How do you get started with the Amazon Transparency Program?

1-Enrolling to Transparency Program

With Transparency’s product serialization service, you and your customers can be confident that your products are authentic —regardless of who fulfills them. This helps promote positive brand awarness and maintain valuable customer trust. In first step of this process, you’ll need enroll your brand in the Transparency program to choose which of your products you’d like to protect.

To enroll into Transparency program go to > brandservices.amazon.com and sign in with your Seller Central account and fill out the form to apply to

amazon transparency program entire screen
amazon transparency program

Complete each field and select ‘Request more information’ to share your contact information and a few details about your brand with the Transparency team.They’ll contact you via email and provide more information like program details, guidelines, and pricing. After that, you’ll review and sign the Transparency agreement, and the Transparency team will finalize your enrollment. They’ll also share onboarding resources and details on how to access the Transparency portal with you.

2-Transparency Portal and authorization of third party sellers of your brand

You’ll use this portal to enroll ASINs, generate Transparency codes, and access your reports. The Brand Registry rights owner can sign in using their Brand Registry log in info.

amazon transparency program entire screen

They can also add new users and grant them permission to access the Transparency portal. Check the inbox of the email address you entered on the ‘Contact Transparency’ page, and follow the provided instructions to access the Transparency portal. To add new users, sign in to the portal and select ‘Settings.’

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Click ‘Manage Permissions’ and, if you’re an admin on more than one account, select the correct account name from the drop-down menu.You’ll arrive at the ‘User Permissions’ page. Add the new user’s name and email address in the ‘Add a new user’ section. Then, select ‘Send invitation.’ All pending invitations will populate in the ‘Open invitations’ section. You can resend or delete these invitations, if needed.

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Keep in mind that users can only accept the invitation if they have an Amazon account and their account’s email address matches the one you sent the invitation to. An invitation will expire if a user doesn’t accept it within 14 days. You can add access permissions for a user after they accept their invitation. 

Return to the ‘User Permissions’ page and locate the ‘Current users’ section. Select ‘Add,’ followed by which brands the user can access. Select the appropriate permissions for that user, such as ‘Manage Transparency codes,’ and click ‘Save.’ Note that, if you give admin permissions to a user, they can invite more users and manage permissions for any users who are listed in your Transparency account. You and other admins can select ‘Edit’ next to a current user to edit their permissions, or select ‘Remove user access for this brand’ to remove all of that user’s permissions. 

amazon transparency program entire screen
amazon transparency program entire screen

You and other admins can select ‘Edit’ next to a current user to edit their permissions, or select ‘Remove user access for this brand’ to remove all of that user’s permissions.

amazon transparency program entire screen
amazon transparency program entire screen

3-Enrolling brand registered products to Transparency program

After you have access to the portal, you can enroll some or all of your trademarked and brand-registered products in Transparency.

We recommend keeping the following considerations in mind before making your selections: 

  • Plan how you’ll manage your inventory to keep enrolled and unenrolled inventory separate.
  • For every enrolled product, you must be able to apply unique Transparency codes to each unit you manufacture—regardless of where those units are sold. Otherwise, you, Amazon, and your customers won’t be able to verify the authenticity of these products. 

After you are sure to meet the requirements, you or your approved Transparency portal users are ready to enroll your products.

Return to the Transparency portal, select ‘Your Products,’and locate the ‘Enroll your products’ section.

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Brands can also share detailed product information, such as manufacturing date and location, through the Transparency app.

According to the official FAQ, Transparency ensures the complete centralization of unique barcode generation, allowing customers to scan these barcodes to verify the authenticity of the product. This process prevents the manipulation of codes by dishonest third parties.

Additionally, the Transparency program tracks every code generated alongside the products, enabling these codes to be easily checked and verified for future use.

amazon transparency program entire screen

Each unit’s Transparency code is valid worldwide and can be scanned in any Amazon fulfillment center where the program is launched. This includes fulfillment centers in the US, Canada, Germany, France, Italy, Spain, the UK, Japan, Australia, and India. 

After you’ve provided all required details for the ASINs you’d like to enroll, save the spreadsheet to your device. Return to the Transparency portal, click ‘Choose file,’ select the spreadsheet on your device, and click ‘Upload’ to submit it for enrollment.

amazon transparency program entire screen

You’ll receive an email when your enrollment is complete. Refer to the ‘Job history’ section in the meantimeto check the status of the ASIN enrollment. We’ll notify you within 24 to 48 hours if any errors occurred.

amazon transparency program entire screen

Return to this page at any time to enroll additional ASINs.

 4-Creating unqiue transparency codes

You can order Transparency codes after your enrolled ASINs have been accepted and appear in the portal. Select the ‘Code Requests’ tab. A list of all enrolled products will appear.

amazon transparency program entire screen

Search and locate an ASIN for which you want to generate codes.

