Amazon has expanded its anti-counterfeit program Project Zero to seven new countries, including Singapore and Australia, taking the number of operational territories to 17.
The project combines Amazon’s technologies with brands’ knowledge of their own intellectual property to counter the trade in forged products. The system works by scanning the more than 5 billion attempted daily product listings on Amazon for suspicious products, using a machine-learning algorithm that is constantly improving.
Project Zero also provides a self-service tool allowing brands to directly remove counterfeit goods listings from Amazon stores.
More than 10,000 brands have already enrolled in the initiative.
“Amazon is committed to protecting our customers and the brands we collaborate with worldwide,” said the firm’s VP of worldwide customer trust and partner support Dharmesh Mehta.
“Project Zero has been a leap forward in protecting brands, especially for those that use all three of its components.”
Brands currently using Project Zero that already have a trademark enrolled in one of the newly added countries can use it automatically in their additional stores.