Overview

Amazon introduced the Transparency program in 2017 to attach a tamper‑proof serial code to every individual unit sold on its marketplace. The code lets Amazon and shoppers confirm a product’s authenticity at the moment of purchase, dramatically reducing the chance of counterfeit listings. Brands that rely on Amazon for sales need to understand the mechanics, costs, and compliance steps to safeguard their reputation and avoid infringement disputes.

Key Points

• Unit‑level serial code — Every single item receives a distinct 13‑character alphanumeric identifier that cannot be reused, allowing precise traceability from the factory floor to the consumer’s doorstep.
• Enrollment required for Brand Registry members — Brands already enrolled in Amazon Brand Registry must activate Transparency for each product they intend to sell under the program, otherwise the listing remains ineligible for the badge.
• Per‑code fee and subscription — Amazon charges a modest fee of a few cents for each generated code and adds a low‑cost monthly subscription that grants access to the Transparency dashboard and analytics.
• Fulfillment‑center scanning — At Amazon’s inbound docks, scanners read every code; any unit with a missing, duplicated, or altered identifier is automatically rejected and flagged for seller review.
• Consumer verification via app — Shoppers can point the Amazon mobile app or any compatible QR reader at the label; the app instantly displays the product’s origin, batch number, and a “genuine” badge.
• Real‑time data insights — The Transparency portal supplies live metrics on code usage, counterfeit alerts, and inventory flow, giving sellers a granular view of supply‑chain health.

How Transparency Works

1. Enroll and upload catalog data — A brand signs up for Transparency, then uploads a spreadsheet that lists each SKU, its GTIN, and manufacturing details. For example, a cosmetics firm adds its “Hydrating Serum” line, covering 12 separate SKUs, each tied to a specific batch identifier.
2. — Amazon’s system creates a one‑time 13‑character code for every unit. The manufacturer prints the code on a dedicated label or embeds it directly in the packaging; a single serum bottle might carry a code such as “T9X4‑7K2‑L8Q1”.