Amazon expands Transparency program to Australia

Robert Stockdill

5th Oct 2020

Amazon has expanded its Transparency program to Australia and Japan as it reaches a milestone of 10,000 brands signed up to the initiative. 

Launched two years ago, Transparency is a product-serialisation service that builds on Amazon’s efforts to ensure customers always receive authentic goods when shopping on 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, VP of worldwide customer trust and partner support.

When participating brands use unique codes on products or packaging, Amazon Transparency allows can inspect and authenticate every unit enrolled in the program, detecting and stopping counterfeits before they 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. Brands signed up to date include LG Electronics USA, Spectrum Brands, Skullcandy, Salom and Nomader. 

Over the two years the program has been running, Amazon claims to have prevented the shipment of more than 500,000 suspected counterfeits through its stores.

“LG sees Transparency as a great way to ensure that consumers use genuine LG filters while protecting them from counterfeit products,” said a spokesperson for LG Electronics.

Besides Australia and Japan, Amazon Transparency is available in Canada, France, Germany, India, Italy, Spain, the UK, and the US.

The Transparency program is separate to another anti-counterfeiting initiative from the company, Project Zero, which uses automated protections to proactively and continuously scan more than 5 billion attempted product listing updates daily to look for suspicious listings, providing a self-service tool for brands to directly remove suspicious listings.