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SPECIFICTION
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Amazon Transparency

sell.amazon.com

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Spec score 7.9 #4 of 29 in Product Serialization Software

What it is

Amazon Transparency is a product serialization service for brands seeking to detect counterfeits and verify product authenticity from manufacturing through delivery. It assigns a unique code to every unit of an enrolled product. In supported Amazon stores, a valid code is required when a protected product is listed or shipped, whether Amazon or the seller handles fulfillment. Customers can scan Amazon-issued codes with the Amazon Shopping app or Transparency app to check authenticity and see information supplied by the brand. Batch- or lot-level traceability can help brands investigate supply chain issues. Brands can apply codes with printed labels, packaging, service providers, workflow integrations, or connected existing serial codes. The latter option does not provide customer app-based authenticity checks or the engagement benefits of Amazon-issued codes. Enrollment has no fee or minimum; code orders are billed per code: $0.05, paid once for 1–1,000,000 codes, $0.03, paid once for 1,000,001–10,000,000, and $0.01, paid once above 10,000,000. Product protections begin after an operational performance review.

Spec sheet

Integrations
The page lists print workflow software and China-only regional integration partners using ERP systems as ways to integrate Transparency workflows.Read 7 Oct 2026 · sell.amazon.com
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.Read 7 Oct 2026 · sell.amazon.com
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.Read 7 Oct 2026 · sell.amazon.com
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.Read 7 Oct 2026 · sell.amazon.com
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.Read 7 Oct 2026 · sell.amazon.com
Geographic coverage
Transparency-supported stores listed are the US, Canada, Germany, France, Italy, Spain, the UK, Australia, India, and Japan.Read 7 Oct 2026 · sell.amazon.com
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.Read 7 Oct 2026 · sell.amazon.com
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.Read 7 Oct 2026 · sell.amazon.com
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.Read 7 Oct 2026 · sell.amazon.com
Product purpose
Amazon Transparency is a product serialization service and anti-counterfeiting program that helps protect brands from manufacturing through delivery.Read 7 Oct 2026 · sell.amazon.com
Reporting and support
The Transparency portal provides performance reports, and Amazon says its team helps enrolled brands choose an implementation option.Read 7 Oct 2026 · sell.amazon.com
Supply chain visibility
Transparency provides batch- or lot-level traceability to help identify supply chain issues and investigate root causes.Read 7 Oct 2026 · sell.amazon.com
Unique codes
The program assigns a unique code to every unit of an enrolled product for counterfeit detection and product-authenticity verification.Read 7 Oct 2026 · sell.amazon.com

Plans and prices

Transparency codes: 10,000,001+ $0.01, paid once per code 10,000,001+ generated codes · annual volume resets on account anniversary Read 7 Oct 2026 · sell.amazon.com
Transparency codes: 1,000,001 to 10,000,000 $0.03, paid once per code 1,000,001 to 10,000,000 generated codes · annual volume resets on account anniversary Read 7 Oct 2026 · sell.amazon.com
Transparency codes: 1 to 1,000,000 $0.05, paid once per code 1 to 1,000,000 generated codes · annual volume resets on account anniversary Read 7 Oct 2026 · sell.amazon.com

Every Amazon Transparency plan and price →

Strong points and limits

Strong points

  • Unique codes assigned to each enrolled product unit
  • Checks codes when products are listed or shipped
  • Batch- or lot-level supply-chain traceability
  • No enrollment or subscription costs or minimums
  • API access and performance reports are available

Limits

  • Protection waits for an operational performance review
  • Every unit needs a valid code
  • Existing serial codes lack customer app verification

Who it suits

It suits brands enrolled in Amazon Brand Registry that want unit-level codes, listing or shipment checks, and batch- or lot-level traceability. Brands using connected existing serial codes should note that customers cannot verify those codes by app scanning.

Verdict

Transparency combines per-unit serialization with checks in supported Amazon stores and traceability for supply-chain investigations. Code fees vary by annual generated volume, while enrollment and subscription are free.

Where Specifiction places it

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