Amazon announced today the expansion of Transparency, its product serialization service against counterfeits, in 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 its 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).
More than 4,000 brands are enrolled in Transparency in the U.S., ranging from startups to Fortune 500 companies. Hundreds of brands continue to enroll into the service every month. These brands have generated over 300 million unique codes, allowing Amazon to proactively stop over 250,000 counterfeits of Transparency-enabled products from reaching customers. 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.
“Counterfeiting is an industry-wide concern – both online and offline. We find the most effective solutions to prevent counterfeit are based on partnerships that combine Amazon’s technology innovation with the sophisticated knowledge and capabilities of brands,” said Dharmesh Mehta, Vice President, Amazon Customer Trust and Partner Support. “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.”
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