Verify authenticity and protect your brand

Use unique serial codes to ensure that every item shipped to customers is authentic and accurate.
New to Brand Registry? Enroll your brand
Lofi product detail page with Amazon Transparency

Why Transparency?

The Transparency program helps brands stop inaccurate and counterfeit products, improve customer engagement, and gain valuable insights into their supply chain.
Verify product authenticity
Use unique codes to ensure that only authentic, accurate items are shipped to customers. Whether they’re fulfilled by Amazon or shipped directly by a seller, your products can’t be sold in the Amazon store without this Transparency protection.
Engage with customers
Connect with customers post-purchase. Both the Amazon Shopping and Transparency apps allow customers to scan codes to confirm authenticity and access promotions, videos, posts, or other content about their item.
Optimize your supply chain
Get additional insights on your units at the batch or lot level, helping you identify supply chain issues, diagnose root causes, and implement solutions with minimal disruption to your business.
"Transparency has helped increase revenue by 30%. And, best of all, we don’t have any infringement attempts on any of the products we’ve enrolled.”
“Drillbrush wouldn't be here today without Transparency. The value we get out of it is immeasurable.”


Brands enrolled in Transparency

1.6 billion+

Product units protected with Transparency


Countries where products are protected when enrolled in Transparency

Ready to get started?

Step 1

Enroll your brand and products

If you meet all eligibility requirements, you can log in to the Transparency portal to enroll you brand in the program. Use the same credentials you use to log in to the Brand Registry portal.

You’ll also use the Transparency portal to enroll products and add users to your Transparency account.

If you’d like more information about Transparency before enrolling in the program, complete our inquiry form.

Step 2

Choose how to implement Transparency

You have three options for implementing Transparency:
  • Apply Amazon-issued Transparency codes to your units using standard or custom labels. You can print labels in-house or through a Transparency service provider.
  • Design Amazon-issued Transparency codes into your product packaging.
  • Connect Transparency to the existing serial codes on your units.

Step 3

Add Transparency to your units

If you’re adding Amazon-issued Transparency codes to your units, you can use the Transparency portal to order and download codes. Then you can:
  • Print and apply labels in-house.
  • Send your download to a Transparency service provider, who can print and send labels to your manufacturing location.
  • Use your download to design codes into your packaging.
Using our API, you can also automate orders for Amazon-issued Transparency codes or authorize a service provider to request codes on your behalf.

If you’re connecting Transparency to the existing serial codes on your units:
  • You can complete our inquiry form to start to start the process.

Step 4

Pass the operational performance review

If you’re adding Amazon-issued Transparency codes to your units, you should initiate your Transparency operational performance review when you begin labelling and shipping products. (This step isn’t required if you’re connecting Transparency to existing serial codes.)

If you fulfill customer orders yourself, email your Transparency contact to initiate your review. Then, when you confirm customer orders in Seller Central, provide your Transparency codes so we can begin monitoring enrolled units.

If you use Fulfillment by Amazon (FBA), use the Transparency portal to initiate your review. When units arrive in the Amazon fulfillment network, we’ll scan your Transparency codes.

Transparency protections aren’t active until after a product passes the operational performance review with 98% accuracy.

Step 5

Manage Transparency protections

After a product passes the Transparency operational performance review, all units must have an Amazon-issued Transparency code or an existing serial code you connected with Transparency. A code will be required each time a new offer is created in the Amazon store.
  • If you fulfill customer orders yourself, you’ll continue to provide codes when you confirm customer orders.
  • If you use FBA, we’ll continue to scan codes when units arrive in the Amazon fulfillment network.
We investigate when units fail Transparency checks. You can review performance 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
Where is Transparency available?
Transparency is currently available in the US, Canada, Germany, France, Italy, Spain, the UK, Australia, India, and Japan.

At this time, India only accepts Amazon-issued codes.
Is there a cost for Transparency codes?
Yes. We charge for Amazon-issued codes and for existing serial codes that you share with us. We offer discounts based on volume.

There are no enrollment or subscription fees for Transparency, no minimums or limits per order, and no costs for adding or removing products from the program.
What are Amazon-issued Transparency codes?
Each Transparency code is a unique, alphanumeric, non-sequential code printed as a small square barcode on your product’s packaging. Transparency is the only entity that owns and has access to the code-generation protocol. Transparency also keeps a record of every code generated, along with the product for which it was generated. We use this information to authenticate products.
How can customers use Transparency to verify the authenticity of their products?
If you use Amazon-issued codes, the Transparency badge will appear to customers on your product detail pages.

For products enrolled using Amazon-issued codes, customers can use the Amazon Shopping or Transparency apps to scan Transparency codes on products. After scanning, the app will show a green check mark if the code is valid and a red X mark otherwise. Brands may choose to share additional information such as data, images, videos, promotions, and more.
Can Transparency help prevent customers from receiving the wrong version of an authentic product?
Yes. When Transparency is active, Amazon requires all sellers to provide their brand’s unique Transparency codes before units can be listed or shipped to customers. Amazon’s checks can identify and prevent the shipment of authentic products that have differences in materials, compatibility, color, language, or are non-compliant with regulations for various global stores.
Can Transparency help protect my listings?
Yes. Products enrolled in Transparency can’t be listed in Amazon stores without providing unique and correct codes that match a related product. This means you can prove authenticity and accuracy every step of the way—from listing to delivery.
Do I have to enroll my products in Transparency for each global Amazon store I sell in?
No. Transparency is a global service. After you enroll, code your products, and enable protections, you have global protection. Codes can be scanned in any of our fulfillment centers where Transparency has launched.

At this time, the ability to use your own codes is available in the US, Canada, Germany, France, Italy, Spain, the UK, Australia, and Japan.
How do I know Transparency is working?
Brands enrolled in Transparency have access to reports that offer insights into Transparency’s effectiveness. These reports provide key data points, including:
  • Units prevented from reaching customers due to lack of valid codes
  • Unsuccessful code scans due to codes on incorrect products
  • Listing attempts that were rejected when sellers were unable to provide valid codes
  • Notices of suspected counterfeit infringement
What benefits are available if I connect Transparency to the existing serial codes on my units?
Transparency’s core benefit of ensuring accurate, authentic products is available to all brands who enroll, whether they use Amazon-issued codes or connect their existing serial codes. By connecting Transparency to your own codes, you can also enroll in the program faster, with fewer costs and less content on your brand’s packaging.

Currently, brands that connect their existing serial codes to Transparency cannot take advantage of the customer engagement or product detail page badge benefits available to brands using Amazon-issued codes. The ability to connect Transparency to existing serial codes is also currently only available in the US, Canada, Germany, France, Italy, Spain, the UK, Australia, and Japan.

Features by Transparency code type



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
Use the Return Analytics dashboard to 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?
The Transparency and Amazon Shopping apps have Contact Us buttons customers can use to get in touch with the Transparency team.

Serialize items and protect your brand