Amazon is moving obligation for handling fake products back to other business.
Holger Hollemann/image alliance through Getty Images
Amazon is attempting to tidy up its website by simplifying its anticounterfeiting procedure.
The e-commerce giant stated Thursday that it’s providing brand names more obligation for removing phonies by letting them right away remove listings for elimination through its brand-new Project Zero program.
As the name suggests, Project Zero is an effort developed to clear Amazon of fakes through a mix of its own automatic securities and other business’ caution.
Up to now, the sluggish reporting procedure needed brand names to highlight supposed phony products, after which Amazon would examine. The brand-new system provides brand names more direct control over dealing with such products and feeds information to Amazon’s automated systems so they’re most likely area fakes in future.
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Amazon’s also adding a serial code service that creates a unique designation for each product unit, so it can scan them to double-check their authenticity as they pass through its warehouses.
“Our aim is that customers always receive authentic goods when shopping on Amazon,” Dharmesh Mehta, vice president of worldwide customer trust and partner support, said in an emailed statement.
“Project Zero builds on our long-standing work and investments in this area. It allows brands to work with us to leverage our combined strengths to move quickly and at scale to drive counterfeits to zero.”
Right now, Project Zero is invite-only — a bit like Target’s marketplace expansion — but it’s “working to add more brands quickly.”
The program’s name is oddly similar to “Shipment Zero,” which was announced last week with the aim of cutting the carbon footprint created by its shipments in half by 2030.
First published at 5:07 a.m. PT.
Updated at 8:36 a.m. PT: Clarifies that the new tool lets brands immediately remove listings for fake items.
