Account Health

Brand Protection Report: Amazon’s anti-counterfeit efforts


Via Amazon Seller Central News:

In May, 2021, we released our first Brand Protection Report, which outlines the work we’re doing to ensure that customers are able to shop from authentic products, and to protect you—the brands and millions of small and medium-sized businesses that offer authentic products for sale in our store.

In 2020, we invested more than $700 million and employed more than 10,000 people worldwide to help protect our store from fraud and abuse. Today, we use the following three strategies in our anti-counterfeiting efforts:

  1. Robust, proactive controls. We leverage advanced machine learning capabilities and expert human investigators to proactively protect our store from bad actors and bad products. In 2020, we prevented over six million attempts to create new selling accounts, stopping bad actors before they published a single product for sale.

  2. Powerful tools for brands. We empower brand owners to work with us through tools like Brand Registry, Transparency, and Project Zero. In 2020, we grew the number of brands that use our brand protection tools, and Amazon Transparency enabled the protection of more than 500 million product units.

  3. Holding counterfeiters accountable. The only way to permanently stop counterfeiters is to hold them accountable through criminal prosecution and litigation in the justice system. In 2020, we began reporting all confirmed counterfeiters to law enforcement agencies in Canada, China, the EU, UK, and US. This voluntary reporting helps law enforcement more effectively identify and target repeat counterfeiters across retail channels, and helps drive more successful prosecutions.

We are excited by what we were able to achieve together in 2020, but we will not rest until we get to zero counterfeits. We will continue to invest and innovate to help protect you and our customers, and to hold counterfeiters accountable.

To find out more, go to our Brand Protection Report.