Counterfeit goods are still a significant problem on Amazon. Now the ecommerce giant is putting the power to fight fakes in the hands of the brands themselves. The initiative is called ‘Project Zero.’
Instead, of brands going through the usually lengthy process of issuing takedown notices, brands can now handpick the dubious listings for removal. Amazon has been running the ‘self-service’ test with 15 brands over the last few months, and re now ready to roll it out to more companies.
Project Zero uses three powerful tools:
The first is automation. Amazon uses its algorithm to scan over 5 billion product listing updates daily, searching for counterfeits.
The second is the Self-service counterfeit removal tool, which puts the power of policing for fakes back in the hands of the brands themselves. Under the new program, brands no longer need to Amazon to remove a counterfeit listing. Instead, they can do so themselves, quickly and easily, using our new self-service tool. This provides brands with an unprecedented ability to directly control and remove listings from the platform. This information also feeds into their automated protections so they can better catch potential counterfeit listings proactively in the future.
And lastly, there’s Product Serialization. This service 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 the serialization service is ordered in Amazon’s stores, they scan and verify 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.
Amazon boasts that Project Zero will accelerate its anti-counterfeiting at scale to “drive [fakes] to zero.”