Amazon has announced the expansion of Transparency – its product serialization service which provides a unique code to each product with detailed manufacturing data - to France, Germany, Italy, Spain, UK, India and Canada. Amazon aims to protect brands using the Transparency service and ensure shoppers receive authentic products.

Brands need to sign up to the program and supply relevant data to Amazon's specifications. To date, 4,000 brands have joined the Transparency scheme, with 300 million unique product codes generated so far. This, claims Amazon, has enabled it to call a halt on 250,000 would-be counterfeit sales.

Source: Amazon