We’re excited to announce the launch of Project Zero in India and further deliver on our commitment to empower brands across the world to drive counterfeits to zero. Launched earlier this year in the U.S., Europe (UK, France, Italy, Spain, and Germany), and Japan Project Zero builds on our long-standing work and investments to ensure that customers always receive authentic goods when shopping on Amazon. We take feedback seriously and through Project Zero, we are introducing additional proactive mechanisms and powerful tools to identify, block and remove counterfeits.

Over 7000 brands have already enrolled in Project Zero across U.S., Europe and Japan, and a number of Indian brands participated in a pilot to help us 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.

“Project Zero is a fantastic initiative by Amazon. The tool has brought relief to brand owners and works in a seamless manner.”
Hindustan Unilever

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. It does so through three powerful tools that we’ve already seen have significant impact.

Automated protections

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, so we continue to get better in preventing and blocking potential counterfeit listings.

Self-service counterfeit removal tool

We have invested significant resources over the years to proactively prevent counterfeits and continue to innovate and build technology-based solutions. Project Zero goes further to also empower brands and provides them with an unprecedented ability to directly remove listings from our marketplace. These removals also feed into our automated protections, so we can better catch potential counterfeit listings proactively in the future.

“It helps emerging brands like us ensure we can move fast against counterfeiters, protect lost sales and focus on growing our brand on Amazon!” ”
Webby

Product serialisation

Product serialisation is enabled by a unique code that brands apply within their manufacturing and packaging process, and it allows us to individually scan and confirm the authenticity of every single purchase of a brand’s enrolled products through Amazon’s marketplace. While product serialisation is optional, brands enrolled in Project Zero and using product serialisation are seeing the best results.

We’re excited by the positive feedback we’ve received so far from brands that helped us test the experience in India. See below:

“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.” – Hindustan Unilever

“Project Zero’s self-service removal is fast, efficient and our experience with Project Zero has been very positive. It helps emerging brands like us ensure we can move fast against counterfeiters, protect lost sales and focus on growing our brand on Amazon!” – Webby

“Our experience with Amazon’s Project Zero has been great! It has enabled us to take quick action against counterfeits and gives us the confidence that Amazon is committed to protecting brands!” – Skudgear

“Amazon Project Zero and the self-service removal tool work very well. It has saved us a lot of time and precious business! Used with the right checks and balances, this is one of the most advantageous tools introduced by Amazon for its brands. We highly recommend all brands take advantage of it!” – House of Quirk

The initial results from Project Zero and feedback from brands have been promising. We will continue to innovate on our technology, expand to more countries, and continue to partner with brands to drive counterfeits to zero.

Learn more about Project Zero at www.projectzero.com/in.