Select it and use the ‘Quantity’ field to enter the number of codes you’d like to generate for it— keeping in mind each unit of the same ASIN must have its own code. You can generate up to 100,000 codes per ASIN in a single request. Use the optional ‘Additional information’ section to provide more details about the ASIN.

amazon transparency program entire screen

When customers scan the item’s Transparency code to confirm it’s authentic, they’ll also see the information you provide here. Select ‘Request codes’ to submit your request. We’ll email you within approximately 30 minutes to let you know they’re available.

amazon transparency program entire screen

Now you can return to the Transparency portal to download your codes. Select the ‘Previous Code Requests’ tab and locate your request.

amazon transparency program entire screen

Select ‘Download CSV’ to download the codes as a CSV file. Or, if you plan to print Transparency codes in-house, you can choose to either download a CSV or PDF file.

amazon transparency program entire screen

As in short, this is how to enroll your brand and products in Transparency. Now you know how to enroll your brand in Transparency, you can choose to which products to enroll, and order Transparency codes for your enrolled ASINs.

5-Creating Transparency labels and applying them to products

Let’s first review Transparency codes and labels. Here are the main components of all Transparency labels:

  • A blue or black Transparency logo, which doesn’t include Amazon branding and can be used on products you sell both through Amazon and other sales channels
  • A unique, 2D Transparency data matrix code
  • A product identifier to help brands match the label with a product and the phrase “Scan with the Amazon Shopping app” so customers know they can scan the code to learn more information about your product. 
amazon transparency program entire screen

An example with Transparency logo, Transparency data matrix code and alphanumeric Transparency code

amazon transparency program entire screen

Diffrent types of Transparency label templates as example

They may also include a manufacturing barcode, your brand’s name or logo, and a brief description of the product. Each 2D Transparency data matrix code is most commonly displayed as either an alphanumeric number or a Global Trade Item Number, or GTIN. 

An alphanumeric Transparency code is an identifier beginning with “AZ or “ZA,” and followed by 26 alphanumeric characters. A GTIN Transparency code doesn’t have a prefix, and includes 38 alphanumeric characters. 

After you’ve confirmed which label you’ll use, you’re ready to choose how you’ll apply them to your products. There are 3 options that you can choose from.

  • You can print your Transparency codes onto labels in-house via investing into a printer
  • You can work with an approved TSP (Transparency Service Provider) to print them for you. 
  • You can integrate your Transparency codes directly into your products packaging.

Let’s review each of these options.

If you choose to print your Transparency codes onto labels in-house, you’ll use the Transparency portal to obtain your codes after you’ve requested them. You can download and save them as CSV or PDF files and print them onto your own labels.

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An example of in house printed labels

An example of in house printed labels

The second and most common method of acquiring labels is to order them through a TSP (Transparency Service Provider). TSPs have an expert understanding of Transparency’s brand guidelines and how to print the required serialized barcodes.

An example of TSP printing out the labels for their client

An example of TSP printing out the labels for their client

These vetted printing companies help reduce the risk of barcode printing mistakes, remove extra steps from your production workflow, and can ship labels directly to your manufacturing location.

Keep in mind you’ll still need to apply these labels onto each unit of your product. TSPs are NOT going to apply the labels to your products for you.You can refer to your Transparency Onboarding Guidelines PDF for a list of TSPs by country. 

The final code application method is “design-in.” Like the name suggests, this solution allows you to integrate Transparency codes directly into your packaging’s artwork. This is Amazon’s preferred method because it helps improve both your operations and your customers’ experience.

amazon transparency program entire screen

An example design-in Transparency label

Design-in removes the need to manually apply each code from your manufacturing process—and also lowers the risk of mislabeling products. It also can appear more intentional to your customers if a Transparency code is seamlessly designed into your packaging rather than applied later on via a label sticker.

With the design-in approach, you can choose how you’d like to integrate the Transparency codes into your artwork. Some brands work with their current packaging printer or manufacturer, while others work with a TSP. Your design-in artwork should include a Transparency logo, the phrase “Scan with the Amazon Shopping app,” and a blank space where you’ll later print each item’s unique Transparency code.

You’ll submit your artwork to your printer of choice to add the Transparency codes. When the artwork is returned to you, you’ll need to send a PDF file with the serialized Transparency codes to your Transparency contact for approval. 

6-Transparency Label Fees

Transparency has no startup, monthly, or yearly fees. Instead, you’ll pay a per-code rate. Transparency has a tiered discount structure, meaning the rate per code decreases as your code purchase quantity increases.

amazon transparency program entire screen

The three quantity milestones are your first; 

  • 1 million codes, 
  • 1 million to 10 million codes, 
  • And over 10 million codes.

Note that your codes won’t expire and will be accepted by Amazon for the life of the product. If you’ve chosen to acquire your labels through a TSP, you’ll also pay a fee to print these codes.

