Hybrid Software joins Amazon's Transparency service provider network

Packaging Solutions

Hybrid Software has announced its position as a transparency service provider for Amazon Transparency programme supporting advanced variable data printing and serialisation capabilities.

Amazon Transparency is a product identification and serialisation service that helps brand owners and retailers proactively prevent counterfeit products, ensure product authenticity, and increase supply chain visibility. The programme requires the application of unit level barcodes on product packaging, enabling verification at every point in the supply chain and prior to shipment to customers.

Artflow, Hybrid Brandz's artwork management software, streamlines the artwork workflow for brand owners, retailers, and design agencies. It automatically retrieves Amazon Transparency codes during briefing and embeds them directly into artwork proofs, ensuring accuracy and approval readiness within its browser based viewer. Built on Hybrid Software technology, Artflow also enables high speed, commercial scale variable data barcode generation for production environments.

Downstream, Hybrid Software delivers advanced variable data printing and serialisation through its industry standard solutions Packz and Cloudflow. Together, these technologies provide a seamless, end to end workflow – from code retrieval and artwork approval through barcode generation and print production – fully integrated into existing packaging and label production environments.

The Transparency programme also reflects a broader industry shift driven by GS1 Sunrise 2027, which promotes the adoption of next generation, data rich 2D barcodes to support enhanced traceability, authentication, and consumer engagement. As retailers and marketplaces respond to GS1 Sunrise requirements, Amazon Transparency represents a large scale, practical implementation of unit level serialisation and verification. Hybrid Software has long anticipated this transition, delivering GS1 compliant barcode generation through Packz for packaging design and prepress, and automated print production through its Cloudflow workflow software.

‘As serialisation and unit level traceability become foundational requirements for global commerce, brand owners need proven, scalable technology partners,’ said Igor Vandromme, vice president/general manager at Hybrid Brandz. ‘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.’

‘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 serialisation and packaging changes,’ said Michael Manley, senior manager, global business development (tech) at Amazon. ‘Its technology integrates seamlessly into existing production environments, enabling brand owners to generate and manage serialised 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.’

This integration provides brand owners with a reliable, future ready approach to serialisation and compliance, delivering confidence and operational assurance as barcode and traceability requirements continue to evolve across global retail channels.