The persistent problem of counterfeit products infiltrating e-commerce platforms has led Amazon Selling Partner Services to introduce groundbreaking measures in the battle against fakes. Amazon has unveiled game-changing features to simplify the process for brands to join Amazon Transparency, a pivotal weapon against counterfeit goods.
In a significant move, Amazon has empowered brands with their product serialization capabilities to seamlessly integrate with Amazon Transparency’s product authenticity verification and supply chain tracking. This interoperable product serialization solution is poised to transform the fight against counterfeits, allowing brands to access Transparency’s protective features effortlessly, swiftly, and without any adjustments to their existing manufacturing and packaging procedures.
Amazon introduced Transparency in 2016, featuring a unique code assigned to each product unit manufactured by a brand. This code is instrumental in verifying product authenticity before shipment and offers a range of other invaluable benefits.
Previously, brands were mandated to utilize Amazon-issued Transparency codes, represented as distinctive 2D Data Matrix barcodes affixed to their product units or packaging. With more than 33,000 brands now leveraging this system (a substantial increase from 10,000 three years ago) and over 900 million product units verified, Transparency has proven to be a potent tool in the fight against counterfeit products.
However, brands have expressed concerns regarding the added costs and complexities associated with Amazon-issued Transparency codes in their manufacturing operations. The latest development addresses these concerns effectively. Brands now have the option to share product serial numbers for enrollment in Transparency. When a unit of a product is sold on Amazon’s platform, the serial number is rigorously verified to confirm product authenticity, mirroring the process used for Amazon-issued codes.
Amazon has conducted rigorous testing of this innovative approach with select brands, and it is now available to labels offering their products on Amazon’s platform in the UK, US, Australia, Canada, France, Germany, Italy, and Spain.
