US multinational technology company Amazon has expanded the use of its product serialisation service, Transparency, to France, Germany, Italy, Spain, UK, India and Canada.
Transparency is designed to protect brands and customers from counterfeit at scale. Brands can apply unique codes to their products enabling customers, brands, Amazon and other participants in the supply chain, to authenticate every unit of a product to tackle, and prevent counterfeits.
When a customer places an order, Amazon scans and verifies the unique code to deliver only authentic products to customers. Customers can also use a mobile app to scan the code and verify the authenticity of the products regardless of the location.
Amazon customer trust and partner support vice president Dharmesh Mehta said: “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.
“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.”
Brands can also communicate unique unit-level information, such as manufacturing date, manufacturing place or other enhanced product information by using Transparency.
Amazon said that more than 4,000 brands are enrolled in Transparency in the US and have generated over 300 million unique codes. This has allowed the company to proactively stop over 250,000 counterfeits.
Earlier this month, Amazon Business introduced Business Prime service to make purchasing easier and more convenient for businesses, of all sizes across, the UK.