Intel considers the Serial Number to be the 18 character string that typically begins with CV and ends with GN.
I have only the OEM packaged version (the brown box). On it, there are several 10 character strings in addition to the 18 character serial number.
The 10 character SN number on retail box doesn't match any numbers on the SSD itself. However the 10 character SN matchs the SN on sealing stick of the SSD wraping plastic bag inside the retail box.