Amazon, GS1 Germany, and Domino explore future of product identification

Written by Domino Printing Sciences

Industry experts from across retail, global standards, and manufacturing came together at interpack 2026 for an industry-led panel discussion hosted by Domino Printing Sciences. The panel explored how the industry’s move to 2D Codes and GS1 standards, alongside automation and intelligent, integrated systems, is shaping the future of product identification and traceability across global supply chains.

The industry briefing held at Domino’s interpack booth included perspectives from Monica Ravi, director – Amazon Transparency, Amazon; Thomas Fell, CEO, GS1 Germany GmbH; Craig Stobie, director – Global Sector Development, Domino Printing Sciences; and recently appointed member of the Board of Directors of OMAC and Domino’s director of Automation & Integration, Adem Kulauzovic.

Bringing value

Discussions highlighted the growing momentum behind the transition to 2D codes powered by GS1 at the point of sale and the EU Digital Product Passport. Panelists emphasized the value that more granular, standardized data can unlock for transparency and traceability across the whole supply chain.

“It doesn’t matter what you make or where you sell it – 2D is coming,” says Stobie. “The real question isn’t if, it’s how you succeed? That starts with globally recognized, interoperable GS1 standards, coupled with true interconnectivity and collaboration across the supply chain.”

“2D migration is being driven by real, market-wide pain points seen across brands and retailers,” says Fell. “It’s an end-to-end enterprise transformation – not a simple packaging or barcode change – and it will only work at scale if interoperability and common standards like GS1 Digital Link are in place, enabling one code for everything.”

Adopting the right equipment

At the factory level, the panelists emphasized the importance of integrating product coding and marking equipment, packaging machinery, and factory ERP systems to drive this shift to 2D codes and highlighted the wider benefits of system-wide integration.

“The biggest gains will come from integrating coding machinery into connected production and IT systems, rather than adding technology in isolation,” says Kulauzovic. “Open standards and real-time data synchronization can help businesses to reduce the need for manual intervention and cut errors, and in turn drive productivity gains across manufacturing lines.”

The briefing concluded with a look at how product marking systems are evolving to become more intelligent and data-driven, as well as the wider role of product identification. The panelists emphasized that businesses should look beyond the use of 2D codes as a compliance activity and focus instead on how to extract the most value from their 2D Code applications.

“Most organizations start with compliance, and that’s fine, but the real opportunity comes next,” says Ravi. “Richer, standardized product data enables better supply-chain intelligence and improved customer experiences. Compliance is just the first step. There’s additional value to be found in the journey.”