Eva Answers / Amazon
What Is Amazon Transparency, and Do I Need It?
Answered by Hai Mag, Founder & CEO, Eva Commerce, with 20+ years in eCommerce transformation, marketplace optimization, and AI-driven automation.
Last reviewed: November 3, 2026
Short answer: Amazon Transparency is Amazon’s paid-per-code serialization program that checks a unique code on every enrolled unit before it ships, so counterfeit or inaccurate units are blocked in supported Amazon stores. You need Brand Registry (with a government-registered trademark) and a GTIN per product; Amazon charges no enrollment or subscription fee and publishes per-code prices from $0.05 down to $0.01 by annual volume. Protections turn on only after each product passes Amazon’s operational performance review.
What Transparency is
Amazon Transparency is Amazon’s product serialization and anti-counterfeiting program. Every enrolled unit gets a unique code. Amazon checks that code before the unit ships to a customer, whether Amazon fulfills the order or you ship it yourself. Amazon reports more than 2.7 billion product units verified as genuine through the program, with protection available in 10 countries when a brand is enrolled.
Who it is for
| Requirement (from Amazon) | What it means |
|---|---|
| Brand Registry enrollment | You enroll with Brand Registry credentials; Brand Registry needs a pending or registered trademark and a brand name permanently on product or packaging |
| Government-registered trademark | Listed on Amazon’s Transparency eligibility checklist for enrollment |
| GTIN per product | Each product you enroll needs a Global Trade Item Number |
| Code every manufactured unit | For Amazon-issued codes, you must be able to apply a code to every unit you make, not only the ones sold on Amazon |
| Enrollment origin | Amazon lists eligible enrollment origins including the US, Canada, Germany, France, Italy, Spain, the UK, India, Japan and China; brands from Australia cannot enroll today, though enrolled brands can still get protection in the Australia store |
How enrollment works
- Confirm Brand Registry and product data. You need Brand Registry access, a registered trademark on the eligibility path Amazon lists, and a GTIN for each ASIN you want protected.
- Enroll in the Transparency portal. Sign in with Brand Registry credentials, add products and users, then choose how codes will be applied (print your own labels, pre-printed partner labels, print on packaging, print workflow software, bring your own serial codes, or a co-packer).
- Order or connect codes and label units. You pay when codes are generated or when existing serials are connected, not when you enroll.
- Pass the operational performance review. Protections stay off until that review passes for each product.
- Keep codes on every unit. Amazon says units without a valid code will not pass the Transparency check in supported stores.
Exceptions
- Not a substitute for Brand Registry. Transparency sits on top of Brand Registry. Listing defense, Report a Violation and catalog control still start there.
- Customer scan engagement. Amazon says shoppers can scan Amazon-issued Transparency codes in the Amazon Shopping app or Transparency app; that engagement path is not currently available if you connect your own existing serial codes.
- Volume and geography pricing. The $0.05 / $0.03 / $0.01 table is Amazon’s published per-code schedule; Amazon also notes fees vary by geography, so confirm the quote in the portal for your market.
- You may not need it yet. Brands with low counterfeit pressure and tight distribution can stay on Brand Registry tools alone until risk rises.
Eva’s Amazon brand protection manages Brand Registry enrollment, updates and role assignments, then activates advanced tools where the risk warrants it: Transparency (serialized authentication for every unit sold), Project Zero and IP Accelerator. Eva decides which layer fits the brand’s exposure rather than turning every tool on by default, and pairs that with ongoing monitoring for Buy Box changes, unauthorized sellers, listing sabotage and MAP breaks across marketplaces.
Follow-up questions
How much do Amazon Transparency codes cost?
Amazon says there are no enrollment, subscription or minimum fees. You pay per code when you order Amazon-issued codes or connect existing serial codes. Amazon’s published US tiers are $0.05 per code for the first 1,000,000 codes generated in the year, $0.03 from 1,000,001 to 10,000,000, and $0.01 above 10,000,001. Annual volume resets on your account creation date. Fees can also vary by geography.
Do I need Brand Registry before Transparency?
Yes. Amazon says you enroll in Transparency with your Brand Registry credentials, and eligibility includes Brand Registry enrollment with a government-registered trademark plus a GTIN for each product you enroll. Brand Registry itself is a free Amazon program.
When do Transparency protections actually turn on?
Amazon says protections are not active until the product passes an operational performance review. For FBA you start that review in the Transparency portal so codes are scanned at the fulfillment center. For self-fulfilled orders you contact Transparency support and provide codes at order confirmation in Seller Central.