Amazon has launched Project Zero in India to fight counterfeits.
Over 7000 brands have already enrolled in Project Zero across US, Europe and Japan, and a number of Indian brands participated in a pilot to help Amazon test the experience in India.
"With this launch, we're excited to see many more brands in India, from small and emerging entrepreneurs to large multi-national brands, partner with us to drive counterfeits to zero and deliver a great shopping experience for our customers," Dharmesh M Mehta, Amazon's vice president of worldwide customer trust and partner support, said in a statement.
Project Zero combines Amazon’s advanced technology and innovation with the sophisticated knowledge that brands have of their own intellectual property and how best to detect counterfeits of their products.
"Project Zero builds on our long-standing work and investments to ensure that customers always receive authentic goods when shopping on Amazon," said Mehta.
Amazon’s automated protections proactively and continuously scan more than 5 billion daily product listing updates globally to look for suspicious listings. These automated protections are powered by Amazon’s machine learning and are continuously fed new information to get better in preventing and blocking potential counterfeit listings.
Project Zero goes further to also empower brands and provides brands with an unprecedented ability to directly remove listings from the marketplace. These removals also feed into Amazon’s automated protections to catch potential counterfeit listings proactively in the future.
“Project Zero is a fantastic initiative by Amazon. The tool has brought relief to brand owners and works in a seamless manner. We appreciate Amazon for initiating proactive brand protection programs, a step in the right direction. We feel confident our brand and customers are protected, according to Hindustan Unilever.
Product serialisation is enabled by a unique code that brands apply within their manufacturing and packaging process, and it allows Amazon to individually scan and confirm the authenticity of every single purchase of a brand’s enrolled products through Amazon’s marketplace.