“Our aim is that customers always receive authentic goods when shopping on Amazon. Project Zero builds on our long-standing work and investments in this area. It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero,” says Dharmesh M. Mehta (Vice President of worldwide customer trust & partner support) on Amazon’s blog post.
Project Zero is a new program that empowers brands selling on Amazon to help drive counterfeits to zero in Amazon e-store through three kind of tools: Automated protections; self-service counterfeit removal tool; and product serialization.
Powered by Amazon’s machine learning expertise, automated protections continuously scan the e-stores and proactively remove suspected counterfeits. Brands provide Amazon with their logos, trademarks, and other key data about their brand, and over 5 billion product listing updates are scanned every day, looking for suspected counterfeits. Amazon has been testing these automated protections with a number of brands, and on average, this automated protections proactively stop 100 times more suspected counterfeit products as compared to what Amazon reactively remove based on reports from brands.
Self-service counterfeit removal tool
This tool provides brands with the ability to remove counterfeit listings themselves. Previously, brands would need to report a counterfeit to Amazon, and we would then investigate these reports and take action.
With Project Zero, brands no longer need to contact Amazon to remove a counterfeit listing. Instead, they can do so, quickly and easily, using the new self-service tool. This provides brands with an unprecedented ability to directly control and remove listings from the e-store. This information also feeds into Amazon’s automated protections so the platform can better catch potential counterfeit listings proactively in the future.
Product serialization is a service that allows Amazon to individually scan and confirm the authenticity of every one of a brand’s products that are purchased in Amazon’s stores. The product serialization service provides a unique code for every unit that is manufactured, and the brand puts these codes on its products as part of its manufacturing process.
Every time a product using Amazon’s serialization service is ordered in Amazon’s stores, it is scanned and the e-commerce giant verifies the authenticity of the purchase. With this product serialization service, Amazon can now detect and stop counterfeiting for every product unit before it reaches a customer.
Image over the headline.- © Amazon.