A company ever-evolving — a self-driving car startup and T.V. deal with Michael B. Jordan are among its latest ventures — Amazon has unveiled plans to nix counterfeit goods through a new initiative dubbed "Project Zero." The program will utilize a series of "technological tools and cooperation with brand manufacturers" to remove listings from sellers with fake goods.
Amazon will roll out the feature on a limited basis, testing it out with an "invite-only" roster before expanding on a wider level. The project would not only give the tech giant the ability to filter out the counterfeits, but would allow participating brands to directly remove imitation listings through the use of "product serialization" codes that authenticate products during the manufacturing process. In addition, Amazon plans to better equip its own machine-learning technology to scan for suspected fakes.
"Previously, brands would need to report a counterfeit to Amazon, and we would then investigate these reports and take action. With Project Zero, brands no longer need to contact us to remove a counterfeit listing. Instead, they can do so, quickly and easily, using our new self-service tool," the company explained in a statement.
"Our aim is that customers always receive authentic goods when shopping on Amazon. 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," said the e-comm platform.
Early tests have stopped 100 times more suspected counterfeits than before, according to Amazon. Companies kicking off Project Zero include bag maker Vera Bradley, automotive accessory manufacturer Kenu and pet accessory labels Thunderworks and ChomChom Roller.
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