How to Prepare for the Amazon Transparency Program: Requirements & Labeling Guide

The Amazon Transparency Program is a product serialization program that requires every unit sold to carry a unique, scannable Transparency code. Amazon scans these codes before fulfillment, and customers can verify authenticity using the Transparency app.

If a code is unreadable, damaged, or improperly applied, inventory may be rejected, making scan reliability and label durability critical for Amazon Transparency compliance.

Understanding how Transparency works and how to properly prepare your packaging, can help prevent fulfillment disruptions and protect your brand reputation.

What is the Amazon Transparency Program?

When a brand enrolls in the program, they can generate and apply a unique Transparency code to every unit manufactured for each enrolled ASIN. These serialized 2D Data Matrix codes are scanned by Amazon during the fulfillment process to confirm authenticity and verify that Transparency barcode requirements have been met.

If a product arrives at an Amazon fulfillment center without a valid Transparency code, it may be flagged, investigated, or withheld from shipping, plus the company might lose its right to sell. Because every unit must carry its own unique identifier, consistency in Transparency barcode printing, code placement, and label material selection becomes essential. The program helps deter counterfeit activity and strengthens product verification across distribution channels.

Amazon Transparency Pre-Defined Label Types

Amazon Transparency Program brands must apply serialized codes using one of Amazon’s approved label formats. Amazon provides four pre-defined label types that meet minimum sizing and barcode requirements to support scanning throughout fulfillment.

Label 1 & Label 2

These formats are used when a numeric GTIN (Global Trade Item Number) is already printed on the packaging. They include the Transparency code and a product identifier to help confirm that the correct code is applied.

Label 3

Label 3 is used when the GTIN barcode needs to appear on the same label as the Transparency code. It combines the 2D Data Matrix code and the barcode into one layout.

Label 4

Label 4 is designed for brands that want to combine Transparency content with FNSKU or GTIN labeling. It may also include the brand logo and item condition, allowing authentication information to appear on a single label.

Regardless of label type used, each Transparency label must be applied to a flat, unobstructed surface where the barcode can be easily scanned. Common placement areas include near the UPC or GTIN barcode, on the exterior side panel, or on the back panel, in a consistent location.

Choosing the Right Label Material

After selecting your label format, it’s equally important to choose a label material and printing method that support long-term reliability. Amazon’s compliance depends not only on correct formatting, but also on maintaining clear, high-contrast barcodes.

Many sellers use direct thermal labels for Transparency barcodes because they’re simple to use, cost-effective, and compatible with most desktop printers. Direct thermal printers don’t require ink or ribbon, making them a practical option for in-house labeling.

However, packaging conditions can vary. For products exposed to moisture and friction, upgrading to weatherproof direct thermal labels can provide added durability without changing your printer setup. Choosing a material appropriate for your packaging and environment can help maintain barcode readability and reduce delays at Amazon’s fulfillment centers.

How to Print Amazon Transparency Labels Yourself

Printing your Transparency labels can help facilitate your workflow and give you more control over your current label designs. Brands can use either direct thermal or thermal transfer printers, depending on their durability requirements and environment. Amazon provides two ways to generate Transparency codes:

Transparency In-Plant Printing (IPP)

Using Amazon's Self-Serve portal, you can download PDF images of your labels and print in-house using one of the following sizes:

RL4625 1.75" x 0.75" - 1" core

RL6248 1.375" x 1.375" - 1" core

RL7229 1.125" x 1.125" - 1" core

RL7230 4" x 1.375" - 1" core

Third-Party Label Printing Software

Companies can also use third-party printing software to print their labels, which helps import Transparency codes and print 2D Data Matrix codes. Amazon recommends printing at 300 dpi or greater to meet Transparency barcode requirements.

Transparency Barcode Printing Material Compatibility

Not all labels are suitable for Transparency barcode printing. To ensure durability and scannability:

• Use a thermal transfer printer with appropriate ribbon
• Select label materials rated for thermal transfer printing
• Confirm label sizing aligns with Amazon's code dimension standards
• Ensure strong contrast. Black print on a white or light background is preferred
• Adjust print density properly; printing too light may reduce readability, while excessive density can distort barcode edges
• Avoid glossy coatings that may interfere with barcode readability

Improper barcode printing can result in low contrast, distortion, or scan failures.

