Amazon is taking a new approach towards the fake products by putting all the brands in line, it will let them remove counterfeit products from the site. Today, the company has announced a new initiative in this regard called Amazon project zero. Once the project will approve brands that will join it would be able to directly flag or remove the counterfeit listings of their products from the Amazon site.
Like other tech giant platforms, Amazon was also struggling with fake and misleading information on its website. But some users have posted fake stuff on the Amazon which has lower prices of the products than the original one. Removing fake brands were tough for Amazon because sometimes the system backfires. In 2017, one Amazon marketplace got suspended before the Amazon prime day because of the fake claims of intellectual property violation by a nonexistent law firm.
“Our aim is that customers always receive authentic goods when shopping on Amazon,” Amazon’s vice president of worldwide customer trust and partner support Dharmesh Mehta said in a 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.”
Now through Amazon project zero, they are boosting their efforts to eliminate counterfeits by giving the powers directly in the hands of brands which the company has invited to the program. with the help of project Zero, Amazon combines self-service counterfeits removal for brands with automatic scans of logos and trademarks on its website with unique codes on physical items that will help confirm the authenticity of the product.
Brands who will join the program can delete the listing which they consider fake without reporting it to the Amazon to make sure it is removed quickly. Amazon said that this information would be used to strengthen its own system of the company.