• By The Financial District


Today, Amazon announced the expansion of Transparency to two new countries – Japan and Australia - making it available in 10 countries where Amazon has a store.

Transparency, launched in 2018, is a product serialization service that builds on Amazon’s long-standing work and innovative solutions focused on ensuring that customers always receive authentic goods when shopping in Amazon’s stores.

“Transparency is a powerful technology-driven solution that gives brands the ability to uniquely identify every product unit they manufacture and allows Amazon to use this to prevent counterfeits from reaching customers,” said Dharmesh Mehta, Vice President of Worldwide Customer Trust and Partner Support.

Transparency allows brands to uniquely identify each unit they produce through the application of unique codes on the product or its packaging. These codes allow Amazon to inspect and authenticate every unit enrolled in Transparency proactively, detecting and stopping counterfeits before they ever reach customers.

Additionally, customers can use a mobile app to scan the code and verify authenticity regardless of where they purchased the brand’s products.

Over 10,000 brands – from Fortune 500 companies and global brands, to startups and small businesses in countries around the world including LG Electronics USA, Spectrum Brands, Cards Against Humanity LLC, Neato, Petrichor, Skullcandy, Salom, Nomader, and Naples Naturals – have already enrolled in Transparency. Across these brands, Transparency has prevented the shipment of over 500K suspected counterfeits in Amazon’s stores.

Transparency is one of many innovations that Amazon has introduced to partner with brands to ensure customers receive authentic products and to protect brands’ intellectual property. To date, Amazon Transparency has successfully enrolled over 10,000 brands into the program.

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