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Amazon expands counterfeit measures

Product serialisation service expands to UK, better protecting brands and customers from fakes.

Amazon has expanded its product serialisation service to a number of new territories – including the UK – as it continues the fight against counterfeit products.

Called Transparency, the service is now available in France, Germany, Italy, Spain, the UK, India and Canada.

Brands apply a unique Transparency code to every product unit they manufacture enabling detection and preventing sales of inauthentic products – which better protects both brands and customers from counterfeit.

The geographic expansion builds on the 4,000+ brands that have enrolled in Transparency in the US and have generated over 300 million unique codes.

“Counterfeiting is an industry-wide concern – both online and offline,” said Dharmesh Mehta, vice president, Amazon Customer Trust and Partner Support. “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.

“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.”

Transparency is a product serialisation service that provides a unique code for every unit that is manufactured. Brands put the codes onto 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.

So far 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.

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