In today's world, deepfakes and synthetic media have become increasingly common due to the advancements in generative artificial intelligence (gen AI). To tackle this challenge, many organizations are working to improve digital watermarking technologies for tracking the origins of content. While no organization has completely succeeded yet, the Coalition for Content Provenance and Authenticity (C2PA) is expanding its membership. C2PA has announced that Amazon has become a new member of the organization's advisory board. C2PA is an open technical standard organization under the Linux Foundation.