Amazon Plans to Stop Counterfeit Goods With "Project Zero"

A company ever-evolving — a self-driving car startup and T.V. deal with Michael B. Jordan are among its latest ventures — Amazon has unveiled plans to nix counterfeit goods through its “Project Zero” initiative. The program will utilize a series of “technological tools and cooperation with brand manufacturers” to remove listings from sellers with fake goods.

Amazon will roll out the feature on an “invite-only” basis before expanding on a wider level. The project would not only give the tech giant the ability to filter out the counterfeits, but would allow participating brands to directly remove imitation listings through a new self-service counterfeit removal tool. In addition, a “product serialization” service will be added, providing a unique code for every unit that is manufactured. Amazon also plans to better equip its machine-learning technology to scan for suspected fakes.

“Previously, brands would need to report a counterfeit to Amazon, and we would then investigate these reports and take action. With Project Zero, brands no longer need to contact us to remove a counterfeit listing. Instead, they can do so, quickly and easily, using our new self-service tool,” the company explained in a statement.

“Our aim is that customers always receive authentic goods when shopping on Amazon. Project Zero builds on our long-standing work and investments in this area. It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero,” said the e-comm platform.

According to Amazon, early tests have stopped 100 times more suspected counterfeit products as compared to what was reactively removed based on reports from brands. Companies kicking off Project Zero include bag maker Vera Bradley, automotive accessory manufacturer Kenu and pet accessory labels Thunderworks and ChomChom Roller.

For more fashion news, take an in-depth look at North Korea’s fake sneaker production industry.