Amazon Transparency Launches in Japan, Australia
01 October 2020 - 9:00AM
Business Wire
Transparency protects more than 10,000 brands
and has prevented 500k suspected counterfeits
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 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.
This press release features multimedia. View
the full release here:
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“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. To learn more about Transparency and how to
enroll, visit: http://www.transparency.com/
Transparency is one of many innovations that Amazon has
introduced to partner with brands to ensure customers receive
authentic products and to protect brands’ intellectual
property.
- Most recently, Amazon launched the 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. 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
counterfeits to zero. Project Zero uses automated protections to
proactively and continuously scan more than 5 billion attempted
product listing updates daily to look for suspicious listings,
provides a self-service tool for brands with an unprecedented
ability to directly remove listings from Amazon’s stores, and
leverages product serialization as an optional service. To join the
more than 10,000 enrolled brands, learn more at:
http://www.projectzero.com.
- Amazon IP Accelerator helps businesses more quickly obtain
intellectual property (IP) rights and brand protection in Amazon’s
stores. The program was designed specifically with small and medium
businesses in mind and is available to entrepreneurs worldwide that
are looking to secure intellectual property in the U.S. 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 gives brand owners
access to a powerful set of tools that help them deliver an
accurate and trusted customer experience on Amazon while protecting
a brand’s IP. More than 350,000 brands are enrolled. To enroll and
learn more: https://brandservices.amazon.com/
About Amazon
Amazon is guided by four principles: customer obsession rather
than competitor focus, passion for invention, 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 @AmazonNews.
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