Amazon’s new business initiative, codenamed “Project Zero,” gives product brands the ability to remove counterfeit products from Amazon’s storefront themselves. To combat the fakes on this massive online shopping platform, Amazon gave brands the power to serialize their products to help better identify counterfeit products.
Project Zero also uses technology solutions to reduce fake products advertised on Amazon. Real brands struggle to meet the price demands caused by knock-offs. Amazon, like other large online retailers, struggles to deal with misleading and false information on its website. Their new self-service counterfeit removal platform lets brands take matters into their own hands.
Amazon’s goals are to move quickly and scale the process to drive counterfeit products to zero. Brands joining the program can delete fake listings without running it by Amazon first. This will speed up the process and put the power in the hands of brands that have the most at stake. Amazon will also implement automated logo scans and trademarks on its website. Unique codes on physical items sold through Amazon’s website will identify items that are authentic.
Project Zero just launched, but customers and sellers should see an immediate benefit. The system will help Amazon strengthen its automated processes while supporting the sellers that make the platform one of the most-visited retail sites in the world.
