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Amazon introduces new feature to product authenticity verification tool

Amazon has made the latest improvement to its product serialisation solution – Amazon Transparency, as part of ongoing efforts to combat counterfeits.

Amazon Transparency is now interoperable with brands’ own product serialisation systems, allowing them to have easier and faster access to the tool without making any changes to their manufacturing and packaging processes.

Brands can gain the protective benefits of Transparency as quickly as two weeks after enrollment, the company said.

Launched in 2016, Amazon Transparency features a code that is unique to every individual product unit manufactured by a brand. When a product is listed for sale in Amazon’s store, the company verifies the code to ensure only authentic products are delivered to customers.

Over 33,000 brands are now using the solution, with more than 900 million products verified.

Amazon previously piloted the new interoperability features with a small number of brands, including Belkin, Logitech and Samsung.

It is now available to brands in Australia, Canada, France, Germany, Italy, Spain, the UK, and the US.

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