Amazon Project Zero: a project to eliminate counterfeiting on Amazon platforms
A few days ago, Amazon seemed to be in a turmoil recognizing the possibility of increased judicial and financial risk due to the endemic flood of counterfeits that invades its platforms. Now the e-commerce giant is trying to beat all odds with its aptly named “Amazon Project Zero“. This new tool aims to eradicate counterfeiting on Amazon platforms.
Project Zero “combines Amazon’s advanced technology, machine learning, and innovation with the sophisticated knowledge that brands have of their own intellectual property and how best to detect counterfeits of their products. We do this through three powerful tools” (Dharmesh M Mehta, “Amazon Project Zero.” Empowering brands to drive counterfeits to zero, “blog.aboutamazon.com, Feb. 28, 2019).
This tool is based on three pillars:
Automated protections — Amazon relies on artificial intelligence to eliminate presumed counterfeits in a proactive manner. Owners of intellectual property rights (IPRs) provide protected elements (logos, drawings, models, etc.). The tool is designed to detect counterfeits among billions of listings. Amazon assures that this new policy and system will be a hundred times more efficient than the previous ones.
Self-service counterfeit removal — This is a major revolution, both commercially and legally. Amazon is making the decision to rely more on brand owners than on sellers or resellers who borrow from its platform. This is a business model change. IPR owners will themselves be able to remove ads that offer or are suspected of offering counterfeit goods. That said, in this way, Amazon puts the necessary resources in the fight against counterfeiting on the shoulders of the IPR holders.
Product Serialization — Product serialization facilitates the authenticity of the products. It should be noted that it is not necessary for a defined IPR owner to serialize his products to be eligible for the “Amazon Project Zero” program. Simply put, Amazon states that “Product serialization is a powerful tool for detecting and stopping counterfeits from reaching customers. Brands also have the choice to determine which of their products to serialize.” In addition, this service is not free of charge as DPI owners who choose to use the product serialization service must pay “between $ 0.01 and $ 0.05 per unit, depending on volume“.
These measures are welcome. Hopefully, they will be enough to achieve the very ambitious goal of completely eradicating counterfeiting on Amazon platforms.