Amazon Transparency
- Android app
- Yes
- Free plan
- No
- Runs on
- Android, iOS, Web
Summary
Amazon Transparency is a product serialization service and anti-counterfeiting program that helps brands protect products from manufacturing through delivery. Each unit of an enrolled product receives a unique code for counterfeit detection and authenticity checks. Protected products require a valid Transparency code when listed or shipped in supported Amazon stores, whether an order is fulfilled by Amazon or by the seller. Customers can scan Amazon-issued codes in the Amazon Shopping app or Transparency app to check authenticity and see brand-provided product information. Batch- or lot-level traceability can help brands investigate supply chain issues. Brands can use printed labels, packaging, service providers, workflow software, or connected existing serial codes. Existing codes do not provide app-based customer verification or the engagement benefits available with Amazon-issued codes. Enrollment and subscriptions have no charge or minimums; fees apply when codes are ordered. Rates are 0.05 USD per once for 1 to 1,000,000 codes, 0.03 USD per once for 1,000,001 to 10,000,000, and 0.01 USD per once above 10,000,000. Enrollment requires Amazon Brand Registry credentials, and protections start only after an operational performance review.
Who it is for
Amazon Transparency suits brands seeking unit-level serialization, counterfeit detection, and supply-chain traceability for products sold in supported Amazon stores. Enrollment is limited to brands using Amazon Brand Registry credentials and eligible origins.
What is good
- Assigns a unique code to each enrolled product unit.
- Supports batch- or lot-level traceability.
- No enrollment or subscription costs or minimums.
- Brands can choose several code-application methods.
- Portal includes performance reports.
What to know first
- Fees apply when codes are ordered.
- Protection starts only after an operational performance review.
- Existing serial codes lack app-based customer verification.
- Enrollment requires Amazon Brand Registry credentials.
Verdict
Amazon Transparency combines unit codes, listing and shipment checks, and supply-chain traceability. Brands should account for per-code charges and the operational review, and consider whether app-based customer verification is important when choosing existing serial codes.
Amazon Transparency plans and pricing
All plansCompared on product serialization software
- Free plan
- Nosell.amazon.com
- Serialization levels
- itemsell.amazon.com
- Serial verification
- Yessell.amazon.com
- Chain of custody
- Yessell.amazon.com
- API access
- Yessell.amazon.com
Facts
- Product purpose
- Amazon Transparency is a product serialization service and anti-counterfeiting program that helps protect brands from manufacturing through delivery.sell.amazon.com · 7 Oct 2026
- Unique codes
- The program assigns a unique code to every unit of an enrolled product for counterfeit detection and product-authenticity verification.sell.amazon.com · 7 Oct 2026
- Listing and shipment checks
- Once protected, products require a valid Transparency code when listed or shipped in supported Amazon stores, whether orders are fulfilled by Amazon or by the seller.sell.amazon.com · 7 Oct 2026
- Customer verification
- For Amazon-issued codes, customers can scan codes with the Amazon Shopping app or Transparency app to verify authenticity and access brand-provided product information.sell.amazon.com · 7 Oct 2026
- Supply chain visibility
- Transparency provides batch- or lot-level traceability to help identify supply chain issues and investigate root causes.sell.amazon.com · 7 Oct 2026
- Code application options
- Brands can self-print labels, use pre-printed labels or service providers, print codes on packaging, integrate code ordering into workflow software, or connect existing serial codes.sell.amazon.com · 7 Oct 2026
- Integrations
- The page lists print workflow software and China-only regional integration partners using ERP systems as ways to integrate Transparency workflows.sell.amazon.com · 7 Oct 2026
- Eligibility
- Brands enroll using Amazon Brand Registry credentials; eligible enrollment origins listed are the US, Canada, Germany, France, Italy, Spain, the UK, India, Japan, and China.sell.amazon.com · 7 Oct 2026
- Geographic coverage
- Transparency-supported stores listed are the US, Canada, Germany, France, Italy, Spain, the UK, Australia, India, and Japan.sell.amazon.com · 7 Oct 2026
- Operational requirement
- Protections are not active until the product passes an operational performance review, and every unit must carry a valid Amazon-issued or connected existing serial code.sell.amazon.com · 7 Oct 2026
- Existing code limitation
- Products connected using existing serial codes do not have customer authenticity verification by app scanning or the customer engagement benefits available with Amazon-issued codes.sell.amazon.com · 7 Oct 2026
- Reporting and support
- The Transparency portal provides performance reports, and Amazon says its team helps enrolled brands choose an implementation option.sell.amazon.com · 7 Oct 2026
- Pricing structure
- There are no enrollment or subscription costs and no minimums; fees apply when codes are ordered, and adding or removing products is free.sell.amazon.com · 7 Oct 2026
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Sources
- sell.amazon.com/brand-registry/transparency· checked 7 Oct 2026