Amazon’s Project Zero Eyes Brand Safety

Amazon declared the expansion of Project Zero to seven new countries Australia, Brazil, Netherlands, Saudi Arabia, Singapore, Turkey, and the UAE, making it available in 17 countries where Amazon has a store. Project Zero combines Amazon’s advanced technology, machine learning and innovation with the knowledge that brands have of their own intellectual property so we can together drive counterfeits to zero.

Project Zero is among a suite of tools Amazon has introduced to empower brands to protect their IP.

“Amazon is committed to protecting our customers and the brands we collaborate with worldwide. Project Zero has been a leap forward in protecting brands, especially for those that use all three of its components,” said Dharmesh Mehta, Vice President of Worldwide Customer Trust and Partner Support.

Launched in 2019, Project Zero builds on Amazon’s long standing work and investments to ensure that customers always receive authentic goods when shopping on Amazon. Over 10,000 brands from large, global brands to emerging entrepreneurs including Arduino, BMW, LifeProof, OtterBox, Salvatore Ferragamo and Veet have already enrolled in Project Zero.

Ronaldo Mouchawar, Vice President of Amazon Middle East and North Africa noted, “We expect Amazon customers to feel both confident and safe when making purchases from our stores. The expansion of Project Zero to and is a significant investment that will further ensure our customers across the region receive authentic products when ordering from Amazon’s stores. We look forward to continuing to work alongside brands to drive counterfeits to zero.”

Brands that are enrolled in Amazon Project Zero and already have a trademark enrolled in one of the newly launched countries will automatically be able to use Project Zero in these additional stores.

“We are excited to see that Project Zero is expanding into the new marketplaces. The program has already had a very positive impact on our enforcement efforts and we are glad to see Amazon’s continued commitment to protecting our brand across the world,” commented Adrienne McNicholas, Co-Founder and CEO of Food Huggers.

Amazon’s automated protections proactively and continuously scan more than 5 billion attempted daily product listing updates globally to look for suspicious listings. These automated protections are powered by Amazon’s machine learning and are continuously fed new information, so we continue to get better in automatically preventing and blocking potential counterfeit listings.

Project Zero goes further with a self-service tool to empower brands and provides them with an unprecedented ability to directly 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.

Product serialization is enabled by a unique code that brands apply within their manufacturing or packaging process, and it allows us to individually scan and confirm the authenticity of every single purchase of a brand’s enrolled products from Amazon’s stores. While product serialization is optional, brands enrolled in Project Zero are seeing the best results when using product serialization.

Most recently, Amazon launched the Amazon Counterfeit Crime Unit (ACCU), a global team that will investigate and bring legal action against bad actors, protecting customers, selling partners and brands.

Amazon IP Accelerator helps businesses more quickly obtain intellectual property (IP) rights and brand protection in Amazon’s stores. The program was designed specifically with small and medium businesses in mind and is available to entrepreneurs worldwide that are looking to secure intellectual property in the U.S. IP Accelerator connects entrepreneurs with US law firms with expertise in trademark applications. Entrepreneurs also benefit from pre-negotiated rates

Amazon Brand Registry, a free service that gives brand owners access to a powerful set of tools that help them deliver an accurate and trusted customer experience on Amazon while protecting a brand’s IP.