Amazon has expanded its Transparency program to two new countries, Japan and Australia.
The program is available in 10 countries where Amazon has a store, having protected over 10,000 brands and prevented 500,000 suspected counterfeits.
Amazon recently launched its Amazon Counterfeit Crime Unit (ACCU), a global team that will investigate and bring legal action against bad actors, protecting customers, brands, and Amazon's selling partners.
Meanwhile Amazon Transparency is launched in 2018, is a product serialisation service that assists customers in receiving authentic goods.
Amazon worldwide customer trust VP Dharmesh Mehta said the service has been a success.
“Transparency is a powerful technology-driven solution that gives brands the ability to uniquely identify every product unit they manufacture and allows Amazon to use this to prevent counterfeits from reaching customers.”
Transparency allows brands to uniquely identify each unit they produce through the application of unique codes on the product or its packaging.
These codes allow Amazon to inspect and authenticate every unit enrolled in Transparency proactively, detecting and stopping counterfeits before they ever reach customers.
Additionally, customers can use a mobile app to scan the code and verify authenticity regardless of where they purchased the brand’s products.