Pandora, Amazon shut down China-based counterfeit jewellery network

In 2024, Pandora removed 500,000 fake online listings.

Pandora and Amazon have successfully dismantled a global counterfeit jewellery network selling fake Pandora products across Europe.

The operation led to a criminal conviction in China and marks a major step in both companies' efforts to combat counterfeiting.

The investigation began in 2020 after Pandora’s IP & Brand Protection team identified suspicious customs seizures. Working with Amazon’s Counterfeit Crimes Unit, they traced the counterfeit activity to two China-based sellers running a large-scale fake jewellery operation.

Chinese authorities, supported by both companies, carried out a raid that seized thousands of counterfeit items. In March 2025, a Shanghai court sentenced the two operators to five years in prison and issued significant fines.

In 2024, Pandora helped remove over 500,000 online listings promoting fake products — a 215% increase from 2023, driven by AI tools. The company also supported the seizure of about 100,000 counterfeit items globally.

Pandora does not sell its products on Amazon but collaborates with the platform to stop the sale of fake goods. The company operates over 2,700 stores globally and sells jewellery through its official website, pandora.net.

Counterfeiting remains a global issue, with the OECD estimating fake goods account for 2.3% of global trade.

Pandora said it will continue investing in enforcement and partnerships to protect its brand and customers.