You can now use your own serial numbers for Amazon Transparency

The only drawback is that the serial numbers must be external, on the packaging, which is not usually done, to avoid the copying and theft of serial numbers by retail store browsers.

But someone, somewhere read Amazon the riot act, and they listened for once, likely to a very large corporation (glances in Apple’s direction).


Transparency codes must be on the outside as well. Also almost every product I’ve bought with a serial number has it visible on the outside. Part of the reason companies put serial numbers on things is to track and trace their product, which is only possible if it’s visible on the outside. All iphones have their ID numbers (IMEI, etc) printed with barcodes on the outside and are scanned at point of sale to record when and who purchased it for warranty purposes.

Also, almost all (>99%) of counterfeits are made overseas, so they’re not going to be able to scrape a bunch of codes from retail stores.


Thanks @packetfire ! Here’s the NSFE announcement:


So this items application says “Will you ensure any inventory you ship to FBA for this ASIN have Transparency serial number barcodes on them?”

We get direct from the manufacturer and ship ourselves.
Should I click YES even though it will never happen? Your thoughts.

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Does the product have a serial number barcode printed on the packaging on the same side of the packaging as the GTIN (UPC/EAN) with the SN#?

If so, that qualifies if you do decide to use FBA later. It also gives you a way to track the item sold to buyer by matching the SN to the buyer’s purchase.

If not and you are doing all shipping of the item, then it is your call / risk.

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The plot thickens - so on YES you get more options

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So I am seeing these on (Pack of 2) listings - We’re on the Single Unit listings. these codes are not a thing on those listings. Maybe it’s also used to stop bundling?

Well … the follow up question is basically in line with our original thought

And Amazon is wanting this to happen as part of the Transparency (which validates the product you would be selling).

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Is the manufacturer (your supplier) the rights owner?
Or are you the rights owner?
Who has put this item into the Transparency program?

So are you applying for the wrong ASIN, or is the 2-pk a variation on the single?

You must contact the manufacturer and ask the following:

  • Did they enroll this ASIN into transparency?
  • If so, do the units you have come with a transparency barcode or properly shared serial number?

While that message says FBA, I can assure you that transparency is enforced for FBM as well, and if you receive approval for the ASIN and attempt to ship items without a valid barcode later you’re in for a world of pain.

If it’s someone unauthorized who enrolled it into transparency to hijack it, then you still can’t sell it without getting hit with a serious violation until it’s resolved (if it is…)

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This is the number 2 reason why we ourselves have always declined the incessant entreaties from this and that onboarding specialist for us to join the Transparency by Amazon Program.

Contrary to what seems to be popular opinion (undoubtedly as a result of the way I communicate in publicly-accessible fora, I suspect), I do know how - and when - to cut to the chase in Professional Business Correspondence.

Sadly enough, such a skill seems to have escaped the attention of far too many of us over recent decades.


Seeing more and more “Request Approvals” 4 today.

However, I know these 4 items do not come with transparency codes from the manufacturer.
All our items are manufacturer direct.
Could this be another seller enrolling items to keep others away?

For example there is a Clearasil item where the (pack of 2) & the (pack of 6) listings now show you must include transparency codes however the single unit does not.

Seems fishy.


There’s definitely cases of manufacturers using it to make themselves exclusive on the ASIN, but if only the multi-packs are being enrolled that is hugely suspicious.

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Almost certainly, methinks.

If you’d care to share the 4 ASINs in question, I might be able to use the RaV (‘Amazonese’/‘Amazonish’ for “Report a Violation”) Tool’s functionalities to expose where that contribution could be taking precedent.

Looks like this OTBrands
Seems be a common denominator


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