We’re excited to announce the expansion of Project Zero to our European stores in France, Germany, Italy, Spain and the UK, empowering even more brands to partner with us to drive counterfeits to zero in more places around the world. Launched earlier this year in the US, 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. Over 3,000 brands have already enrolled in Project Zero in the US, and we’re excited to see more brands partner with us to drive counterfeits to zero in Europe.

Project Zero builds on our long-standing work and investments to ensure that customers always receive authentic goods when shopping on Amazon. Project Zero does this through three powerful tools that we’ve already seen have significant impact in the US.

Automated Protections

Amazon’s automated protections proactively and continuously scan our store – including the more than 5 billion daily product listing updates – for suspicious listings. Since launch, Project Zero’s automated protections have stopped more than 65 million suspicious listings for brands enrolled in Project Zero – all before a customer ever saw them. These automated protections are powered by Amazon’s machine learning and are continuously fed information so we can more effectively prevent counterfeit listings in the future.

Project Zero has been really helpful in our efforts to fight counterfeits; we love being able to zap villainous listings ourselves.
Ben Hantoot, Co-Founder, Cards Against Humanity

Self-service counterfeit removal tool

Brands in Project Zero have the ability to immediately remove counterfeit listings themselves. This provides brands with an unprecedented ability to directly control and remove listings from our store. These removals also feed into our automated protections so we can better catch potential counterfeit listings proactively in the future. As a result, for every one suspected counterfeit that a brand removes from our store, Amazon proactively blocked or removed more than 500 suspected bad listings.

Product serialization

Product serialization is enabled by a unique code that brands apply within their manufacturing process, and it allows us to individually scan and confirm the authenticity of every single purchase of a brand’s enrolled products when purchased in Amazon’s stores. While product serialization is optional, Brands enrolled in Project Zero are seeing the best results when using product serialization. So far those enrolled brands haven’t even used the self-service counterfeit removal tool for their serialized products because the combination of automated protections and serialization has helped drive counterfeits to zero.

“Trtl was excited to be a part of the Amazon Project Zero pilot in the EU. Our experience of the self-service removal tool was excellent, and the take-down time was lightning fast. We believe Amazon Project Zero and our use of the product serialization service will help protect our brand and our consumers online. Thank you, Amazon.” – Michael Corrigan, CEO, Trtl

The initial results from Project Zero have been promising and we will keep improving – we will continue to refine our technology, expand to more countries, and will continue to work with brands to drive counterfeits to zero.

Project Zero is currently an invite-only experience, and we’re working to add more brands quickly. Learn more about Project Zero and sign up to join the waitlist at www.projectzero.com/uk