Emma Roth
Amazon is expanding its counterfeit-fighting Transparency program.
Amazon’s Transparency program, which allows the company to verify the authenticity of products sold on its marketplace, now supports brands’ own serial numbers.
The e-commerce giant previously required sellers to apply unique barcodes to each of their products that Amazon would validate each time a product is sold. But now, Amazon can verify the authenticity of products without sellers having to make changes to their existing manufacturing and packaging process.
