Abstract: In a method and system for anti-counterfeiting merchandise authentication, merchandise description data that describe characteristics of a merchandise produced by a manufacturer, and merchandise distribution data that indicate retailing status of the merchandise produced by the manufacturer are stored in a database. An anti-counterfeiting serial code that corresponds to the merchandise described by the merchandise description data is then generated and is provided to the manufacturer so that the manufacturer can label the anti-counterfeiting serial code on the merchandise. Thereafter, in response to a merchandise inquiry from a consumer, merchandise authentication information is provided to the consumer. The merchandise inquiry includes the anti-counterfeiting serial code on the merchandise to be authenticated. The merchandise authentication information includes at least the merchandise distribution data associated with the merchandise to be authenticated.