Amazon Transparency expansion to prevent counterfeits in Europe, India and Canada

Amazon today announced the expansion of Amazon Transparency, a product serialisation service that prevents counterfeits, to France, Germany, Italy, Spain, UK, India, and Canada. Brands can enrol in Amazon Transparency on this page.

The move is built on the existing work of Amazon Transparency in the US. It now boasts more than 4,000 brands using the service to tackle fake goods in the US. 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.

What is Amazon Transparency?

Transparency is a product serialisation 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.

Customers can also 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.

How does Amazon Transparency work ?

When brands use Transparency to apply unique codes to their products, customers, brands, Amazon, and other participants in the supply chain are able to authenticate every unit of a product.

Its unique serialisation for every product unit is the most effective way to tackle and prevent counterfeits throughout the supply chain, and Transparency’s geographic expansion is the latest in Amazon’s continued investment in scalable, technology-driven solutions to prevent counterfeit.

How can brands enrol?

1. A brand needs to verify themselves as the brand owner of their products.
2. A Global Trade Item Number (GTIN), such as a UPC or EAN barcode on your products.
3. The ability to apply unique Transparency codes on every unit they manufacture.