Since 2021, Amazon’s annual Brand Protection Report has highlighted the company’s dedication to protecting customers, brands, and selling partners from counterfeit products. In its fifth year, the report showcases Amazon’s significant investments in technology and strategic partnerships, which continue to be effective in combating fraud, counterfeits, and other forms of abuse across its platform.
A multi-million-euro investment in technology
In 2024, Amazon invested over a billion euros, employing thousands of professionals, including machine learning scientists and expert investigators. These experts work tirelessly to protect Amazon’s marketplace from fraudulent activity and counterfeits, ultimately ensuring a safe shopping experience for customers worldwide.
Proactive measures to stop counterfeits
Amazon’s proactive measures are one of the key components of their strategy. Through AI advancements, Amazon has been able to automatically detect and block over 99% of counterfeit listings before they are visible to customers. This effort has resulted in a 35% decrease in infringement notices from brands since 2020, despite an increase in products available on the platform.
Transparency and advanced tools safeguard brands
Amazon has also launched innovative tools, including an API for Transparency, which allows brands to easily verify their products. To date, over 2.5 billion product units have been verified as genuine through the program, helping brands protect their intellectual property. The program has enrolled 88,000 brands globally, including major corporations and small businesses.
Collaboration to hold counterfeiters accountable
Amazon collaborates with law enforcement and brands to hold counterfeiters accountable. The Counterfeit Crimes Unit, established in 2020, has successfully pursued over 24,000 bad actors through litigation and criminal referrals. In 2024 alone, Amazon seized more than 15 million counterfeit products, preventing them from entering the retail supply chain.
Customer education ensures safer shopping
In addition to proactive brand protection, Amazon focuses on educating customers about the dangers of counterfeit products. The company partnered with the International Trademark Association (INTA) to launch the Unreal Campaign Challenge, where global students created public service announcements to raise awareness about counterfeits. These efforts are part of Amazon’s broader goal of maintaining a trustworthy and safe shopping environment for consumers.
Conclusion
Amazon’s dedication to protecting its marketplace from counterfeit products is evident in its ongoing innovation and strategic partnerships. With continuous improvements in AI and public-private collaborations, Amazon remains committed to driving counterfeits to zero.
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