Pandora and Amazon shut down a sophisticated criminal web responsible for selling counterfeit Pandora jewellery in several European countries. 

Pandora’s IP & Brand Protection team initiated the investigation in 2020 following a series of customs seizures. Evidence gathered by Pandora in collaboration with Amazon’s Counterfeit Crimes Unit linked the activity to two sellers operating a large-scale counterfeit network out of China.

Pandora and Amazon also provided support to Chinese law enforcement that raided the operations and seized thousands of fake Pandora jewellery items. The case was prosecuted in a Shanghai court. In March 2025, operators were found guilty of selling counterfeit items and sentenced to five years in prison combined, with significant fines.  

The jeweller cited the importance of working with retailers like Amazon and local law enforcement in protecting consumers and intellectual property. 

“This successful collaboration with Amazon shows how impactful joint efforts can be in stopping counterfeiting operations,” noted Pandora SVP General Counsel Peter 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.” 

In 2024, Pandora supported the removal of half a million webpages, social media accounts and other online content advertising fake products. It also backed the seizure of approximately 100,000 counterfeit products globally. 

Citing data from the Organisation for Economic Cooperation and Development, Pandora said counterfeit and pirated goods account for 2.3 per cent of the global trade, with the EU alone seeing fake imports worth up to DKK 887 billion (around US$140 billion) annually. 

Pandora primarily sells jewellery through its global network of more than 2,700 concept stores and its official online store. While its jewellery is not available on Amazon, it is working with Amazon to combat counterfeit items, the company said.