Amazon Expands Project Zero Program

Amazon is expanding its Project Zero program to seven new countries— Australia, Brazil, Netherlands, Saudi Arabia, Singapore, Turkey and the UAE— making it available in 17 countries where the retailer has a store. The Project Zero program combines Amazon’s technology with the knowledge that brands have of their own intellectual property, with the goal to drive counterfeits to zero.

Launched in 2019, Project Zero builds on Amazon’s investments to ensure that customers always receive authentic goods when shopping on the site. Over 10,000 brands have already enrolled in Project Zero, the company said.

Project Zero uses three key components to protect and empower brands: Amazon’s automated protections proactively and continuously scan more than 5 billion attempted daily product listing updates globally to look for suspicious listings; a self-service tool empower brands and provides them with the ability to directly remove listings from the store; and product serialization is enabled by a unique code that brands apply within their manufacturing or packaging process, and it allows Amazon to individually scan and confirm the authenticity of every single purchase of a brand’s enrolled products from Amazon’s stores.

“Amazon is committed to protecting our customers and the brands we collaborate with worldwide,” said Dharmesh Mehta, vp/worldwide customer trust and partner support. “Project Zero has been a leap forward in protecting brands, especially for those that use all three of its components.”