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

What is Project 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., trade marks, logos, etc.) and we scan over 5 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
(Not yet available in Australia)
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.

Eligibility requirements

To be eligible for Project Zero:


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


You must:

• Be the rights owner of the trade mark.

• 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.
“Project Zero has been a very easy and effective tool at protecting BMW on Amazon. We are very appreciative of the tools Amazon has built to enable us to protect our brand.”
“Amazon's efforts in driving counterfeit products to zero align well with our policy and we are grateful that Amazon enables more tools to help us in this effort. Project Zero is easy to use and the effect is immediate; we are very satisfied. We are thinking of enrolling other trademarks to Brand Registry in the near future to make use of Project Zero.”
“Amazon’s Project Zero is a powerful brand protection advancement. The tools offered in Project Zero are increasing proactive in removing infringing listings. It’s been a collaboration and it’s great to see Amazon taking proactive steps to protect our brands and our consumers.”