Transparency

Proactively protect your brand

Use a unique serial code to ensure that every item delivered to a consumer is authentic and accurate.

Not a member of the Transparency program yet?

Registered for the Transparency Program

Lofi product detail page with Amazon Transparency

Why join the Transparency Program?

The Transparency Program helps brands actively protect against counterfeit products and help consumers interact

Verify product authenticity

Use unique codes to ensure that only accurate, authentic products are delivered to consumers. Whether the product is shipped by Amazon or directly by the seller, your product cannot be sold on the Amazon Marketplace without providing the correct and unique Transparency Code.

Interact with consumers

Connect with consumers after they've purchased a product. Through the Amazon Shopping app or the Transparency Transparency Program app, consumers can scan verification codes, verify authentic products, and access promotions, videos, posts, or other content about branded products.

Kettle & Fire

“The Transparency program far exceeded our expectations. We don't have to work hard to protect our brand anymore. Abbottt, Premiere Creative’s creative director.

View case study

Groove Life

“The Transparency program has taken a lot of pressure off us, and now we have Amazon backing us to support our brand. Abbottt, Premiere Creative’s creative director.

View case study

88,000+

Brands have joined the Transparency Transparency Program

2.5 billion+

The item is protected by the Transparency Transparency Program

10

Products on major sites are protected after joining the Transparency transparency program

Ready to get started?

Step 1

Enroll your brand and products

If you meet all of the eligibility requirements, register your brand in the Transparency Program. Use the same credentials you use to log in to the Brand Registry portal.

If your brand is already registered, log in to the Transparency Transparency Program dashboard to register products and add users to your account.

If you would like more information before joining the Transparency Transparency Program, please fill out the inquiry form.

See what it takes to qualify

Step 2

Choosing how to implement the Transparency Transparency Program

You have three options for implementing the Transparency transparency program:

Print the transparency code issued by Amazon on a standard label or custom label, then attach the label to your product. You can either print the label yourself or use a Transparency service provider to print the label.
Design the transparency code issued by Amazon into your product packaging.
Connect the Transparency transparency program to your product's existing serial code.

See what it takes to qualify

Step 3

Add transparency codes to your products

If you want to add a transparency code issued by Amazon to your products, you can order and download the code using the Transparency Transparency Program backend. Then you can:

Print and apply labels in-house.
Send the code you downloaded to the Transparency service provider, ask them to print the label and send it to the production address you provided.
Use your download to design codes into your packaging.

You can also use the Amazon API to automatically order transparency codes issued by Amazon, or an authorized service provider can request a code on your behalf.

If you want to interconnect the Transparency transparency program with the existing serial code on the product:

You can begin this process by filling out an inquiry form.

Step 4

Through the evaluation of operational performance

If you want to add a Transparency code issued by Amazon to your products, you should initiate an evaluation of the Transparency Transparency Program's operational performance when you begin labeling and shipping your products. (If you want to interoperate the Transparency transparency plan with an existing serial code, you do not need to perform this step. )

If you are shipping consumer orders yourself, please email the Transparency Transparency Program Contact to initiate the review. Then, when you confirm the consumer order in Seller Central, please provide the transparency code so Amazon can begin checking the registered products.

If you use Fulfilment by Amazon, use the Transparency Transparency Program back office to initiate the review. Amazon will scan your transparency code when the item arrives at the Amazon fulfillment center.

Transparency transparency program protection will not take effect until the product has passed the operational performance evaluation and the accuracy rate has reached 98%.

Step 5

Managing Transparency Transparency Program Protection

After the product has passed the Transparency Transparency Program's operational performance evaluation, all products must have a Transparency code issued by Amazon or your existing serial code for communication with the Transparency Transparency Program. A code will be required each time a new offer is created in the Amazon store.

If you are shipping consumer orders yourself, you will need to provide a code when confirming the consumer order.
If you use Fulfilment by Amazon, Amazon will scan the code when the item arrives at the Amazon fulfillment center.

Amazon will investigate when a product fails the Transparency Transparency Program inspection. You can view performance evaluations in the Transparency Transparency Program dashboard.

Mindbeast

“Since the product has a Transparency code, we can be very confident that we can ship authentic products to consumers. With the support of the Transparency Program, we are free to explore more marketplaces and business opportunities. Abbottt, Premiere Creative’s creative director.

View case study

Frequently asked questions

What sites are currently covered by the Transparency program?

