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Amazon launches Project Zero to drive out counterfeits

Amazon has launched Project Zero in India to further deliver on its commitment to empower brands to drive out counterfeits from the industry. Launched earlier this year in the United States, five European countries and Japan, the project builds on the company’s long-standing work and investments and ensures that customers always receive authentic goods when shopping on Amazon.

Through Project Zero, the company will introduce additional proactive mechanisms and powerful tools to identify, block and remove counterfeits. Over 7,000 brands have already enrolled in Project Zero across the United States Europe and Japan, and a number of Indian brands participated in a pilot to help us test the experience in India.

Project Zero combines Amazon’s advanced technology and innovation with the sophisticated knowledge that brands have of their own intellectual property and how best to detect counterfeits of their products. Amazon’s automated protections proactively and continuously scan more than 5 billion 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.

Product serialisation is enabled by a unique code that brands apply within their manufacturing and packaging process, and it allows us to individually scan and confirm the authenticity of every single purchase of a brand’s enrolled products through Amazon’s marketplace.

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