Project Zero leverages the combined strengths of Amazon and brands to drive counterfeits to zero

Automated protections

Powered by Amazon’s machine learning, automated protections continuously scan our stores and proactively remove suspected counterfeits. Brands provide key data points about themselves (e.g. trademarks, logos, etc.) and we scan over five billion daily listing update attempts, looking for suspected counterfeits.

Self-service counterfeit removal

Brands no longer need to contact us to remove counterfeit listings from our stores. Instead, they have the unprecedented ability to do so themselves using our new self-service tool. We also use this data to strengthen our automated protections to better catch potential counterfeit listings proactively in the future.

Product serialisation

Brands apply a unique code on every unit they manufacture for an enrolled product, allowing Amazon to scan and confirm the authenticity of every one of those products purchased in Amazon’s stores. With this service, we can detect and stop counterfeiting for every product unit before it reaches a customer.
For the latest updates on Project Zero, read our official blog post or refer to the FAQ page.

Eligibility requirements

Step 1

Your brand must be enrolled in Amazon Brand Registry with a government-registered trademark.

Step 2

  • Be the rights owner of the trademark.
  • Have an Amazon account with access to Brand Registry.
  • Have submitted reports of potential infringements with an acceptance rate of at least 90% in the last six months.
To check if you are eligible, sign in using your Amazon account associated with Brand Registry.
Note: To prevent misuse of our tools, Amazon has the right to evaluate additional factors to determine a user's eligibility.
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