Project Zero is an initiative by Amazon to provide automated protection against counterfeit goods. The new initiative is powered by Amazon’s machine learning, and it will proactively remove counterfeits, to be a part of this the brands have to provide key data points about themselves like a trademark, logos, etc. Amazon wants to empower the brands on its sites to directly remove a seller’s listings through the new project. This initiative was launched in the U.S., Japan, and Europe over the period of eight months, and now it is being launched in India along with the government’s process to tackle the sale of fake goods online.
Brands must apply a code that is unique to every product they sell on the platform for Amazon to scan and confirm the authenticity. With this service, the company wants to detect and stop duplicating for each and every product unit before it reaches a customer. If the product listed goes undetected in the counterfeit scan, then the brand itself can take down that product. Amazon is excited to launch this project in India, and they want to provide a great shopping experience to its users by driving counterfeits to zero. In feedback received by Hindustan Unilever, the company had stated that the new tool has bright relief to brand owners.