But you won’t need to purchase any software, hardware, or blank labels to do so. After you’ve defined your label type and application method, you’re ready to make your selections and order your codes in the Transparency portal.

Now that you’ve decided how you’ll integrate codes into your products’ labels or packaging, we recommend you begin defining your standard operating procedures, or SOPs. SOPs serve as step-by-step guides for anyone involved in the labelling process. While SOPs aren’t required for enrollment in Transparency, they can help ensure your team or manufacturer applies Transparency codes consistently. This can reduce mislabeling and interruptions to your business.

The Transparency codes you ordered will usually be available within 30 minutes. After they’re ready, you’ll receive an email with a link to download your codes. We recommend checking your email’s spam folder if you don’t receive it within this time frame.You can also retrieve your codes by returning to the Transparency Self-Service Portal and selecting ‘Previous Code Requests.’ Then, select ‘Download CSV’ to save the file to your device. 

amazon transparency program entire screen

If you’re working with a TSP to print your codes, after you downloaded the CSV file navigate to the TSP’s website and follow their upload instructions. This process may vary by TSP, but all TSPs will print the Transparency codes and ship them directly to your manufacturing location. Reach out to your TSP’s point of contact with any process-related questions.

 Refer to the Transparency portal for more information on requirements and best practices, whether you’re applying code labels or designing them into your packaging. We recommend starting with the ‘Choose your label and printing method’ page. To get there, go to the Transparency portal, select ‘Help,’ and click ‘Choose your label and printing method.’ 

amazon transparency program entire screen

Whether sending products to an Amazon fulfillment center or directly to customers, check each unit to ensure: 

  • It features a 2D Transparency data matrix code.
  • The code is associated with the correct ASIN. 
  • If you’re using labels, the Transparency label doesn’t cover the item’s GTIN or product ID, and is affixed to a flat surface instead of wrapped around corners or edges
  • If you’re using Fulfillment by Amazon, or FBA, they’re applied to each unit before the inventory arrives at a fulfillment center. We also recommend, when possible, that you place both your Transparency code and GTIN on the same side, preferably not on the front of the package.

This step helps ensure the signal that Amazon will receive from scanning your products is strong enough to identify potential counterfeits, and that failed scans are not indicative of operational errors.

7-Operational Performance Review

Transparency protections aren’t active until after these items pass OPR (Operational Performance Review), so it’s important to start the process as soon as you’ve begun labeling and shipping products. If you fulfill shipments yourself, you’ll need to message your Transparency contact to enable OPR.

amazon transparency program entire screen

Otherwise, return to the Transparency portal, select ‘Your products,’ and click ‘Manage OPR.’ Here, you can initiate the OPR process and add “authorized distributors” for your enrolled products.

Keep in mind that sellers you designate will also be part of the OPR process, and any unlabeled inventory they send may negatively impact your performance review.

Select ‘Download file’ and open the spreadsheet. Click the ‘Instructions’ tab to learn how to complete the spreadsheet. Enter the required product information in each worksheet and select ‘Save.’

amazon transparency program entire screen

Return to the ‘Manage OPR’ page, and click ‘Choose file.’ Select the spreadsheet from your files, and then select ‘Upload.’This will automatically submit your request to enable OPR for the enrolled products included in the spreadsheet. We’ll send you an email after we’ve received your request.

amazon transparency program entire screen

To check the status of your request, visit the ‘OPR History’ section of the ‘Manage Operational Performance Review (OPR)’ page. After we’ve enabled OPR, your product status will change from ‘Enrolled’ to ‘In OPR’ on the ‘Code Requests’ page.

amazon transparency program entire screen

Throughout OPR, we’ll monitor your shipments to ensure that each unit features the correct Transparency code. 

If you designated authorized distributors of these products when you initiated OPR, Amazon will notify them that they must apply a Transparency code to every unit they ship. After they’re notified, these distributors will have 30 days to follow the Transparency requirements. Any units they ship after these 30 days must have a Transparency code to pass scans at Amazon’s fulfillment centers. Third-party sellers not designated as “authorized distributors” during the OPR invitation process may continue to ship and sell products during OPR. However, Transparency checks are enabled after your product reaches protected status.

Amazon will notify impacted resellers of each ASIN’s Transparency enrollment on your behalf if they have an active offer against that ASIN. This notification will include information about new requirements and the date they’ll need to ensure each unit they ship features a valid Transparency code.

After Transparency protections are enabled, Amazon will send an additional notification to sellers who fulfill orders themselves, noting they have 14 calendar days to upload Transparency codes. If they’re unable to do so, their listings will be removed from the Amazon store. If you ship products yourself, you’ll need to provide a Transparency code to list or fulfill orders.

