Transparency FAQ

How can we help?

Where is Transparency available?
Transparency is currently available in the United States, Canada, Germany, France, Italy, Spain, the United Kingdom, Australia, and India. At this time, India and Japan only accept Amazon-issued codes.
Can you tell me more about 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. Additionally, Transparency keeps a record of every code generated along with the product for which it was generated and uses the information to authenticate products.
Can I use my own serial numbers to enroll in Transparency?
Yes. You can use your existing serial numbers to enroll in Transparency, assuming they meet our program eligibility requirements, which include:

Be enrolled in Brand Registry with a government-registered trademark. If your brand is not yet enrolled in Brand Registry, you can get started here. Please use your Brand Registry credentials to set up your Transparency account.

Have a Global Trade Item Number (GTIN) for your product, such as a UPC, ISBN, or EAN.

Have applied unique codes for every unit you manufacture for a specific GTIN/SKU, regardless of where the units are sold.

Use serial numbers that are externally visible/scannable codes in 1D, QR, or 2D code formats and barcodes are applied on the same side of the packaging as the GTIN.

Use unique, serialized numbers that are a minimum of 7 and a maximum of 20 characters long.

Be willing to share all serial numbers for a specific SKU/GTIN with us.

At this time, the ability to use your own codes is available in United States, Canada, Germany, France, Italy, Spain, the United Kingdom, and Australia.
How does Transparency work in Amazon Fulfillment Centers (FC)?
After we turn on protections for your products, Amazon will begin to look for and scan these codes within its FCs to ensure that only authentic products that match the product’s listing are shipped out to customers. Units that fail Transparency authentication checks are investigated for potential counterfeits. Suspected counterfeits will be handled as per Amazon’s anticounterfeiting policies.
How does Transparency work for sellers that fulfill their own orders?
Selling partners are required to provide a code for every unit of Transparency-enabled products they fulfill in order for Amazon to verify that only authentic, accurate units are shipped to customers.
How can customers use Transparency to verify authenticity of their products?
For products enrolled using Amazon-issued codes, customers are able to use the Amazon Shopping app or the Transparency app for their iOS or Android phone to scan Transparency codes on products. Upon 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.
I don't have a problem with counterfeit, but am concerned that other sellers might be listing the wrong version of my authentic products for sale on Amazon. Can Transparency help?
Yes. Transparency can help prevent customers from receiving the wrong version of your authentic product. When Transparency is implemented, Amazon will require all sellers to provide your brand’s unique Transparency codes before the products can be listed or shipped to customers. Amazon’s checks can identify and prevent the shipment of your brand’s authentic products that have differences in materials, compatibility, color, language, or are non-compliant with regulations for your various markets.
I understand that Transparency can help stop the shipping of counterfeits, but can it also help protect my listings as well before anything gets sold?
Yes. Products enrolled in Transparency can’t be listed on Amazon stores or shipped without providing unique and correct codes that match that of a related UPC/ASIN. This means you can prove authenticity and accuracy every step of the way – from listing up to delivery.
I sell globally, do I have to enroll my products into Transparency for each marketplace that I sell in?
No. Transparency is a global service, so once you enroll in Transparency, properly code your products, and protections are turned on, you have global protection. Codes are valid worldwide and 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 United States, Canada, Germany, France, Italy, Spain, the United Kingdom, and Australia.
I understand that Transparency is proactive, how do I know that it is working?
Brands enrolled in Transparency have access to Brand Reports, which offer insight into Transparency’s effectiveness in protecting enrolled products and provide access to key data points, such as:
  • Units prevented from reaching customers due to lack of valid Transparency codes on products
  • Unsuccessful code scans due to codes on incorrect products
  • Listing attempts that were rejected when sellers were unable to provide valid Transparency codes
  • Notices of suspected counterfeit infringement
Do Transparency codes have a cost?
Yes. We charge for codes that you generate or share with us, and offer discounts based on volume. There are no enrollment or subscription fees, no minimums or limits per order, and no costs for adding or dropping ASINs.
Are all Transparency benefits available if I serialize my own products?
Transparency’s core benefits of ensuring accurate, authentic products being listed, sold, and shipped on Amazon are available to all brands who enroll, regardless of whether they use Amazon-issued codes or connect their own codes.

Brands using their own serial codes can enroll faster, with fewer costs, and less content on their packaging. At this time, they will not be able to enjoy the customer engagement or product detail page badging benefits that are available to brands using Amazon-issued Transparency codes.

At this time, the ability to use your own codes is available in United States, Canada, Germany, France, Italy, Spain, the United Kingdom, and Australia.
Do brands have to enroll all their products in Transparency?
Brands can enroll some or all of their products in Transparency. For every product enrolled, brands are required to apply unique Transparency codes, or submit their serial numbers, for every unit manufactured for that product.

At this time, the ability to use your own codes is available in United States, Canada, Germany, France, Italy, Spain, the United Kingdom, and Australia.
How can consumers get help?
The Transparency app and Amazon Shopping app have “Contact Us” buttons for consumers to get in touch with the Transparency team.
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