Amazon has announced a new initiative, Project Zero, aimed at driving counterfeits to zero. It's using three ways to do this to help brands, who know their own products better than anyone, through tools on its site.
Amazon has tested an automated tool which scans billions of listing updates every day which is says stops 100 times more suspected counterfeit products.
There's now a self-service counterfeit removal tool where brands can remove a listing themselves. Previously, the brands had to report the listing for Amazon to take action.
Product serialisation, a unique code from a brand, is one other way it uses by scanning the brands products when purchased to verify the product authenticity.
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