SERVICE GUIDE
The Amazon Transparency Program, Explained
A unique code on every unit, checked by Amazon before anything ships. It stops counterfeits. It does not stop genuine units resold below your price.
HOW IT WORKS
1
Code every unit
At your factory or packager.
2
Amazon checks the code
Before the unit ships, from any seller.
3
Pass or stop
Valid: ships
Invalid: stopped
4
Customers verify
In the Amazon Shopping app.
Brand Registry
You own the brand, and it is enrolled in Amazon Brand Registry.
A GTIN on the product
A UPC, EAN or similar barcode identifies each product.
A code on every unit
You can apply a Transparency code to every unit you manufacture.
How enrollment runs
Five steps. We carry the Amazon side, and you keep your factory informed.
1
Eligibility
WE DO
Check Brand Registry, GTINs and packaging.
YOU DO
Share brand and product details.
2
ASIN selection
WE DO
Rank ASINs by counterfeit risk and code cost.
YOU DO
Approve the list.
3
Application
WE DO
File with Amazon and handle its questions.
YOU DO
Confirm brand ownership when asked.
4
Code planning
WE DO
Set volumes per SKU and order codes.
YOU DO
Share production schedules.
5
Production
WE DO
Send label files and placement specs.
YOU DO
Apply codes at the factory.
Then ongoing: new ASINs enrolled as you launch them, and code orders kept ahead of production.
What Transparency stops, and what it doesn’t
It is strong on counterfeits and silent on price. Knowing the difference decides what else you need.
WHAT IT STOPS
Counterfeit units
Fakes shipped to your customer under your listing.
Units from any seller that carry no valid code.
Shopper doubt: anyone can check a unit in the Amazon app.
WHAT IT DOESN’T
Genuine units resold below your price
Those units carry valid codes, so they pass every scan. Stopping them is a supply problem, and the fix is one authorized seller on the listing.
Three layers of brand protection
Each tool stops something different. Most brands need more than one.
400+
Products we have enrolled in Amazon Transparency on a single account.
Enrollment is not a one-time filing. Codes have to keep pace with every production run and every new ASIN.
Common questions
The six things brands ask before they enroll.
Do I have to enroll every product?
No. You choose which ASINs to enroll. We start with the ones counterfeiters target, because every code carries a fee.
What does Amazon charge for codes?
Can customers check that a product is real?
Does Transparency stop unauthorized resellers?
What is the Amazon Transparency program?
Who is eligible?
Find out which ASINs are worth coding.
Send us your catalog. We will tell you what you need in place before Amazon accepts you, and where to start.