The giant Amazon has unveiled new interoperability features for its Transparency program, which will make it easier for brands to protect their products from counterfeiting.
Launched in 2016, the Amazon Transparency program revolutionized the fight against counterfeiting, by introducing unique codes on each unit of products manufactured by a brand. Until now, brands had to apply 2D Data Matrix barcodes to their products or packaging to register for the program. But for some companies accustomed to using unique serial numbers, integrating Transparency codes was both complex and costly.
Interoperability strengthens the fight against counterfeiting
To solve the problem, Amazon introduced Transparency interoperability. Brands can now register their products using their own serial numbers, simplifying the membership process. Companies will be able to benefit from the same protection benefits that Transparency offers, while avoiding changing their manufacturing processes.
Since its launch, we can say that success has accompanied Transparency. Imagine: more than 33,000 brands have already joined the program, with 900 million products verified in the supply chain. Enough to make you dizzy.
All of this should certainly reassure customers, who can buy more with confidence on Amazon, and receive authentic products. But the behemoth is not yet completely satisfied with it and continues to look for ways to improve adherence to the program.
Brands convinced by the benefits of the Amazon program
Interoperability is therefore part of it, and Amazon today wants to convince people of its advantages. First, it reduces the time required to join Transparency and eliminates unnecessary operational complexities. It also allows brands to benefit from the program’s protections within two weeks of joining, without disrupting their existing production processes.
Well-known brands such as Logitech, Samsung and Belkin, strong Amazon partners, have already tested interoperability with some success. At the peripheral manufacturer, we welcome a “ unique compatibility » with existing serial codes. “ There is no other program that allows us to use our existing serial numbers, which are also used for warranty purposes, to validate the authenticity of each separately shipped unit », Continues Logitech.
After testing it with a few brands, Amazon extended interoperability to France, Germany, the United States and other countries. By facilitating access to the advantages provided by the Transparency program, the e-retailer is taking a real step forward in the fight against counterfeiting, a real thorn in the side of the online sales colossus.
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