SEATTLE – (BUSINESS WIRE) – 30 Sep 2020–
Today, Amazon (NASDAQ: AMZN) announced the expansion of Transparency to two new countries – Japan and Australia – making it available in 10 countries where Amazon has stores. Amazon Transparency also celebrates an important milestone by enrolling more than 10,000 brands into the program. Transparency, launched in 2018, is a product serialization service that builds on Amazon’s longstanding work and innovative solutions that focus on ensuring that customers always receive authentic goods when shopping at an Amazon store.
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“Transparency is an advanced technology-based solution that gives brands the ability to uniquely identify each unit of product they manufacture and allows Amazon to use this to prevent counterfeit goods from reaching customers,” said Dharmesh Mehta, Vice President of Partner Support and Worldwide Customer Trust.
Transparency allows brands to uniquely identify each unit they produce by applying a unique code to their product or packaging. This code allows Amazon to proactively check and authenticate every unit registered with Transparency, detecting and stopping the counterfeiting before it reaches the customer. In addition, customers can use the mobile app to scan codes and verify authenticity wherever they purchase products of the brand. More than 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 – has already been registered with Transparency. Across these brands, Transparency has prevented the shipment of more than 500,000 suspected counterfeit items on Amazon stores.
LG Electronics USA, a leading innovator in home appliances, said “LG sees Transparency as the best 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 buy for their pets are genuine, effective, and formulated on the label.”
Cards Against Humanity LLC, said: “With Transparency, we are now more confident than ever that our customers are receiving a legitimate product – which is a win for us and for the customer.”
Neato, maker of the robotic vacuum cleaner, said: “Transparency has enabled us to foster consumer confidence in our products and prevent non-genuine products from falling into the hands of our customers.”
Sumeet Raj Aggarwal, owner of small business in India, Petrichor, said: “With Transparency, consumers can buy with confidence knowing that the product is genuine and of high quality. This program fosters trust in our brands and prevents counterfeit goods from being delivered to consumers. This is a win-win solution for both brands and consumers.”
Apart from Japan and Australia, Transparency is available in Canada, France, Germany, India, Italy, Spain, United Kingdom and the United States. To learn more about Transparency and how to register, visit: http://www.transparency.com/
Transparency is one of many innovations that Amazon has introduced to partner with brands to ensure customers receive genuine products and to protect the brand’s intellectual property.
- Recently, Amazon launched the Amazon Counterfeit Crime Unit (ACCU), a global team that will investigate and take legal action against criminals, protecting Amazon customers, brands, and sales partners. To learn more: https://press.aboutamazon.com/news-releases/news-release-details/amazon-establishes-counterfeit-crimes-unit-bring-counterfeiters
- Amazon’s Project Zero, which empowers brands to drive counterfeiting to zero. Project Zero uses automatic protection to proactively and continuously scan over 5 billion product list update attempts every day for suspicious listings, providing a self-service tool for brands with an unprecedented ability to instantly delete listings from the Amazon store, and utilize product serialization as an optional service. To join more than 10,000 registered brands, learn more at: http://www.projectzero.com.
- Amazon IP Accelerator helps businesses get intellectual property (IP) rights and brand protection faster on Amazon stores. This program is specifically designed with small and medium-sized businesses in mind and is available to entrepreneurs worldwide who wish to secure intellectual property in the US. The IP Accelerator connects entrepreneurs with US law firms with expertise in trademark applications. Entrepreneurs also benefit from pre-negotiated rates. To learn more: https://brandservices.amazon.com/ipaccelerator
- Amazon Brand Registry, a free service that provides brand owners with access to a powerful set of tools that help them provide an accurate and trusted customer experience on Amazon while protecting brand IPs. More than 350,000 registered brands. To register and learn more: https://brandservices.amazon.com/
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for discovery, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit amazon.com/about and follow @Bayu_joo.
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CONTACT: Amazon.com, Inc.
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