Transparency
Proactively protect your brand
Use unique serial codes to ensure that every item shipped to customers is authentic and accurate.
New to Brand Registry? Enrol your brand
Why Transparency?
The Transparency programme 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.
Optimise 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.
OcioDual
"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
"Drillbrush wouldn't be here today without Transparency. The value we get out of it is immeasurable."
47,000+
Brands enrolled in Transparency
1.6 billion+
Product units protected with Transparency
10
Countries where products are protected when enrolled in Transparency
Get started now
Step 1
Enrol your brands and products
If you meet all eligibility requirements, you can log in to the Transparency portal to enrol your brand in the programme. Use the same credentials that you use to log in to the Brand Registry portal.
You will also use the Transparency portal to enrol products and add users to your Transparency account.
If you would like more information about Transparency before enrolling in the programme, complete our enquiry form.
You will also use the Transparency portal to enrol products and add users to your Transparency account.
If you would like more information about Transparency before enrolling in the programme, complete our enquiry 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 yourself 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 yourself.
- 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 authorise a service provider to request codes on your behalf.
If you're connecting Transparency to the existing serial codes on your units:
If you're connecting Transparency to the existing serial codes on your units:
- You can complete our enquiry 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 is not required if you're connecting Transparency to existing serial codes.
If you fulfil 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 that we can begin monitoring enrolled units.
If you use Fulfilment by Amazon (FBA), use the Transparency portal to initiate your review. When units arrive in the Amazon fulfilment network, we'll scan your Transparency codes.
Transparency protections are not active until after a product passes the operational performance review with 98% accuracy.
If you fulfil 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 that we can begin monitoring enrolled units.
If you use Fulfilment by Amazon (FBA), use the Transparency portal to initiate your review. When units arrive in the Amazon fulfilment network, we'll scan your Transparency codes.
Transparency protections are not 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 that you connected with Transparency. A code will be required each time a new offer is created in the Amazon store.
- If you fulfil customer orders yourself, you will continue to provide codes when you confirm customer orders.
- If you use FBA, we will continue to scan codes when units arrive in the Amazon fulfilment network.
We investigate when units fail Transparency checks. You can review performance in the Transparency portal.
Mindbeast
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."
FAQ
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.
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 enrolment or subscription fees for Transparency, no minimums or limits per order and no costs for adding or removing products from the programme.
There are no enrolment or subscription fees for Transparency, no minimums or limits per order and no costs for adding or removing products from the programme.
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 tick 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.
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 tick 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, colour or language, or that are non-compliant with regulations for various global stores.
Can Transparency help protect my listings?
Yes. Products enrolled in Transparency cannot 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 enrol my products in Transparency for each global Amazon store I sell in?
No. Transparency is a global service. After you enrol, code your products, and enable protections, you have global protection. Codes can be scanned in any of our fulfilment centres where Transparency has launched.
At this time, the ability to use your own codes is available in the following countries: US, Canada, Germany, France, Italy, Spain, UK, Australia and Japan.
At this time, the ability to use your own codes is available in the following countries: US, Canada, Germany, France, Italy, Spain, UK, Australia and Japan.
How do I know that 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 enrol, whether they use Amazon-issued codes or connect their existing serial codes. By connecting Transparency to your own codes, you can also enrol in the programme 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.
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
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
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.
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Customer engagement
Robust experiences can boost customer engagement on the Amazon Shopping or Transparency app.
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Transparency badge
Some brands may be eligible for a Transparency badge on their product detail page.
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How can customers get Transparency help?
The Transparency and Amazon Shopping apps have Contact Us buttons that customers can use to get in touch with the Transparency team.
Serialize items and protect your brand
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