The sale of counterfeit goods is a well-publicized issue as far as Amazon are concerned. Brand owners have long been calling for the retail behemoth to do more to stop the sale of counterfeit goods to protect consumers.
Well it appears that Amazon has listened with the launch of ‘Project Zero.’ The aim is clear, zero counterfeit goods sold on the site. It’s easy to set a lofty goal and quite another thing to achieve it, but this certainly appears to be a step in the right direction.
The project includes handing brand owners the power to remove counterfeit goods from the amazon marketplace without the need for intervention by Amazon. It also includes a tool called ‘product serialisation’ which allows brand owners to assign unique serial numbers to genuine goods sold on Amazon and require Amazon to scan those numbers to check the authenticity of each sale.
Amazon also reported that their use of machine learning tools “proactively stop 100 times more suspected counterfeit products as compared to what we reactively remove based on reports from brands”.
Whilst introducing such tools may help the war on fakes the implementation will be key to their efficacy. It is important to also consider and protect the rights of those selling legitimate second-hand goods and unofficial, but legal spare parts and accessories.
Using your brand and the brands of third parties in the online retail space has many potential pitfalls but does of course allow you to reach a huge audience and potential customer base. If you would like advice on use and protection of your brands online then please do not hesitate to contact us.