Proactively protect your
brand from counterfeits

Transparency protects your brand and
customers by ensuring that every unit
shipped is authentic.

See results with Transparency

Transparency uses secure, unique codes that identify individual units, stop counterfeits from reaching customers,
improve customer engagement, and give brands valuable insights to help optimise supply chains.
Verify product authenticity
Ensure that only authentic units are delivered to customers. Whether fulfilled by Amazon or delivered directly by selling partners, products cannot be listed on Amazon or delivered without valid Transparency codes.
Engage with customers
Connect with customers post-purchase, no matter where they bought your product. The Amazon Shopping app and the Transparency app both allow customers to scan Transparency codes to confirm authenticity and access content you provide.
Optimize your supply chain
Gain additional insights on your items at the batch or lot level, helping you identify supply chain or other issues, diagnose their root cause, implement solutions and improve products with minimal disruption to your business.

Simple, yet powerful

Choose which products
you want to enrol.
Apply Transparency codes
to your selected products.
Transparency codes are
scanned to ensure only
authentic units are delivered.
Customers can scan to
confirm product authenticity,
regardless of where they made
their purchase.
Engage with customers using product data, images, videos, promotions and more.

Connect your codes with Transparency

Serialize your own products? Use your existing unique codes to proactively create a consistent experience for customers more quickly and at scale.

Protect your brand with the power
of Amazon



Brands enrolled with Transparency.



Product units protected with Transparency.



Countries in which enrolled products protected when enrolled in Transparency.

From startups to Fortune 500 companies

Join the growing number of brands proactively protecting customers with Transparency.

How do I get started with Transparency?

To be eligible, you must:

Enrol in Brand Registry with a government-registered trademark.
Have a Global Trade Item Number (GTIN) for your product, such as a UPC, ISBN or EAN.
Have the ability to apply unique Transparency codes, to every unit you manufacture, regardless of where the units are sold.
© 2023, Amazon Services LLC.