amazon transparency, authe — or one code that does both
Amazon Transparency protects your listings inside Amazon. authe verifies your items everywhere. And via Amazon’s interoperability path, the same authe tag can be your Transparency serial — so an Amazon unit carries one code, not two.
what each one is
amazon transparency
Amazon’s per-unit anti-counterfeit program. Your brand enrols (Brand Registry and a registered trademark are Amazon’s requirements), every unit gets a unique code, and Amazon checks codes at fulfilment — so counterfeit units are stopped before they ship. You pay Amazon per unit. It verifies that a unit is authentic; it doesn’t decide who’s authorized to sell it, and it doesn’t follow the item off Amazon.
authe
A self-serve verification layer for any channel. Each item gets a unique scan-tag; your buyer points a phone camera at it and sees ‘verified by authe’ plus the item’s story — no app, no account. The verified history stays with the item, even when it’s resold. Free to start, then cents per item — no contract.
side by side
| amazon transparency | authe | |
|---|---|---|
| where it protects | Amazon orders — units are checked at Amazon's fulfilment centers | everywhere your item sells — Amazon, Etsy, your own shop, in person, resale |
| who can join | brands with Amazon Brand Registry + a registered trademark | any seller or maker — you apply, we approve by hand (usually quick) |
| how a buyer checks | scans in the Amazon Shopping app | points any phone camera at the tag — no app, no account |
| what the buyer sees | an authenticity result inside Amazon's app | your item's verify page — proof it's the real one, plus its story |
| cost shape | per-unit code fees, paid to Amazon | free to start, then cents per item — pay-as-you-go, no contract |
| resale & history | — | a verified history that stays with the item, even when it's resold |
| where genuine units surface | — | every scan is geo-recorded, so you see where your units actually show up |
one code, not two
If you want both — Amazon’s fulfilment check and verification everywhere else — you don’t need two stickers. Amazon’s interoperability path lets your per-unit autheID be registered as your Transparency serial:
enrol your brand with Amazon
Brand Registry, your trademark, and Transparency enrolment stay yours — you deal with Amazon directly and pay Amazon directly. authe is never in the middle.
export your serials from authe
A Transparency-ready CSV, self-serve, for any product with a GTIN. These are the same per-unit autheIDs you already print on your labels.
upload to Amazon — and print one label
Amazon validates your serials at fulfilment like its own codes. The same tag passes Amazon's counterfeit check and opens your verify page everywhere else — one code, not two.
the trade-off, stated plainly: with your own serials, verification happens on your authe page instead of inside the Amazon app — you give up Amazon’s in-app scan result and badge, and gain cross-channel reach plus a history that stays with the item. Amazon-only sellers who want Amazon’s in-app badge should enrol in Transparency directly.
what you get
- ·one tag that can serve as your Amazon Transparency serial (via interoperability) and verify everywhere else
- ·a path for sellers Transparency doesn't fit — authe itself needs no trademark and no Brand Registry
- ·a verified history that stays with the item, even when it's resold
- ·geo-recorded scans that show where genuine units surface — something Transparency can't
straight talk
- ·authe can't replace the Amazon-issued code — the interoperability path registers your own serials instead; enrolment, eligibility, and Amazon's fees stay between you and Amazon
- ·authe is not affiliated with, endorsed by, or sponsored by Amazon
- ·it's proof of a consistent identity — not a forensic lab test, and it doesn't run counterfeit takedowns for you
common questions
is authe an alternative to amazon transparency?+
For many small sellers, yes — Transparency requires Amazon Brand Registry and a registered trademark, and charges per unit. authe is self-serve, free to start, then cents per item, and verifies your items on every channel, not just Amazon. But the two aren't mutually exclusive — via Amazon's interoperability path, one authe tag can do both jobs.
can an autheID really be my transparency serial?+
Yes — Amazon's interoperability path lets a brand register its own per-unit serials as Transparency codes instead of taking Amazon-issued ones, and your autheID meets the spec. You keep your own Brand Registry account and pay Amazon directly; authe gives you the serials as a Transparency-ready CSV to submit yourself.
do I still need Brand Registry and a trademark?+
For Transparency, yes — those are Amazon's requirements, and enrolment stays between you and Amazon. For authe alone, no: any seller or maker can apply, and we approve accounts by hand (usually quick).
does Amazon's scanner contact authe?+
No. Amazon checks your pre-submitted serial list internally at fulfilment — it never calls authe. It's your buyer's phone that opens the authe verify page.
what does amazon transparency cost?+
Amazon charges per unit and doesn't publish a full public price list — confirm current rates in Seller Central. authe is free to start, then cents per item, pay-as-you-go, no contract.
what if I only sell on Amazon?+
Then Transparency alone may be all you need — enrol directly with Amazon and you keep its in-app scan result and badge. authe earns its keep when your items also live on Etsy, your own shop, or the resale market — or when you want a verified history that stays with the item.
one tag, every channel
start free — we’ll add $10 / €10 of credit, so your first items are on us
try it freeselling on marketplaces? see how sellers use authe
no app for buyers works with any phone camera
Amazon, Amazon Transparency, and Brand Registry are trademarks of Amazon.com, Inc. or its affiliates. authe is not affiliated with, endorsed by, or sponsored by Amazon. Program details are Amazon’s and can change — always confirm current requirements and rates in Seller Central.