Pandora works with Amazon to crack down on global counterfeit jewellery network

Pandora has collaborated with Amazon to successfully uncover and shut down a sophisticated criminal network responsible for selling counterfeit Pandora jewellery in several European countries. 
The investigation was initiated in 2020 by Pandora’s IP & Brand Protection team following a series of customs seizures. In a collaboration with Amazon’s Counterfeit Crimes Unit, Pandora gathered evidence linking the activity to two sellers operating a large-scale counterfeit network out of China.

Pandora and Amazon together supported Chinese law enforcement executing a criminal raid and seizure of thousands of fake Pandora jewellery items. The case was prosecuted in court in Shanghai, which in March 2025 found the operators guilty of selling counterfeited items and sentenced them to five years in prison combined and significant fines.  

"As the world’s largest jewellery 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. This successful collaboration with Amazon shows how impactful joint efforts can be in stopping counterfeiting operations. By combining our global brand protection expertise with Amazon’s investigative capabilities, we supported local law enforcement in dismantling a sophisticated criminal network. 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.” — Peter Ring, SVP General Counsel, Pandora 

"By partnering closely with brands like Pandora and law enforcement agencies worldwide, we're stopping counterfeiters and holding them accountable in courts around the globe. Counterfeiting is one of the oldest crimes in history, and we're tackling it with our cutting-edge proactive tools and technology. 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." — Kebharu Smith, Director, Amazon's Counterfeit Crimes Unit

Like many global brands, Pandora is facing the challenge of criminal counterfeiters, and the company spends significant resources protecting its brand globally. In 2024, Pandora supported in the removal of half a million webpages, social media accounts and other online content advertising fake products. An increase of 215% from the previous year thanks to the use of AI-powered detection tools. The company also supported the seizure of approximately 100,000 counterfeit products globally. Collaborating with retailers like Amazon and local law enforcement is necessary in the continued efforts to protect consumers and intellectual property. 

According to the OECD, counterfeit and pirated goods account for 2.3% of global trade, with the EU alone seeing fake imports worth up to DKK 887 billion annually. Pandora remains committed to addressing this global challenge through strong partnerships, proactive enforcement, and a continued focus on protecting the trust of its customers. Pandora primarily sells its jewellery through its global network of more than 2,700 concept stores and the official online store, pandora.net. Pandora does not sell its jewellery through the Amazon store but is working with Amazon to combat counterfeit items.

Learn more about Pandora’s brand protection efforts here: https://pandoragroup.com/products/brand-protection
For genuine Pandora jewellery, please go to www.pandora.net or one of Pandora’s physical stores: https://stores.pandora.net.

ABOUT PANDORA

Pandora is the world's largest jewellery brand, specialising in the design, crafting and marketing of accessible luxury jewellery made from high-quality materials. Each piece is created to inspire self-expression, allowing people to share their stories and passions through meaningful jewellery. Pandora jewellery is sold in more than 100 countries through 6,800 points of sale, including more than 2,700 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 37,000 people worldwide and crafts its jewellery using only recycled silver and gold. Pandora is committed to leadership in sustainability and has set out to halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 31.7 billion (EUR 4.2 billion) in 2024.

CONTACT

For more information, please contact:

Johan Melchior VP, Media Relations & Public Affairs  +45 4060 1415  [email protected]

Mette Østergaard Specialist, Media Relations & Public Affairs +45 2859 5891 [email protected]