Prestige like the ‘big man’ Amazon: eliminate ‘fake goods’ to the dock, directly destroy goods and block accounts with signs of abnormality

Launch the war against counterfeiting and the first warning

2017 and 2018 was the time when Amazon received a series of recommendations from brands in the market about the status of counterfeit goods sold on its platform.

In 1017, a German automaker filed a lawsuit accusing Amazon of trademark infringement for failing to prevent the sale of Mercedes-Benz counterfeit parts on its sales platform. In October 2018, the American Apparel and Footwear Association said that some Amazon sites should be added to “Markets with a Bad Reputation” because of counterfeit goods. Also this year, many founders of small brands had to speak out because counterfeiting made their business operations difficult.

In fact, fakes have appeared on Amazon since 2013. Randy Hetrick – owner of TRX Training System, discovered his gym kit was faked and sold at a much cheaper price. This person contacted Amazon but what he received in return was a request to take steps to follow the report to remove the counterfeit product.

It wasn’t until 2017 that the world’s largest online retail brand began to launch the war against counterfeit goods. Amazon states: “Amazon has zero tolerance for the sale of counterfeit goods on our website” . Along with that, Amazon built specialized teams in the US and Europe to cooperate with big brands in the fight against counterfeiting.

In the face of accusations from retail brands and counterfeiting, at the beginning of 2019 this “big” officially warned about one of the biggest problems on its online platform: Counterfeiting.

According to CNBC, Amazon has added a content about issues of counterfeit goods, counterfeit goods to the “risk factors” section of its annual earnings report. This summary is as follows: We may not be able to prevent sellers in our stores, or in other stores, from selling illegal, counterfeit, pirated or stolen goods; may not prevent them from selling in an illegal or unethical way, violating someone else’s property rights, or violating our policies.

Amazon’s announcement reflects its growing concern on America’s number one e-commerce platform. Since this time, the brand has also stepped up its anti-counterfeiting campaigns and projects.

Project Zero

In early 2019, e-commerce giant Amazon launched an anti-counterfeiting program called Project Zero. This project introduces high-tech tools that help brands identify and remove counterfeit products themselves, without having to follow the same fraud reporting process as before.

And yet, Amazon also offers a product serialization service. Brands will be given unique codes for their own products. When there is an order, this code will be scanned to verify its credibility and genuineness, avoiding fake goods sent to customers.

As a result, by 2020, more than 10,000 brands from big to small have signed up for Project Zero. Also this year, Amazon announced the expansion of Project Zero to 7 new countries: Australia, Brazil, the Netherlands, Saudi Arabia, Singapore, Turkey, and the United Arab Emirates. To date, Project Zero has been present in 20 countries around the world.

Removed more than 10 billion suspected counterfeit goods

According to the “2020 Brand Report”, Amazon has seized more than 2 million counterfeit products and destroyed them immediately to prevent resale.

As part of its anti-counterfeiting and control campaign, Amazon has invested $700 million in its initiatives, which include machine learning technology that helps classify counterfeit and genuine goods before they are stolen. sold on the platform. Not only that, according to Dharmesh Mehta – Amazon’s Vice President of Customer Care and Partner Support, Amazon has successfully blocked 6 million orders to create sales accounts and blocked more than 10 billion items of suspected goods. suspected to be fake before they showed up on Amazon.

Amazon’s move comes as the brand comes under pressure from US lawmakers and faces numerous lawsuits in Europe over liability for counterfeit goods.

Invest $1.2 billion in 2022

With the clear message of “Declaring War on Counterfeiting,” Amazon has invested $1.2 billion to recruit 15,000 employees including artificial intelligence software developers.

The outstanding achievements of the Amazon online retail platform in 2022 must include the fact that 6 million items were found to be counterfeit by the company and 1,300 criminals were prosecuted (According to its 2022 brand protection report). Amazon also sent a petition to investigate the crimes of counterfeiting to be held accountable. It is known that most of these 1300 individuals have addresses in the US, UK, EU and China.

Also in 2022, the company banned more than 800,000 attempts to create new sales accounts due to signs of selling counterfeit goods, compared with 2.5 million in 2021.

In addition, Amazon worked with the Anti-Counterfeiting Unit (CUU). The organization works specifically with the United States Patent and Trademark Office (UPSTO) and with a range of brands such as FELCO and King Technology.

Last March, Amazon teamed up with technology solutions provider Brother to take a legal action against a network of counterfeiters in Germany. This is the first action before a civil court initiated by Amazon together with a brand in Europe to prevent counterfeiting.

To continue to improve its automatic protection technologies, this “big” also constantly cooperates with trademarks registered with the Trademark Registry and regularly reports violations. of brands to minimize violations.

Amazon’s latest achievements and moves have shown the brand’s relentless efforts in the work of “cleansing” counterfeit goods on its platform.

Source: Synthesis