That seems like a really clever solution actually. Big brands can print unique barcodes on each unit, small brands can manually slap on stickers. And it looks like it can be used for all sales channels, not just Amazon. It will instantly stop counterfeiting in its tracks.

It seems like companies would be all over this, but this is the first I've heard of it. What are the obstacles? Is Amazon charging too much for it? (Honestly it seems like it's better for them to subsidize it, if anything.) Is it not fully rolled out yet?