In its third annual Brand Protection Report, Amazon highlighted the success of its ongoing efforts to fight counterfeit products and said that 2022 saw more criminal referrals and industry partnerships than ever before at the company. Amazon also shared that it identified, seized and destroyed more than 6 million counterfeit products last year.
The report highlights the ways that Amazon continues to ramp up efforts to fight counterfeiting, including by:
- Deterring bad actors through seller verification processes, including connecting one-on-one with prospective sellers through video chat. This is coupled with advancements in the company’s machine learning-based detection capabilities. In 2022, Amazon said it stopped more than 800,000 attempts by bad actors to create new selling accounts, down from 2.5 million attempts in 2021 and 6 million attempts in 2020.
- The continued development of automated brand protection tools for brands enrolled in Brand Registry, which reduce the need for brands to find and report infringements themselves. Adoption of Amazon’s brand protection programs continued to grow in 2022, according to the company, while the absolute number of valid notices of infringement filed by brands in Brand Registry decreased by more than 35%.
- Holding counterfeiters accountable legally. In 2022, Amazon’s Counterfeit Crimes Unit sued or referred for investigation more than 1,300 criminals in the U.S., UK, EU and China. The company also used the counterfeit signals it detected to identify, seize and dispose of more than 6 million counterfeit products in order to prevent them from being resold anywhere else in the supply chain.
- Working in partnership with the U.S. Chamber of Commerce and U.S. Customs and Border Protection, Amazon built a number of marketing campaigns designed to educate consumers about how to shop safely and ensure they are purchasing authentic products as well as the harm and dangers of purchasing counterfeits. The campaigns reached more than 70 million consumers in the U.S.
“We take pride in the progress our organization has made this past year, specifically further evolving our technology to stay ahead of bad actors and doubling down on our criminal referral and litigation efforts,” said Dharmesh Mehta, VP of Worldwide Selling Partner Services at Amazon in a statement. “We’re appreciative of the growing industrywide collaboration in this space and look forward to continuing to innovate and work together to drive counterfeits to zero.”