Overview

Amazon's Transparency program requires sellers to verify product authenticity by providing unique serial number codes or Transparency codes when fulfilling orders for enrolled ASINs. Understanding these barcode requirements is essential for sellers who source Transparency-enabled products, as failing to provide the correct codes will prevent shipment confirmation.

Key Points / What Sellers Need to Know

• Transparency codes come in specific formats - The two most common formats are a 26-digit alphanumeric identifier beginning with "AZ:" or "ZA:" (29 characters total), and a GS1 or SGTIN format that runs approximately 38 characters long.
• Serial number barcodes are an alternative - When a Transparency code is not present on the product, sellers must instead locate and provide a serial number barcode, which is typically 7-20 characters long and may appear as a 1D, 2D, or QR code.
• Code quantity must match order quantity - The number of Transparency codes or serial numbers uploaded must exactly match the number of Transparency-enabled units in the order.
• Enrolled ASINs are visually flagged - Transparency-enrolled ASINs display either a blue Transparency badge or an orange serial number required badge on the Manage Orders page in Seller Central.

How to Identify Transparency Codes on Products

Transparency-enabled products have a unique serial number applied directly to the product packaging. Sellers should look for a code bearing the Transparency "T" logo on the packaging. If no Transparency-branded code is visible, the fallback is to locate a serial number barcode that falls within the 7-20 character range. This serial number code is typically found on the same side of the packaging as the product's GTIN barcode (UPC, EAN, or ISBN). When entering serial numbers into Amazon's system, sellers should omit any prefix such as "SN" and enter only the numeric or alphanumeric characters of the serial number itself.

How to Identify Transparency Orders in Seller Central

Sellers can determine which orders require Transparency codes through two methods within Seller Central. The first is to check the Manage Orders page, where Transparency-enrolled ASINs are highlighted with badge indicators. The second method involves customizing order reports: from the Manage Orders page, sellers can add the Transparency column to their reports by clicking the "add or remove order report columns" link. Once enabled, downloaded order reports will include a field indicating whether an ASIN requires Transparency verification. If the Transparency field shows a positive value, sellers must upload valid codes when confirming the shipment.