Amazon announced the expansion of its Amazon Transparency service in France, Germany, Italy, Spain, the United Kingdom, India and Canada, to further extend and expand the fight against counterfeiting of original products on a large scale.

It is a service that, through the serialization of authentic products, allows the detection and prevents the sale of unauthentic ones, to protect both brands and customers.

Amazon Transparency works this way: brands use the service to apply unique codes to their products; from that time on, customers, brands themselves, Amazon and all other supply chain components are able to authenticate each unit of

The use of a unique code for each product unit, explains the company founded by Jeff Bezos, is the most effective way to deal with and prevent counterfeiting along the entire supply chain: the geographical expansion of Transparency is the step

Once the brands have entered these unique codes on each unit produced, and one of these products is ordered into an Amazon store, the ecommerce giant analyses and checks the code to ensure that only genuine units are sold to customers.

In addition to this, customers can use a mobile app to scan the code and directly verify the authenticity of the product, regardless of where they purchased that copy. Trademarks may also use Amazon Transparency to communicate unique information at unit level, such as date and place of production or additional details.

To exploit the Amazon Transparency platform against counterfeiting, manufacturers must subscribe to the program and apply Transparency codes on their products. As for the Transparency app, the English version is already available for iOS and Android while the Italian version is currently referred to as More information is available at this link.

Amazon has stated that more than 4,000 brands are registered in the Transparency program in the United States, from startups to Fortune 500 companies, and hundreds of new brands continue to sign up for the service every month. These brands have generated over 300 million unique codes, allowing Amazon to proactively block over 250,000 counterfeits of Transparency enabled products, avoiding them reaching customers. In 2019, Amazon stated that no counterfeit cases were reported for products that were fully integrated into the Transparency service, either by brands or customers who purchased these products on Amazon.

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