SEATTLE: Amazon has announced the expansion of Transparency to two new countries – Japan and Australia – making it available in 10 countries where Amazon has a store.
Amazon Transparency is also celebrating a milestone of enrolling over 10,000 brands into the program. Transparency, launched in 2018, is a product serialization service that builds on Amazon’s long-standing work and innovative solutions focused on ensuring that customers always receive authentic goods when shopping in Amazon’s stores.
“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,” said Dharmesh Mehta, Vice President of Worldwide Customer Trust and Partner Support.
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. Over 10,000 brands – from Fortune 500 companies and global brands, to startups and small businesses in countries around the world including LG Electronics USA, Spectrum Brands, Cards Against Humanity LLC, Neato, Petrichor, Skullcandy, Salom, Nomader, and Naples Naturals – have already enrolled in Transparency. Across these brands, Transparency has prevented the shipment of over 500K suspected counterfeits in Amazon’s stores.
LG Electronics USA, a leading innovator in home appliances, said “LG sees Transparency as a great way to ensure that consumers use genuine LG filters while protecting them from counterfeit products.”
Spectrum Brands, a Fortune 500 company that owns several pet care companies, said: “By having the Transparency seal on our products, we give consumers confidence that the products they are purchasing for their pets are authentic, effective and formulated as labeled.”
Cards Against Humanity LLC, said: “With Transparency, we’re now more confident than ever that our customers are receiving legitimate products — which is a win for us and for customers.”
Neato, a maker of robotic vacuum cleaners, said: “Transparency has allowed us to grow consumer confidence in our products and prevent inauthentic products from ending up in the hands of our customers.”
Sumeet Raj Aggarwal, owner of the small business in India, Petrichor, said: “With Transparency, consumers can buy with confidence knowing that the products are authentic and high quality. This program grows confidence in our brand and prevents counterfeits from being delivered to consumers. It’s a win-win for brands and consumers.”
In addition to Japan and Australia, Transparency is available in Canada, France, Germany, India, Italy, Spain, the United Kingdom, and the United States.
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