Hybrid Software has joined the Amazon Transparency Service Provider Network (TSPN), enabling its packaging workflow technologies to support Amazon’s Transparency programme for product authentication and serialization.
The Transparency programme is designed to help brands and retailers tackle counterfeit products through the use of unique unit-level barcodes applied to packaging. These barcodes can be verified throughout the supply chain and before products are shipped to customers.
Hybrid Software said its Artflow artwork management software can automatically retrieve Amazon Transparency codes during the briefing stage and embed them into artwork proofs. The system is designed to help brand owners, retailers and design agencies manage approvals and artwork workflows within a browser-based environment.
The company added that its Packz and Cloudflow technologies provide downstream support for variable data printing and serialization, allowing barcode generation and print production workflows to be integrated into existing packaging and label production environments.
Hybrid Software linked the move to wider adoption of GS1-compliant 2D barcodes ahead of the GS1 Sunrise 2027 initiative, which encourages the transition from traditional 1D barcodes to more data-rich 2D alternatives for traceability and authentication purposes.
Igor Vandromme, vice president and general manager at Hybrid Brandz, said: “As serialization and unit-level traceability become foundational requirements for global commerce, brand owners need proven, scalable technology partners.
“Hybrid Software is proud to support Amazon Transparency by delivering robust, production-ready solutions that help brands protect their products, their customers, and their reputation.”
Michael Manley, senior manager, Global Business Development (Tech) at Amazon, added: “We are pleased to welcome Hybrid Software to the Transparency Service Provider Network (TSPN), helping us simplify the complex processes typically associated with unit-level serialization and packaging changes.
“Their technology integrates seamlessly into existing production environments, enabling brand owners to generate and manage serialized Transparency barcodes efficiently and at scale from the Hybrid Brandz artwork management software, Artflow. Amazon Transparency is now a standard part of a workflow rather than a secondary or exception-based process. This is particularly important as the industry moves from 1D to 2D codes in support of GS1 Sunrise 2027.”
