Amazon launches Project Zero to fight counterfeits, empowers brands

Amazon just upped its game against counterfeit products

Amazon just upped its game against counterfeit products

But up until now, brands could only flag potential counterfeits for Amazon to review and remove. Amazon can then scan the codes to confirm the authenticity of a brand's products when purchased in Amazon's stores.

On Thursday, the company unveiled Project Zero, which it says will allow brands to take down counterfeit items on their own without Amazon's help.

Project Zero is launching as an invite-only experience in the US. Previously, brands had to file a report with Amazon which would then be investigated; only then would action be taken. "It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero". Removed listings will, in turn, feed into the machine learning models that Amazon is using to continuously scan its marketplace and proactively remove suspected counterfeits.

Amazon announced the anti-counterfeit program, called Project Zero, on its blog Thursday. Swatch had been in talks to sell some of its higher-end watches on Amazon, but the deal fell apart when Amazon refused to agree to proactive measures against counterfeits and unauthorized retailers, the Wall Street Journal reported.

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Amazon's new product serialization service also offers a unique code for every item, which brands place on products during the manufacturing process.

Unsurprisingly, Amazon responded swiftly, stating that it strictly prohibits the sale of fake products and heavily invests in ensuring that its counterfeit policy is followed.

"To the extent that any of this occurs, it could harm our business or damage our reputation and we could face civil or criminal liability for unlawful activities by our sellers", Amazon wrote in the filing. There's a catch though: brands first have to give access to their logos, trademarks and any other data about their brand.

Last but certainly not least is a new product serialization program.

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