Which Businesses Benefit From the Amazon Transparency Program?

The Amazon Transparency Program is designed to support brands of all sizes, but it can be especially valuable for specific types of businesses:

Established Brands with a Trademark

Well-known brands benefit by adding serialized Transparency codes to every unit, helping verify authenticity before fulfillment. Trademark owners can gain an additional layer of protection against unauthorized sellers.

Businesses with Omnichannel Distribution

Businesses selling across Amazon, their own site, or retail partners can add consistency in product authentication. Customers can scan the codes to verify authenticity, reinforcing trust across channels and customers.

Businesses Facing Counterfeit Issues

Businesses facing duplicate listings can use Transparency as a proactive safeguard. By requiring a unique code, Amazon can identify and stop counterfeit units from being sold under your listing.

What Are the Eligibility Requirements for the Amazon Transparency Program?

Before starting your journey with the Amazon Transparency Program, brand owners must meet specific eligibility criteria to ensure they can comply with the program's requirements and effectively protect their products.

Here are the requirements you need to know to see if you qualify:

1. Brand ownership: You must be the registered brand owner of the products you wish to enroll.
2. Amazon Brand Registry Enrollment: Your brand must be enrolled in Amazon's Brand Registry, which helps verify your intellectual property rights. This requires a registered trademark, proof of ownership, and a product catalog.
3. Global Trade Item Numbers (GTINs): Each product you enroll must have a valid GTIN, such as a UPC, EAN, or ISBN. This allows Amazon to identify and track your product listings correctly.
4. Ability to apply Transparency codes: You must apply a unique Transparency code to every unit of each enrolled product. This includes updating packaging workflows and using code labels that meet Amazon’s scanning standards.

Note: Amazon may update program policies, Transparency requirements, or compliance standards at any time. Always verify the most current requirements in Amazon Seller Central before enrolling.

Advantages and Challenges of the Transparency Program

The Amazon Transparency Program offers powerful brand protection but comes with potential inconveniences. Knowing these upfront can help you decide whether it’s the right fit for your business.

Advantages of the Amazon Transparency Program

1. Protection from Hijackers

The program prevents fake or unauthorized products from being sold under your listing. Amazon verifies each unit’s Transparency code before fulfillment, blocking all the products without it.

2. Improved Traceability

With this system, you can track products and improve quality control, inventory management, and tracking.

3. Multichannel Protection

Transparency codes are not limited to Amazon. You can apply these codes to units sold on your website or through other retailers, protecting your brand across all sales channels.

Challenges and How to Overcome Them

1. Label Application at Scale

When a company joins the Amazon Transparency Program, it must apply the code to every product unit, which can complicate your packaging process.

Solution: Standardize Transparency code placement and select durable label materials that apply consistently.

2. Additional Production Costs

Transparency labels can add new expenses to your packaging and operations.

Solution: Factor these costs into your product pricing strategy. Choose cost-effective synthetic materials to help reduce reprints and scan failures. Many brands find the investment pays off through reduced counterfeit losses and improved customer retention.

3. Manufacturer Communication Problems

Overseas or third-party manufacturers may not be familiar with the requirements.

Solution: Provide clear instructions and samples. Consider printing codes domestically and shipping them to your manufacturer, or choose partners with experience supporting Amazon sellers.

Label Performance Failures

If Transparency labels:

• Lift during shipping
• Smudge during handling
• Lose contrast
• Printed at an improper density
• Placed without a sufficient quiet zone

They may fail Amazon's scan requirements and be rejected during fulfillment. Choosing the proper label material and ensuring print compatibility can help significantly reduce these risks.

Protect Your Brand with the Transparency Program

Amazon's Transparency Program helps to reduce counterfeit risk and strengthen brand protection. While the program helps protect your brand, its effectiveness depends on reliable, scannable labeling.

At OnlineLabels, we help businesses select materials designed for scanning durability, ensuring codes remain readable from production through fulfillment. Need help selecting the right label material for Amazon Transparency compliance? Explore our Amazon Transparency label options or contact our team for guidance.

If you'd like to learn more about adding barcodes on your labels, check out our guide on Comparing 1D and 2D barcodes and learn how to incorporate barcodes into your packaging.