France24 – AFP, 28 Feb 2019
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Amazon is stepping up efforts to curb the sale counterfeit merchandise by using technology tools and by allowing brands to take down listings themselves AFP/File |
Washington
(AFP) - Amazon on Thursday announced a new initiative to crack down on the sale
of counterfeit goods on its platform which could allow brands themselves to
take down listings of fake merchandise.
The program
dubbed Project Zero uses a combination of technological tools and cooperation
with brand manufacturers to remove listings of sellers of counterfeit goods.
Amazon said
it is testing the new feature on an "invite only" basis with brands
ahead of what it expects to be a broader rollout.
"Our
aim is that customers always receive authentic goods when shopping on
Amazon," the US online giant said in a statement.
"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."
Amazon said
the new effort includes stepping up use of its own machine learning technology
to scan for suspected imitation goods.
Additionally,
brands that participate in the program will use "product
serialization" codes to authenticate products in the manufacturing
process, and those firms will be able to take action themselves to remove
counterfeit goods listings.
"Previously,
brands would need to report a counterfeit to Amazon, and we would then
investigate these reports and take action," the Amazon statement said.
"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."
Amazon said
its tests have stopped 100 times more suspected counterfeit products than under
its previous system of removal based on reports from brands.
Companies
participating in the program include the luggage and handbag maker Vera
Bradley, automotive accessory manufacturer Kenu and pet accessory brands
Thunderworks and ChomChom Roller.
"Project
Zero, with its automated protections and the self-service removal of
counterfeit products, is a significant development that will help ensure our
customers receive authentic Vera Bradley products from Amazon," said Mark
Dely, chief legal and administrator officer of the company, in the Amazon
release.
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