Amazon Project Zero to reduce counterfeits in 7 new countries

Amazon Project Zero to reduce counterfeits in 7 new countries


Project Zero, Amazon’s innovative combination of advanced technology and machine learning helping to drive counterfeits to zero has launched in seven new countries – Australia, Brazil, Netherlands, Saudi Arabia, Singapore, Turkey, and the UAE – making it available in 17 countries where Amazon has a store.

In 2019 Amazon launched Project Zero to ensure that customers are always receiving authentic goods when shopping on Amazon. Since it’s launch over 10,000 brands have currently enrolled in the project. Brands who have enrolled in newly launched countries will automatically be able to use Project Zero in these additional stores.

“Amazon is committed to protecting our customers and the brands we collaborate with worldwide, Project Zero has been a leap forward in protecting brands, especially for those that use all three of its components.”
– Dharmesh Mehta, Vice President of Worldwide Customer Trust and Partner Support

How Project Zero is reducing counterfeits

  • Amazon’s automated protections proactively and continuously scan more than 5 billion attempted daily product listing updates globally to look for suspicious listings. These automated protections are powered by Amazon’s machine learning and are continuously fed new information, so they continue to get better in automatically preventing and blocking potential counterfeit listings.
  • Amazon have invested significant resources over the years to proactively prevent counterfeits and continue to innovate and build technology-based solutions. Project Zero goes further with a self-service tool to empower brands and provides them with an unprecedented ability to directly remove listings from our store. These removals also feed into our automated protections, so we can better catch potential counterfeit listings proactively in the future.
  • Product serialization is enabled by a unique code that brands apply within their manufacturing or packaging process, and it allows Amazon to individually scan and confirm the authenticity of every single purchase of a brand’s enrolled products from Amazon’s stores. While product serialization is optional, brands enrolled in Project Zero are seeing the best results when using product serialization.

How to sign up for Project Zero

Amazon have said that to be eligible for Project Zero you must be enrolled in Amazon Brand Registry with a government-registered trademark and meet the following:

  • Be the rights owner of the trademark.
  • Have an Amazon account with access to Brand Registry.
  • Have submitted reports of potential infringements with an acceptance rate of at least 90% in the last six months.

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