Amazon Transparency Guide
The definitive guide to Amazon's Transparency program—the most powerful tool for brand protection and channel control on the marketplace.
What is Amazon Transparency?
Amazon Transparency is a product serialization service that assigns unique codes to every unit you manufacture. When products arrive at Amazon fulfillment centers, Amazon scans these codes to verify authenticity.
If a product doesn't have a valid Transparency code, it cannot be sold on Amazon. This creates an impenetrable barrier against unauthorized sellers, counterfeiters, and grey market inventory.
Unlike Brand Registry alone, which requires you to identify and report violations, Transparency prevents unauthorized listings automatically—before they go live.
How Transparency Works
A simple three-step process that creates complete channel control
Enroll Your Products
Register your ASINs in the Transparency program. Amazon provides unique codes for each unit you plan to manufacture and sell.
Apply Codes to Products
Print and apply Transparency codes to your product packaging during manufacturing. Each unit gets its own unique, scannable code.
Amazon Verifies Automatically
When any seller sends inventory to Amazon, the codes are scanned. No valid code = no sale. Unauthorized sellers are blocked automatically.
Benefits of Transparency
Why leading brands choose Transparency for Amazon channel control
Block Unauthorized Sellers
Without valid Transparency codes, unauthorized sellers simply cannot list your products. No more whack-a-mole enforcement.
Eliminate Counterfeits
Every authentic unit is verified. Counterfeit products are stopped at intake—they never reach customers.
Protect MAP Pricing
When you control who can sell, you control pricing. MAP violations become impossible when unauthorized sellers can't list.
Restore Partner Confidence
Distributors and retailers trust that their investment in your brand is protected from Amazon undercutting.
Transparency vs. Brand Registry
Understanding the difference between reactive and proactive protection
| Capability | Brand Registry Only | Transparency + Brand Registry |
|---|---|---|
| Block unauthorized sellers | Manual reporting required | Automatic blocking |
| Counterfeit prevention | Reactive (after sale) | Proactive (before listing) |
| Gray market control | Limited effectiveness | Complete control |
| MAP enforcement | Difficult to maintain | Naturally enforced |
| Time to remove violations | Days to weeks | Instant (prevented) |
| Ongoing effort required | High (constant monitoring) | Low (automated) |
Frequently Asked Questions
What does Transparency cost?
Amazon charges $0.01-$0.05 per code depending on volume. For most brands, this is negligible compared to the margin protection gained.
How long does enrollment take?
Initial enrollment takes 2-4 weeks. Cloud Care handles the entire process including documentation and Amazon liaison.
Do I need to change my packaging?
You'll need to add Transparency codes to packaging. This can be a sticker or printed directly—we help optimize the approach.
What about existing inventory?
We develop transition plans for inventory in the channel. Most brands complete the transition within 30 days.
Can authorized resellers still sell?
Yes, but only with products that have valid Transparency codes. This ensures all channel inventory is authentic and authorized.
Does this work internationally?
Transparency is available in US, UK, Germany, France, Italy, Spain, India, and Japan. We can deploy across marketplaces.
Ready to implement Transparency?
Cloud Care handles the entire Transparency deployment—from enrollment to code application to ongoing management.