Amazon Transparency vs Cerfinity

Amazon Transparency is a product serialization service for brands seeking to detect counterfeits and verify product authenticity from manufacturing through delivery. It assigns a unique code to every unit of an enrolled product. In supported Amazon stores, a valid code is required when a protected product is listed or shipped, whether Amazon or the seller handles fulfillment. Customers can scan Amazon-issued codes with the Amazon Shopping app or Transparency app to check authenticity and see information supplied by the brand. Batch- or lot-level traceability can help brands investigate supply chain issues. Brands can apply codes with printed labels, packaging, service providers, workflow integrations, or connected existing serial codes. The latter option does not provide customer app-based authenticity checks or the engagement benefits of Amazon-issued codes. Enrollment has no fee or minimum; code orders are billed per code: $0.05, paid once for 1–1,000,000 codes, $0.03, paid once for 1,000,001–10,000,000, and $0.01, paid once above 10,000,000. Product protections begin after an operational performance review.

Cerfinity authenticates products and records their custody through a provenance record linked to tamper-evident seals with unique cryptographic identities. A customer can check an item by tapping an NFC seal or scanning a QR code without downloading an app or creating an account. The seal can record an irreversible change when packaging is opened, and time-stamped entries can document custody at authorized checkpoints such as producers, distributors, logistics partners, and retailers. Authentication options include NFC, covert micro-mark authentication, and QR verification. Brands can access supply-chain views and counterfeit-concentration data. Listed sectors include spirits and wine, luxury fashion, graded collectibles, specialty food, pharmaceuticals, beauty, and electronics. The pharmaceutical offering includes serialization support, cold-chain monitoring integration, track-and-trace, recall management, and pharmacy-system integration. Cerfinity says its records can support EU Digital Product Passport, EUDR, and FSMA Rule 204 traceability needs. A qualifying brand can use a 30-day pilot with 500 certificates and white-glove onboarding. The Founding Partner plan is $249 a month; NFC seals are billed separately by unit.