Although Amazon has been cracking down on sellers selling fake goods, it has had little effect. However, there is good news for brand sellers. Amazon has released a new program to help brands fight counterfeiting on the Amazon marketplace.

Amazon launches “Project Zero” to help brands fight counterfeiting

Sellers Home learned that on Thursday (February 28, 2019) Amazon officially announced the release of a project called "Project Zero"'s new plan aims to further intensify its efforts to crack down on sellers selling counterfeit goods on its platform.

At the same time, Sellers Home learned that the plan does not need to wait for Amazon’s investigation. That said, this is the approach Amazon is taking to address its counterfeit problem. Brands using Project Zero, which gives brands control over counterfeit products on their site, will no longer need to contact Amazon. They can use Amazon’s new self-service tool to quickly and easily remove counterfeit products.

Amazon also stated in its release:

“Our goal is that when consumers shop on Amazon, everything they buy is genuine.”

< p> Next, Seller Home will lead everyone to learn about the relevant information about the "Project Zero" plan. Sellers in need can learn about it.

1

What is “Project Zero”?

"Project Zero" is currently an invitation-only program whose primary purpose is to leverage the combined strengths of Amazon and brands to drive counterfeit goods to zero.

2

What does the “Project Zero” plan do?

From the official website of "Project Zero", Seller Home learned that its current role is mainly to realize automated protection, self-service deletion of counterfeit goods, and confirm the authenticity of goods through product serialization.

The specific introduction is as follows:

(1) Automated protection

Powered by Amazon’s machine learning expertise, the automatic protection function continuously scans the products on the platform. and proactively remove suspected counterfeit goods. Brands provide Amazon with logos, trademarks and other key data about their brands, and Amazon scans more than 5 billion Amazon listing updates every day for suspected counterfeit goods

(2) Self-service counterfeit product removal tool< /p>

With Project Zero, brands no longer need to contact Amazon to remove counterfeit products. Instead, they can do it quickly and easily using Amazon's new self-service tools. This provides brands with an unprecedented ability to directly control and remove counterfeit goods, and helps automate brand protection to better capture potential counterfeit goods in the future

(3) Product serialization< /p>

The merchandise serialization service provides a unique code to each unit produced, and brands place these codes on their merchandise as part of their manufacturing process. Through this service, Amazon scans and verifies the authenticity of purchases, detecting and stopping counterfeiting before each unit of merchandise reaches the customer.

3

Are there any fees for Project Zero?

Brands can sign up for Project Zero for free, get automatic protection, and use self-service counterfeit removal tools. However, brands that choose to use merchandise serialization services will incur costs per unit of between $0.01 and $0.05, depending on volume. ("Item serialization is a powerful tool for detecting and preventing counterfeit goods from reaching customers. Brands may also choose to determine which items can be serialized.")

4

"Project Zero" initiative What sites are supported?

Currently "Project Zero" is invitation-only in the United States. Amazon said it is adding brands as quickly as possible while ensuring a high-quality experience.

Brands that have not yet signed up should be put on a waiting list and they will be notified as soon as they are ready to be added.

Join the waitlist:

/projectzero/waitlist

What should third-party sellers who have not registered their brands do?

It is reported that some sellers Concerns have been raised about brands using Amazon’s “Project Zero” program to offer so-called “automatic protection” that brands may be overly aggressive and report items listed by unauthorized or second-hand sellers.

With so much power being given to brands on Amazon that they will be able to remove items from any seller they want, the potential for brands to abuse this power is clear.

However, Amazon also responded to questions about how Amazon ensures brands use self-service anti-counterfeiting tools to make accurate decisions.

Here’s the reply:

“We are providing unprecedented accountability to brands, and we are willing to do so because we believe the combined strengths of Amazon and brands can drive counterfeiting to zero. Brands must Maintaining a high level of accuracy is required to maintain their Project Zero privileges. We have a number of processes in place to improve accuracy, including necessary training as part of Project Zero enrollment and ongoing monitoring to prevent misuse of our tools. "

Furthermore, Amazon told brands:

"Currently, 'Project Zero' is invitation-only in the U.S. We are adding brands as quickly as possible while ensuring high availability. Quality experience. “Brands that haven’t signed up yet should be put on the shortlist and we’ll let them know once we’re ready to join. ”

“Project Zero” has received positive feedback from many brands

Brendan Witcher, vice president of research firm Forrester, believes that the program is a positive step to protect brands and solve the problem of counterfeiting. < /p>

He said:

“This will never put more burden on the brand. This helps them a bit,

While Amazon has done some work in this area, brands have to keep a close eye on what's happening on the site. ”

In addition, Seller Home also learned that Amazon has been testing this new project with multiple brands including Vera Bradley, Thunderworks, and ChomChom Roller, and said that its system detected an average of 10% suspicious The number of fakes is 100 times higher than the previous process of relying on brands to report to the company.

So far, the feedback from these brands using the "Project Zero" program has been very good.

The above. This is about the details of the "Project Zero" plan. If you are a brand seller and have needs in this regard, you can consider joining the waiting list and keep an eye on the latest trends in the plan.