your brand and products
Check that you meet the eligibility requirements, then enroll in Amazon Transparency using your Amazon Brand Registry credentials.
Already enrolled? Sign in to the Transparency portal to add products and users to your account.
If you'd like more information about Amazon’s Transparency program before enrolling, join our webinar.
Already enrolled? Sign in to the Transparency portal to add products and users to your account.
If you'd like more information about Amazon’s Transparency program before enrolling, join our webinar.
Step 2
Apply Transparency
When you enroll in Transparency, there are several ways to start applying Amazon Transparency codes to your products. Choose the option that best fits your brand's size, operations, and goals.
Method
Best for
Self-print labels
Small or medium brands that want full control with no third-party dependency
Pre-printed labels from trusted partners
Brands wanting low-cost, fast-delivery labels with no equipment needed
Service providers and co-packers
Brands that want someone else to handle labeling, packing, and shipping
Print codes directly on packaging
Enterprise brands seeking lowest per-unit cost with upfront investment
Print workflow software
Brands wanting to integrate code ordering into existing software workflows
Bring your own codes (serialization service providers)
Brands already serializing products that want to connect to Transparency
Regional integration partners (China only)
China-based sellers using ERP systems for end-to-end Transparency workflow
Learn more about each option, including how to get started and which service providers can support you.
Get help choosing an option
Once you enroll your brand in the Amazon Transparency program, our team will help you choose the best option for your business.
Step 3
Pass the operational performance review
Initiate an operational performance review when you begin labeling and shipping products with Transparency codes.
- Self-fulfilled orders: Contact Transparency support to initiate your review. Provide Transparency codes at order confirmation in Seller Central so we can begin monitoring your enrolled units.
- Fulfillment by Amazon (FBA): Use the Transparency portal to initiate your review. Your Transparency codes will be scanned when units arrive at the Amazon fulfillment center.
Note: Transparency protections aren’t active until your product passes the operational performance review.
Step 4
Manage Transparency protections
All units must have a valid Amazon Transparency code—either Amazon-issued or an existing serial code connected to Transparency—or they won't pass the Transparency check.
If a unit fails a Transparency check, we'll investigate and notify you. You can monitor performance and review results in the Transparency portal.
If a unit fails a Transparency check, we'll investigate and notify you. You can monitor performance and review results in the Transparency portal.
“With the Transparency codes on the product, it’s very reassuring that we are delivering our authentic products to the customer. Transparency allows us the freedom to explore more marketplaces and business opportunities by having our back.”
Frequently Asked Questions
How does the Transparency product serialization service work?
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.
For products using Amazon-issued Transparency codes, customers can also scan codes using the Amazon Shopping or Transparency apps for instant product authentication.
Do I have to enroll my products in Transparency for each Amazon store I sell in?
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.
- Transparency-supported stores: the US, Canada, Germany, France, Italy, Spain, the UK, Australia, India, and Japan.
- Eligible enrollment origins: Brands from the following origins can enroll in Transparency: the US, Canada, Germany, France, Italy, Spain, the UK, India, Japan, and China.
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.
How much does the Amazon Transparency program cost?
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.
Transparency code pricing:
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.
Transparency code pricing:
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.
What are Amazon-issued Transparency codes?
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.
How can customers verify product authenticity using Transparency?
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.
Customer product authentication through app scanning isn't available for products connected to Transparency using existing serial codes.
Can Transparency help prevent customers from receiving the wrong version of an authentic product?
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.
Can Transparency help protect my listings from counterfeit sellers and bad actors?
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.
How do I know Transparency is working?
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:
- Units blocked from shipment due to missing or invalid codes
- Scans where codes didn't match the enrolled product
- Listing attempts rejected due to missing valid codes
- Notices of suspected counterfeit infringement
What benefits are available if I connect Transparency to existing serial codes on my units?
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.
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.
Features by Transparency code type
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. Get visibility on customer comments to understand pain points and root causes for returns.
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.
-
How can customers get Transparency help?
Customers can select Contact us in the Transparency or Amazon Shopping app to reach the Transparency team.
Serialize items and protect your brand
1Amazon internal data, May 2026
