Amazon rolls out Project Zero, a three-pronged approach to curbing counterfeits

Shawn Knight

TechSpot Staff
Staff member

It starts with automated protections. Partners provide Amazon with their trademarks, logos and other information about their brand. Using machine learning, Amazon then scans over five billion product listing updates daily to look for suspected counterfeits.

Nobody knows more about a product than the brand itself. That’s why Amazon is now providing select brands with the ability to remove counterfeit listings directly. Previously, brands had to file a report with Amazon which would then be investigated; only then would action be taken.

Last but certainly not least is a new product serialization program. Participating brands can add unique serial numbers to their products during manufacturing. Each time a serialized product is ordered, Amazon can scan and verify its authenticity. This service prevents counterfeits from ever reaching customers.

Amazon in its FAQ notes that participating brands must maintain a high bar for accuracy in order to maintain their Project Zero privileges.

“We have a number of processes in place to promote accuracy, including required training as part of Project Zero enrollment and ongoing monitoring to prevent misuse of our tools.”

Project Zero is launching as an invite-only experience in the US. Brands can join for free although the product serialization service does come at a cost – around $0.01 to $0.05 per unit, based on volume. Those interested in participating can join the waitlist for consideration.

Lead image courtesy boyphare via Shutterstock

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Kibaruk

TechSpot Paladin
The cost of being in this project vs the unrealized sales lost to counterfeiting is peanuts, awesome to know this is happening!
 

Evernessince

地獄らしい人間動物園
Everything else sounds good except for this

"That’s why Amazon is now providing select brands with the ability to remove counterfeit listings directly."

Does this mean they can remove any listing at will without oversight from Amazon? It sounds like the perfect storm for big brands to completely get rid of used and open box listing from smaller sellers.

Depending on how this is implemented we could be trading counterfeits to brands controlling the pricing of the market. By blocking 3rd party listings they could essentially force pricing up.
 

OutlawCecil

TS Evangelist
Everything else sounds good except for this

"That’s why Amazon is now providing select brands with the ability to remove counterfeit listings directly."

Does this mean they can remove any listing at will without oversight from Amazon? It sounds like the perfect storm for big brands to completely get rid of used and open box listing from smaller sellers.

Depending on how this is implemented we could be trading counterfeits to brands controlling the pricing of the market. By blocking 3rd party listings they could essentially force pricing up.
Sounds like it will be similar to how Google handles copywrite claims on Youtube. Verify you are the owner of said rights, then any videos flagged with your products are yours to "flip the kill switch on" if you want.
 

Evernessince

地獄らしい人間動物園
Sounds like it will be similar to how Google handles copywrite claims on Youtube. Verify you are the owner of said rights, then any videos flagged with your products are yours to "flip the kill switch on" if you want.
Youtube doesn't really verify copyright as proven by Vox Media recent abuse of the system. The system is automatic.