You and resellers associated with your brand will now see the blue Transparency badge on the ‘Manage Orders’ page in Seller Central when you receive an order for a Transparency-enrolled ASIN.

amazon transparency program entire screen

To access the ‘Manage Orders’ page, open the Seller Central main menu, hover over ‘Orders,’and select ‘Manage Orders.’Continue through the order fulfillment workflow as you normally would.

amazon transparency program entire screen

When you reach the step to confirm the shipment, you must provide the item’s unique Transparency code. Amazon will begin monitoring all enrolled products after you confirm their shipments. This process includes checking each product for a valid 2D code. Amazon may determine a code is invalid for one of the following reasons:

  • A Transparency code is not provided for a Transparency-enrolled unit.
  • The code doesn’t match the ASIN it’s associated with. 
  • The same code is provided for more than one unit.
  • The code is incorrectly formatted.

These same factors are reviewed by Amazon whether you confirm shipments in Seller Central for orders you fulfill yourself or have items sent to fulfillment centers for FBA.You, and resellers who you associate with your brand, will have 30 days to sell through any existing, unlabeled inventory.

This is known as the “sell-through period”. You should use this time to implement the new labeling system and ensure you’re meeting Transparency requirements.This will help avoid operational disruptions.

Return to the Transparency portal to track OPR status and performance. Go to ‘Reports’ and select ‘OPR Report’ to see scan results for each of your products while they’re in OPR. On the designated sell-through date, Amazon will activate Transparency protections for your enrolled products after verifying they meet the Transparency labeling criteria.

amazon transparency program entire screen
amazon transparency program entire screen

From this point forward, all Transparency-enrolled items must include a valid Transparency code, regardless of who sells, distributes, or fulfills them.

If your brand doesn’t pass OPR, the ASIN will remain in OPR until it’s successful.

You can also work with your Transparency contact to turn off OPR until you’re able to address outstanding issues. To pass OPR and move your product to protected status, you should investigate the errors flagged by Amazon, identify their root causes, and adjust your process or tools as necessary.

Remember to train your employees and help them understand the importance of having the correct Transparency code on each unit. If Amazon receives units without Transparency codes correctly applied to them, they’re set aside for investigation of potential counterfeit.

Your enrolled products automatically become protected by Transparency after you pass the Operational Performance Review, or OPR, and the product’s sell-through date has arrived.

Now, all Transparency-enrolled items which passed OPR must include a valid 2D Transparency data matrix code, regardless of who sells, distributes, or fulfills them. This requirement includes non-Amazon sales channels. Any units with missing or incorrect codes will be set aside for investigation.

As part of OPR, all resellers who are associated with your brand, and maintain active offers against your Transparency-enrolled ASINs, received details about Transparency requirements.

8-Activation of Transparency protections

Now that Transparency protections are activated for these ASINs, sellers must provide correct 2D Transparency data matrix codes (QR Codes) to create an offer against your product listings.

As a reminder, these codes are unique and serialized on a unit level.This means other sellers must provide codes that match the brand, product, and version exactly; and use each unique code only once in other words, every code is unique to unit of product which they applied.

New sellers

Invalid or incorrect codes won’t be accepted. Any new sellers of the ASIN who attempt to add inventory, or create a new listing against a protected ASIN,will be required to go through an application process to sell it. Sellers who fulfill orders themselves must provide the code for every unit of Transparency-enabled products they fulfill.


For products enrolled in Fulfillment by Amazon, or FBA, Amazon will look for and scan Transparency codes in fulfillment centers as they receive them. They will investigate items for potential counterfeits if they fail this Transparency authentication check. This excludes inventory received by the fulfillment center before Transparency protection was activated. 

Amazon will uphold its anti-counterfeiting policies if we suspect counterfeits. Search “Anti-counterfeiting policies” in the Seller Central search bar for more information. Regardless of the fulfillment method, these steps help ensure only authentic and accurate products are shipped to customers.


Now that your Transparency protections are active, you can review performance details in the Transparency portal. Select the ‘Reports’ tab to review the available brand reports. Use the ‘Performance Report’ tab to review a summary of unsuccessful 2D Transparency data matrix code scans, failed attempts to list enrolled products, and notices of suspected counterfeit infringements filed by you.

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Explore other reports, like the ‘Monthly Operational Error’ and ‘Codes Usage’ reports, for more information on your Transparency operations. We also recommend reviewing the returns analytics for your Transparency-enrolled products to help you optimize your supply chain and pinpoint potential issues.

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Best Practices 

Now that you’re familiar with your Transparency reporting options,we recommend the following best practices as you continue to manage operations:

Additional Information

Consider enrolling additional ASINs in Transparency as you expand your product catalog or identify the need for item serialization for existing ASINs. You can enroll more ASINs in Transparency at any time by returning to the Transparency portal and completing the ASIN-enrollment process. Each newly enrolled ASIN will undergo the same OPR process.


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