Transparency FAQ

How can we help?
Where is Transparency available?
Transparency is currently available in the United States, Canada, Germany, France, Italy, Spain, the United Kingdom, Japan, Australia and India. Customers can verify the authenticity of products enrolled in Transparency with the Transparency app everywhere Transparency has launched and with the Amazon shopping app in the United States, Canada, Germany, France, Italy, Spain, the United Kingdom, Japan and Australia.
Can you tell me more about Transparency codes?
Each Transparency code is a unique, alphanumeric, non-sequential code printed as a small square barcode on your product’s packaging. Transparency is the only entity that owns and has access to the code generation protocol. Additionally, Transparency keeps a record of every code generated along with the product for which it was generated and uses the information to authenticate products.
How does Transparency work in Amazon Fulfilment Centres (FC)?
After you begin applying the unique Transparency codes for a product, Amazon will begin to look for and scan these codes within its FCs to ensure that only authentic products that match the product’s listing are dispatched to customers. Units that fail Transparency authentication checks are investigated for potential counterfeits. Suspected counterfeits will be handled in accordance with Amazon’s anti-counterfeiting policies.
How does Transparency work for sellers that fulfil their own orders?
Selling partners are required to provide a Transparency code for every unit of Transparency-enabled products they fulfil in order for Amazon to verify that only authentic units are dispatched to customers.
How can customers use Transparency to verify authenticity of their products?
Customers are able to use the Amazon shopping app or the Transparency app for their iOS or Android phone to scan Transparency codes on products. Upon scanning, the app will show a green tick mark if the code is valid and a red X mark otherwise. Brands may choose to share additional unit-level product information such as manufacturing date, manufacturing place and enhanced product information (e.g. ingredients).
I am not having any problems with counterfeiting, but am concerned that other sellers might be listing the wrong version of my authentic products for sale on Amazon. Can Transparency help?
Yes. Transparency can help prevent customers from receiving the wrong version of your authentic product. When Transparency is implemented, Amazon will require all sellers to provide your brand’s unique Transparency codes before the products can be listed or dispatched to customers. Amazon’s checks can identify and prevent the sending of your brand’s authentic products that have differences in materials, compatibility, colour or language, or are non-compliant with regulations for your various markets.
I understand that Transparency can help stop counterfeit goods from being delivered, but can it also help protect my listings as well before anything gets sold?
Yes. Products enrolled in Transparency can’t be listed on Amazon stores or dispatched without providing unique and correct codes that match that of a related UPC/ASIN. This means that you can prove authenticity and accuracy every step of the way – from listing up to delivery.
I sell globally – do I have to enrol my products into Transparency for each marketplace that I sell in?
No. Transparency is a global service, so once you enrol in Transparency and properly code your products, and protections are turned on, you have global protection. Codes are valid worldwide and can be scanned in any of our fulfilment centres where Transparency has launched.
I understand that Transparency is proactive – how do I know that it is working?
Brands enrolled in Transparency have access to Brand Reports, which offers insight into Transparency’s effectiveness in protecting enrolled products and provides access to key data points, such as:
  • Units prevented from reaching customers due to lack of valid Transparency codes on products
  • Unsuccessful code scans due to codes on incorrect products
  • Listing attempts that were rejected when sellers were unable to provide valid Transparency codes
  • Notices of suspected counterfeit infringement
Do brands have to enrol all their products in Transparency?
Brands can enrol some or all of their products in Transparency. For every product enrolled, brands are required to apply unique Transparency codes on every unit manufactured for that product.
How can consumers get help?
The Transparency app and Amazon Shopping app have ‘contact us’ buttons for consumers to get in touch with the Transparency team.
© 2021, Amazon Services LLC.