I lead global brand experience with implementation of Amazon Transparency, Amazon's unit-level serialization and authentication service built on GS1 open standards. With a background in RFID and multiple data carrier technologies, I bring a practical solution engineering perspective that helps global enterprise brands and their printed packaging suppliers navigate the shift to 2D bar codes with confidence. Amazon Transparency has been implementing unit serialization with 2D codes since 2017. That nearly decade of real-world experience — across 88,000+ brands, packaging formats, and supply chain workflows — informs us on how to directly reduce the cost, complexity, and risk of GS1 Sunrise adoption for the brands and partners I work with.