Amazon introduces AI-based initiative to help identify counterfeit listings

Project Zero will enable trusted brands to delete fake listings

Amazon has introduced Project Zero, a new AI-based initiative to help crack down on the level of counterfeit goods sold by third parties on its website.

The scheme will enable well-known brands to unilaterally take down the Amazon site listings of counterfeit products, subject to certain safeguards.

First, it's by invitation only, so should only be open to trusted brands of a certain status, particularly in sectors most susceptible to counterfeit goods.

And companies that abuse their privileges will be withdrawn from the scheme. Indeed, Amazon insists that "brands must maintain a high bar for accuracy in order to maintain their Project Zero privileges".

Technically, there are two other parts to Project Zero. First, Amazon is introducing an automated protection system where partners provide them with logos, trademarks and other information, which Amazon will then use to spot fake products on other listings pages as they appear.

Finally, there's an optional third part: a product serialisation service.

This is opt-in because companies will need to pay between $0.01 and $0.05 per unit, but could provide valuable peace of mind for larger brands. Essentially, Amazon would provide serial codes for products during manufacturing which would then be scanned when a product leaves the warehouse. If it's not there, then the product would be deemed a fake, and scrapped.

Amazon has labelled the scheme Project Zero as, it claims, that it will help drive down the number of fakes sold by third parties on its site to zero. That's unlikely, but a large reduction would probably be welcome by everyone - except the counterfeiters, of course.

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