Amazon expands anti-counterfeiting program

SEATTLE – Amazon has expanded its anti-counterfeiting campaign Project Zero to seven new countries – Australia, Brazil, Netherlands, Saudi Arabia, Singapore, Turkey, and the UAE.

Project Zero combines Amazon technology, machine learning, and innovation with the knowledge that brands have of their own intellectual property with the objective of driving counterfeits to zero.

Launched in 2019, more than 10,000 brands – from large, global brands to emerging entrepreneurs including Arduino, BMW, ChessCentral, LifeProof, OtterBox, Salvatore Ferragamo, and Veet – have already enrolled in Project Zero.

“Amazon is committed to protecting our customers and the brands we collaborate with worldwide,” said Dharmesh Mehta, vice-president of worldwide customer trust and partner support. “Project Zero has been a leap forward in protecting brands, especially for those that use all three of its components.”

“We are excited to see that Project Zero is expanding into the new marketplaces,” said Adrienne McNicholas, co-founder and CEO of Food Huggers. “The program has already had a very positive impact on our enforcement efforts and we are glad to see Amazon’s continued commitment to protecting our brand across the world.”

Brands that are enrolled in Amazon Project Zero and already have a trademark enrolled in one of the newly launched countries will automatically be able to use Project Zero in these additional stores.

Project Zero uses three key components to protect brands:

• Amazon’s automated protections proactively and continuously scan more than five billion attempted daily product listing updates globally to look for suspicious listings. These automated protections are managed through machine learning and are continuously fed new information.
• Project Zero includes a self-service tool that provides brands with the ability to directly remove listings. These removals also feed into the automated protections.
• 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. While product serialization is optional, brands enrolled in Project Zero are seeing the best results when using product serialization.