Proactive counterfeit protection
Amazon has implemented Transparency checks to proactively prevent counterfeits of Transparency-enabled products from reaching customers.
Authenticity verification by customers
Transparency allows any customer to authenticate any Transparency-enabled product, regardless of where they purchase the product (Amazon, other ecommerce sites, brick and mortar stores, etc.).
In addition to enabling customers to authenticate products, brands can use Transparency to communicate unit-level product information, including manufacturing date, manufacturing place, enhanced product information (e.g., ingredients).