Amazon and Menasha advance anti-counterfeiting efforts through 2D barcode technology ahead of Sunrise 2027

Amazon is expanding its collaboration with Menasha Packaging to strengthen anti-counterfeiting measures ahead of the industry’s global shift toward advanced barcoding systems under Sunrise 2027. Menasha joined Amazon Transparency, a program launched in 2017 that uses unique 2D alphanumeric codes to verify individual products and eliminate counterfeits across Amazon’s platform. Over 88,000 brands now participate, benefiting from better visibility and credibility in online listings. Amazon scans every code pre-shipment to confirm authenticity, while Menasha integrates the technology into packaging design to streamline brand security and supply chain transparency. The initiative underscores a broader move toward unified serialization, helping simplify packaging by merging multiple code types into one dynamic identifier. This technology is expected to enhance product tracking, consumer engagement, and recall efficiency, positioning Menasha as a comprehensive solutions provider within the evolving packaging landscape.