The Transparency program is currently open at the top ten sites in the US, Canada, the UK, France, Italy, Spain, Germany, Japan, Australia, and India.

Currently, the India site will only accept codes issued by Amazon.

Do I have to pay to use the Transparency code?

Yes. Amazon charges for codes issued by Amazon and existing serial codes that you share with Amazon. Amazon offers discounts based on the number of codes.

The Transparency Program has no registration fees or service subscription fees, no minimum requirements or restrictions on each order, and there are no fees for products added to or removed from the program.

What transparency codes are issued by Amazon?

Each transparency code is a unique, alphanumeric, non-sequential code printed as a small square bar code on your product packaging. The Transparency Program is the only entity that has and has access to the code generation agreement. The Transparency Program also records each generated code and the products corresponding to the generated code. Amazon uses this information to verify the product.

How can consumers use the Transparency Program to verify the authenticity of their products?

If you use a code issued by Amazon, the Transparency Transparency Program badge will have the opportunity to be displayed to consumers on product detail pages.

For products that use codes issued by Amazon, consumers can scan the transparency code on the product using the Amazon Shopping App or the Transparency Program App. After scanning, if the transparency code is valid, the mobile app will show a green check mark; otherwise, a red cross mark will be displayed. Brands can also choose to share other information such as data, images, videos, and promotions.

Does the Transparency Program help prevent consumers from receiving the wrong version of an authentic product?

Yes. When the Transparency Transparency Program is in effect, Amazon will require all sellers to provide their brand's unique Transparency code before listing products or shipping to consumers. 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.

Does the Transparency Program protect my listings?

Yes. You cannot list products participating in the Transparency program on the Amazon Marketplace without providing a unique and correct code that matches the product in question. This means you can prove the authenticity and accuracy of the product every step of the way from listing to delivery.

Do I need to add products in every Amazon store to the Transparency transparency program?

No. The Transparency Program is a global service. After registering a product, getting a product code, and enabling protection, you'll get top 10 site protections. Codes can be scanned at Amazon's distribution centers where the Transparency Program service is enabled.

Currently, you can use your own serial codes to interoperate with Transparency codes at sites in the US, Canada, Germany, France, Italy, Spain, UK, Australia, and Japan.

How do I know the Transparency Program is working properly?

Brands that have joined the Transparency Program can check performance reports to give you an in-depth understanding of the effectiveness of the Transparency Transparency Program. These reports provide key data points, including:

Number of products blocked from reaching consumers without providing the correct code
Number of products that cannot be scanned due to code errors
The number of times a listing was intercepted or a fake product was sold after not being able to provide the correct code
Notice of suspected counterfeit infringement, etc.

What are the advantages if I interconnect the Transparency transparency program with the existing serial code on the product?

The core strength of the Transparency transparency program is to ensure that all registered brands can confirm accurate authenticity, regardless of whether the brand uses a code issued by Amazon or an existing serial code. By interconnecting the Transparency transparency program with your own code, you can join the program more quickly, thereby reducing costs and eliminating the need to add transparency codes to the packaging design.

Currently, brands that use existing serial codes to communicate with the Transparency Transparency Program cannot use consumer interaction and product detail page “little blue label” benefits. These benefits are only available to brands that use Amazon issuing codes. Also, currently only the US, Canada, Germany, France, Italy, Spain, the United Kingdom, Australia, and Japan support code exchange.

Features supported by different Transparency code types

Features

Details

Existing serial codes

Amazon-issued codes

Prevent counterfeit sales

Proactively prevent unscrupulous merchants from listing, selling, and delivering counterfeit products to customers, regardless of whether the delivery channel for these products is Amazon or the seller's own fulfillment channel.

Prevent false variants

Product variants with versions or significant differences cannot be verified and listed for sale.

International commodity circulation protection

Products made exclusively for other countries or regions cannot be verified and sold on the shelves.

Consumers can verify authenticity

Regardless of the place or channel of purchase, consumers can use the Amazon Shopping App or Transparency Program App to scan codes to verify the authenticity of products.

Consumer interaction

A powerful experience can enhance consumer interactivity on the Amazon Shopping App or Transparency Program App.

Transparency Program Mark

Some brands may be required to display the Transparency Transparency Program logo on their product detail pages.

How can consumers get help from the Transparency Transparency Program?

The Transparency Program App and the Amazon Shopping App have ways you can contact the Transparency Transparency Program team.