Pandora has revealed it has been working in partnership with Amazon to uncover and shut down a sophisticated criminal network responsible for selling counterfeit jewellery in several European countries.

Pandora primarily sells its jewellery through a global network of over 2,700 stores and its online store.

The company does not sell its jewellery through the Amazon store but is working with the online retailer to combat counterfeit items.

The company’s IP & Brand Protection team initiated the investigation in 2020 following a series of customs seizures.

In a collaboration with Amazon’s Counterfeit Crimes Unit, Pandora said it 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.

Pandora said 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.

Like many global brands, Pandora said it is facing the challenge of criminal counterfeiters, adding that it spends significant resources protecting its brand globally.

In 2024, Pandora used AI-powered tools to support the removal of half a million webpages, social media accounts and other online content advertising fake products which was an increase of 215 per cent from the previous year.

“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,” said Peter Ring, SVP general counsel at Pandora. “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.”

---