Overview

Amazon has upgraded its Transparency serialization program to serve as a post‑purchase marketing channel. Starting in early 2024, brands can attach videos, cross‑sell suggestions, and deal promotions to the code‑scanning experience that buyers encounter after unboxing. Sellers should care because the new tools turn a compliance expense into a direct way to influence verified purchasers at the moment they are most engaged.

Key Points

• Video embeds — Brands may upload short product videos that play automatically when a customer scans a Transparency code, delivering tutorials or brand stories.
• Cross‑sell referrals — The scanning screen can showcase other items from the same seller’s catalog, creating an on‑demand upsell path.
• Deal highlights — Active promotions appear in the same view, allowing sellers to push limited‑time discounts without extra ad spend.
• Enhanced details — Additional specifications, ingredient lists, or warranty information are displayed alongside the authenticity confirmation.
• Zero CPC cost — All impressions are delivered to verified buyers at no per‑click charge, relying only on the existing per‑unit Transparency fee.

How Transparency Marketing Works

1. Code scan detection — When a buyer uses the Amazon Shopping app to scan the unique Transparency QR code on the product, the system verifies authenticity and triggers the marketing overlay; for example, a skincare bottle scan confirms it is genuine and then opens the video panel.
2. Video playback insertion — If the brand has uploaded a video, a 15‑ to 30‑second clip automatically starts, such as a tutorial on applying a facial serum, giving the buyer immediate visual guidance.
3. Cross‑sell recommendation display — The same screen presents a thumbnail of a complementary product, like a moisturizer that pairs with the scanned cleanser, allowing the buyer to tap and view the listing.
4. Deal promotion rendering — When the seller has an active coupon or lightning deal, a banner appears beside the recommendation, showing a “20 % off for 48 hours” badge that the buyer can redeem with a single tap.