Amazon expands anti-counterfeit service to Europe, India and Canada


Amazon announced the expansion of Transparency, its product serialization service, to France, Germany, Italy, Spain, U.K., India, and Canada.

Transparency is a product serialization service that provides a unique code for every unit that is manufactured. Brands put these codes on their products and every time one of these products is ordered in Amazon’s stores, Amazon scans and verifies the code to ensure only authentic units reach customers. Additionally, customers can use a mobile app to scan the code and verify authenticity regardless of where they purchased their units. Brands can also use Transparency to communicate unique unit-level information, including manufacturing date, manufacturing place, or other enhanced product information (e.g., ingredients).

When brands use Transparency to apply unique codes to their products, all participants in the supply chain are able to authenticate every unit of a product, better protecting brands and customers from counterfeits at scale.

Dharmesh Mehta, vice president of Amazon Customer Trust and Partner Support said: “Counterfeiting is an industry-wide concern – both online and offline. We created Transparency to provide brands with a simple, scalable solution that empowers brands and Amazon to authenticate products within the supply chain, stopping counterfeit before it reaches a customer.” 

More than 4,000 brands are enrolled in Transparency in the US, ranging from startups to Fortune 500 companies. Hundreds of brands continue to enroll into the service every month. These brands have generated over 300m unique codes, which as Amazon stated, allow it to proactively stop over 250,000 counterfeits of Transparency-enabled products from reaching customers. Amazon claims that in 2019, for products fully on-boarded into the Transparency service, there have been zero reports of counterfeit from brands or customers who purchased these products on Amazon.

Source: Amazon