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Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network
Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
Pandora partnered with Amazon’s Counterfeit Crimes Unit and law enforcement to take down a counterfeit network in China.
Copenhagen, Denmark—Pandora teamed up with Amazon to fight back against counterfeit jewelry sellers.
In 2020, Pandora’s Intellectual Property and Brand Protection team became aware of a series of customs seizures of counterfeit jewelry and began an investigation.
The team then collaborated with Amazon’s Counterfeit Crimes Unit, gathering evidence that linked the activity to two sellers it said were operating a “large-scale counterfeit” network in China.
Chinese law enforcement officials then led a criminal raid and seizure of thousands of pieces of fake Pandora jewelry.
The case was prosecuted in a court in Shanghai, said Pandora.
In March 2025, the operators were found guilty of selling counterfeit items and sentenced to five years in prison as well as “significant” fines.
"As the world’s largest jewelry brand, we hold ourselves to the highest standards of quality, craftsmanship, and attention to detail and are committed to protecting our brand from the threat of counterfeit products,” said Peter Ring, senior vice president and general counsel at Pandora.
The successful collaboration with Amazon shows the impact of joint efforts in stopping these operations, said Ring.
“This case marks an important step forward in our ongoing efforts to safeguard the integrity of our brand and the quality our customers expect and trust us to deliver.”
Pandora does not sell its jewelry through Amazon, the company said.
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In 2020, Pandora’s Intellectual Property and Brand Protection team became aware of a series of customs seizures of counterfeit jewelry and began an investigation.
The team then collaborated with Amazon’s Counterfeit Crimes Unit, gathering evidence that linked the activity to two sellers it said were operating a “large-scale counterfeit” network in China.
Chinese law enforcement officials then led a criminal raid and seizure of thousands of pieces of fake Pandora jewelry.
The case was prosecuted in a court in Shanghai, said Pandora.
In March 2025, the operators were found guilty of selling counterfeit items and sentenced to five years in prison as well as “significant” fines.
"As the world’s largest jewelry brand, we hold ourselves to the highest standards of quality, craftsmanship, and attention to detail and are committed to protecting our brand from the threat of counterfeit products,” said Peter Ring, senior vice president and general counsel at Pandora.
The successful collaboration with Amazon shows the impact of joint efforts in stopping these operations, said Ring.
“This case marks an important step forward in our ongoing efforts to safeguard the integrity of our brand and the quality our customers expect and trust us to deliver.”
Pandora does not sell its jewelry through Amazon, the company said.
The jewelry retailer said it spends “significant” resources to protect its brand and stop counterfeiting.
In 2024, it said it removed more than 500,000 web pages, social media accounts, and online content that advertised fake Pandora items.
The use of AI-powered detection tools helped it to stop 215 percent more of these pages and accounts than the previous year, said Pandora.
The company also supported the seizure of around 100,000 counterfeit Pandora items worldwide.
"Counterfeiting is one of the oldest crimes in history, and we're tackling it with our cutting-edge proactive tools and technology,” said Kebharu Smith, director of Amazon's Counterfeit Crimes Unit.
“Our collaboration with Pandora successfully dismantled a ring of bad actors, removing counterfeits from the broader supply chain. While we've made significant progress over the past five years, our mission remains clear—we won't rest until we drive counterfeits to zero."
In 2021, counterfeit and pirated goods accounted for 2.3 percent of global trade, according to a 2025 report on the topic by the Organisation for Economic Co-operation and Development.
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